004: Show Notes Marketing to Millennials

Steve: Welcome to rearranging change how you market to an ever changing world. I'm your host, Steve Chesney. Hello.

Steve: Welcome to episode number four and we are continuing with the fourth of our five week series on the generations and how we market to them. And today we're going to talk about the millennials. Now millennials or generation Y were born between 1981 and 1996 and they're currently in their twenties to mid thirties right now. And I must say that, uh, I have three daughters who all three fall into this category. So I know it pretty well. No, they got their name from a 1991 book. It was called generations, the history of America's future. They're also the most educated generation. Millennials went to college. Now they went to college with the promise of a job when they got out and that promise wasn't kept. So a lot of millennials had to move back in with mom and dad. In fact, today, a lot of millennials are still on mom and dad's wallet, but they are educated.

Steve: Only the baby boomers rivaled the size of this generation. This means that this generation is going to be making a huge impact on society moving forward. They are the second largest generation entering the workforce behind the baby boomers. As marketers, we must pay attention and we must listen to them. Millennials do like instant gratification, so make sure that what you offer them has an immediate result. There are more Google searches on millennials than any other generation. Now, I believe that's because people, companies and marketers are trying to understand them and learn how to communicate with them. They typically are children of a divorce. They grew up more sheltered than any other generation. Now, parents would try and shield them from the evils of the world. Unfortunately, the evils of the world made themselves visible to this generation in a big way. Because of that, millennials hope to be the next great generation and turn around the wrongs of today.

Steve: Think about it, baby boomers mostly run the U S government rules and laws are passed on their values and beliefs. The reality of it is that they are near the end of their reign. They're retiring, they're dying, they're being replaced. The millennials will be the ones replacing them. Why? Because they're educated in this country. You must be 35 to run for president of the United States. The oldest millennial right now is 35 this is good news. Some of the greatest characteristics of millennials are that they're very tolerant. They're inclusive, they're spiritual, they're extremely techno savvy. They consider themselves as members of a global community. They're concerned with the environment and the future of our planet. Millennials don't care about the color of someone's skin, their religious beliefs or their sexual orientation. They do care about the political beliefs of others, so tread lightly in that area.

Steve: When you're talking to them and think about that. Millennials will be the ones to take over Congress. They're going to be the ones to take over the and they're going to run the world. And I believe that that's good news for us because they are so tolerant, but they're also tolerant of other countries and their beliefs. I think that's going to be a more peaceful world. Think that's just my personal belief. So we'll see what happens on that. By the way, millennials, they have not lived without computers. Their preferred style of communication is texting, although this may change with time as technology changes, although they may have huge student debt, they have no problem spending money. Financing is a word that is in their vocabulary. Some of the events that help shape their lives include in 1995 the bombing of Oklahoma federal building. In 1995 we had the OJ Simpson trial in 1999 the Columbine high school shooting 2001 nine 11 terrorism attack in New York city.

Steve: Boy, is there any wonder why they want to change the world? In 2003 MySpace launched 2004 Facebook launches in 2006 Twitter lunches. 2008 we had the election of Barack Obama and in 2008 we also had the crash of wall street. Crash of wall street was not as detrimental as the one in 1929 in 1929 the whole society was effected by that stock market crash. This time it was mostly the baby boomers who were affected. They lost a lot of their 401ks and their investments in the stock market and things like that. That's why they're still working. Cause we talked about during the baby boomer a episode that wasn't event that the millennials took note of. Now when marketing to this generation, you've got to speak their language, use text messaging, use hashtags. They prefer the text messaging over emails they preferred over direct mail. That is the way they like to communicate to you should be communicating with them that way. Uh, use the hashtags. So that's what they know. They like instant gratification and they want everybody to win. So whatever you're offering them, please make it a win win situation. Hey guys, if you have any questions you want to make any comments, I'd love to add them to the show. Just email me@steveatrearrangingchange.com and when we come back our buddy Ron said, gee

Steve: my friends, I'd like to offer you a free copy of my international bestselling book rearranging change market to an ever changing world. Just simply go to rearranging change.com that's R, E a R R a N G I N G C H a N g.com rearranging change.com I will pay for your book. You simply pay for the shipping and handling. Once again, a little gift from me rearranging change how you market to an ever changing world, but at my website, rearrange and change.com and get your free copy [inaudible]

Steve: well, welcome back and I told everybody last week that they should go and hear my buddy ronseggie.com to hear his radio show. But you can also hear it on the USA network on Saturday nights, but what I didn't tell you is you can also go and listen him seeing at [inaudible] dot com multitalented great friend. Please welcome Ron Segie. Hello Ron.

