Law 4 – Make the internal business case for youth: mobileYouth.org’s 7 laws of youth marketing

by Graham Brown

Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown

<Back to Law #3) Build a dialogue using the right channels

4) Make the internal business case for youth

“We’re not a youth brand!” is the classic statement of disconnect.

As the BBC strives to find mid teen programming to keep their future license payers engaged, the music industry wonders what went wrong, newspapers find their customer bases dwindling and the profitable Harley Davidson faces the prospect of the average age of its customer reaching 58 by 2015, the statement speaks for itself. Why do banks spend a fortune courting the most subprime of all markets – the students?

It’s about building relationships from an early age and although there are plenty of new fangled ways to rejig the product portfolio, brands that only chase the high spending customers will lose out. You’re not a youth brand if your customers of tomorrow aren’t the youth of today.

Next> Law #5) Challenge your internal language

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