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5 simple rules for a marketer to engage the Youth that has grown up \'digita\'l. Based on the classic 4P\'s of marketing(I presented this a few years ago and the principles are very valid even today)
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Taru Jain-A Digital and Integrated Marketing trainer/ coach
Dude, where’s my brand?
Leveraging on Web 2.0 to reach the Youth market
3 parts to this conversation
B) What works better? The 5 rules of youth marketing
A) Why ‘tell and sell’ is
dead
C) The silver bulletThe one, most crucial mind-shift required to deliver success
Rul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ngRul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ng
3 parts to this conversation
B) What works better? The 5 rules of youth marketing
A) Why ‘tell and sell’ is
dead
C) The silver bulletThe one, most crucial mind-shift required to deliver success
The youth you’re trying to ‘tell and sell’ to
…is blocking you out
They ignore you
“I usually switch channels when TV commercial comes on”
2 out of 3 consumers
Source: BAV™ >500,000 respondents, 40 Countries, >35,000 brands
And they ignore you in many ways
The old favourites Time-shifting / recording/ blocking
What’s more, they don’t trust you
They trust each other
Young people said 88% of website
links they viewed came from friends' recommendations
(Global youth study by MTV, Nickelodeon and Microsoft, 2007)
Youth spend time connecting with each other…
Source: State of the Global Internet, ComScore, 2008
Especially in Asia
And they’re connecting digitally. Everywhere
But the sheer number of touchpoints can get exhausting
Clip of Drew Barrymore discussing a recent break up across multiple channels and devices
It’s even more exhausting for brands
Brand
And that’s why brands slip back to tell and sell
3 examples of brands that did not make the effort
Not Brands 2.0
I call these Brands 0.0
Taru [email protected]
Brands 0.0
Some brands like just didn’t make theeffort
•Kryptonite is a leader in sector•Blogger reveals ‘invincible’ lock can be picked using a simple pen
•Corporate denial follows
http://www.youtube.com/watch?v=t8XxcOj3Seo
What did do?Day 1
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****
Kryptonite: $10 million lost in 10 days!
And the damage still lasts
Google Page 1 on ‘Kryptonite Locks’ today- 5 years after the event!
3 examples of brands that did not make the effort
Forget Brands 2.0
I call these Brands 0.0
A few weeks ago in Singapore…
2 weeks ago in Singapore…
Forums.hardwarezone.com.sg – consistently in top 20 Singapore websites(Source Hitwise)
2 weeks ago in Singapore…
3 examples of brands that did not make the effort
Forget Brands 2.0
I call these Brands 0.0
Brands 0.0
• Word spread like wildfire through blogging circles
• Sony didn’t admit to it
• Sony set up a flog (fake blog) to promote PSP
Peek into Blogosphere
Viewer responses to fake blog
Blogger’s denial stage
Bloggers discover it belongs to Sony’s ad agency
http://blogs.zdnet.com/hardware/?p=186
Sony finally confesses
"Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn't a real hip-hop maven and this site was actually developed by Sony. Guess we were trying
to be just a little too clever. From this point forward, we will just stick to making
cool products, and use this site to give you nothing but the facts on the PSP.
Sony Computer Entertainment America"
But it was too late for an apology
Even today, only 2 out of the first 6 results are not about the flog
So how do you become a Brand 2.0?
It becomes easier to see through the matrix if you try my 5 rules…
3 parts to this conversation
B) How do you become a Brand 2.0? Adopt 5 rules of youth marketing
A) Why ‘tell and sell’ is dead
- Only Brands 0.0 do this
C) The silver bulletThe one, most crucial mind-
shift required to deliver success
Rul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ngRul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ng
Rules of Rules of
Youth Youth
Marketing
Marketing
Brands that use web 2.0 to redefine the classic P’s of marketing:
ProductPromotion / AdvertisingPackagingPlace
Becoming a Brand 2.0
1.Hand over the keys (let them take control)
Becoming a Brand 2.0
Rules of Rules of
Youth Youth
Marketing
Marketing
Doritos let them control the advertising
Jones soda: Let them control the packaging
http://www.jonessoda.com/files/yrlab.php
Jones soda: Let them control the packaging
• Customers submit photos
• People vote on favourite packaging
• Personalised packaging = 80% of online sales
Jones soda: Let them control the packaging
• Customers submit photos
• People vote on favourite packaging
• Personalised packaging = 80% of online sales
H&M let them control the product
Winning outfit retailed for $14.90 in ~1,000 H&M retail locations in over 10 countries (incl. Hong Kong and China)
Thousands voted, picked top design
Winning outfit retailed for $14.90 in ~1,000 H&M retail locations in over 10 countries (incl. Hong Kong and China)
Thousands voted, picked top design
Keitai novels: let them control the content
• Youth co-create novels – using mobile phones
• Book publisher spots opportunity
• 5 of top 10 best-selling books in 2007 started as Keitai novels
• In one Keitai novel ‘Beautiful Skins people’, young author mentions a specific cosmetic
• It sold 24,000 units per day!
