Dave Knox - IEG 2008 Presentation on Youth Marketing

Slide 1: Youth is no longer a demographic … it’s a mindset Source - http://www.flickr.com/photos/tatianacardeal/36956189/

Slide 2: Youth is no longer a demographic … it’s a mindset A look at how youth are leading a rapid transformation of how consumers interact and engage with brands Dave Knox Brand Manager Procter & Gamble

Slide 3: “Looking at Gen Y is not about demographics. It’s about what this generation can tell you about the market as a whole and give you insight as to how the others will behave. Gen Y is only the tip of the spear.” – Brand Noise Source (Quote) - http://brandnoise.typepad.com/brand_noise/2008/01/insight-found-i.html Source (Picture) - http://www.flickr.com/photos/localandbitter/1144303177/

Slide 4: GENERATION TRENDS Generation Trends

Slide 5: AmericanThis is a generation of stress AND optimism: Dream according to  Nearly half of Millenials say their stress level is “very high” or Teens high”. They feel the world is more complicated today.  However, they are optimistic for their future with 71 percent of youth believing they can personally achieve the American Dream  Half of American Youth define the American Dream as “Simply being happy, no matter what I do.”  This is a generation of Wannabe Entrepreneurs and 30 percent expect to own their own business one day. Source (pic) - http://www.flickr.com/photos/lucidpieces/1407577862/ Source: 2007 Harris Poll, http://www.courier-journal.com/apps/pbcs.dll/article?AID=/20071102/FEATURES/711020314/1010/FEATURES

Slide 6: It’s a “We-volution”:  Youth are driving a shift from a “me” culture to a “we” culture where the opinions of the group drive consumer trends, preferences and behaviors.  Examples include Prosper.com in lending, Wikipedia & Yahoo Answers in knowledge and MyFootballClub in sports.

Slide 7: Our lives have become completely digital:  Youth name their computer as the #1 product they cannot live without…ahead of TV and cell phone.  People age 13-24 send over 50 text messages a week  This is a generation of multi-tasking, a generation of never missing a beat and always being connected with the world around them

Slide 8: Social consciousness is on the rise:  69% of young people believe that corporations can make a bigger difference in the world than politicians can.  53% of 14-34 year-old trendsetters bought a product that donated money to a cause.

Slide 9: My Media Generation MOTIVATING FACTORS Motivating Factors Source – Yahoo Truly Madly Deeply Engaged Study

Slide 10: COMMUNITY  While today’s youth want to stand out and express their individuality, they also strive to feel connected with each other (both locally and globally).  This community is created by shared experiences and constant communication (IM, texting, Facebook). PERSONALIZATION  Today’s youth demand control. They are used to customizing and personalizing everything in their lives.  They demand products and services that suit their moods and want to live in an on-demand world that they can control. SELF-EXPRESSION  In the hands of Gen Y, brands get articulated in more ways than the brand itself could ever imagine. Gen Y doesn’t wait for permission to morph a brand. They are constantly seeking ways to have their voices heard and put their stamp of self-expression on products.  Brands can become a badge for what they stand for.

Slide 11: 2. Entertain them 4. Don’t try to be something you are not 6. Put them in control 8. Re-calibrate your risk tolerance 10.Leverage the power of your network

Slide 12: Entertain them:  One of the top traits that makes someone “cool” to youth is a sense of humor. Same thing applies to brands.  Don’t take yourself or your brand too seriously.  You will be fighting for their attention in a world full of distractions. Make it worth their time.

Slide 13: Don’t try to be something you are not:  Youth crave authenticity…in fact, they demand it  Be a cultural anthropologist to learn their world.  With niche being the new mass, you have to invest time in their communities. You cannot just shove your way in line.  Remember, most of them think they can do better “marketing” than you anyways. Source (pic) - http://www.flickr.com/photos/lott/356097093/

Slide 14: Put them in control:  Give them the tools to embrace your brand.  They are going to take your brand and shape in ways you never imagined. Let them!  Engage them. Enroll them. Befriend them.  Never make the mistake of forgetting them or talking down to them. Remember FedEx Furniture, iPod’s Dirty Secret, and the ComCast Sleeping Cableman.

Slide 15: Re-calibrate your risk tolerance:  Innovation requires placing bets. You need to start thinking like a Venture Capitalist when it comes to marketing. Realize that if you place 10 bets, maybe only two of them will be homeruns.  Getting in this mindset requires you to recognize that by the time you see a wave, it is probably already crashing. If you want to have any hope of catching the next wave, you either have to create it or see it early. Source (pic) - http://www.flickr.com/photos/8141591@N05/513073710/

Slide 16: Leverage the power of your network:  Get out there and shake hands.  Never underestimate the power of someone saying “You know, you should really meet…”  Pay it forward and help people out. You never know when that favor will be repaid.  The world is all about connections. Never forget it. Source (pic) - http://www.flickr.com/photos/metatron1050/1400813198/sizes/o//

Slide 17: So which brands are doing youth marketing the right way? Source (pic) - http://www.flickr.com/photos/haani/2056702546/sizes/l/

Slide 18: P&G Beauty and Varsity Spirit:  Herbal Essences, Cover Girl and Secret formed a partnership with Varsity Spirit, the largest cheerleading organization in the country  The sponsorship has included a Beauty Lounge at competitions, sampling at summer camps and many other unique programs to connect with this audience.

Slide 19: Procter & Gamble FemCare & HERO:  Protecting You, Protecting Futures is a partnership with UNA-USA to help provide feminine protection and education to girls in Southern Africa.  The HERO Youth Ambassador Program sends 20 teenagers to Africa for the summer to help build schools.

Slide 20: Beinggirl.com:  P&G created a trusted destination for teen girls filled with great content, tools and partnerships.  Reaches over 2MM girls per month and girls spend 16 minutes a visit on the site, 3x longer than MTV.com.  The site is now in 27 countries worldwide.

Slide 21: STA Travel Widgets:  STA tapped into Self Expression allowing consumers to use custom widgets to share details about their next trip on their desktop, blog or Facebook page.

Slide 22: Mackenzie Blue and HarperCollins:  New tween property targeted at girls 8 – 12  Girl friendly and Mom approved  Created by Tina Wells, founder of Buzz Marketing Group

Slide 23: Nike “Under the Radar” Influencers:  Nike has recognized that niche has become the new mass as they reach youth through global influencers.  Nike CEO Mark Parker has tapped his global network of “friends” such as Mr. Carton and Os Gemeos to create under-the-radar campaigns.

Slide 24: Nike iD Studio:  Nike has leveraged the concepts of personalization and self-expression to take sneaker design to a whole new level with their Nike iD concept.  Nike iD enables consumers to design their own shoe online or visit a Nike iD Studio to work with a design consultant to make the perfect pair of shoes.

Slide 25: Any Questions? For a copy of this presentation, visit my blog at www.hardknoxlife.com or email me at knox.d@pg.com or dave.knox@gmail.com