MAM
Gen Y to US marketers: Engage us with experiential marketing
MUMBAI: In the US Generation Y is one of the most coveted consumer segments around, and for good reason. These young consumers, who comprise today’s tweens, teens and college students, make up nearly a third of the US population, with an estimated $170 billion in spending power.
Yet Gen Y is also difficult to reach through traditional mass media. Not only are they highly fragmented in their viewing habits-surfing the Internet and playing video games are favourite activities. However coming of age in the information age has made them skeptical of ‘hard sell’ tactics. Technology such as Tivo and spamblockers enable them to block out messages that they not wish to see.
So how can marketers tap into this important demographic? The answer, according to proprietary research conducted by global agency Jack Morton Worldwide, lies in non traditional marketing events that enable marketers to reach Gen Y face-to-face, weaving products and brands into lifestyle activities that today’s young consumers value and welcome.
According to Jack Morton CEO Josh McCall, the agency, which creates over 1,000 live events annually for clients around the world, is seeing increased demand for experiential marketing programmes aimed at Gen Y consumers.
McCall says, “Marketers increasingly recognise that young audiences value two-way communication and face-to-face interaction, and therefore that experiential marketing needs to be integral to the overall strategy. Where Jack Morton can really add value is in creating experiences that play to and enhance the incredibly strong lifestyle associations young consumers have. With this group, it’s not just about identifying an age; it is about identifying their attitudes and lifestyles.”
Data from a survey of 2,574 US consumers commissioned by Jack Morton and conducted this year demonstrates that Gen Y consumers-also known as “millennials”-respond strongly to live marketing events, which they prefer over TV and Internet advertising.
— 70 per cent of 13- to 23-year olds surveyed say that experiential marketing is extremely or very influential on their opinion of a product or brand.
— 65 per cent of 13- to 23-year olds surveyed say that participating in an event would cause them to act more quickly to purchase a product.
— Proving that events add value to other marketing investments, 76 per cent of this demographic say that participating in an event would make them more receptive to the brand or product’s advertising.
— Demonstrating that events can inspire value-added buzz marketing, 74 per cent of 13- to 23-year olds say that participating in a live marketing experience is something that they would tell others about.
Jack Morton Worldwide director Chuck Santoro explains, “Today’s youth market demands what is hip and cool for them right now. More and more marketers are faced with a difficult task. They must capture Gen Y’s attention, go beyond traditional advertising efforts and use an event to create a one of a kind experience that is truly differentiating and really makes an impact. The experience needs not only to grab the demographic’s attention, but also make a positive brand impression that will last-and be the talk of the lunch table, chat room or mall the next day. The answer is experiential marketing.”
In the past Jack Morton has worked with video game brand Nintendo on many promotional programmes to create awareness with targeted consumers for multiple games aimed at youth demographics.
Brands
Ascenta elevates Adheip Bakshi to sales director amid growth push
Move aligns with expansion plans and flagship Basalt Hills development
MUMBAI: Ascenta has elevated its co-founder Adheip Bakshi to the role of sales director, signalling a sharper focus on scaling operations and expanding its market footprint.
Bakshi, who has been instrumental in shaping the company’s sales and marketing strategy since its early days, brings over a decade of experience in real estate sales and operational planning. He has played a central role in building Ascenta’s channel network and refining its go-to-market approach.
The leadership move comes as the company gears up for its next phase of growth, anchored by Basalt Hills, a 20-acre low-density villa estate positioned within the emerging Mumbai 3.0 corridor. Designed as a hospitality-led, lifestyle-focused community, the project combines serviced plots, bespoke villas and curated infrastructure within a natural basalt landscape.
Speaking on his new role, Bakshi said, “I’m excited to take on this role at a pivotal stage in Ascenta’s journey. Our focus remains on building a disciplined, channel-driven sales ecosystem while aligning closely with evolving buyer expectations for lifestyle-oriented developments. Basalt Hills is a strong reflection of this direction, and we aim to scale thoughtfully while maintaining the integrity of the product and experience.”
Commenting on the elevation, Ascenta founder and managing director Karan Bahl said, “This elevation reflects a natural progression, recognising Adheip’s contribution to the business and his ability to scale sales operations in a competitive luxury segment. As we expand our portfolio of boutique, design-led developments, strengthening leadership across functions remains a key priority.”
With this leadership shift, Ascenta appears to be doubling down on structured growth while keeping its focus firmly on design-led, premium real estate, a space that continues to evolve with changing buyer aspirations.
