(Graham Brown mobileYouth) CC1: Youth Marketing


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Client Conversations from mobileYouth - a new series of presentations sharing insights into the challenges facing brands in engaging young customers.

In this episode, Graham Brown and Josh Dhaliwal look at how sodas source consumer insights. Can this approach be applied to the world of the less funky & fresh - e.g. a handset brand? We discuss our findings and thoughts.

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  • Another great presentation guys. How would you advise upon introducing yourself to potential customers when aiming for research? An ice-breaker? It just seems to me that the trickiest part is in the introduction, as if the Youth sniff a hint of corporate, then you're out before the interview/talk started.
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(Graham Brown mobileYouth) CC1: Youth Marketing

  1. 1. Client Conversations #1 Graham Brown and Josh Dhaliwal Youth marketing
  2. 2. Graham Brown & Josh Dhaliwal Founders mobileYouth Youth marketing, mobile culture & trends
  3. 3. “ We don’t know what our young customers want”
  4. 4. How not to deal with “cooler” competitors 1) Start giving away everything for free 2) Copy your competitors
  5. 5. <ul><li>When does marketing go wrong? </li></ul><ul><li>Focusing on features </li></ul><ul><li>Relying on focus groups </li></ul>
  6. 6. How can we make marketing more effective? Get your people out into the field
  7. 7. However… “ It’s not my job… I don’t get paid to talk to customers… ”
  8. 8. <ul><li>What makes youth marketing ineffective? </li></ul><ul><li>Corporate Culture </li></ul><ul><li>Choice of Metrics </li></ul>
  9. 9. “ 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
  10. 10. Trust = The Basis of Relationship
  11. 11. 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
  12. 12. 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
  13. 13. Edited by Graham Brown mobileYouth.org Youth Marketing Mobile Trends Ideation + Research twitter: grahamdbrown twitter: joshdhaliwal