-The magic elixir for most of us. -if I was to ask – what would you say? What would youth say – would you be saying the same thing? Do we really know who they are? Do we really know how to market WITH them, not AT them? DO THEY REALLY CARE? Not here for a technical presentation – I want to get you to think emotionally about what you do when you market to youth – what is important and what is not. I don’t have all the answers, but this is what I am doing.
High school College The MORE generation And here we have a teen in their natural habitat WHAT IS YOUTH? MOST OF US PROBABLY HAVE A GOOD IDEA FROM WHAT WE REMEMBER – NOT from what is going on today Where were you in 1980 (SHOW OF HANDS)? If you can answer that, then they you don’t understand what is going on – IF YOU DON’T REMEMBER OR WERE BORN AFTER 1980 – YOU PROBABLY SHOULDN’T BE HERE…AND YOU SHOULD BE THE LEADER IN YOUR MARKETING ORGANIZATION. We remember what exactly? Our experiences, our memories? SO WHAT! Is that supposed to mean something to them?
These are the 3 most influential Urban– hip hop - deeply rooted in supporting american ideals – graffitti, breakdancing, rap, music. Inner city, trend settings Hamptons – defined by money and exclusivity and influcenced by lifestyles of the rich and famous. They crave exclusive products and experiences and want to obtain things that will get them noticed and show that they are in the know. Riders – athletes who participate in core sports – skateboarding, surfing, snowboarding, bmx, motocross. Dedicated passionate people Doesn’t matter what they are called, or how you classify. Its about HOW THEY THINK HOW THEY BEHAVE WHAT THEY DO WHO THEY DO IT WITH
NOT MUCH – keep it blank ASK AUDIENCE FOR SOME IDEAS
The real answer – NOT MUCH WHO DISAGREES? WHO AGREES? Yes we have statistics about this and that, they do this, they do that, but does this really matter? What are your objectives here, to disect the data? Then what? Market emotionally. Data is important, but it is only the road shoulders on that road that get you to your goals and objectives.
Don’t fake being “cool”; more than just imagery, fancy lights, outfits, etc. Not fancy designs, gear, etc. WHAT IS COOL? EVERYONE IS CHASING IT LIKE THE HOLY GRAIL WHO DEFINES IT? LET THEM CHOOSE? YOU CAN’T DECIDE FOR THEM. DON’T LET YOUR OWN PERSONAL DEFINITION OF COOL GET IN THE WAY OF WHAT IS IMPORTANT TO THEM – YOU WILL FAIL
Don’t expect anything to happen as a “one-off” – must be continuous NOT ABOUT WHAT YOU THINK – ITS ABOUT WHAT THEY THINK THIS IS THE ART OF MARKETING – THE SCIENCE IS THE CATEGORIZATION AND THE DATA HOW DO YOU GET THEM TO SIMPLY FALL IN LOVE WITH YOU – THIS IS THE EMOTIONAL ATTACHMENT THAT YOU NEED
They spend 20 hrs/week on the internet – not including email 15 hours watching TV Methodology Word of mouth is overall objective -how do you get them there Online - PPC Youth sites Banners on targeted sites MSN/chat Social network sites (run by youth) Direct mail Mail is unique for them SMS/Text Things I do to keep in their space Crawl facebook to see what they are doing (not &quot;creepy&quot; crawling - establish friends online, OR GET SOMEONE TO DO IT – youth!) Crawl myspace Teen marketing focus group Visit and watch Shopping malls Skateparks Promo events Get out of your space and visit other cities and do the same Allow for feedback throughout process Surveys, prizes, etc. Set up VIP type activities Unique and different experience & personalization
VIP treatment What they are looking for Immediate gratification – must identify how something will help them Provide Personalization and choice [THIS IS KEY – DEVELOP THIS] Nuggets Celebrities are lifestyle role models So much to do, so little time Young people always Peer influence Experimentation Myopia Everyone is always looking at me Seeking individualism BE PREPARED TO TEST WHAT YOU THINK YOU KNOW – TRY EVERYTHING. I TESTED AND TESTED FOR OVER 2 YEARS! TEST YOUR ASSUMPTIONS. BECOME THE EXPERT THAT YOU WANT TO BECOME.
Inside Their Heads: Youth Marketing
Inside Their Hearts, Inside Their MindsMarketing With Youth Doyle Buehler
Inside Their SpaceThe Millenials (b>1980)• More money• More influence• More information• More options• More pressure to succeed• More savvy• More elusive• More in control
HamptonsUrban Riders The Youth Lifestyle Menu - subcultures
Youth Fiction –what we think we know Cool is NOT Cool unless self-expressed
Create the culture– Immerse yourself and your company– Market with emotions– Falling in love with you– Resonate with their desires
Get in their Think Space• Their Environment – TV – Movies – Social media – Magazines• Their Experience – Events & parties – Speak with them – HIRE them!
10 Simple Rules For Marketing with Youth• Appeal to diversity and lifestyle• Be tech savvy• Communicate the benefits• Embrace parental co- purchasing dynamic• Roll out the red carpet• Speak honestly• Engage peer leaders• Celebrate the small stuff• Recognize their individualism• Thank them
Mark Twain: Twenty years from now you will be more disappointed by the things you didnt do than by the ones you did do.Explore.Dream.Discover.
Lead Learn Live• Doyle Buehler firstname.lastname@example.org