This document provides an agenda for a conference on using technology to target teen markets. The conference will cover understanding teen desires and technology usage, different teen market segments, and how to use technology to target teens. It lists several speakers who will discuss topics like what teens want from technology, regulatory issues in marketing to minors, email marketing strategies, and adapting marketing approaches for new technologies. The goal is to help those marketing new technologies and products understand how to strategically target teen consumers using emerging communication channels.

1. leen
Technology
HENRY
STEWART
CONFERENCE
STUDIES
Chair
VIJAY ANAND
Global Youtb Marketing
Manager
Ericsson
Speakers
oRNiEI AVENER
Head of Marketing
and PR
Worldpop.com
MICHAEL BOLTON
National Marketing
Pt'ogrammes Marketing
Manager
BSM Group Ltd
BARBIE CLARKE
Director
NOP Family
ROSEMARY DUFF
Directo'1"
SMRC ChildWise
PHILIPPE DUFOUR
Chief Executizte Officer
Splash Plastic
DANIEL PAVIN
Solicitor
Thylor Joynson Garrett
SEAN PILLOT DE
CHENECY
Founder
CaptainCrikey.com
GABRIEL RATCLIFFT
Digital Director
Leo Burnett
DAVE S!BLEY
Vice President, Europ e an
Mark eting Partnersh iPs
MTV
JONNY WATSON
Creatiae
Teens are THE early adopters. They are obsessed with THE NEW - HOW TO
COM /II-NICATE and KEEPING IN TOUCH. Not only that, they have tremendous
purchasing power. They spend their money and influence how their parents spend theirs.
BUT teens are nor a single market - to think they are is to court disaster. They are many
markets, defined by age, social maturity, income, location and ethnic identity.
The teen markets can be incredibly profitable, and through the strategic use of technology
they can be targeted QtIICKLY, EFFECTT,ELY and CHEAPIX
This briefing covers the important aspects of:
UNDERSTANDING TEEN DESIRES, MOTIVATIONS AND USAGE OF
;
TECHNOLOGY
SHIFTING FOCUS INSTANTLY AS TECHNOLOGY ADVANCES _ AGAIN
AND AGAIN
THE DIFFERENT MARKET SEGMENTS
KNOWING WHAT TEENS WANT FROM TECHNOLOGY AND HOW TO
USE IT TO TARGET THEM
Thb is an essential briefing for all those responsible for a) marketing new technology
including 'phones, pagers, online services, electronic games and computers and
b) promoting products via the new communications channels.
Full documentation will be provided to each delegate and adequate time set aside for
questions and discussion.
Monda% l4 May 2OO t

2. WHAT DO THE DIFFERENT TEEN MARKETS WANT FROM
TECHNOLOGY?
How_does new technology fit teenage lives? What is their access to it -
and their use of it! Marketing must have answers to respond to the
many opportunities in this area of rapid growth. SMRC ChildWise
have spent.ove-r lj y"n., researchingall ispects of young lifestyles.
Rosemary Duff, Director, is in a unique position both tJ repoit on the
place the new technology holds in thi lives ofteenagers and to set the
information in the wider context of teenage lives as
"a
whole.
Status
Communications
Information and research
Advice
Games
Shopping
Understanding modvations and values and leveraging the knowledge
to bemer target teenagers
D ire aor:,SMRC ChildWise
SELLING WITH NEW TECHNOLOGy: WHAT THE
TMPORTANT NEW TECHNIQUES ARE. HOW THEY CAN BE
USED TO SELL PRODUCTS AND SERVICES
How to reach teens who are more knowledgeable than many
technologically-challenged adults. This paper looks at currenr use of
new technology, and considers future develbpments as a means ro rarget
young people.
What do teens really want fiom websites?
What impact have other platforms made - Wrp, playstation 2,
pjqllit TV - and should you be reaching them this wa1"?
