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the seven misconceptions of
youth marketing
misconception no.1:




  YOU ARE YOUR TARGET MARKET
Anyone turning 16 next year…




  was born in    1993
misconception no.2:




   YOUNG PEOPLE ARE ALL COOL
‘Coolness’ is relative…

                     Your average teenager goes
                             to school, does their
                   homework, spends more time
                     with their parents than their
                    friends, saves money, listens
                      to pop music, doesn’t drink
                        (that much), doesn’t take
                        drugs and wears a limited
                  supply of high street fashion…
misconception no.3:




 YOUNG PEOPLE ARE ALL TROUBLE
'The children now love luxury; they
have bad manners, contempt for
authority; they show disrespect for
elders and love chatter in lace of
exercise. Children are now tyrants, not
the servants of their households. They
no longer rise when elders enter the
room. They contradict their parents,
chatter before company, gobble up
dainties at the table, cross their legs,
and tyrannize their teachers…


                                     Socrates: 460 BC
misconception no.4:




THE YOUTH POPULATION IS SMALL
a) There are 3,284,000 young Australians   (P13-24)

    b) There are 200,000 foreign students
 c) Over 400,000 backpackers arrive every year
misconception no.5:




YOUNG PEOPLE ARE HARD TO FIND
Young people are the biggest consumers
       of media and entertainment
Technology (and advertising) has created:
“Media Fragmentation”
Young people have evolved the ability to:
“Multi-Media-Task”
Multi-Media-Tasking
Hours per day spent doing…
         12.00
         11.00
         10.00
                              1.21
          9.00
                                       Gaming
          8.00                1.51     On the Internet
          7.00
                  0.88
          6.00                3.21
                                       Watching DVDs
          5.00    1.13
 HOURS




          4.00    1.98
          3.00
          2.00                4.40     Watching Television
                  2.91
          1.00
          0.00
                 Weekday     Weekend
                                             Source: The Australian Kids & Family Panel
                                                    (Nickelodeon 2008) 11-17 year olds
misconception no.6:




YOUNG PEOPLE DON’T CARE ABOUT
          BRANDS
Kids can discern brands by
 18 months…




source: Marketers Merchants of Menace, Herald Sun, published Sept 2007
and by the age of two, they
                ask for brands by name




source: Marketers Merchants of Menace, Herald Sun, published Sept 2007
US teens have 145
                                       conversations a
                                    week about brands




source: The Keller Fay Group, TalkTrack Survey August 2007
…twice the rate of adults



source: The Keller Fay Group, TalkTrack Survey August 2007
58% of teen  conversations
                 about bran ds are positive
source: The Keller Fay Group, TalkTrack Survey August 2007
Favourite Brands Australia                                           (P13-19)




Strictly confidential – legally protected and privileged information
misconception no.7:




 YOU NEED TO SPEND ALL YOUR BUDGET
ONLINE BECAUSE THAT’S WHERE ALL THE
         YOUNG PEOPLE ARE
online is not a silo


         Print
Online           TV
online is the thread that
ties everything together
Is there a secret to youth marketing?
“Be intimately involved
with your target
audience’s lifestyle,
understand their wants
and needs and the
landscape they live in”
Omar Saar - UniverSOUL
The 5 Pillars of Youth Culture

       Fashion   Sport    Technology




  Socialising                    Music
(Note: Media & advertising are not a pillars of
               youth culture)
What is your single
minded proposition?
Don’t think advertising
Think ENTERTAINMENT
evolve, fragment and deliver




give everyone a little piece, if they like it
       they’ll come back for more.
Mountain Dew Case Study




         casestudy1: www.mountaindew.com
casestudy2: www.mooks.com
casestudy3:
threebillion.com




Contact:
paul.macgregor@mcn.com.au
paul@threebillion.com

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The Seven Misconceptions Of Youth Marketing