Using digital marketing to target the youth market

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A simple presentation outlining some of the social media and mobile marketing tools and tactics I would use to target the 14-21 youth market for Greggs plc.

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Using digital marketing to target the youth market

  1. 1. Digital marketing & the youth market By Gavin Llewellyn
  2. 2. Introduction Gavin Llewellyn Digital Marketing and the Youth Market <ul><li>The youth market </li></ul><ul><li>Highly active </li></ul><ul><li>Engaged in social networking </li></ul><ul><li>Connecting through mobile </li></ul><ul><li>Key areas for improvement </li></ul><ul><li>Facebook </li></ul><ul><li>Mobile </li></ul>
  3. 3. Facebook Gavin Llewellyn Digital Marketing and the Youth Market <ul><li>A huge online presence </li></ul><ul><li>The UK’s #1 social network </li></ul><ul><li>Approx. 15 million users between 14-21 years old </li></ul><ul><li>Over 1/3 of young consumers have become a fan of at least one brand or company on Facebook </li></ul><ul><li>Target consumers in a way that doesn’t ‘push’ the brand but involves them </li></ul>
  4. 4. Gavin Llewellyn Digital Marketing and the Youth Market Facebook addresses – not URLs!
  5. 5. Gavin Llewellyn Digital Marketing and the Youth Market Improvements What is the Facebook page about? Keep fans in the Facebook ‘ zone’ Be SUPER creative Integrate – and grow
  6. 6. Gavin Llewellyn Digital Marketing and the Youth Market The raison d’etre There needs to be a clear reason for why the Facebook page exists. Why should users hit the ‘like’ button?
  7. 7. Gavin Llewellyn Digital Marketing and the Youth Market The Facebook ‘zone’ Fans don’t want to be sent away from Facebook to an external site. Keep it all ‘in system’.
  8. 8. Gavin Llewellyn Digital Marketing and the Youth Market The Facebook ‘zone’ Some excellent examples – both big brands and small.
  9. 9. Gavin Llewellyn Digital Marketing and the Youth Market Be SUPER creative! Dominos has a super creative contest, tied to a charity and encourages fans to share with friends!
  10. 10. Gavin Llewellyn Digital Marketing and the Youth Market Integrate and grow <ul><li>Ensure cross-promotion with: </li></ul><ul><li>Email </li></ul><ul><li>Advertisements </li></ul><ul><li>Point-of-sale </li></ul><ul><li>Social media </li></ul><ul><li>Introduce the ‘like’ button elsewhere </li></ul>
  11. 11. Gavin Llewellyn Digital Marketing and the Youth Market Integrate and grow <ul><li>A good Facebook ad will: </li></ul><ul><li>Give users a good reason to click </li></ul><ul><li>Doesn’t drive people outside of Facebook </li></ul><ul><li>Advertise to friends of friends </li></ul><ul><li>Tested and updated constantly to ensure it always appears fresh and new to users </li></ul><ul><li>Facebook ads often tell a user who else they know is a fan of a page </li></ul>
  12. 12. Gavin Llewellyn Digital Marketing and the Youth Market Key achievements Increase Number of ‘ likes’ Improve interaction Increase Consumer feedback
  13. 13. Gavin Llewellyn Digital Marketing and the Youth Market Quality > quantity Only quality posts will lead to an increase in impressions, clicks and ultimately conversions
  14. 14. Gavin Llewellyn Digital Marketing and the Youth Market Interaction I would use a variety of methods to encourage people to interact: Polls Contests Q&A Apps Videos
  15. 15. Gavin Llewellyn Digital Marketing and the Youth Market Benefits to Greggs Brand awareness Increased loyalty Referrals Increased Sales
  16. 16. Gavin Llewellyn Digital Marketing and the Youth Market Mobile marketing <ul><li>A key digital objective of Greggs is to </li></ul><ul><li>develop a smartphone loyalty programme </li></ul><ul><li>Number of smartphones is on the rise </li></ul><ul><li>Mobile is ubiquitous – it’s always on! </li></ul><ul><li>Location-based marketing </li></ul><ul><ul><li>FourSquare </li></ul></ul><ul><ul><li>Facebook Places </li></ul></ul><ul><ul><li>Gowalla </li></ul></ul>
  17. 17. Gavin Llewellyn Digital Marketing and the Youth Market Improvements Digital loyalty card QR Codes Smartphone app The future Mobile website
  18. 18. Gavin Llewellyn Digital Marketing and the Youth Market Mobile website <ul><li>Keep it SIMPLE! </li></ul><ul><li>Contact information </li></ul><ul><li>Directions </li></ul><ul><li>Opening hours </li></ul><ul><li>Special deals </li></ul>
  19. 19. Gavin Llewellyn Digital Marketing and the Youth Market Smartphone app Gregg’s Bakery <ul><li>Encourage interaction with games </li></ul><ul><li>Bakery game and / or recipe app </li></ul><ul><li>Prize incentives for monthly high score </li></ul><ul><li>Have your recipe made in store </li></ul>
  20. 20. Gavin Llewellyn Digital Marketing and the Youth Market Smartphone app
  21. 21. Gavin Llewellyn Digital Marketing and the Youth Market Smartphone app An app based around recipe ideas, health tips and multi-media information may appeal to an older demographic
  22. 22. Gavin Llewellyn Digital Marketing and the Youth Market Digital loyalty card
  23. 23. Gavin Llewellyn Digital Marketing and the Youth Market QR Codes – offline - online Simple, easy to generate barcodes that take mobile users to a mobile optimised site or app
  24. 24. Gavin Llewellyn Digital Marketing and the Youth Market The future - Augmented reality See deals, offers and prices in real-time via your smartphone screen!
  25. 25. Gavin Llewellyn Digital Marketing and the Youth Market Key achievements Improved loyalty Increased targeted web traffic Campaign integration
  26. 26. Gavin Llewellyn Digital Marketing and the Youth Market Benefits to Greggs Return on investment Word-of mouth Increased sales
  27. 27. Gavin Llewellyn Digital Marketing and the Youth Market Summary Facebook & mobile are areas of growth Build on existing Facebook presence Mobile will grow in importance
  28. 28. Gavin Llewellyn Digital Marketing and the Youth Market Thank you for viewing! What are your digital thoughts and ideas to target the youth market?

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