(Graham Brown) Fans: The 10 Rules Every Marketer Needs to Know

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  • 1. FANS THE 10 RULES MARKETERS NEED TO KNOWwww.YouthMarketingAcademy.com 1
  • 2. THE RULES HAVE CHANGEDwww.YouthMarketingAcademy.com 2
  • 3. THIS ISN’T ABOUT FOCUS GROUPS,BIG IDEAS AND WINNING AWARDS www.YouthMarketingAcademy.com 3
  • 4. #1 FANS > AGENCIES The average FAN isn’t 2 or 3 times more influential than the average customer but research finds FANS to be up to 100 times more influential (source Youth Marketing Academy) www.YouthMarketingAcademy.com 4
  • 5. #2 IF CUSTOMERS LIKE YOU BE AFRAID... ...BE VERY AFRAIDIf this generation likes your brand, you might as well be invisible.Marketing isn’t about “getting elected” or winning the biggestmarket share anymore, it’s about finding a Beachhead of Fansthat share a common passion for your brand and activating them. www.YouthMarketingAcademy.com 5
  • 6. #3 AWARENESS MEANS NOTHING WHEN WAS THE LAST TIME YOU BOUGHT A CADILLAC?Facebook, mobile, social media or whatever - it’s noabout “top of mind”. The average American hasseen 170,000 marketing messages by age 17, howare you any different? www.YouthMarketingAcademy.com 6
  • 7. WE’VE COME A LONG WAYFROM 1989 AND THE “BIG IDEA”www.YouthMarketingAcademy.com 7
  • 8. #4 THERE IS NO OFFICIAL “BRAND STORY”FANS own the conversation. Stop trying to be partof it or “have a dialogue” with them about yourbrand. They don’t want a dialogue with you, theywant a dialogue with each other. Help them do that. ANYMORE...GET OVER IT www.YouthMarketingAcademy.com 8
  • 9. #5 YOU CAN’T COMPETE WITH FANS Creative agencies are the competition. By investing in a monolithic brand story broadcast through a clever social media campaign you’re simply drowning out their own voices. www.YouthMarketingAcademy.com 9
  • 10. #6 IF YOU DON’T KNOWWHO YOUR FANS ARE... ...YOU HAVE ONLY CUSTOMERS So what’s important - share of market or share of customer? www.YouthMarketingAcademy.com 10
  • 11. #7 EVERY BRAND HAS FANS... EVEN YOURS Believe it. We’ve seen fans of sticky tape, noodles and even the Nokia 1100. The problem is that many brands try to be Apple or Red Bull when their authentic DNA is different. www.YouthMarketingAcademy.com 11
  • 12. MOVING FROM LIKED TO LOVEDwww.YouthMarketingAcademy.com 12
  • 13. www.YouthMarketingAcademy.com 13
  • 14. #8 THE INTEREST ECONOMY IS... ...THE LONG TAIL OF IDENTITYThis generation isn’t the Pepsi Generation. We haveto move from that monolithic view of marketing toone where youth connect through interestsregardless of geography. www.YouthMarketingAcademy.com 14
  • 15. #9 RATHER THAN ASK: “HOW DO WE ENGAGE OUR FANS?” WE NEED TO BE ASKING: “HOW DO WE BREAK DOWN THE WALLS THAT PREVENT THEM FROM ENGAGING US?” www.YouthMarketingAcademy.com 15
  • 16. #10 FIND YOUR FANS... ...THE REST IS MERE DETAIL www.YouthMarketingAcademy.com 16
  • 17. www.YouthMarketingAcademy.com 17
  • 18. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 19. THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001