Mobile Youth Consumers

• Published:October 21st, 2008
• Comments:No Comment
• Category:mobile youth consumers report, mobile youth marketing, next great thing

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 everybody” brand build relevance with a specific segment - such as Youth?

Consider this challenge facing the largest and most profitable automotive manufacturer in the world - Toyota.

Toyota cannot roll out customized fat pipe blinged rims low riding coupes for the mass market because their core value of reliability is also one of a generic appeal - they will alienate your grandmother and the school teacher.

So this is how Toyota does it - meet Scion - the Toyota sub-brand that no one knows is actually Toyota (unless you study the marque a little harder).

Check the video - this is real ownership and consumer generated content in action, this is consumer ownership of the brand - creating rather than sponsoring events, local Scikotics, magazines etc.

• Published:October 21st, 2008
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• Category:video, video marketing, youth marketing

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 Great Youth Brands Series on MobileYouth featuring Red Bull, Jones Soda and Toyota Scion.

Common sense dictates that if a brand gets it wrong, it’s time for damage limitation with the marcomms department leading the charge.

That’s how ordinary brands deal with extraordinary issues - in average ways producing very average results.

However, I’d like to focus on how great youth brands are breaking the mold and doing something out of the ordinary.

Perhaps the best example to date is how EA dealt with the apparent glitch in the latest release of Tiger Woods 08 that including the “Jesus Shot” - where Tiger could walk on water. Obvious mistake. Not just an obvious mistake, but a well known one - one youtube pundit (Levinator 25) made it public amassing over 600,000 views.

Embarrassment for EA? Yes, if it was handled using Common Sense.

However, check this out for sheer marketing brilliance

Tiger Woods 09 - Walk on Water

This is the result of individuals within an organization taking risky decisions to produce extaordinary results that substantially impact the brand in a positive way - that’s what I call Uncommon Sense. That’s the result of bypassing marcomms and challenging the notion of “that’s how it’s always been done”.

Ask yourself, would youth react positively or negatively to this communication from EA then compare to what an average brand would do - ie a cover-up.

Technorati Tags: graham brown, mobile youth, youth marketing, ea, ea mobile, tiger woods, jesus shot, vodafone, jones soda, scion, red bull

• Published:October 19th, 2008
• Comments:3 Comments
• Category:marketing to mobile youth consumers

From Original Post Here

If you find mobile advertising even a tad bit confusing, I recommend grabbing this free white paper on mobile advertising, written by Peggy Anne Salz, chief analyst and publisher of MSearchGroove. Sponsored by bango, it is a guide which will help you understand how mobile advertising works and provide you with hints and tips on how to run mobile advertising campaigns successfully and how to analyze the results.

This 35-page paper walks you through mobile advertising step by step guidance with screen shots. It makes setting up an ad campaign a breeze. She even sets up two programs to analyze the campaign and shows the results she got.

The paper also addresses a big question that is forefront in many people’s minds: why should we try mobile advertising? Is it really worth it? Salz covers this topic handily with statistics, examples and quotes from mobile industry insiders.

In the conclusion of the paper, Salz says,

Mobile advertising is a brave new space with new rules and new rewards. As publishers and advertisers, we should be conscious that our efforts to achieve our business objectives can be
compared to a marathon with no finish line.

I agree completely and getting this white paper is a great place to get started.

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• Published:October 19th, 2008
• Comments:No Comment
• Category:marketing to mobile youth consumers

From Original Post Here

Ad-funded services seem to be a rapidly growing part of the mobile advertising landscape. STL Partners, a leading telecoms consultancy, offers some interesting insights into what lessons the industry can learn from observing Blyk, the ad-funded MVNO. (more…)

• Published:October 19th, 2008
• Comments:No Comment
• Category:marketing to mobile youth consumers

From Original Post Here

From Original Post Here. The analysts are almost universally bullish about mobile advertising. Gartner for one says that worldwide the market will be worth in excess of $2.7 billion this year, up from $1.7 billion in 2007.

• Published:October 16th, 2008
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• Category:Uncategorized

Areas of interest:

* What do youth want from and think of their operators?

* Youth loyalty & churn (leading to Net Promoter Score)

* Trust Measurement as impact on Profitability

* Next Generation Brands (Red Bull, Jones Soda, EA, Scion etc)

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

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