: Hey Steve. Thanks for having me back. It's always great being here, my friend.

Steve: Hey Ron, I neglected to ask you last week, and for those listeners who are listening on their headphones or while they're driving, you're not going to see this, but if you get a chance to go onto YouTube and watch this podcast, Ron is sitting at a very

Steve: pretty interesting desk. What is that you're sitting at?

: Well, this desk is really a very, very close item to my heart. It really is. And first let me say that I will later on in the podcast, back up the camera so you can see the whole thing. But yeah, I'm a president's buff. I have been a presidential kind of historian, if you will, for about 45 years. Nobody knows that about me. They know I'm a singer. They don't have an announcer. They know that I collect cars. They'd all of these things about me, what they don't know as I have a replica of the oval office in my home, residential history.

Steve: Well that's, that's the thing. When if people watch this, they can see you have the American flag and you have the presidential flag and you look like you're sitting in the oval office. That's why I want to know about this desk.

: Well, excuse me, I'm getting a call on the red phone. Her cheating potent. Just wanted to know if we were still off the desk is the resolute desk. The desk was first given to the United States by England in 1890 little story behind it is that there were a couple of explorers that went up to explore up around the North pole from England. They got caught in an ice jam. They couldn't get their boat out, so they were rescued by another boat. Few years later, yeah, America went up there. They rescue the boat. It was called the resident. That was the name of the boat. They brought it back to the United States, refurbished it in the early 18 hundreds gave the back to England as a token of appreciation and friendship. Well, around 1885 they decommissioned the ship, broke it up, and they make two deaths.

: One went to the queen of England and one went to the president of the United States in 1890 in the white house. That desk has been in the white house since 1890 with the exception of a couple of years after John Kennedy was assassinated. And then they put it out on tour. Lyndon Johnson put it on a tour of memorabilia. This is the desk, if you remember that little John John was coming out the hole in the front desk and the reason that that little door was put on was back in the early 1940s to hide president of Roosevelt's crippled legs and his braces and it's currently in the white house right now over Donald Trump was using it. President Obama is it, uh, if it wasn't in the oval office than it was in the family quarters, but it has been in the, this is 1890 and this is an replica of that desk that my, my wife actually gave it to me and it's really a piece that will stay up in our family for hundreds of years.

Steve: Wow. It's beautiful. It really is. Now I got to tell ya is beautiful is that desk is what I find to be really beautiful. Is that book that you've got sitting on top of that desk right now. It looks very familiar. No, not that one. The one on the other side. Oh, this one. This over here? Yeah. What's that one called? This is called, let me see. Uh, let me, let me think. This is of course rearranging change and it's done by the way, host of the show, Steven Chesney, I tell you where it sits too. It sits right next to the story of the resolute. Oh wow. You've got great company here. And, uh, and this is a great book of course. And this is, this was not a plant. This was always on my desk, believe it or not.

Steve: I love it. Thank you very much Ron.

Steve: And, and uh, you know, for those of you get a chance to get to the YouTube, so you can just take a look at this. It's absolutely beautiful. So Ron, who did you, uh, bring for us to listen to this week?

