I will discuss a few ways Microsoft is marketing to minorities and other demographics. Microsoft is offering its Office Ultimate Suite of products to students at 12 black colleges and universities and members of Hispanic student organizations for $59.95 (a 91% discount from the product's $679.95 regular price) through a program it's calling the Ultimate Steal Promotion.
The company will also donate a dollar from each sale -- as offered through a special URL -- to student organizations registered with the company.
Here is a few tips of how Microsoft markets and appeals to minorities and demographics especially the Generation Y, also known as Echo Boomers or Millennials.1. Make your products cool for the kids as well as their parents. "Offer pop clothes at good prices with a brand that will appeal to 30- to 50-year old soccer moms and dads but that Gen Y is not loathe to adopting," Cooper says.
2. Exploit contests and promotions. "Gen Y is unbelievably enthusiastic about winning free concert tickets or cars or ski weekends," he
says. "Marketers need to generate teen excitement with radio and mall tie-ins, advertising, discounting, promotional kiosks — anything that's cool and has cachet."
3. Become "hip." "You have to be present where teenagers want to spend time, in skateboard parks, at concerts,
in malls.
You need to balance the benefits of attracting the younger market against the difficulties of embracing alternative business principles."
After that, you need to get a handle on how Gen Y makes buying decisions. Like teens before them, Gen Y relies on peer recommendations.
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