This document summarizes a conference on marketing to teenagers. The conference will include presentations and workshops on understanding teen behaviors, appealing to the "net generation" through internet and digital media, creating successful teen websites, adapting marketing strategies for European cultural differences, examining key teen age groups and retail environments that appeal to them, using music sponsorship and dynamic marketing to engage teenagers, determining optimal media mixes, examining changing TV viewing habits, predicting future teen trends, designing for teen subcultures, marketing through schools, and effective teen market research methods. The conference aims to provide insights into how companies can most effectively reach and understand the teen demographic.

1. The definitive evenl for oll componies lurgeting the
teen morket:
,/ Hear the lotesi reseorch on how ihe teens of todoy think
ond behove
,/ Discover whol drives teenoge trends ond how to predict
the fods of the fulure
/ Underslqnd how to oppeol to the net generotion
/ Goin insight into the optimum medio mix to effectively
reoch the teen morkel
/ lJnrsvel the secrels of creoting
powerful brond oworeness
Don'l miss
our hulf doy
WORI(SHOP:
BUII.DING YOUR
BRAND ONTINE
lSth Derember 1999
lrt Gl rlttrl/A

2. [4th December 1999
9.00 Registration & coffee
9.30 Opening remarks from the chair
Sean Pillot de Chenecey, Consultant,
INFORMER INTFRACTI,'E
9.40 An overview of teens - setting the context
. The globalisation of youth culture
. Relationship marketing & young consumers
o An overview of shifts in youth culture during the 90's:
- lack oftribal alliances
- no scene / retro culture
- the cult of staying in
- examining changing gender roles
- collapse of the institutions and rise of the individual
. The millennium - end of post-modernism?
Sean PiIIot de Chenecey, Consultant,
INFORMERINTERACTWE
10.30 Appealing to the net generation - how the internet fits into the
lives of teens
o The internet as part of teen's bedrooms
o How does it relate to other new media?
. What is the place of digital TV and the internet?
o How does it affect their relationships with friends and
family?
o Global friendship - expanding their world or creating a
lonely and insular generation?
o How the internet fits into teens' lives alongside other leisure
activities
o Is the internet viewed as a leisure activity or a work tool by
teens?
Barbie Clar:ke, Director,
NOP FAMILY
11.20 Morning coffee
11.40 Illustrating how a successful teenage web site
was created
. Creating an exciting and easy to navigate site
to attract teenagers
- how do account for the shorter attention spans of
teenagers, yet kpep them interested?
. Avoiding over-advertising, and providing valuable and
educational information on your web site
o How can marketing on the internet be utilised to develop
closer relationships with your target audience, and help you
to better understand them?
Andrew Marsden, Marketing Director,
BRITVIC SOFT DRINKS
12.30 Lunch
13.50 Pinpointing the European differences between teens - adapting
your marketing strategies accordingly?
. Does the "Euro Teen" exist, and to what extent? Can he,/she
be marketed to under a single strategy?
o How does the expenditure of British teenagers differ to
those ofother European countries. Do their key purchases
differ?
o To what extent are British teenagers more or less internet
sawy than their foreign counterparts?
' Adapting your product lines, product distribution and
advertising according to regional differences
. Ensuring your European marketing strategy remains
harmonious and your brand image consistent
Steven Jagger, Managing Director,
GFK
14.40 12 going on 17 and 17 going on 25. Myths and realities about
key age grouPs and how you can direct your activity in store to
make the most of marketing to these groups
. Arhat is the average expenditure of key teen age groups?
A/hat do they spend it on and where? When does parental
involvement become irrelevant in purchase decisions?
o Missing the point- brands trying to be trendy and looking
like your dad at a Disco. Obvious traps to avoid
o Form and function. Arhat moments are filled by which
brands. Retail brands that represent trust and reliability and
those that represent danger and experience
. Emerging retail environments that appeal to different youth
groups
r School mates, your first holiday away from your parents, key
moments - can you be a part of them?
Justin Hicklin, Partner,
HICKLIN SI-ADE & PARTNERS
Afternoon tea
[n6lsasing brand awareness t]rough music
sponsorship
. Why Ericsson chose to use association with
music from the very beginning
o Placing style adopters under a microscope:
- how do you build assaitiations with these people to
understand their behaviour?
- encouraging high profile trend setters to adoptyour
merchandise
- using 'symbols' or heroes which teenagers aspire to be likt
to give your product street credibility
o Evaluating sponsorship and event management to target
young people; finding an appropriate match for your brand
to be associated with
. Managing the relationships involved
r Investigating *re limitations and pitfalls of sponsorship - the
lessons learnt
VijayAnand, HeaiL of Channel Marketi.ng,
ERICSSON
16.40 Capturing the attention of teenagers through dynamic
marketing
o What are the implications of the last ten years social and
media changes?
o To what extent has advertising to teenagers become less
effective?
. trVhat role do the key marketing disciplines play in targeting
a cynical audience?
. Using relationship marketing to stand out from the crowd
. Building a credible brand - Sony Playstation case study
. Cult marketing - is there a formula?
Geoff Glendenning, Managr.ng Director,
THIRD PI-ANET
17.30 Closing remarks from the chair
17.40 Endofdayone
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ACCESS TI{E AUDIENCE AT TIIIS EVENT?
There are a number of sponsorship and
exhibition opportunities at this conference.
Just call Sally Catlin on 0181 587 7786 or email us on
svcatlin@unmf.co.uk for further details.