: Well, this is a one of several times that I interviewed this fellow and he in later life became a little controversial, but he has mellowed over the years. Great. Great journalist. And it's Dan rather. Oh yeah. Yes. News. The first time I interviewed him and it was for a book called, uh, the camera has eyes too or something to that nature cause it's like a horror movie. Yeah. You know, uh, this particular interview centers around the fact that he was on the scene in, uh, the Laney park when, uh, president Kennedy was assassinated. And it's a remarkable story of how he was right there. And you'll get the, a little bit more of the gist of it when you hear the interview, but it's a fascinating story. This is what we call the backstory. Well, that's great. Um, and w how appropriate to talk about your desk in that oval office today for that to being the desk that was kind of really brought to the forefront with little John John coming out of that, uh, front door. Yeah. Amazing.

Steve: Let's take a listen.

Ron: We are doing a very special show this week as we remember the anniversary of president John F Kennedy's assassination back on November 22nd of 1963 and I want to read you a letter. Dear Ron, I'm grateful to you for your interview. While I was promoting my new book, the camera never blinks twice. Thank you so much for making our interview so pleasant and productive. You and your team did a terrific job and I truly appreciate your good efforts. Here's hoping our paths cross again soon. That was dated October 17th, 1994 that was signed by our guest, Dan rather. Hi Dan. How you doing?

Dan: I'm doing great. Aren't you kind to still have that letter. Wow.

Ron: It's framed and in our studios here and I'm so excited that you're here today and I must say that we gotta quit meeting every 24 years. This has gotta be sooner than that, you know?

Dan: I would totally agree with that.

Dan: You are one of the first reporters that actually saw what happened that terrible day on November 22nd, 1963 a young reporter reporting from, of course, Dallas, Texas. Nan, what was it like when you saw that?

Dan: Well, it's a never to be forgotten data to say the least and packed the whole weekend, what we call the four dark bays in Dallas Friday when the president was assassinated Saturday when his assassin was being questioned by police and then Sunday incredibly, it's still kind of hard to believe when the assassin was assassinated in the basement of the police station. And then of course on Monday, the national funeral led by the steel grieving for his lady. It was an emotional earthquake for me as a person, as it was for every person in America and many people around the world. I was just past the school book depository, waiting for a film drop in the motorcade. I didn't immediately realize that any shots had been fired. I didn't hear any shots. I didn't see any, but when the rest of the motorcade didn't follow behind the presidential limousine, I knew something was wrong. So I rushed back a few blocks to our local station from where we could broadcast me. At the time I got back there, it was obvious the president not only had been shot but had been seriously hit and I managed to get through the prop in the hospital and partly as a result of that, our CBS news team confirmed that the president was dead a number of minutes before the white house made the official announcement.

Ron: You are not in the press motorcade, the pool car. Where are you?

Dan: No, I was not the late Bob Pierpoint was the CBS news white house correspondent. He was in the motorcade. My job as a young CBS correspondent, because I'd grown up in Texas, they assigned me to arrange the coverage. I didn't expect to be on the air that day that I had arranged our coverage. You know, the getting the film from the motorcade, getting the film back and being processed to keep in mind. We didn't have portable video tape in those days, so that was my occasion of being a Dallas. I had organized the CBS news coverage with a trip to the state. As you may remember, the president had already gone to San Antonio, Houston Fort worth. He was in Dallas. Austin was to be the next and last stop. We had stepped up a bit in Dallas because we thought if there's going to be any trouble, we didn't really expect trouble. If there's going to be any trouble, it'll be in Dallas. No one thought of an assassination, but Dallas was a Citadel of resistance to desegregation and racial justice. It was a Citadel of resistance to the Kennedy administration and the democratic party and there'd been some jostling of democratic candidates before in Dallas. So we thought, well, we've, we should have a little bit heavier coverage in Dallas anywhere else, which we did.

Ron: Nan, how do you go from just covering this thing from a peripheral level to going from there to not only breaking the news prior to the white house, breaking the news called Parkland hospital, you receive verification of the death of the president from a priest and an emergency room physician and then later was shown the Zapruder film to bid on it for CBS news. I mean, those were two huge entries into the story.

