Over the course of the next three months we will be unveling select portions of our new youth marketing and strategy report entitled Energized Activation & Engagement. The impetus for this new offering was based upon two rather simple questions we ask our clients all of the time. Those questions are: "Do you really know who your consumers are and if so, do you know what they're up to?"
In the age of social media and digital everything one would safely assume it would be easier than ever for companies and brands to know more about their target consumer. The reality is that this is not the case for most. Breaking through all of the clutter and noise is turning out to be a heck of a lot more challenging than previously thought, while at the same time, the notion of media fragmentation and exclusive mindshare are equally as troublesome. Could it be possible that the openness of technology and the empowerment it offers has actually made it even more difficult to engage teens and college students. We believe this to be the case. We don't think there are many folks out there who would deny the belief that there are powerful shifts occurring in the physical and digital marketplaces. But with that said, is it that realistic to think that all of us can truly stay up to speed with this rapid pace of change?
This brings us to our first set of guidelines for energized youth activation and engagement. The guidelines are not representative of a secret sauce that promises to double your customer base in a year or double your GRPs. More importantly, the guidelines are not set in stone for an elongated period of time. Like everything else, they'll need to be updated and refreshed in order to remain relevant to the times we live in. The guidelines represent a pragmatic and extremely actionable approach that can be utilized and leveraged immediately enhancing both new and existing strategies and tactics.
Repetitive Authenticity - a universal commitment to honest and relevant communications
Specialized Personalization & Customization - establishing a menu of choice
Small Is Good - the drive for short and to the point messaging
Activate Utility - creation of useful, timely and relevant add-ons
Social Syndication - enablement for sharing, re-purposing and simple associations
You can learn more about the activation guidelines featured in this month's Insights report by heading over to the Youth Trends site.