M-kids - the impact of mobile phones and SMS
Future.ways in which to plan your marketing to teens through new
technology
Direaol NOP Family
TEEN E-TAIL: WHAT TEENS WANT TO BUy VIA
TECHNOLOGY AND WHAT THEY ACTUALLY BUY
Successful e-tailing to teens needs a deep understanding ofwhat teens
yr"Ltg buy online and how their desirei differ from wf,at they actually
buy. Understanding for how long and how far teen aspirations can be
'
nurtured and stretched, while maintaining theirutt.riion and not
exhausting their patience, is a pre-requisiie for all online retailers.
What are teens buying online?
What do they want to buy onlinei
How to capture teen aspirations for purchase
Strategies to engage teen purchasing po*.r for new lines and
products
Ch ief Exe catia e Office4 Splash Plasts,c
MARKETING AND DESIGN FEATURES TO ATTRACT AND
RETAIN TEENS
What will make me come to your site and, when I get there, why will I
stay? Where does mobile and offline fit in? What role is there for
email? Do I expect the latest technology and designs? Will I overlook
marketing that doesn't have it - o. woiie, tell everyone about it?
Gabriel Ratciiffe, Digital Director with Leo Burnett, details the latest
Chair: Vrjay Anand, Glo
developments in digital creative and communications that motivate tl
teen audience:
r r Understanding teen behaviour online
l:,What works and what doesn't
:i Mixing and matching media
,..i The importance of onloffline integration
.l; Branding and teens
Blueprint For an online teen projecr
.,'::::r.ii=i, !'1,.:l:]t:! ti lYe
Digital Director3 Leo Burnett
MOVING TEENS INTO OR ONTO TECHNOLOGY-
HOW TO GET THE MESSAGE ACROSS
Jo-nny Watson of WCRS e-Brands, will examine the latest thinking in
offline marketing strategies for online brands and sites. He will dia*'
on case study examples from his experience with the telecoms and mu
sectors, among others, and discuss:
When and why teens need 'pushing' to a site
I Technology to push reens to technology
,Te1estrial,
advertising to promote the uptake of technology
Creatiae, WCRS e-Brands
CASE STUDIES: EMAIL MARKETTNG TO TEENS -
WHAT WORKS?
Daniel Avener, Head of Marketing and PR at cross media music porta
Worldpop.com, which last year set up a groundbreaking text mesiagir
service for youths visiting Ibiza, will discuss the merits and perils of
email marketing, how to access different email data marketing servicer
and what to look out for to ensure the best response rates foi
campaigns. Worldpop's clients have included Kodak, Durex, BT and
Woolworths, and Daniel Avener will draw on insight gained in both
their previous and current campaigns.
i
"
Permission r-ules OK!
- permission or interruption marketing?
- when to use it, and when not to
'Knorv your audience
- understanding teen email demographics
- how do teens use email?
.: Get on the listl
- third party audience access to your brand
'What do teens respond to via email?
..,Judging a success
- factors to consider and utilise
ri]]i;rrriCi. ,4liel-+ '
Head of Marketing and PR, Worldpop.com
WHAT IS PERMISSIBLE? REGULATORY ISSUES IN USING
TECHNOLOGY TO TARGET MINORS
There are things you'd love to do to promote to today's yourh with
your fabulous marketing campaign/fantastic product - and in this new
world of fieedom generated by new technology, the world's your oyste
WRONG. Daniel Pavin, Solicitor.at ThylorJoy'nson Garrett will
oudine what is, and isnt, allowed when using new technology to mark,
to youths, and how to best deal with the, as yet, igrey' areas:
The Data Protection Act 1998
- fair collection and processing ofpersonal information
- qettine consent

3. wth Marketing Manager5 Ericsson
- direct marketing
O UI( Codes of Pracrice-
--li.,,;.-uK'; s*;;li";.
- what you can do, what you cant and what's not so black and white
O The US - Children's Online Privacy Protection Act l99B
- steps to take if operating in the US
O Advertising Standards
- rules applicable to advertisements directed at minors
O Contract law issues
- the legal status of a contract entered into with a minor
- consequences of contracting with a minor
Daniel Pavin
Soliitor, Thylor Jolmson Garrett
CHOOSING AND BUILDING STRATEGIC PARTNERS WHEN
USING TECHNOLOGY TO TARGET TEENS
Being on the net, or haviag a strong brand, are, alone, not enough to
g'uarantee success in this fast moving dot.com arena - just look at the
much-publicised collapses of well known internet names in the past
year. The key to success in the future is to develop strategic
partnerships, which will provide mutual benefit, support and profit.