Dan: Well, true. Again,

Dan: I was a bit lucky that I was among the first to see this brooder film and our team, including our local station KOD had helped to find a superior film, played a small role in getting the film processed and then when they showed it to us, what they did was that mrs Foudre hired a lawyer. I wanted to sell the film and he said, look, we're going to show you this film once in one time only. So I saw it once. I left there immediately to go to describe from memory on the air what I had seen. So in that sense, yes. You know, it was a big story and partly through luck and partly through experience, we did manage to get pretty much in the middle.

Ron: Dan, how did you verify who you were and why did they give you that information at Parkland hospital? I mean anybody could have called it

Dan: the chaos factor first of all, because I call it the hospital right away. I knew the hospitals, we had 40 good flooded if I didn't call right away because I called right away. The first time I called the switchboard oppor hung up on me. This I called right back, got through and just begged her to keep on the line. You don't want to underestimate the chaos factor. The hospital was completely mobilized. Remember, not only had the president been hit, but Texas governor Conley had been hit. They were in a chaotic mood and I somehow the switchboard operator took it on faith that I was who I said I was. I remember saying to her, you can call me back if you want to verify who I am. And I begged her to get somebody, anybody on the phone who might be able to tell me what was going on. And she proved to be quite helpful. As you say, I talked to the doctor, talked to the priest, and at another place, another member of our team of Eddie Barker who was a news director, talk to somebody who was high up in the hospital administration. All of these people said without equivocation that the president was dead. So I knew we were dealing with a dead president even though the official announcement had not been made yet.

Ron: What was the scene like when the limousine went past you? Did you see the president? Did you see Clint Hill, Jackie, uh, the Conley?

Dan: Well, I had no idea. I wasn't even sure it was the presidential eliminating get the picture. I'm there. It's just sort of waiting for the motorcade to come. Everything had been routine indeed pretty good up there. And I wasn't expecting any limousine while I wasn't even sure it was the president's limousine. I thought it wasn't, and I thought to myself, well, and I see the first lady in that car. Was that the limousine? I wasn't sure. It just all happened in nanoseconds. What I didn't know, almost immediately after that vehicle left was that the rest of the motorcade wasn't coming. The motorcade had stopped. And at that moment I had no idea what had happened, but I knew something had happened because the rest of the motorcade didn't come and in charge of our coverage. I thought, I'm out of position here. I have no way to broadcast. Remember this is 1963 we didn't have cell phones at nav live coverage on the street, so I had to get back to the station only a few blocks away, and by the time I got back to the station, as I say thin and only then did I know that shots had been fired of the president.

Ron: I am amazed at the fact and very interested that you believe with one gun, one shooter, Lee Harvey Oswald acted alone, and that's interesting to me, Louisville, all of the various theories surrounding this. Why do you feel that way?

Dan: Well, first of all, I think the facts have pointed in that direction. I want to make clear, I understand reasonable theories about how I was world, knew I couldn't have done it alone and reasonable periods about a possible conspiracy. I'm open-minded, I try to be fact concentrated and everybody's entitled to their own opinion of what happened, but they're not entitled to their own facts now. I think the facts strongly suggest, I think beyond her by any reasonable doubt that Oswald definitely was a shooter. I do think it was one gun, one shooter. I think it was Lee Harvey Oswald. I consider the Rosetta stone of the case. The fact that he killed officer J D Tippit a short time after he left the school book depository. I recognize it. There are other people with other theories and maybe history approve them. Right, but if years beyond the point now and so the second part was okay, even if you accept as I do that as will would probably the shooter and the only shooter and acted alone in shooting with somebody else, part of a conspiracy that acted with him.

Dan: It's more difficult in that area. Again, I'm open minded. I still study the case. Nobody yet has given me what I considered to be persuasive evidence of a conspiracy. I do agree. The Warren commission didn't do its job perfectly. I think the process was flawed, but I think they reached the right conclusion. The FBI and the CIA withheld information to the Warren commission. Then that makes it somewhat under sufficient. But you know, conspiracies are very hard to keep. And the idea that Oswald was somehow involved with somebody who put him up to this or help him do it, I think is a reasonable hypothesis. But it is a hypothesis. Those who speculate, this conspiracy involved tens if not dozens, if not hundreds of thousands of people. The CIA, the FBI, Lyndon Johnson, the defense department, I don't think this is reasonable that that many people were involved in the conspiracy and the conspiracy could last this long.

