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Youth Perspectives 1999


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A presentation I gave at the Youth Perspectives conference in 1999. I thought the industry would have changed quicker than it has. I guess the advertising industry has been reluctant to move away from the reliance of most brands on traditional mass media.

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Youth Perspectives 1999

  1. 1. Effective marketing is achieved by gaining acceptance within your target market’s environment Geoff Glendenning
  2. 2. A MARKET REVOLUTION <ul><li>Dance culture </li></ul><ul><li>Media explosion </li></ul><ul><li>Saturation by traditional advertising </li></ul><ul><li>Cynical, media literate and illusive audience </li></ul><ul><li>A new breed of consumer - the credible mass market </li></ul><ul><li>Lifestyle influences can cross a huge age range </li></ul><ul><li>More educated & informed purchase decision </li></ul>
  3. 3. A MARKET REVOLUTION <ul><li>Traditional advertising is less effective </li></ul><ul><li>Endorsement & W of M key to long term success </li></ul><ul><li>The advertising industry is scared </li></ul><ul><li>Traditional media has high level of unaccountability </li></ul><ul><li>More emphasis on pr & design </li></ul><ul><li>Effective marketing requires a broad range of skills </li></ul><ul><li>Product credibility is essential for lifestyle products </li></ul>
  4. 4. THE MARKET AT PRESENT <ul><li>Marketing goals based on quantity rather than quality </li></ul><ul><li>Traditional marketing based mainly on advertising </li></ul><ul><li>Advertising industry has grown fat on high cost campaigns </li></ul><ul><li>Traditional creativity unaccountable </li></ul><ul><li>Advertising effectiveness is difficult to monitor </li></ul><ul><li>Traditional PR is often tired & too damn cheesy </li></ul>
  5. 5. THE REASON <ul><li>Retail buying decisions are based on traditional support </li></ul><ul><li>Traditional marketing is easier to approve </li></ul><ul><li>A quantity of activity covers everyone’s arses </li></ul><ul><li>Lack of collective experience in-house </li></ul><ul><li>Lack of sincerity with many big agencies </li></ul>
  6. 6. SONY PLAYSTATION <ul><li>Launch success of PS was not down to advertising </li></ul><ul><li>Success was achieved through an army of ambassadors </li></ul><ul><li>By building & maintaining relationships </li></ul><ul><li>Not being a faceless corporation </li></ul><ul><li>Effective targeting of influencers & opinion formers </li></ul><ul><li>Not by ramming a message down peoples throats </li></ul>
  7. 7. SUCCESSFUL MARKETING <ul><li>A good product </li></ul><ul><li>Endorsement from key market influencers </li></ul><ul><li>The right associations </li></ul><ul><li>Word of mouth </li></ul><ul><li>Awareness through PR </li></ul><ul><li>Design </li></ul><ul><li>Accessible & creative marketing </li></ul>
  8. 8. WIDER IMPLICATIONS <ul><li>Youth marketing strategy is basis for all future marketing </li></ul><ul><li>Kids of today are saturated by traditional advertising </li></ul><ul><li>Media literacy & cynicism will grow </li></ul><ul><li>Traditional marketing will prove less effective </li></ul><ul><li>Effective marketing is about gaining acceptance </li></ul>