Marketing To Millenials


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Marketing To Millenials

  1. 1. MARKETING TO TEENSBy Liz Miller, WGSN, 12 July 2011With teenagers exposed to a wider range of imagery online than any previous generation, some brands are using moreextreme marketing to get noticed. Is this the most effective way to reach this consumer? WGSN explores the issues. WGSN TAKEAWAYS Brands that try too hard to attract this generation with extreme or provocative marketing might experience a cynical backlash from their own target audience Teens are brand-loyal and are more likely than theTeens look to brands that can offer them a lifestyle and Teens are immersed in multimedia technology, which opens older section of thevalue set they can adhere to possibilities for marketers millennial segment to be open-minded about choosing different brandsTeenagers today have grown up with raunchy music videos, easy access to online The full potential ofpornography and increasingly violent video games, but the effect of this on their smartphones is stillattitudes is hard to quantify, according to Diana Caplinska, planner at advertising untapped. They cater to theagency Euro RSCG. impatient, demanding and connected nature of"Most teens are better than previous generations at drawing a firm line between millennials, and offer anshowbusiness and real life. And while websites such as excellent platform for a creative marketing approach[heavily loaded with controversial American Apparel advertising] might be asignificant indication of provocative behaviour becoming the norm, one should Teens and millennials like to connect with peoplenot forget that such content is generated by the select few, and is unlikely to be according to their ideas,considered the norm by the majority," she says. rather than striking up friendships with those inWhen British fashion brand Jack Wills released the 2011 edition of The Spring close proximityTerm Handbook earlier this year it featured images of semi-naked models on a Teens want to be able tobeach, and was considered "overtly sexual" by UK regulator, the Advertising share a marketing messageStandards Authority (ASA). or ad they like. If you get the content right, they willWhile the company responded that "their brand was targeted at university students market it for youaged 18 to 22" and stressed that consumers had to be over 18 to receive thecatalogue, the ASA ruled that "younger teenagers could have both direct and WGSN ANALYSISindirect access" to the handbook and that it shouldn’t appear again "in its currentform". Zoe Decool, planner at Euro RSCG, highlights three hotCaplinska says the problem for brands is that younger consumers will always examples of marketing to teens and millennials:gravitate towards labels aimed at an older target market: "It is impossible to talkabout the teen market in isolation from the rest of the millennial audience [15 to29 year olds], as the brands that claim to cater to those in their early twenties end Diesel’s A Hundred Loversup being perceived as aspirational by the younger millennials." campaign: "Brands playing with cultural referencing:She adds: "In the case of Jack Wills, the tension arises from the drastic differences Diesel and Goddard."within legal connotations between these two target groups." Mango’s Kate Moss and Terry ©WGSN 2011
  2. 2. Richardson film: "Featuring the popular and controversial photographer Terry Richardson with Kate Moss, this film recreates a key scene from the movie Point Break." Burberry Acoustic: “[Teens] are incredibly hungry for quality content. Looking for the new/the underground at a time when music, for instance, is soOne of the less risque ads from the Jack Wills One of the less risque ads from the Jack Wills available."spring/summer 2011 campaign spring/summer 2011 campaignFocusing on content over media channel Related reportsAnother characteristic of the teen market is its total immersion in multimediatechnology, which opens many possibilities for marketers, says Zoe Decool, alsoa planner at Euro RSCG."This represents a great opportunity to offer richer and more stimulating content What Teens Want (West), Losto a generation that has been used to digesting a lot of content ... they enjoy Angeles: conference analysispersonalising it and playing with it," she says. 6 January 2011 WGSN reports from the 2010 edition of What Teens Want (West), a youthHowever, this age group has a very short attention span, so your message has to marketing conference held instand out. The upside is that if you get it right, the audience will redistribute your for you, according to Caplinska."Millennials have grown up to be cynical about advertising, be it TV, print oronline. They are also exceptionally good at cancelling out the commercial noiseon Facebook, Twitter, and sponsorship claims. They like to be surprised, butadvertising will only get you so far," she says."So instead of the media, the focus should be on the right content that really Japans Dokumo: youth consumer insightexcites the audience by being either exceptionally entertaining or useful. 30 September 2010Millennials will make sure it reaches the right people themselves." Japans Dokumo are ordinary girls who - through appearances in magazines andErin Bilezikjian-Johnson, group director of custom research and insight at media blogs - shape the Japanese youth OMD, agrees. This age group is receptive to advertising, but on their ownterms, she says. "The ad has to be entertaining and thought-provoking. They yearnfor ads that they can show to their friends on YouTube, such as the Old Spicecommercial."However, she adds that traditional media still plays a major role in teenpurchasing decisions. Todays teen in 2020, survey: youthA recent survey conducted by OMD on millennial attitudes and behaviours to attitudesshopping in the US found that within the 15- to 17-year-old segment, TV, 12 July 2010 In 2020, young consumers will valuefollowed by word of mouth from friends and family, have the biggest influence on price over brand name, spend moreawareness of products. time online socialising, and demand a multifunctional device for their technological leisure, according to theWhen it comes to researching products and brands, however, this age group will Teens 2010 survey conducted bygo online and look for prices and reviews. Creafutur."15- to 17-year-olds see themselves as life explorers. They are motivated by theidea of invention, and shopping is about exploring themselves," says Bilezikjian-Johnson. "The personal pay-offs are about experimenting with types of brands,and the social pay-off is about acceptance." ©WGSN 2011
  3. 3. idea of invention, and shopping is about exploring themselves," says Bilezikjian-Johnson. "The personal pay-offs are about experimenting with types of brands,and the social pay-off is about acceptance."Brand affiliation through lifestyle and value set Luxury consumer snapshot: newcomersBilezikjian-Johnson identified four criteria that 15- to 17-year-olds feel are 7 July 2011important in a brand: authenticity, meaning brands that are transparent and have A new luxury consumer group haspersonality, but are not trying too hard; quality; expression, meaning being up-to- emerged since the global financial crisis, heard the FT Business of Luxurydate with trends; and affordability. Summit. "Newcomers" are an increasingly significant group who areDecool agrees with the assertion that brands need to be authentic: "This now making their first luxury purchases.[millennial] generation is not after a badge, but brands that can offer them alifestyle and a value set they can adhere to."Bilezikjian-Johnson says this viewpoint is common because these teens are themost racially and ethnically diverse generation ever, so it follows that they alsoespouse liberal attitudes, self-expression and sociability."This generation is all about inclusion. They are accepting and liberal and thatextends to every part of their lives. For marketing, that means having talent and amessage within ads that represents everyone."Despite their cynicism about advertising, if they like your product, teenagers willstick with you because they believe the right brand helps them build a sense ofidentity, according to Caplinska."Teens can be brand-loyal, especially when it comes to lifestyle brands. Theirchoice of music, sport and - most importantly - peer group determines theiridentity, and the right brand can help them take more control over how they arebeing perceived." ©WGSN 2011