| The $175 billion market that teens bring
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| | - Pop culture works. Teens relate to
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| to businesses is staggering. What's even
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| | iconic figures in popular movies,
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| more staggering is that that number is
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| | magazines, and music. Is there any
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| lower than it should be. No one can
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| | question why the top designer companies
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| measure the amount of influence teens and
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| | get Paris Hilton to wear their latest
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| young adults have on their parents' back
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| | fashions for free? She wears an outfit
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| pockets. Often they rely on Mom and Dad
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| | on a Saturday night and by Monday the
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| to buy the latest and greatest piece of
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| | items sell like crazy.Most ad budgets
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| technology out there. But they show
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| | don't accommodate high caliber
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| financial independence as well; one in
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| | celebrities. But music works just as
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| three high school seniors has a credit
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| | well. Whereas young teens like to
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| card and 63% of their income is
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| | conform to their friends' interests,
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| self-generated.They are the fastest
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| | older teens develop their own tastes and
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| growing market in this decade as their
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| | like to be individuals. Do research and
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| buying power increases more and more
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| | find some music that would really hit
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| every year. The problem is that many
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| | home with your target. Songs can
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| marketing firms are at a loss when it
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| | literally make or break ads. You know an
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| comes to advertising to this demographic.
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| | advertisement is doing its job when you
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| These younger demographics are doing new
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| | see people walking down the street
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| things at incredible paces. They are
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| | singing the tune in it.Tip #5 - Brand,
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| demanding, connected, and very aware of
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| | brand, brand. Just as teens relate to
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| sales attempts.So where does a marketing
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| | celebrities and popular songs, they also
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| agency begin? Well, advertising to this
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| | relate to the brands they buy. Keep your
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| demographic is guesswork for many. But
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| | brand in front of their face. For
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| here are a few simple tips to help you
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| | example, the fashion industry has created
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| get a basic grasp on the most successful
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| | a cult following for clothing stores like
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| methods teen marketing agencies are using
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| | American Eagle, Abercrombie & Fitch,
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| today.Tip #1 - Don't go traditional.
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| | Hollister, Hot Topic, Old Navy, and
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| Radio? No. Newspaper? No. Magazine
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| | Express. They plaster their individual
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| and TV? Now you're getting warmer. You
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| | brands all over the clothing they sell.
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| don't see kids at the bus stop reading
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| | These kids are walking billboards and are
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| the daily news or popping on headphones
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| | proud to be walking billboards.Produce
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| to tune to their favorite FM station.
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| | this kind of brand loyalty in teens
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| They're listening to satellite radio or
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| | (which is easier than producing it in
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| watching reruns of their favorite TV
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| | adults), and you'll have lifelong fans of
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| series on iPods.Utilize mediums that the
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| | your business.Tip #6 - Utilize their
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| younger demographics are actually in
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| | network. Teens are constantly connected
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| touch with. Internet ads, cell phone
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| | through email, instant messaging, cell
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| marketing, even tried and true television
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| | phones, and other mobile devices.
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| advertising works. If you advertise in
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| | Combine their networking abilities with
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| traditional mediums and expect that
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| | their passion for free things. Websites
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| you're reaching young demographics
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| | like use their agents to start wide scale
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| "enough," you're not spending your
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| | word of mouth campaigns for companies.
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| dollars wisely. Spend where it
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| | If you can set up this "agent-like"
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| counts.Tip #2 - Don't sell. Kids are
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| | relationship with your teen customers,
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| very smart and they learn quickly. Sales
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| | you can expect a great response.Be wary
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| attempts hardly work on them because
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| | of the negative effects word of mouth
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| they've grown up in an age of
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| | advertising can have. It's easier to
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| advertising. The average American sees
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| | bash a product than praise it. And a
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| anywhere from 600 to 3,000 advertising
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| | dissatisfied customer tells 3-4 times as
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| messages a day. Teens most likely see
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| | many people about their experience than a
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| the upper end of this statistic and have
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| | satisfied one.Tip #7 - Hire them. The
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| learned to sniff out a sales attempt
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| | best way to market to teens and the
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| before it even happens. If you try to
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| | younger demographics is to get an
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| sell them, you'll lose them. Advertise
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| | insider's view of the market. Pay high
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| your products without using double-speak,
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| | school students and offer internships to
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| buzz words, or crazy advertising
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| | college students to assist your company
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| lingo.Tip #3 - Parents are part of the
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| | in marketing to their demographics.
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| equation. In reality, kids don't really
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| | They'll have a really good time because
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| have that much money. If they're a
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| | they won't feel as if they're in over
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| younger teenager, they most likely have
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| | their head, and you'll be getting some
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| an allowance that they'll part with very
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| | very useful information.If your budget is
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| reluctantly. If they have a job, they'll
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| | not that big, create some focus groups of
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| know the value of money and they'll spend
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| | teenagers and have them analyze
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| wisely.So what do you do? Do what Virgin
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| | advertisements on TV and in popular
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| Mobile did with their cell phone
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| | magazines. Learn from their responses
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| campaign. They did a "Parent
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| | and even have them come up with their own
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| Enlightenment" campaign where they
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| | ways to market to their demographic. Who
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| encouraged teens to educate their parents
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| | better to market to teens than teens
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| and also guilt them into buying them a
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| | themselves, right?Heather Loftiss is
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| cell phone. Mommy and Daddy will always
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| | President of Water Design Studio ( a
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| buy for their kids. Target that age
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| | Houston based advertising agency. She
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| group where parent involvement is most
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| | also publishes The Customer Connection (
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| excessive and use Virgin's method.Tip #4
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| | online newsletter.
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