The Seven Misconceptions Of Youth Marketing

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As a youth marketer it's easy to fall back onto your own assumptions about the best way to connect with young people. After all, you were young once, you think you're still a little bit cool, you see kids on the street and (if you're really smart) you read blogs like this.

This Seven Misconceptions presentation is just a little how-to-guide on how to avoid some of the more obvious pitfalls in youth marketing. You'll live by some, a couple may reaffirm what you know already and I hope a few may surprise you. If you take nothing away from it you are doing everything right. Well done.

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The Seven Misconceptions Of Youth Marketing

  1. my day job…
  2. my website…
  3. TYPE THIS INTO GOOGLE YPulse Next Great Thing PSFK eMarketer Ruby Pseudo
  4. the seven misconceptions of youth marketing
  5. misconception no.1: YOU ARE YOUR TARGET MARKET
  6. Anyone turning 16 next year… was born in 1993
  7. misconception no.2: YOUNG PEOPLE ARE ALL COOL
  8. ‘Coolness’ is relative… Your average teenager goes to school, does their homework, spends more time with their parents than their friends, saves money, listens to pop music, doesn’t drink (that much), doesn’t take drugs and wears a limited supply of high street fashion…
  9. misconception no.3: YOUNG PEOPLE ARE ALL TROUBLE
  10. 'The children now love luxury; they have bad manners, contempt for authority; they show disrespect for elders and love chatter in lace of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs, and tyrannize their teachers… Socrates: 460 BC
  11. misconception no.4: THE YOUTH POPULATION IS SMALL
  12. a) There are 3,284,000 young Australians (P13-24) b) There are 200,000 foreign students c) Over 400,000 backpackers arrive every year
  13. misconception no.5: YOUNG PEOPLE ARE HARD TO FIND
  14. Young people are the biggest consumers of media and entertainment
  15. Technology (and advertising) has created: “Media Fragmentation” Young people have evolved the ability to: “Multi-Media-Task”
  16. Multi-Media-Tasking Hours per day spent doing… 12.00 11.00 10.00 1.21 9.00 Gaming 8.00 1.51 On the Internet 7.00 0.88 6.00 3.21 Watching DVDs 5.00 1.13 HOURS 4.00 1.98 3.00 2.00 4.40 Watching Television 2.91 1.00 0.00 Weekday Weekend Source: The Australian Kids & Family Panel (Nickelodeon 2008) 11-17 year olds
  17. misconception no.6: YOUNG PEOPLE DON’T CARE ABOUT BRANDS
  18. Kids can discern brands by 18 months… source: Marketers Merchants of Menace, Herald Sun, published Sept 2007
  19. and by the age of two, they ask for brands by name source: Marketers Merchants of Menace, Herald Sun, published Sept 2007
  20. US teens have 145 conversations a week about brands source: The Keller Fay Group, TalkTrack Survey August 2007
  21. …twice the rate of adults source: The Keller Fay Group, TalkTrack Survey August 2007
  22. 58% of teen conversations about bran ds are positive source: The Keller Fay Group, TalkTrack Survey August 2007
  23. Favourite Brands Australia (P13-19) Strictly confidential – legally protected and privileged information
  24. misconception no.7: YOU NEED TO SPEND ALL YOUR BUDGET ONLINE BECAUSE THAT’S WHERE ALL THE YOUNG PEOPLE ARE
  25. online is not a silo Print Online TV
  26. online is the thread that ties everything together
  27. Is there a secret to youth marketing?
  28. “Be intimately involved with your target audience’s lifestyle, understand their wants and needs and the landscape they live in” Omar Saar - UniverSOUL
  29. The 5 Pillars of Youth Culture Fashion Sport Technology Socialising Music
  30. (Note: Media & advertising are not a pillars of youth culture)
  31. What is your single minded proposition?
  32. Don’t think advertising Think ENTERTAINMENT
  33. evolve, fragment and deliver give everyone a little piece, if they like it they’ll come back for more.
  34. Mountain Dew Case Study casestudy1: www.mountaindew.com
  35. casestudy2: www.mooks.com
  36. casestudy3:
  37. threebillion.com Contact: paul.macgregor@mcn.com.au paul@threebillion.com

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