Dan: It's amazing how a tragedy sometime will spawn careers for other people.

Dan: Well, that's true. And also we remember and we should, we're in the United States of America where people are allowed to speculate and be skeptical or even cynical about what they're told by official sources. So no one should be surprised at this. He was only president for a thousand days. He was the first president born in the 20th century. He was the first Roman Catholic president. He represented new youth, all wood looking. But because his presidency was so short, because he was assassinated, he died violently. So young. There's always going to be mystery. And mystique surrounding president Kennedy and his administration.

Ron: Dan, do we have to wait another 20 years to get together again?

Dan: I hope.

Ron: No

Dan: call or send up a flare. I love talking to you and love to be on with you, uh, with the maybe a happier, more optimistic subject. So I look forward to it and I very much appreciate you having me on today.

Ron: Thank you Dan. I appreciate your time and I look forward to having you back my friend.

Dan: Thank you very much. Good luck and Godspeed.

Ron: Thank you Dan. Well that was very fascinating with Dan rather in,

Steve: you know, back to sales and marketing when he mentioned about the Zapruder film and how they sold that film, uh, what it was to the highest bidder that there was sales involved there. It wasn't there.

Ron: Oh, there's a lot of sales involved there and it was amazing that does a brooder had the wherewithal and the foresight not to take the first bid because that kind of money that they're offering at that time was a lot. And of course you have to understand that you didn't know at that time if there was other footage, it'd be more valuable. I mean, later on we found out that that was probably the most accurate description and viewing of what really happened compared to other shots that were kind of hit and miss and a lot of them stills. But if you would have that, he was only rather than possibly thinking like today if something, God forbid happened in the white house. Yeah.

Steve: 2000 English copies of it. Yeah. Yeah. He had the only angle in any probably worth, well not probably, definitely worth a whole lot more than he got for it. But sometimes you just gotta wait. Right. Patients sometimes will pay off in the long run, but in this case, it was not only the money, but it was history and, uh, you know, thank Dan rather for, for bringing it to us. What a remarkable career he had. I mean, um, I remember him, of course, growing up on the CBS evening news, I mean, he was the only person I knew really. Dan rather was, was the guy, but I didn't know about the stuff that he had done prior to that. Yeah. And how he, you know, they're really an interesting thing is in Texas, he helped save 350,000 lives. Uh, there was an evacuation of hurricane Carla. He was on the news and he's the one that actually got people to move. You know, this guy's got a pretty good history.

Ron: Well, and it's important to note that when he was covering that assassination that day and that arrival of the president in Dallas, he was annoyed. Anchorman. He was a, what they call in the business, a stringer. He was out there just to get some B roll and maybe do a little voiceover once the B roll was put on the air. But he was not the anchor man all over it. Say at the time. We all remember that clip. Walter Cronkite was right. I have a little piece of trivia though. He told me, and I don't know, I can't remember if it was on the interview or not, but, um, do you know who his wife used to date?

Steve: Dan Rather's wife.

Ron: Yes. Um, I don't even have a good guess. Okay. Well when he told me, I said, wow. I said, that's quite some competition. You know, you'd be very cool with a Cape on the six 30 news singing Hunka Hunka burning love. Oh, because his wife used the data Elvis Presley. No kidding. Yeah.

Steve: And she left him for Dan. Uh, well maybe, maybe Elvis left her a little bit more. What a great interview though. And again, thank you for going into the vault and um, we really appreciate it. I look forward to seeing what you bring us next week. My friend Ron said, gee, let me, Ron said, you.com and also said you sings.com, uh, go up by to pay a visit to my buddy. All right folks, thanks again for visiting. Got questions. You got comments? You got some things you want to hear. Send me an email steve@rearrangingchange.com and we will see you next time.

Steve: Thanks for listening. We'll see you next time on rearranging change maker to visit my website, Steve chesney.com sign up for my newsletter. We'll be talking soon.