005: Show Notes Marketing to Generation Z

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

Steve: Today's going to be the last of our five part series on the generations and how we market to them each a little bit differently. Today we're going to talk about generation Z. Now I'm going to tell you upfront this is going to be a little shorter than the other ones because I really don't know quite yet the best way to market to this generation. I have an idea, but let's talk about them and then I'll give you my idea. Uh, first of all, generation Z is born after 1996 and right now they make up about 26% of the American population. Now, although that number is big right now, it has no direct impact as far as our marketing efforts go. Well, it doesn't. It doesn't. We'll talk about that in just a second. They're not the ones who spend the money. It's their parents and their grandparents who are the spenders.

Steve: Now, according to an article in Bloomberg, they're 61 million strong in the U S alone or more depending on which data set you use, and they're roughly between the ages of seven and 22. That means we should start thinking about how we're going to market to them very soon. One of the areas that I'm noticing is that this generation likes things brought to them. They've only had Amazon available to them their entire lives. We're seeing an increase in online shopping, delivery of food, grocery store, pickup lanes, things like that because this generation, they don't want to go out for anything. They'd like to have everything delivered to them. That's what I'm seeing so far, and I think that's why we're seeing more of those pickup lanes at the grocery stores. Uh, it's just becoming more convenient. They're using convenience as a motivator. We're going to talk about motivators and another episode of this show, other names for this generation.

Steve: Our founders now, why would they call them founders plead? It was attributed to Elon Musk. It's because this generation has never not had technology. You know, millennials grew up with technology. This generation is pretty much growing in technology. So everything about them is technology. And Elon Musk said that he thinks that that is going to change society as we know it. As this generation gets older, they're going to actually change the way we know society. And I believe that could be possible. So Hey, I got a front row seat and I'm going to, I plan on watching very closely. So they're called founders. Uh, they're mostly the children of generation X and they were born during the minor fertility boom surrounding the global financial crisis of 2008. Hmm. Funny how that works. I think that was the baby boomer story too, back in 1929 anyway, that's it for generation Z today. If you've got any questions or comments, I'd like to hear them. Just email me@steveatrearrangingchange.com and we're going to be right back with Ron Sedgwick.

Speaker 1: My, I'd like to

Steve: offer you a free copy of my international best selling books, rearranging change. How you 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 to rearrange and change how you market to an ever changing world. Go to my website, rearrange and change.com and get your free copy today and we're back in.

Steve: Listen up, ladies and gentlemen, if you haven't had a chance yet and you don't listen to the USA network, good thing we have the internet because you can go to [inaudible] dot com and listen to our guests radio show that's every week and it's always incredibly in. It's always entertaining and we're lucky to have him here on our show today.

Steve: Hello, my friend Ron Seggi,

Ron: hi Steve. Thanks for inviting me back. I really appreciate it. I enjoy being here.

Steve: Oh good. I enjoy having you. It's, it's always pleasant conversation to have with you when we talk about business and marketing because you are a genius at it as well and you've applied it your entire life. Yeah. In so many different ways, which we'll be going over as people get to know you a little bit better. But you brought somebody from your great interview volt to share with us today. Who is that?

Ron: Well, it's a gentlemen that we've had on the show several times in the past. He's quite a guy. I really liked this man. I really do. Jerry Springer is going to be here.

Steve: Jerry, Jerry, Jerry. Well that's great. Uh, let's take a listen.

Ron: Great.

Speaker 3: We are back live all across the USA and around the world. It's Ron said, gee today and you have no idea how happy I am to hear this man's voice on our show. He used to be with us a lot of times and he's been one busy man and I'm so glad that he's back and now back for a second season and national syndication for her to show judge Jerry. We're going to talk about a lot of things with our friend Jerry Springer. Hi Jerry Hawaiian. Welcome back to the show.

Jerry: I'm fine. Thanks Ron. Thanks for having me. And uh, you know, I'm being a judge now. You know, my wife said to me, she says, you know, honey, this is the first time in your life that I've ever seen Jerry Springer and honorable in the same way.

Ron: Okay.

Jerry: Yeah, she nailed it.

Ron: Well, I must call you then honorable judge Jerry, because we just had, we just had a Supreme court, not a Supreme court, some kind of a justice on a couple of weeks ago and I was a little intimidated. But are you ever going to run for the Supreme court? I mean, I, there's rumors going around, you know that,

Jerry: Oh, I'm sure I'll be appointed.

