(Graham Brown mobileYouth) mobileYouth.org event presentation slides

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mobileYouth® Workout 2008 May 2 London

Workout 2008London 2 May 2008

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The 3 Biggest Challenges We Face

In marketing to Youth

The 3 Biggest Challenges

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Key Marketing Insights

Displace

More on music?Youth spend 8x

more on mobile phones as they do on

music

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Lose out

UK Youth now spend up to

12% of

their income on mobile

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Youth spending on chocolates fell for the

first time in 50 years in 2003


Relevance

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Smoking by teenagers declined in

2003 and 2004,

the first time in a decade


Also Us?

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1)Staying Relevant

- Keeping on the radar


Nike/Levis

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What happens when you sell features?

► Levis sold 50% of the world’s jeans in 1986

► Levi’s focused on feature led innovation – being “the best” or “the original”

► Not about being “good” but being “relevant”.

Nike & Levis

How to?

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Connect with the social drivers

Attention

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2) Charging

- Monetizing the segment that won’t pay


Chg = Mktg?

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Pricing = Marketing?

Radiohead’s experiment with next generation charging models was a success – netting between $9m and $20m in revenues without setting a fixed price.

Long Term

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Giving it away to make $

The Daily Mail & Prince’s joint promotion netted the artist an approximate $18.8m in concert revenues through giving away the album for free (a loss of $4.6m)

Trust

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3) Trust

- The foundation of dialogue


Benefits of

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Trust Means Consumers Listen & Forgive

Application

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Marketing to Youth

led by Mark Linder, WPP

* Rhys McLachlan, Mediacom* Helen Keegan, Beep Marketing* Ed Homes, Haygarth

1000 PANEL SESSION 1

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Personalization & Avatars

Tal Dagan, Comverse

1100 KEYNOTE PRESENTATION

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Moderating Youth Communities

Dominic Sparkes, Tempero

1120 CASE STUDY 2

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1130 PANEL DISCUSSION 2Web 2.0 & Social Networks

led by Ged Carroll, Waggener Edstrom

* Sunil Gunderia, Disney* Dominic Sparkes, Tempero* Tal Dagan, Comverse* Jeff Taylor, 3

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1205 On the Street Video

MOST FEATURED KEYWORDS

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1210 ROUNDTABLE SESSIONBest Answers Win the Prize

1) Most featured keywords in the video

2) Size of the mobileYouth market (under 30s)a) $50bn b) $100bn c) $300bn

3) What do these brands have in common?Apple, Nokia, Krispy Kreme, Jet Blue

4) Top 3 Youth Hot Brands voted by our table

5) The 3 Core Components of a Youth Hot Brand

6) This time next year we’ll all be talking about this youth brand…(and why)

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1400 PANEL DISCUSSION 3Profiling Youth Consumers

led by Nick Wiggin, KnowHow

* Jack Wallington, IAB* Matthew Snyder, ADO Strategies* David Murphy, Mobile Mktg Magazine* Mo Firozabadian, Buongiorno

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1450 CASE STUDY 3

Youth Entertainment

by Louis Ford, Tanla Mobile

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1500 CASE STUDY 4

Infotainment driving ARPU

By Colin Campbell, Handmark

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1510 PANEL DISCUSSION 4Youth Entertainment

led by Monty Munford, Monty’s Gaming

Outlook

* Marc Humphrey, SonyBMG* Gunnar Larsen, RealNetworks* Amelia Gammon, Universal* Neal Holroyd, Orange* Richard Morris, Player X* Louis Ford, Tanla Mobile

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1610 CASE STUDY 5

Safeguarding Young Consumers

By Simeon Coney, Adaptive Mobile

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1620 FINAL PANEL House Motion: My Operator Looks

After Meled by

Graham Brown, mobileYouth

* Raimund Schmolze, T-Mobile* Glyn Povah, O2* Damien Saunders, Vodafone* Students from Huron University

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THANK YOU!We Hope You Had a Great Day

www.mobileYouth.org

Business

(Graham Brown mobileYouth) mobileYouth.org event presentation slides