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Workout 2008 London 2 May 2008
The 3 Biggest Challenges We Face In marketing to Youth The 3 Biggest Challenges
Key Marketing Insights Displace More on music? Youth spend  8x  more on  mobile   phones as they do on  music
Key Marketing Insights Lose out UK Youth now spend up to  12%  of their income on mobile
Youth spending on chocolates fell for the first time in  50 years  in 2003 Key Marketing Insights Relevance
Smoking by teenagers declined in 2003 and 2004, the  first time in a decade Key Marketing Insights Also Us?
<ul><li>Staying Relevant </li></ul><ul><li>- Keeping on the radar </li></ul>The 3 Biggest Challenges Nike/Levis
What happens when you sell features? ►  Levis sold 50% of the world’s jeans in 1986 ►  Levi’s focused on feature led innov...
Attention Connect with the social drivers
2) Charging - Monetizing the segment that won’t pay The 3 Biggest Challenges Chg = Mktg?
Pricing = Marketing? R adiohead’s experiment with next generation charging models was a success – netting between $9m and ...
Giving it away to make $ T he Daily Mail & Prince’s joint promotion netted the artist an approximate $18.8m in concert rev...
3) Trust - The foundation of dialogue The 3 Biggest Challenges Benefits of
Application Trust Means Consumers Listen & Forgive
Marketing to Youth  led by  Mark Linder, WPP * Rhys McLachlan, Mediacom * Helen Keegan, Beep Marketing * Ed Homes, Haygart...
Personalization & Avatars  Tal Dagan, Comverse 1100 KEYNOTE PRESENTATION
Moderating Youth Communities Dominic Sparkes, Tempero 1120 CASE STUDY 2
1130 PANEL DISCUSSION 2 Web 2.0 & Social Networks led by  Ged Carroll, Waggener Edstrom * Sunil Gunderia, Disney * Dominic...
1205 On the Street Video MOST FEATURED KEYWORDS
1210 ROUNDTABLE SESSION <ul><li>Best Answers Win the Prize </li></ul><ul><li>Most featured keywords in the video </li></ul...
1400 PANEL DISCUSSION 3 Profiling Youth Consumers led by  Nick Wiggin, KnowHow * Jack Wallington, IAB * Matthew Snyder, AD...
1450 CASE STUDY 3 Youth Entertainment by Louis Ford, Tanla Mobile
1500 CASE STUDY 4 Infotainment driving ARPU By Colin Campbell, Handmark
1510 PANEL DISCUSSION 4 Youth Entertainment led by  Monty Munford, Monty’s Gaming Outlook * Marc Humphrey, SonyBMG * Gunna...
1610 CASE STUDY 5 Safeguarding Young Consumers By Simeon Coney, Adaptive Mobile
1620 FINAL PANEL  House Motion: My Operator Looks After Me led by  Graham Brown, mobileYouth * Raimund Schmolze, T-Mobile ...
THANK YOU! We Hope You Had  a Great Day www.mobileYouth.org
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(Graham Brown mobileYouth) mobileYouth.org event presentation slides

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  1. 1. Workout 2008 London 2 May 2008
  2. 2. The 3 Biggest Challenges We Face In marketing to Youth The 3 Biggest Challenges
  3. 3. Key Marketing Insights Displace More on music? Youth spend 8x more on mobile phones as they do on music
  4. 4. Key Marketing Insights Lose out UK Youth now spend up to 12% of their income on mobile
  5. 5. Youth spending on chocolates fell for the first time in 50 years in 2003 Key Marketing Insights Relevance
  6. 6. Smoking by teenagers declined in 2003 and 2004, the first time in a decade Key Marketing Insights Also Us?
  7. 7. <ul><li>Staying Relevant </li></ul><ul><li>- Keeping on the radar </li></ul>The 3 Biggest Challenges Nike/Levis
  8. 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. 9. Attention Connect with the social drivers
  10. 10. 2) Charging - Monetizing the segment that won’t pay The 3 Biggest Challenges Chg = Mktg?
  11. 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. 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. 13. 3) Trust - The foundation of dialogue The 3 Biggest Challenges Benefits of
  14. 14. Application Trust Means Consumers Listen & Forgive
  15. 15. Marketing to Youth led by Mark Linder, WPP * Rhys McLachlan, Mediacom * Helen Keegan, Beep Marketing * Ed Homes, Haygarth 1000 PANEL SESSION 1
  16. 16. Personalization & Avatars Tal Dagan, Comverse 1100 KEYNOTE PRESENTATION
  17. 17. Moderating Youth Communities Dominic Sparkes, Tempero 1120 CASE STUDY 2
  18. 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. 19. 1205 On the Street Video MOST FEATURED KEYWORDS
  20. 20. 1210 ROUNDTABLE SESSION <ul><li>Best Answers Win the Prize </li></ul><ul><li>Most featured keywords in the video </li></ul><ul><li>Size of the mobileYouth market (under 30s) a) $50bn b) $100bn c) $300bn </li></ul><ul><li>What do these brands have in common? Apple, Nokia, Krispy Kreme, Jet Blue </li></ul><ul><li>Top 3 Youth Hot Brands voted by our table </li></ul><ul><li>The 3 Core Components of a Youth Hot Brand </li></ul><ul><li>This time next year we’ll all be talking about this youth brand…(and why) </li></ul>
  21. 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. 22. 1450 CASE STUDY 3 Youth Entertainment by Louis Ford, Tanla Mobile
  23. 23. 1500 CASE STUDY 4 Infotainment driving ARPU By Colin Campbell, Handmark
  24. 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. 25. 1610 CASE STUDY 5 Safeguarding Young Consumers By Simeon Coney, Adaptive Mobile
  26. 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. 27. THANK YOU! We Hope You Had a Great Day www.mobileYouth.org
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