5:56PM November 11 2011
Youth Marketing? It’s just like Adult Marketing in many ways
A few of us attended Haymarket’s Youth Marketing conference yesterday. It was really interesting to attend an event focused on a demographic that most of us in the room hadn’t been a part of for at least a few years.
A significant challenge lies in the fact that the current 16-24 age cohort have grown up in a world none of us experienced at that age, and the point made early is that yes, they are different, however they are also just like us, er, non-Youthers because although they’re to be found in all kinds of different spaces and communities these days, all they really want is to be treated with respect, authenticity, maturity and humility.
If you can, get hold of ‘The Truth about Youth’, a fascinating study compiled by McCann Worldgroup, a brief summary of which can be read on Contagious. Laura Simpson, Global Head of IQ, talked through the findings from a survey of 7000 16-30 year olds across 7 global markets, including the nugget that over 53% of 16-22 years olds would give up their sense of smell rather than give up their technology.
So there is a lot to learn, but the same principles apply to everyone; play nice, play fair, and give your communities something of value if you want something from them in return.
And speaking of value, Rich Webley presented the Dynamo case study with Watch’s Rachael Fielding. The slides from their presentation are below, if you haven’t seen it yet.
