Youth marketing is one of those disciplines that seems to be perpetually plagued by a litany of common misconceptions, the most egregious of which is that in order to engage the youth consumer all a brand needs to do is start a Facebook page and then supplement it with an occasional Tweet.
While no one will dispute the influence Facebook wields within the confines of Generation-Y, it must be understood that mere presence of a page alone isn’t compelling or interesting enough to grab the attention of young consumers and transition them into the oh-so elusive brand advocate. This approach of marketing at youth culture is not only boring from a creative perspective, but it’s also demeaning to the young consumers.
The advent of Facebook allowed Gen Y’s to cultivate a fascinating pathology as it relates to their consumption habits. They’re digital natives, constantly plugged in and tethered to their smartphones, iPads, and iPods; they place an unparalleled emphasis on the thoughts and recommendations of their network of friends; they’re hardwired to ignore the traditional marketing channels previously used by brands to inundate their parents with relentless and repetitive messaging; and perhaps most impressive, is their willingness to actively share and promote among their friends those brands and products that they believe stand for something.
In other words, Gen Y used social media to turn the entire establishment on its head and dictated to the marketers the terms for how they wanted to be communicated to. Brands that follow this directive are rewarded with intense loyalty and those who don’t are simply ignored. No offense to the protestors of the 1960s, but that, my friends, is a real revolution.
At Archrival | Dachis Group we take big-thinking brands and integrate them into youth culture. Whether you call them the Net Generation, iGeneration, Gen Y, Echo Boomers, the Tethered Generation, or just Millennials, the truth is that they are a tough audience to reach. In order to connect with this generation you must first understand this generation. But doing so will require you to take a much different approach than what most are doing. As Yoda said, “you must unlearn what you have learned.”
On November 3rd, Archrival | Dachis Group, in partnership with IG, will hold the first-ever Trend School in Austin, Texas. This special half-day edition will focus on the latest developments in technology, entertainment, fashion, lifestyle and marketing trends from IG’s ongoing study of young consumers. Culled from the most recent issues of The Cassandra Report, this immersive experience will feature interactive activities, including product demonstrations, a live panel of Gen Y consumers, and a creative workshop facilitated by these guys.
To learn more about cost and further details for this special Trend School session, please contact Allison Arling at aarling@intelg.com.