Ron: I'm sure you will. I'm sure who's going to appoint you. We don't know. But you will be, I don't think Trump will know for sure before we talk about the show, which you do a terrific job and I'm so happy that you're in the second season. I got to tell you something. Now, you and I have done the show many, many times in the past. There are some things that I didn't know about you, and I didn't really have them in progression. Can I run down this? And I don't want this to sound like Steve Allen said to me one time, like an obituary. Okay, so let me just, okay. First of all, you were born in London, uh, in, in a, uh, Highgate tube station because of the bombs of world war II. You successfully fled Eastern Europe and the Holocaust. Okay? Now, here's what I, I mean, I know you've done everything.

Ron: A Drury degree in political science at Tulane university, a degree in law, Northwestern university, a lawyer in Cincinnati, ran for Congress in 70. You turn to a local government, Cincinnati city council for five terms, mayor of Cincinnati at age 33 ran for Ohio. Governor, you were an anchor at the TV station, well known as an anchor man. Uh, you, uh, went on to do both a talk show in Chicago incident, uh, in Cincinnati, going back and forth, back and forth. Then of course, the, uh, the show. Then the autobiography ringmaster which was turned into a feature film. Then the Simpsons, then the wax statue. Have you met him to sod? Then being elected as one of 10 most fascinating people. Then in the movies. Then in a, of course dancing with the stars. Speaking at Oxford university then became a theater actor, had a Broadway appearance, an opera in London. I mean, can you sing Jerry?

Ron: Oh, you the full four space shifts guys.

Speaker 3: Jerry,

Jerry: how do you think he people get involved?

Ron: Yeah. Well the reason I asked you if he was saying is with all of these accomplishments and singing, you're a bigger full package than Elvis Presley. You know that, don't you?

Jerry: Yeah, I bet. Well, I was going to say I'd read the B Elvis, but not yet.

Ron: No, no, no, no. Bad ending. So tell us about, you know, you're, you're terrific. You are everybody's friend. You really are now the second season in the syndication, judge Jerry, this is a great show and I, I assume by just looking at you on TV, you are having one hell of a good time.

Jerry: I got to tell you, I really, really love doing this show. I mean, my other show we ran, this is running for 28 years now. I mean, obviously that was fun, but adult could do it. I mean, you know, you didn't have to, you didn't have to have any kind of a brain. But I'm doing this show. I have to study the cases and tell. It's like being back in law school again or be back at a law firm. So I really enjoy it. I started this age, uh, you know, I'd be retired, but now all of a sudden I happened to reason to get up every morning and, and it's exciting. I love it. Well,

Ron: you know, the thing that gets me is that you so believable in so many different venues. I mean, when you do something serious, when you're a lawyer and you were zeros and newsman, when you're serious, the Jerry Springer show and it was much lighter. Now you have a combination of having to be serious, but you still have that tinge of showmanship and you as a judge. I mean, I can't imagine, for example, Ruth Ginsburg doing what you do.

Jerry: No, well I am no Ruth Ginsburg. Yeah, yeah. There you go. You're going to use Kennedy or Oh yeah, it was Lloyd Lloyd Benson. Yeah. Yeah. He's the vice presidential debate in ADA. Dan quail, right? Yeah. When Dan Quayle was saying, well, John Kennedy was only 30 something or 40 something and uh, Lloyd Benson turned to him and said, I knew John Kennedy. John Kennedy was a friend of mine. You are know John Kennedy, right?

Ron: And you know, I remember that distinctly. Cause I'm a presidential puff. I have a replica of the oval office in my home. That's how far I've, Oh, I gotta tell you there is a comeback line to that coil. Just wasn't fast enough to pick up on it. And I certainly am not going to go in that corner. But now when you get these decisions that you have to come to, uh, how difficult is it? I know this isn't the electric chair or life in prison is decisions, but how much is a prey on your mind? Cause I've often wondered when a judge makes a decision that truly impacts the remainder of one's life, it's gotta be something that preys on your mind 24 hours a day. I mean, I don't know how you get rid of it.

Jerry: Yeah, well it's first of all, this is small claim, right? And uh, the thing with it's, even though the issues could be just as complicated, the dollar amount is less, but small claims court is also a quarterback equity by what I mean by that is it isn't just statutory law. It's also what is fair. And just in other words, you can throw that into the equation. So it's not just a matter of looking at those whatever local ordinance they have in that state. I also try and see what is the fair thing because not all laws are fair in every situation, right? Sometimes your sense of justice is, is offended by having to apply a particular law when you know you're really going to hurt this person and they don't deserve to be hurt. So I kind of mix that. The way I go to it is what?

