Marketing to Teens and Tweens


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Social networks and video sharing … kids have embraced imaging in ways never expected. How can you capture their attention with online promotions? We’ll talk about viral marketing and how you can increase your brand awareness to the high school market.

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  • Our friend networks are evolving to become increasingly digitised.
    Globally we now maintain as many contacts digitally as we do face to face.
    Digital channels of communication mean that we maintain much larger friend networks, not only by meeting new people but by retaining contacts with people that in a world before the web and mobile we would have lost touch with.
    Social networks and blogs are talking this on further connecting us with people we have never even met before.
    This means we can share influence and opinion with a wider circle of people than ever before.
    Digital connections make it easier to influence than face to face, both in actually doing it and the frequency that we can: text, links to content, frequency of contact, no need to physically meet etc
  • Great slide capture of some of the key players so far
  • This revolution is emphasised in the number of channels consumers now have to share and publish opinions. Social Media has provided consumers with the opportunity to contribute and publish opinions like never before.
    This has moved billions of thoughts online
  • Consumer demand is certainly there. In a late 2007 report, Forrester Research said that user ratings or reviews are the most desired website functionality by US Internet users, with 64 percent requesting the function. Special offers and coupons were second at 61 percent, followed by product or price comparison. Interestingly, games and user-generated content were lowest on consumers’ wish list, which indicates that marketers’ fascination with these engagement tactics has relatively little customer value.
    Avenue A | Razorfish identified user reviews as the resource that was most frequently used by US online shoppers. And a 2008 survey by the e-tailing group said that 65% of US online buyers read customer reviews before making a purchase decision.
  • EVERY category is influenced by consumers content and opinions online
    Entertainment is top. Then technology. Then travel. All categories we experience all the time, are subjective, personal to us and do not need expert knowledge
    HOWEVER – even expert, low interest categories such as property, utilities and financial services have seen a massive quantity of reviews moving online.
    What it shows is that all companies and brands regardless of product category are impacted by the Influence economy and all need to be transparent, open and actively present on the web and in social environments.
  • Lots of new companies each day
  • Marketing to Teens and Tweens

    1. 1. Marketing to Teens and Tweens Paul Gillin PMA09 March 3, 2009
    2. 2. “US teenagers and young adults spend almost 17 hours a week on the Internet, six times the national average, yet advertisers continue to allocate a disproportionate share of teen- related ad spending to traditional media.” McKinsey Quarterly, “Marketing to Teens Online”
    3. 3. A Very Different Generation • Teens spend 60% less time watching TV and 600% more time on the Internet than their parents • They watch an average of 40 YouTube videos a month • They text over 50 messages a week • 85% have Facebook profiles
    4. 4. Upbeat But Nervous • Nearly half of Millennials say their stress level is “very high” or “high.” They feel the world is getting more complicated. • But they’re optimistic; 71 percent believe they can personally achieve the American Dream • Half define the American Dream as “Simply being happy, no matter what I do.” • 30% expect to own a business one day. • They name their computer as the #1 product they cannot live without.
    5. 5. Connected • 97% of college students own a computer • 94% own a cell phone • 60% own a portable music device • They use three to five technology items at the same time • In 1965, 80% of people 18 to 49 could be reached with three 60-second TV spots • In 2002, 117 prime-time ads were needed to achieve the same result Source: Jim Stengel, Global Marketing Officer, P&G
    6. 6. Motivated by Self and Others Source: Yahoo Truly Madly Deeply Engaged Study Via Dave Knox, P&G
    7. 7. 10 Truths About Millennials • 1. Continually connected • 2. Speak their own language • 3. Skeptical of authority • 4. Influenced by peers • 5. Seek recognition and fame • 6. Enjoy absurdity and odd humor • 7. Embrace a variety of subcultures • 8. Skim text and information quickly • 9. Easily bored • 10. Expressive and digitally creative Source: Forrester Research
    8. 8. A Language of Their Own Phail Extraordinary lack of ability: “Did you hear about the guy in Japan who got demoted for looking at porn at work? That's pure phail, dude.” Brosef/Broseph Generic nickname for friends: “Whazzup, brosef?” Schnasty So nasty you don’t know how else to describe it: “Damn! That garbage disposal smells schnasty.”
    9. 9. Online Always Source: Recipe31
    10. 10. Friends Go Digital “Approximately how many people do you stay in contact with in your personal life through the follow means?”, Source: Universal McCann Erickson
    11. 11. The Many Arms of Social Media Cost = $0
    12. 12. Many Ways to Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
    13. 13. Shopping Socially User ratings or reviews are the most desired website functionality by US Internet users, with 64 percent requesting the function. Forrester Research
    14. 14. Categories Reviewed 0 10 20 30 40 50 60 70 Non-alcoholic beverages Groceries (non food) Groceries (food) Personal Healthcare (e.g medicines) Fashion (clothing/ shoes) Cars/Automobiles Books Music Mobile phone service Modes of Travel Consumer Electronics Vacations % Ever reviewed online What categories of products and services have you reviewed online? Source: Universal McCann Erickson
    15. 15. Many Watch, Few Contribute Benchmark average Spectators Only read, never post. Joiners/Collectors 10 or less posts/month. Creators/Critics 10 to 100 posts/month. Superusers More than 100 posts/month.
    16. 16. New Kids On The Block
    17. 17. The Power of Friending Profile Friends Groups
    18. 18. Communities at Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support
    19. 19. Personalize Cherry Coke Visualizer Friday the 13th ecard Jones custom soda labels Threadless t-shirt designs Gatorade arcade Dove Reality Diaries
    20. 20.  P&G created a trusted destination for teen girls filled with great content, tools and partnerships.  Reaches over 2million girls per month; visitors spend 16 minutes per visit, three times longer than on  Localized in 27 countries Via Dave Knox, P&G Focus
    21. 21. Nike iD Studio:  Nike iD allows visitors to customize their own shoes.  Nike iD enables consumers to design their own shoe online or visit a Nike iD Studio to work with a design consultant to make the perfect pair of shoes. Customize
    22. 22. Individualize
    23. 23. Connecting with Gen Y • Don’t pretend • Make it digital • Let them play • Use downloads • Customize content • Let them connect • Make everything shareable
    24. 24. Thank you! Paul Gillin 508-202-9807 Twitter: @pgillin Available on Amazon or from Available on Amazon or from
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