If you want to see how youth marketing will look in 5 years time, look no further than these inspirational examples. Summary: Why should you consider social values? 1) Direct marketing (especially display advertising) is less effective with youth 2) To engage youth you need to create 3) Youth are increasingly buying brands as a result of their associate [...] [...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]
Youth Marketing is all about something you do with not to youth.” Graham Brown (mobileYouth 2008 Report) Following my earlier riff about trends in the marketing of Great Youth Brands (last time was Red Bull), I’d like to talk about one of my favourites. This is the key question - how does a mass market “everything to [...] [...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]
John Farley was a former VP at Toyota, the company that brought you the kick-ass youth auto offering Scion. After some time out of the industry he has ended up at the Ford Motor Company. What is he doing there? Launching Ford’s answer to the Scion - the Ford Flex. Ford said its participating dealers will [...] [...more]
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