Jerry: Just if I would their father or if I were their grandfather, you know their parents, you know, what would I, how would I deal with this? What would I say to them? If it's time to be stern, I'd be stern, but always caring and always, you know, wanting not to hurt the child or the person in front of me. So I start on that basis and see if there's a law that I can apply, which would let me come to that result. Now, that's not the way the Supreme court has to act, or a federal court or even a court of appeals. But at this level of small claims when you're often dealing with people that don't have a lot of money that don't, you know, I'm going to have all the resources, they're not showing up there with an attorney that can use every trick in the book. Right. I think you know it, it's kind of the responsibility of the judge to be a little protective of these people as well. Not just, you know, slam the book at them.

Ron: Yeah. I think one of the, and I'm certainly in no position to say this, but I don't have the experience or the expertise that you have in this arena, but it is kind of a lesson learning type of thing before you go in front of a judge. I mean you just don't want to be thrown in the slammer someplace that does call for some kind of rehabilitation. But you know, it sounds as if you have a lot of pretrial preparation for the show versus a, you know, your other show.

Jerry: Oh, well the other show there was no preparation because I wasn't allowed to know what the show was about when they sent me out there. You know, you always see me holding the card or the card has on it. I hold on the names of the guests and, but I never know what the subject matter is or what their story is. That's why the first question is every segment always is. So what's going on? And then they shot telling me the story and my job in that show is to listen to this story, make some jokes and bring up the next guest. That's all that I was being paid there to try to be funny. You know, not based on any preparation cause I'm not supposed to be prepared for that show. But on the court show, yeah we tape every other week and we do 35 cases a week and on the off week they send me the cases so I can research them because these people come from all 50 States and each state obviously has different laws, different ordinances from Denver, whatever community they're in. So the off week is when I'm doing the research and then we hear from them witnesses and the parties of the week of the tape.

Ron: But you know, Jerry, there is an immense amount of talent when it comes to doing things off the cuff like you did with the other show. Because I mean, look at shows like the, you know, the old tonight show with Johnny Carson, a lot of that was off the cuff. That takes a real talent to be able to go out there unscripted and do something and make it work. And man, you did it excellently. I mean, you are just so good at that.

Jerry: You're kind, but you know what, most people are like that. If you think about it, when you're out with your friends, you're constantly, you know, you have quips and comments and sometimes they're funny and sometimes they're interesting and it's just, if you can forget that there's a camera there and just talk to the person that'll come out naturally. It's not, I would argue, you know, it's, it's good to be a nice person, I guess, but it's not a particular talent. And, uh, I think if you go into it thinking, boy, I'm going to have to perform, you blow it because it doesn't come across as sincere. Just go out and be yourself as if you were talking to your spouse or your friends at home.

Ron: That's a problem. That's a poor example when you say my spouse, because my spouse, you know what it is. And I know Jerry, that you probably fall in the same category. Anybody who's ever gone in front of an audience as where you sit down with your wife, when they say, listen to this line, you're going to love it. I'm going to use it tonight and you're done with it. She says, are you finished? You know, and then you don't want to say it to any, but when you go, Oh man. Yeah, he's a don't ever try that material on your way. And you start at the home down here in Florida.

Jerry: Yeah. Yeah. Sarasota,

Ron: Sarah. So I was just, I performed a, the last few years with a 15 piece orchestra doing a tribute to Dick Clark's American bandstand and I was just there two weeks ago. I wish I'd have known it out. Uh, had you come over and say hi and promote the show.

Jerry: Oh man. Yeah. Um, the, so you're doing a Dick Clark kind of show or,

Ron: I'm a singer, so I have a 15 piece orchestra and backup singer behind me and I do all the songs from the fifties, sixties, seventies, you know, anywhere from Elvis Del Shannon to Neil diamond and everything else.

Jerry: Oh, right, right, right. What am I thinking? I went blank. Of course you do. Yes.

Jerry: Just down there. Just a little about a couple of miles South of you. Next time I go in that area, I will have to ring you up so that you can be there.

Jerry: Oh yeah. And I'll come up and we'll do Elvis.

Ron: We'll do Elvis together or we'll do the national Anthem like you were doing earlier. Okay. I think I'll go with all this. You could be a Hong Kong uncle, Bernie and Jerry, or

Jerry: because the national Anthem people will get up. Alright. Let's say we'll get up to leave.

Ron: You know, it's funny you should mention that because a dear friend of mine is Lee Greenwood and the last song that we do on the show is God bless the USA and I told him, you know, it's a, it's a, it's a great song. Everybody stands up, but it's a really, really, really sneaky way to get a standing ovation. Okay. Cause they're standing for the song, not for me. Yeah.

Jerry: Well you have me thinking my friend, the witch doctor.

