Thursday, June 2

Designing for Gen Y

There is a new home owner on the block, and it's not who you might have expected.  If you saw them in your showroom, you may think they are just looking, but that is not the case.  I see them all the time, and when I offer to help them, they look shocked, because this is the fifth showroom they have gone to, and I am the first person to address them.  Meet the new home owner, Generation Y.  This blog post is going to give you a brief description of who they are, and how you can market to them, and help them with their projects.

Who is Generation Y?
Generation Y, or the Millennial Generation, were born between the late 1970's and the late 1980's or early 1990's.  Many of them are the children of the Baby Boomer generation, and so they are also sometimes referred to as Echo Boomers.  This generation is connected, meaning they are big on media, communication, and digital age and technologies.  This generation doesn't follow their parents same steps into adulthood.  (College, Marriage, Home Ownership, Children, etc.)  This generation does typically live with their parents longer than past generations, and they are buying houses before finding a spouse.  This generation celebrates diversity, optimistic, self inventive, writes their own rules, are multi-taskers, and their friends are their family.

As your client
So, now that you know a little about this Generation as a whole, how do you help them when designing their new dream kitchen, bath, or just as an Interior Design client as a whole.  This group of clients is savvy, and typically knows exactly what they want.  These clients are downloading drafting tools and spec guides intending on designing for themselves.  They do need help, and they do need guidance, they just may not realize it yet.  Sometimes, they know exactly what they want, but sometimes they need help coordinating the perfect pallet of colors, fabrics, and finishes.  They know what they like, they just may need a trained eye, or someone familiar with products, to help them find it.

Keep in mind, every client that walks into your showroom is a client, even if you don't think they are there to spend money.  Don't overlook that young couple keeping to themselves.  They may not ask any questions, but they do need answers.

So Where Do You Start? 
Keep your marketing strategy fun and inventive.  Embrace outlets like social media and the Internet.  Like I said previously, interact with them both in the showroom, and online.  If they get the attention they need, they are going to share it with their friends, and the world, through those same social media outlets.  It's been suggested that business owners use separate means of advertising specifically to Generation Y.  Create a separate ad campaign that is directed specifically to this technology savvy client base, or even a specific ad campaign using social media outlets.

Looking for more information on Generation Y?  There is a lot of information out there, including the Gen Y Journal.  Twitter is also a great resource, here are some suggested searches: #GenY, #GenerationY#Millennials,