(Graham Brown mobileYouth) mobileYouth.org event presentation slides
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  • Great workout, my comments on http://cflorin.blogspot.com/2008/05/mobile-youth-marketing-london-may-2008.html Claude Florin
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Transcript

  • 1. Workout 2008 London 2 May 2008
  • 2. The 3 Biggest Challenges We Face In marketing to Youth The 3 Biggest Challenges
  • 3. Key Marketing Insights Displace More on music? Youth spend 8x more on mobile phones as they do on music
  • 4. Key Marketing Insights Lose out UK Youth now spend up to 12% of their income on mobile
  • 5. Youth spending on chocolates fell for the first time in 50 years in 2003 Key Marketing Insights Relevance
  • 6. Smoking by teenagers declined in 2003 and 2004, the first time in a decade Key Marketing Insights Also Us?
  • 7.
    • Staying Relevant
    • - Keeping on the radar
    The 3 Biggest Challenges Nike/Levis
  • 8. What happens when you sell features? ► Levis sold 50% of the world’s jeans in 1986 ► Levi’s focused on feature led innovation – being “the best” or “the original” ► Not about being “good” but being “relevant”. Nike & Levis How to?
  • 9. Attention Connect with the social drivers
  • 10. 2) Charging - Monetizing the segment that won’t pay The 3 Biggest Challenges Chg = Mktg?
  • 11. Pricing = Marketing? R adiohead’s experiment with next generation charging models was a success – netting between $9m and $20m in revenues without setting a fixed price. Long Term
  • 12. Giving it away to make $ T he Daily Mail & Prince’s joint promotion netted the artist an approximate $18.8m in concert revenues through giving away the album for free (a loss of $4.6m) Trust
  • 13. 3) Trust - The foundation of dialogue The 3 Biggest Challenges Benefits of
  • 14. Application Trust Means Consumers Listen & Forgive
  • 15. Marketing to Youth led by Mark Linder, WPP * Rhys McLachlan, Mediacom * Helen Keegan, Beep Marketing * Ed Homes, Haygarth 1000 PANEL SESSION 1
  • 16. Personalization & Avatars Tal Dagan, Comverse 1100 KEYNOTE PRESENTATION
  • 17. Moderating Youth Communities Dominic Sparkes, Tempero 1120 CASE STUDY 2
  • 18. 1130 PANEL DISCUSSION 2 Web 2.0 & Social Networks led by Ged Carroll, Waggener Edstrom * Sunil Gunderia, Disney * Dominic Sparkes, Tempero * Tal Dagan, Comverse * Jeff Taylor, 3
  • 19. 1205 On the Street Video MOST FEATURED KEYWORDS
  • 20. 1210 ROUNDTABLE SESSION
    • Best Answers Win the Prize
    • Most featured keywords in the video
    • Size of the mobileYouth market (under 30s) a) $50bn b) $100bn c) $300bn
    • What do these brands have in common? Apple, Nokia, Krispy Kreme, Jet Blue
    • Top 3 Youth Hot Brands voted by our table
    • The 3 Core Components of a Youth Hot Brand
    • This time next year we’ll all be talking about this youth brand…(and why)
  • 21. 1400 PANEL DISCUSSION 3 Profiling Youth Consumers led by Nick Wiggin, KnowHow * Jack Wallington, IAB * Matthew Snyder, ADO Strategies * David Murphy, Mobile Mktg Magazine * Mo Firozabadian, Buongiorno
  • 22. 1450 CASE STUDY 3 Youth Entertainment by Louis Ford, Tanla Mobile
  • 23. 1500 CASE STUDY 4 Infotainment driving ARPU By Colin Campbell, Handmark
  • 24. 1510 PANEL DISCUSSION 4 Youth Entertainment led by Monty Munford, Monty’s Gaming Outlook * Marc Humphrey, SonyBMG * Gunnar Larsen, RealNetworks * Amelia Gammon, Universal * Neal Holroyd, Orange * Richard Morris, Player X * Louis Ford, Tanla Mobile
  • 25. 1610 CASE STUDY 5 Safeguarding Young Consumers By Simeon Coney, Adaptive Mobile
  • 26. 1620 FINAL PANEL House Motion: My Operator Looks After Me led by Graham Brown, mobileYouth * Raimund Schmolze, T-Mobile * Glyn Povah, O2 * Damien Saunders, Vodafone * Students from Huron University
  • 27. THANK YOU! We Hope You Had a Great Day www.mobileYouth.org