Ron: Yeah. That's great. Yeah. I got to ask one quick question. I know you're on a busy schedule. Well back to the days when you had a show in Chicago and in Cincinnati, you made that commute every single day, Jerry.

Jerry: Yeah. Well yeah, five days a week. Yeah. Yeah. Wow. Yeah. Yeah. That got to be too much. I did that for about a year and a half and then, you know, that's when I stopped doing the news. I had done it for 10 years and just devoted full time to the show. Yeah. It just became too much to do both in the company because it's for them. A bigger revenue maker wanted me to do the show.

Ron: You know, Jerry, I know that you've probably been asked this a million times about going back into politics, but I mean this sincerely. Okay. I mean, I don't want you to do that cause I have too much fun watching you. Uh, entertainment plus the fact everybody wants to still love you and you when you go into politics that sometimes doesn't work. That goes out of the door. Jerry, thank you so much. Look forward to seeing. Okay my friend. Bye bye. Bye bye. Jerry Springer has been our guests. He's the best and there's more to come with. Ron said, gee, today

Steve: Jerry Springer. Uh wow. You know, I had no idea, Ron, that he was in so many different occupations.

Ron: So unique individual. You know, a lot of people can do a lot of things in a career, but they all have some kind of a relation to them. I mean, in other words, an attorney could maybe turn them into a politician or go into being a district attorney or into business. Jerry Springer is very unique in that every time he changes a career, he changes the style, which is very, very risky for a lot of people because you might like somebody's doing one thing but you don't like them doing something else. For example, if Jay Leno and he was on the tonight show, came out and started singing my way by Sinatra, you would think, Oh, this doesn't, this isn't the image. Jerry Springer can jump those different, uh, fences.

Ron: He's, he's like a chameleon. And when he does it, he does it effectively. I mean, he was a lawyer. He was a mayor. Uh, he was on a crazy talk show. He's a judge on television. He's an actor. He's a voiceover artist. I mean, he changes with the landscape and everybody accepts the change. That's difficult and very risky and marketing.

Steve: Well, it is, but at the same time, it's what entrepreneurs need to do. They need to have their hand in a bunch of different areas. They have to be able to market effectively branding themselves and do whatever you gotta do. And, and your, they call it multiple streams of income. He has definitely found his multiple streams of income. Yeah. Whether it's being the judge on this show or his 20 over 20 years doing the Jerry Springer show, the lawyer, I didn't know he was a mayor.

Steve: I mean amazing that many things that he's done. But all of it leads to the Jerry Springer that we all know and love. So I thought it was an excellent, the interview. One of the things I also found interesting that he was born in a tube station.

Ron: Yeah. Yes he was. Yeah. You're right. Now you're talking about mayor. He wasn't Oh mayor of some small town either. Cincinnati I think is where he was mayor of.

Steve: one of the things that he said to that that stuck out to me and I think will stick out to, to my listeners, cause it really is everything business. You know, I'll put it in the perspective of what he said. You asked him about did he ever get nervous when you went out under the stage and he talked about in the Jerry Springer show, he never knew what the show was about cause they handed them the cards.

Steve: You walked out there and then you got to find out what it was about and you said didn't that make him nervous? And he said, you know, the way he did it was he went out there and was just being himself. He, his exact words were, if you think you have to perform, you'll blow it. Just be sincere. Isn't that the truth when it comes to dealing with your customers don't perform for them to.

Ron: be prepared but not overly prepared. I mean you obviously have to know how to counter objections, especially in the sales game. Sure, that's very important. But if you go out there looking like a machine, right, and I know some MCs on television that do that and I've done that, then it becomes very artificial that the key to it is to make it look natural. Yet off the cuff.

Steve: Right, exactly right.

Steve: And be authentic up there. Be prepared but be authentic and you know, and and and listen, you know, you have what they say you have two ears and one mouth. So listen to your customers saying and, and just respond to it. Uh, not giving them a prepared presentation just makes a big, huge difference. Well, once again, Ron, thank you very much. Uh, I love, love, love when you bring these interviews to our show and how we can uh, attach them to the business world, uh, from the celebrity world and yeah, you being my big celebrity friend. Anyway, I really appreciate you and we'll see you next week. Yeah,

Ron: well I guess that you're in a good position right now cause I got over 19,000 of those interviews so we could be here for eternity.

Steve: That's great. My podcast runs that long. That'd be perfect. All right. Thank you Ron and we'll see you next week, my friend.

Ron: Thanks Steve.

Steve: You got it. And thank you for listening folks. Again, as always, if you have any questions you have, any thoughts or ideas you want to share with me, just send me an email. It's steve@rearrangingchange.com and we will see you next time

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