Written by The Scribbler
This document isn’t necessarily a script, but a spotty transcript of a speech given to NSDs. It is a game plan discussing how to recruit younger people into Mary Kay. It talks about the characteristics of these Millenials (sometimes called Generation Y) who were born in the 1980s and 1990s. There characteristics will no doubt be exploited later on!
Friends, if you have daughters of any age or know teenage girls in your neighborhood, drop a few nuggets about what this company does to its women. Young girls are not stupid – like sex education, these girls need to know from YOU before they learn the “facts” from a hot-to-recruit Mary Kay Consultant! It is crucial that we guard the next generation of women from the prison of emotional hurt, manipulation, and credit card debt!
Who is going to take Mary Kay into the future??? Our job is to study trends to the next level. We must look at Generation Y – these are the daughters of our sales force. They add vitality to our sales force. Will someone who is 30, 40, 50,60 be able to buzz from someone who is 20? YES!
To bring all age groups into the business and make them all feel comfortable is our goal.
Ages 10-28. We want them in our future. There are 79 million Generation Y people. This is the same size as the Baby Boomers. Here is what they are like:
1. Highly Educated: 80% of teens are going to college.
2. Trendsetters: Daughters show moms how to dress. These are the next new set of parents. They are not stressed out all the time about having it all.
3. They have dual income mentalities; they want things. Generation Y wants to do one thing at a time. They want to have a fabulous career, then stop and have a baby, then go back and have a fabulous career. OR… A HOMEBASED BUSINESS++$$ They could be CEOs of their own home-based businesses.
“Born to Luxury,” whether they can afford it or not, is one way to describe them; Think of Reese Witherspoon in Legally Blond to know what this generation is like. They need to be recruited so they can make some money.
They are optimistic; all their glasses are rose colored. They default to happy and they are fun to be around. They are driven by a sense of entitlement gained in their youth. They are flexible. They embrace technology in everything, not afraid of it. They are into customization and personalization. They make it fit into their lives. If you poll them, 80% say they are fashion trend setters. Very concerned about their appearance.
Our challenge would be how to work with this customer and personality. We love fund and we are optimistic. I look forward to bringing all this into the business in the next few years.
How do we tell them in a way they will perceive this is cool? Our big challenge for 2010 is to make it cool so it appeals to this woman, from both the product and the career as well. A few nips and tucks here is all we need to do – this is not an extreme makeover.