Youth Marketing, New Media & other bollocks A make-over marketing methodologyFilipModderie for JOINED!, 2009

Information overflowTwitter, Facebook, Web 2.0, Mobile,…PressAgenciesYouth Marketing, Generation Y, Green Marketing,… CompetitionConsultingTrend reportsYour kids

What should I do?Solutions?

HELP!

You should not treat Youth as your ordinary customer…They value other things.Technology is just a mean.They choose in a different way.They live socially but want to stand out in their community.…So quite different.

XIs our marketing all mixed up?AIUAPR model

Do not throw the baby out with the bath water!

It is not the idea that is wrong. It is how you choose to work it out.

A lot of traditional concepts still stand. But do something with them! Eg. Event Driven MarketingCheck out my free white paper on Event Driven Marketing (EDM) at Slideshare.http://www.slideshare.net/xtension/event-driven-marketing-white-paper

Youth Marketing?

Why should I care?

Now: Youth market 5% of your total gains 35% of your customer base

Not so far away: Youth market 65% of your total gains 35% of your customer base

And then we do not even speak about… … Rising spending power of youth … Influence of youngsters on family buying decisions … The power of experimentation… The impact on your scale effects due to their numbers … The cost of being a teenager right now… The money your kids spend on their phone bill

“Being good enough will get you somewhere safe, being the best will get you at the lead. So be damn good. Not in everything, but in something. In a world full of competition, a lot of competitors are doing things ‘good enough’.Young customers are born multi-taskers & will find the best that is out there. They do not always have a problem with mixing & mashing their perfect experience themselves from what different companies have to offer.” Free after Seth Godin.

“Don’t just talk the talk, be sure to walk the walk.Be truthful. You can communicate lies for sure, but they will come out. Period.If you need to communicate something what might be not quite the truth, you probably should fix it before you communicate”

“Basic communication flow: A media is just a channel. It is the message that is important. Do not forget the feedback loop. Interaction is more than getting your message to as much people as possible. Take time to listen.”

In case you thing: “Well Du-uh!?”Then remember the last time you heard a phrase like this: “We should have a Facebook fan page, because everybody has one!”If that would be true, Facebook would literally explode. Not to mention your arms dealer, Chinese government,… “Why invest in R&D? Someone will steal it at some point.”Probably true, but besides from the theory of the first mover advantage, customers might just love you for it. “How can we adapt our VRU1 system to make the call centre less costly?”By scaring away all your customers. That should do the trick. Off course, you also can just share the information instead of repeating it for every individual call.1. VRU: the computer voice you get when calling a call-centre (http://acronyms.thefreedictionary.com/VRU)

In case you are afraid…Image the cost of your customer care centre. Every inbound call is of a customer that is not happy about something (In case you know of a happy customer that calls just to tell you they like you, let me know). After getting past your automated VRU, your customer is not only not happy about something, he is now also annoyed at best. Now, the call centre employee has the almost impossible job to identify the customer, get a view on his/her details and immediately fix a problem (because that’s the nature of a phone call). Two minutes later, a customer that has exactly the same problem calls in and everything starts over again. Wouldn’t it be great if you had the opportunity to see a list of the problem of all your customers, so that you do not only have the time to really investigate the issue and give a solution to the customer? Wouldn’t it be even better when all your customers that have the same issue also have access to the solution? And what about all those customers that actually can say: “Thank you for helping me out!”?What if you realize that all this is possible at the cost of being open to all feedback (positive and negative)? Welcome to the world of new media!

So What?I also read these trend reports.I know where to get. The question is…HOW?

JOINED! Presents the 4C segmentation matrix Helps you see your (future) segmentation that is compatible with your communication mix. Typically, a segmentation stays a strategic decision on a slide, whereas a communication matrix lacks the business relevance or strategic focus. The 4C segmentation matrix gives you a combined view on segments, market potential and profitability trough communication-eyes. Of course, it remains a theoretical framework, so feel free to add stuff to it and discuss the (dis)advantages with us.

Iconic brainstormAs-is analysisCompetition analysisTrend analysisCreative Customer Communication Consolidation (C4)Segmentation Matrix(See next slide for detail)HiPPOCSTMust fix evaluationACTIONQuick win evaluationInvesting projectSave moneyMeasure evolutionsHiPPO: Highest Paid Person’s OpinionCST: Common Sense Theory

C4 Segmentation MatrixKeep up.Fix now.Invest.Save money.Relative segment size

Nice to meet you!FilipModderieContact: Filip.modderie@gmail.comFollow me on Twitter: @Young_Marketeerhttp://twitter.com/Young_MarketeerFor my resume, please go to LinkedIn at http://www.linkedin.com/in/modderie

FAQWill be adapted based on your suggestions.Feel free to contact me.Contact us for more details at filip.modderie@gmail.com

JOINED! Is a theoretical company framework that brings together young but experienced professionals. JOINED! offers company’s a new type of consulting and sounding board possibilities that blends real life consulting into crowd sourcing & virtual knowledge. We started with a focus on marketing and communication, but add a great touch of IT and HR.All questions about JOINED! can be addressed to FilipModderie.Interested in joining JOINED!, feel free to contact us at Filip.modderie@gmail.com

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