Marketing is no longer something you do to youth, but something you do with them (mobileYouth report 2008) Step out the ivory tower a minute, forget direct marketing or social media and take a look at the world of the young consumer and, importantly, what works. Take a look at what youth are actually saying about [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #6) If you want to change your results, change your measurements 7) Sustainable brands ignore common sense - the underpinning of many of the failings highlighted in the 6 previous rules. Common sense means doing what works - [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #5) Challenge your internal language 6) If you want to change your results, change your measurements Ultimately it all comes down to Your choice of metric. I’ve been a long time proponent of integrating long term business metrics alongside [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #4) Make the internal business case for youth 5) Challenge your internal language. Many CEOs create an introspective “ivory tower” culture that takes too much time in self-referencing and using industry specific languages. See this post by Dave Knox from [...] [...more]
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 [...] [...more]
by Graham Brown Youth marketing is always redefining the parameters of what is acceptable. Bright individuals will always push the envelope however there will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the [...] [...more]
Here’s the download for my (Graham Brown) presentation to Telenor Djuice in Oslo, October 2008 at the Djuice brand summit. Technorati Tags: telenor, djuice, youth, mobileyouth, mobile youth, mobile youth report, youth marketing, youth research, net promoter score, churn, youth loyalty, crm, red bull, jones soda, EA, scion, graham brown Areas of interest: * What do youth want [...] [...more]
The fruit of youth marketing lies in organic soil. Excuse the poetic analogy for one moment whilst we take a look at how companies are forging long term dialogue and relationships with young consumers using innovative methods. The innovation lies not in technology. This is not about discovering a web2.0 widget but in using innovative approaches to [...] [...more]
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