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Slide 1: Marketing to Teens and Tweens Paul Gillin PMA09 March 3, 2009 Gillin.com
Slide 2: “US teenagers and young adults spend almost 17 hours a week on the Internet, six times the national average, yet advertisers continue to allocate a disproportionate share of teenrelated ad spending to traditional media.” McKinsey Quarterly, “Marketing to Teens Online”
Slide 3: A Very Different Generation • Teens spend 60% less time watching TV and 600% more time on the Internet than their parents • They watch an average of 40 YouTube videos a month • They text over 50 messages a week • 85% have Facebook profiles
Slide 4: Upbeat But Nervous • Nearly half of Millennials say their stress level is “very high” or “high.” They feel the world is getting more complicated. • But they’re optimistic; 71 percent believe they can personally achieve the American Dream • Half define the American Dream as “Simply being happy, no matter what I do.” • 30% expect to own a business one day. • They name their computer as the #1 product they cannot live without.
Slide 5: Connected • • • • 97% of college students own a computer 94% own a cell phone 60% own a portable music device They use three to five technology items at the same time • In 1965, 80% of people 18 to 49 could be reached with three 60-second TV spots • In 2002, 117 prime-time ads were needed to achieve the same result Source: Jim Stengel, Global Marketing Officer, P&G
Slide 6: Motivated by Self and Others Source: Yahoo Truly Madly Deeply Engaged Study Via Dave Knox, P&G
Slide 7: 10 Truths About Millennials • • • • • • • • • • 1. Continually connected 2. Speak their own language 3. Skeptical of authority 4. Influenced by peers 5. Seek recognition and fame 6. Enjoy absurdity and odd humor 7. Embrace a variety of subcultures 8. Skim text and information quickly 9. Easily bored 10. Expressive and digitally creative Source: Forrester Research
Slide 8: A Language of Their Own Phail Extraordinary lack of ability: “Did you hear about the guy in Japan who got demoted for looking at porn at work? That's pure phail, dude.” Brosef/Broseph Generic nickname for friends: “Whazzup, brosef?” Schnasty So nasty you don’t know how else to describe it: “Damn! That garbage disposal smells schnasty.”
Slide 9: Online Always Source: Recipe31
Slide 10: Friends Go Digital “Approximately how many people do you stay in contact with in your personal life through the follow means?”, Source: Universal McCann Erickson
Slide 11: The Many Arms of Social Media Cost = $0
Slide 12: Many Ways to Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Phone call Talk to shop worker Consult a professional Readers Letters Phone in; TV / Radio SMS Email Instant Messenger Personal blog Social network page Widgets Video sharing site Photo sharing site Chat rooms Message boards Social Bookmarking Chat room Comments on blogs Comments on websites Viral emails Auction websites Wish lists Ratings on retail sites Reviews on retail sites Price comparison sites Social shopping sites Talk face to face Phone call Talk face to face Talk to shop worker Talk to shop worker Consult a professional Readers letters Phone in; TV / Radio Consumer influence channels Source: Universal McCann Erickson
Slide 13: Shopping Socially User ratings or reviews are the most desired website functionality by US Internet users, with 64 percent requesting the function. Forrester Research
Slide 14: Categories Reviewed What categories of products and services have you reviewed online? Vacations Consumer Electronics Modes of Travel Mobile phone service Music Books Cars/Automobiles Fashion (clothing/ shoes) Personal Healthcare (e.g medicines) Groceries (food) Groceries (non food) Non-alcoholic beverages 0 10 20 % Ever reviewed online 30 40 50 60 70 Source: Universal McCann Erickson
Slide 15: Many Watch, Few Contribute Benchmark average Spectators Only read, never post. Joiners/Collectors 10 or less posts/month. Creators/Critics 10 to 100 posts/month. Superusers More than 100 posts/month.
Slide 16: New Kids On The Block
Slide 17: The Power of Friending Profile Friends Groups
Slide 18: Communities at Work Peer Support Viral Marketing Field Testing Needs Definition Product Architecture Iterative Development
Slide 19: Personalize Jones custom soda labels Gatorade arcade Dove Reality Diaries Cherry Coke Visualizer Threadless t-shirt designs Friday the 13th ecard
Slide 20: Focus BeingGirl.com:  P&G created a trusted destination for teen girls filled with great content, tools and partnerships.  Reaches over 2million girls per month; visitors spend 16 minutes per visit, three times longer than on MTV.com.  Localized in 27 countries Via Dave Knox, P&G
Slide 21: Nike iD Studio:  Nike iD allows visitors to customize their own shoes.  Nike iD enables consumers to design their own shoe online or visit a Nike iD Studio to work with a design consultant to make the perfect pair of shoes. Customize
Slide 22: Individualize
Slide 23: Connecting with Gen Y • • • • • • • Don’t pretend Make it digital Let them play Use downloads Customize content Let them connect Make everything shareable
Slide 24: Thank you! Paul Gillin 508-202-9807 paul@gillin.com www.gillin.com Twitter: @pgillin Available on Amazon or from www.NewInfluencers.com Available on Amazon or from www.SSMMBook.com