Dave Sibley, Vice.President, European Marketing Partnerships at MTV
will, with reference to MTVs own parmerships, discuss:
O How to choose your parmers
- research your choice, before you commit
- ensuring your aims, achievements and cultures are compatible
- what will be the benefits?
- are there any potential costs or conflicts?
O Approaching your potential partner/being approached
- what to do, and what not to do, to get ma-.rimum benefit
- how to make your approach - initiating contact, timing, methods of
communication
O Drawing up the plans
- is it what you want? Is it what your parmer wants!
. - is it what your target market wants?
- is it achievable in the planned budgets and timescales?
- should it be an exclusive deal? Clear definitions are essential
O Implementing the partnership
- ensure it is done with consultation on all sides, and at all levels
- keep the people it effects involved
O Monitoring and managing the parmership process
O Measuring the resuls
- ongoing assessment
- feedback to improve the partnership
- sharing information
O How this has been achieved at MTV
Dave Sibley
Vice President, European Marketing Partnerships, MTY
CASE STUDY: GETTING THE MESSAGE RIGHT - ADAPTING
THE MARKETING MIX FOR USE IN TECHNOLOGY
Lessons from a successful strategy - the BSM
experience
Michael Bolton, BSM's National Marketing Programmes Marketing
Manager, explains how the BSM website has evolved since its launch.
He will also explain how BSM have adapted their approach to suit the
web in response to demand from teens, and changed the emphasis
O BSM on the Web Phase 1. The launch of the BSM Website in 1997
O How to change focus from being a passive to an interactive website -
and why you should do so
O Making our products work on the web
- features to emphasise
- amracting different segments
- rurning browsers into buyers
O Utilising the web - ensuring it provides profit, not costs
lD Learning fiom the BSM experience
Michael Bolton
National Marketing Programmes Marketing Manager;
BSM Croup Ltd
EXPLOITING YOUR BRAND; USING FUTURE
TECHNOLOGIES - RETAINING TEENS AS THEY PROGRESS
FROM TEENHOOD TO ADULTHOOD
Sean Pillot de Chenecy, Founder of CaptainCrikey.com, will look at the
trends which are likely to affect your marketing strategy. He will
highlight the key developments and issues and forecast the impact this
will make on current marketing to teens. He will also show where you
need to be looking, and what you need to be doing, to ensure yoirr
brand is capable of keeping pace with the development and growth of
your customers - and the technology they'll be using.
O What are the new emerging technologies, and how will they affect
the future of teen marketing?
- The Digital Generation - will the next generation (NGeners) be
truly digital)
- Bluetooth - estimated to be used by one in wo people by 2005;
what impact will bluetooth have on your brand strategy, and how
will it enable you to hold on to your teens as they mature?
o What characteristics will future technology have - how will this
impact on the teen audience? Will this be what teens demand?
- enablement of mrrlti-tasking and networking to enhance
productivity
- individuality and customisation
O Should we embrace these developments or proceed cautiously when
developing mid - long term brand strategies
O What effect will it have on your product' if you want to exploit the
current and future teen market?
O How can you exploit future technology to enhance the life time value
ofyour brand among teens!
O What are the potential pitfalls to avoid?
O Getting it right/getting it wrong:
Case study examples from Radiohead, Barclays, Nutrigrain, the
Labour Party, Vauxhall and Ericsson
- what lessons can be learnt from their experiences?
- what are the key factors you can take from this to adapt for your
own strategies!
O How will this all help you to keep your teen customers loyal as they
'grow up'? Or would retention through to adulthood weaken your
brand offering?
- weighing up the costs and benefits of these strategies
- the major issues surrounding early teen - late teen -adult marketing
in this potential new environment
O If you do want to retain them to adulthood, how to manage the
transition to minimise customer drop-out
Sean Pillot de Chenecy

4. REGISTRATION FORM NOI 546
Teen Technology
Monday,
l4 May 2OOl
The Caf6 Royal
London WI
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Monda,v, 14 May 2001
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