3. [5th December 1999
9.00 Registration & coffee
9.30 Opening remarks from the chair
Sean Pillot de Chenecey, Consultant,
INFORMERINTERACTIVE
9.40 Determining the optimum media mix for gaining maximum
exposure to your target market
o Evaluating your current media mix, and assessing the most
appropriate means for reaching the teen market
. Has new media become an essential medium for marketing
to the digital generation? How do you adapt your current
marketing mix to account for new media?
. Successfully integrating new media into your overall
marketing mix
o {hich medium offers the best return on investment:
internet, analogue TV, digital TV, or teen magazines?
r Developing a fully integrated marketing strategy, and
maintaining consistency across different age groups
Dean Weller, Managing Directm,
THE FIRST AGE! MEDIA COMPANY
10.30
/4.
Exarnining the changing TV market and its
impact on teenage viewing behaviour
. Are teenagers watching less TV or are they
simply watching more of the programmes they like?
o Do teenagers tend to watch more programming on main
stream TV or specialist TV channels?
o What are teenagers' motivations to view? Do they relate to
TV channels as brands?
. How loyal are teens to the channels they watch?
. Fragmented market or more accurate targeting? How can
you exploit the niche marketing opportunities?
Jonathan Webb, Marheting Director,
& Andrew Mclntosh, Rcsearch Intelligenu Controll4
FLEXTECH TEI-EVISION
11.20 Morning coffee
i 1.40 PANEL SESSION: Tkend watching - how trends develop and
how to predict the teenage trends of the future
Your opportuni$ to question l.eading companies on thi,s crucial area:
o To what extent is brand association for teens a result of
marketing to them, or are they merely mimicking their elder
peers and siblings?
o Which youth trends will be filtered down from the youth to
the teen market?
o How can you implement a marketing strategy which is
geared up to exploit changes in the youth market?
o To what extent do trends in the UK follow the pattern of
trends in the US?
. What is currently happening in sfle culture?
Sarah Graham, Consultant,
THE FUTI.IRE FOUNDATION
Angela Humphries, Managing Director,
EGG RESEARCH
Francis Crrrrie, Programme Director,
EMAP TELEVISION
13.50 Designing for a teen subculture - can design exploit the
schizophrenia of mass communication?
o Teens as a sub-culture
- is it possible to identiSr a distinct value system for teens?
- can brand design exist within this value system?
e Consider teens resPonse to design, can it ever be relevant?
- the breakdown between meaning and image
- good, bad or disaster for design?
. Can design inspire desire within teen consumers?
- consuming as an act of creative self expression
- creation through re-appropriation of design not simple
' customising
. Can design give form to the teens desire?
- good / bad / hopelessly wrong
- how to define a design brief for the undefinable
Richard Rees, Princip le Consultant,
& Jnstine Randall, Art Director,
DESIGNBRIDGE
14.40 Afternoon tea
15.00
/;A.
Markefng to teens tlrough schools:
JazryBooks and in-school media
. Why market to teens through schools?
. What are the available routes?
o Understanding the environmenl
o In school media as part of the marketing mix
o Balancing the commercial objectives with the needs of
schools
o A/hich products are suitable to the environment?
o What impact does in-school marketing have on your brand
exposure and brand image?
o Researching the results
Chris Coleman, Director,
JAZZYBOOKS
15.50 Effective and innovative research methodologies for the teen
market
. The pitfalls and dangers of focus groups, what steps should
be taken to ensure they add value to your research?
o How do you account for the gap between what teenagers say
and what they do? How can you conduct market research
which gives a true reflection of how teens genuinely feel and
think?
o Watching the dynamics of the group - determining the
opinion formers and observing how they impact on their
peers. How are teens affected by their peers and the need to
fit in?
o Overcoming the difficulties involved in frnding the right
groups to research with
r The do's and don'ts of conducting market research through
schools
Geoff Seeley, Planning Manager,
BBJMEDIA
16.40 Closing remarks from the chair
16.50 End ofconference
12.30 Lunch

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experience of our speaker panel by buying the taped proceedings together with
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CONFERENCE: Mrketing to Teens
l4lh & l5lh December 1999
WORKSHOP: Building your Brmd Online
16th December 1999
The Berners Hotel.
Berners Street
London W1A 3BE
Tel: 0171 666 2000 Fax: 0171 666 2001
Nearest tube stations: Oxford Circus and Tottenham Court Road
TRAYEL AND ACCOMMODATION
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WHAT HAPPENS IF YOU CAN'T ATTEND
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working days before the event. Cancellations received in writing after
30th November 1999 will be liable for the full amount.
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