Client Conversations #1 Graham Brown and Josh Dhaliwal Youth marketing

Graham Brown & Josh Dhaliwal Founders mobileYouth Youth marketing, mobile culture & trends

“ We don’t know what our young customers want”

How not to deal with “cooler” competitors 1) Start giving away everything for free 2) Copy your competitors

When does marketing go wrong? Focusing on features Relying on focus groups

When does marketing go wrong?

Focusing on features

Relying on focus groups

How can we make marketing more effective? Get your people out into the field

However… “ It’s not my job… I don’t get paid to talk to customers… ”

What makes youth marketing ineffective? Corporate Culture Choice of Metrics

What makes youth marketing ineffective?

Corporate Culture

Choice of Metrics

“ We have got to move away from marketing where we treat young people as a destination for our marketing messages to one where they are partners in its production” Dan Pankraz DDB

Trust = The Basis of Relationship

Measuring Relationships Here’s one suggestion – mobileYouth’s Trust Quotient. Or, you can use your own metrics or commercially available alternatives such as Net Promoter Score twitter: grahamdbrown twitter: joshdhaliwal

What can I do today? Get out there and start talking with your customers – whether that be on campus, in the mall or skateparks. In their natural environments they’ll give you honest answers and, unlike focus grous, you’ll be imbued with a sense of confidence that you’re doing the right thing. twitter: grahamdbrown twitter: joshdhaliwal

Edited by Graham Brown mobileYouth.org Youth Marketing Mobile Trends Ideation + Research twitter: grahamdbrown twitter: joshdhaliwal