50 Youth marketing Part Two (11-20) (Crowdsourcing to Industrial) A new 5 part series by Graham Brown keywords you need to know

11 Crowdsourcing “ Marketing and Product have converged. The consumer doesn’t separate the experience” (Ajaz Ahmed Founder AKQA) There are a billion bright ideas out there waiting to be engaged. How can any brand seriously compete with that product development department?

12 Displacement Vodafone competes with Marlboro and Apple with Diesel: View your customer's money and attention as a " Pie " and you'll begin to appreciate its finite nature and that to buy your brand is a conscious decision to not buy a competitor

13 DNA As long as “awareness” and “market share” are important to Pepsi, all its Social Media market efforts will be no more than a Meatball Sundae; Pepsi will continue to measure and reward its people with these Industrial Metrics. Organizational DNA always trumps strategy in the long term. “ What’s measured gets done” (Jack Welch)

14 Drivers “ Logic is not enough. If all it took was logic, no one would smoke cigarettes” (Seth Godin) Any coincidence that Starbucks hails from Seattle -US city with highest inbound migration rate? That means a lot of uprooted youth seeking a way to reconnect with that social fabric.

15 Ethnography "I believe focus groups are junk. They only justify what you want to believe is true.” (Jones Soda Founder Van Stolk) Get out onto the streets, campuses and bars - see how youth live and start a dialogue.

16 Features vs Benefits Are you selling features or benefits ? For many the Iphone ’s touch screen technology is a feature that sits on top of the tangible social benefit of status through owning a top end, expensive and highly visible handset. People always buy benefits and justify their decision through features

17 The Ferrari Affect Ask a group of 100 young consumers if they are interested in owning a Ferrari, you'll get a high response. Now compare that " expression of interest " with how many actually purchase one 12 months down the line. The futility of asking consumers about "expressions of interest" is that it ignores the key force behind all consumption - purchases are opportunity costs occurring in a world of abundant choice

18 Freesickness "Any idiot can sell a dollar for 80 cents" (JP Getty) Free gets you noticed but what happens next is critical. Free itself does not mean engagement - that comes from building Grass Routes rather than clever advertising campaigns. Once, Free was remarkable , now it’s run of the mill

19 Grass Routes Toyota's Scion, Red Bull, Jones Soda, Threadless, Apple and even Starbucks have something that their competitors are desperate for - grass roots support. Grass roots support is your Route to market

20 Industrial We live in a network age awash with industrial brands relying on industrial agencies measured by industrial metrics Just as our education system is based on the needs of an industrial society so industrial marketing is born of the need to serve industrial organizations through value chains, advertising and their industrial DNA – the metrics of ARPU, market share and awareness.

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