Beachheads

Trend: Beachheads (Why are Beachheads becoming a critical feature in youth marketing?)

by Freddie on May 25, 2011

How do young mobile owners influence other young people to purchase a particular brand of handset? What is the social profile of these influencers? Can these influencers be segmented? What are these segments and what are the behavioral drivers for each segment? How can they make marketing more targeted and effective for mobile handset brands? [...]

Idea Factory: Unboxing the future of BlackBerry

by Freddie on May 12, 2011

Idea Factory Work in progress from the mobileYouth Idea Factory. We’ve been following Blackberry mobile cell phone developments in the youth market for some time here at mobileYouth. Recently, we contributed to an FT article on BBM vs SMS. Now we’re collating ideas on the role of fans & beachheads in Blackberry’s long term future. [...]

Beachheads – build your passion center

February 25, 2010

You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you. If you’re going to Boil the Ocean, make sure you have plenty of gas. Building the passion center means breaking the cycle of hand-to-mouth [...]

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The 90 – 10 Rule

February 5, 2010

Successful youth marketing comes down to successful execution of the 90-10 rule: Focus 100% of your energy on 10% of the market. (…and let that 10% take care of the remaining 90%) Unfortunately too much youth marketing dilutes itself by committing 100% to 100%. Too often Product Model requirements compounded by reach-based agency tactics compel [...]

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We don’t care about 90% of you

September 27, 2009

And that’s fine, because 90% of the world doesn’t get it, won’t get it and their world view is such that no matter how much evidence you collate, nothing will change. And that’s how you should treat your “market”. Forget selling to the unsold. Your energy is limited, don’t spread it across 100% of the [...]

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Youth and Beachheads 20 May 09

May 20, 2009

* When They Go Online, Hispanics Download (eMarketer Articles) * Falling in Love with Virgin at a Festival (Another Advertising Wanker) * Mobile Collaboration and Tribing (180360720) * Hispanics 211% More Likely to Download Digital Content (MarketingCharts) * Global Youth: U.S. Hispanic and Latin American Youth Trends (Barking Robot) * Twinterview: Graham Brown of mobileYouth [...]

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Skateboarding part 1 (London South Bank)

April 9, 2009

New mobileyouth video today. I decided to head up to London’s South Bank and talk to some skate dudes about mobile phone use to show how easy it is to start building a dialogue with young customers in their universe as opposed to stuffing them in sterile focus groups. As a youth I fell in [...]

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Youth and Beachheads 03 March 09

March 3, 2009

* What is Social Currency? (Graham Brown mobileYouth.org) (Slideshare) * 7 things you can learn from hip hop – Ignite Sydney (Slidshare) * 1 Billion (Slideshare) * Mobile Advertising Opportunities in India on the Rise (Trendsniff) * Download mobileYouth report overview 2009 – insights, youth mobile trends and mobile behavior (Mobileyouth) * The Next 10 [...]

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10 Articles on Beachheads 13 Jan 09

January 13, 2009

* 10 Asian-American Youth Sites to Know (Ypulse) * Apple rolls out star-studded music tutorials (Springwise) * Disney Focuses on Boys (online.wsj) * Girl Gamers And The ‘Pink Plague’ (Ypulse) * Online community offers DIY fashion for tweens (Springwise) * League lets amateurs join a rock band for 10 weeks (Springwise) * Gaming Myths for [...]

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10 Articles on Beachheads 23 Dec 08

December 23, 2008

* PART 1: 50 Youth Marketing Trends for 2009 (Slideshare) * World of Warcraft Themed Restaurant Opens in Beijing (PSFK) * Godin: Sell To Companies That Get What You Do (PSFK) * My micro-community is better than your social network (The Social Networker) * Student Aid – Refreshing Lotion and Cup Noodles (TRENDBIRD) * Patagonia [...]

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