Transcript of "(Graham Brown mobileYouth) mobileYouth @ Red Bull - 5 Lessons in Youth Marketing"
5 Lessons in
from Red Bull
By Graham Brown
Inspired by observations from
my recent field trip to the 1976
Red Bull Games in Copper
RED BULL 1976 ACTION
VIDEO AT END OF SLIDES
The number one preferred method of
1) You have to be communication for students is “face-to-face”
where they are (source mobileYouth 2009). Great brands know
this and are encouraging their people to get out
of the ivory towers, out of the focus groups and
where the youth are at
Sponsoring is easy, it’s safe – like buying your
2) Create don’t regular TVC. But, in youth marketing being safe
Sponsor is the riskiest thing you can do. It takes brains
and creativity and a corporate culture that
encourages calculated risk to come up with the
1976 games or set up a Slush Cup in Banff.
You could waste a lot of money identifying and
3) Be Their Social chasing trends. What never changes are the
Fabric timeless drivers of youth behavior – 1) The need to
belong and 2) The need to be significant. Great
brands understand their marketing and product
development needs to start with this in mind
4) Sell Too often we limit our potential to the product.
Consumers, however, buy the can not the drink
Community not inside (even in blind taste tests). Blind taste tests
Product are only good if you have blind customers. What
are the story and the community you are selling.
How do youth fit into that story?
Traditional advertising iseasy. However, once the
5) Create legacies campaign stops youth attention evaporates.
over advertising How do you create something that outlives a
campaign? Build a legacy, build something that
lasts, build something that youth can take away
and continue the social interaction around.
“insight is everything”
By Graham Brown