1.Hand over the keys (let them take control)
Like Doritos let them control the promotion
Jones Soda - packaging
H&M - the product
Keitai novels - content
Rules of Rules of
Youth Youth
Marketing
Marketing
1.Hand over the keys
2.Get them to do the selling for you
Rules of Rules of
Youth Youth
Marketing
Marketing
Neutrogena let bloggers do the selling
•New product launch in China
•Very limited budget
•Recruited Net Journalists
•Sent product samples and they did the selling for Neutrogena…
20,000 conversations,15% sales uplift
Traditional media
stopped. WOM effect started to
kick-inUsed digital marketing to
create awareness
33% growth.Added more bloggers
Continue Word-Of-Mouth
Database continues to grow without any
media
20,000 conversations,15% sales uplift
Traditional media
stopped. WOM effect started to
kick-inUsed digital marketing to
create awareness
33% growth.Added more bloggers
Continue Word-Of-Mouth
Database continues to grow without any
media
20,000 conversations,15% sales uplift
Traditional media
stopped. WOM effect started to
kick-inUsed digital marketing to
create awareness
33% growth.Added more bloggers
Continue Word-Of-Mouth
Database continues to grow without any
media
Tohato did it on a massive scaleCombining SNS, SMS and mobile gaming
•Turn-based multiplayer game
•Recruit players, rise in rank
•100,000 page views per day
Using friends to spread the word
http://www.youtube.com/watch?v=q15UqFaezj4
1.Hand over the keys
2.Get them to do the selling
NeutrogenaTohato
Rules of Rules of
Youth Youth
Marketing
Marketing
1.Hand over the keys
2.Get them to do the selling
3.Follow them where they are
Rules of Rules of
Youth Youth
Marketing
Marketing
Taru [email protected]
It’s not just about being where they are but also doing the right thing
there
Anshe Chung understood this
• Spotted opportunity at Second Life
• Bought and sold land
• The first real money millionaire in virtual Second Life
Burger King did it even better
Sacrifice 10 friends, get a Whopper!
The friend’s profile burns away in a flame
After ‘proving your love for the Whopper’, you can claim your free burger
A whopping 233,906 friendships were ‘sacrificed’ for the Whopper
1.Hand over the keys
2.Get out of the way
3.Follow them around and do the right thing there
MSUAnshe ChungBurger King
Rules of Rules of
Youth Youth
Marketing
Marketing
1.Hand over the keys
2.Get out of the way
3.Follow them around
4.Tune in to WIIFM
Rules of Rules of
Youth Youth
Marketing
Marketing
The youth’s favorite music station.. WII FM
WIIFM: Creative expression, fame, a few laughs
The next 2 brands went beyond campaigns or contests
Co-creation is the backbone of their business
Threadless.com Gave youth an avenue to express
creativity
Users upload their designs
Tees with the highest scored get printed
Annual sales of USD 30 million and a profit margin of 30% (as estimated by Inc. Magazine)
Sellaband gives the youth a voice
Sellaband gives the youth a voice
Catering for WIIFM
• Discover an artist
• Buy a part of the band
• Help make them big
• Share in revenue
You
• Upload music• Find
believers • Try to raise
$50,000 to record a pro album
• Make it big
Singapore chapter
Sellaband gives the youth a voice
1.Hand over the keys
2.Get them to do the selling
3.Follow them around
4.Tune in to WIIFM
5.Be a bit recklessRules of Rules of
Youth Youth
Marketing
Marketing
Take risks
On March 2, 2009, Skittles’ official website:
• Acknowledged tell and sell is dead• Let the youth take over their website• Took a slight leap of faith
Skittles doesn’t ‘tell & sell’, it has conversations
Personal touch
And in turn consumers converse about Skittles
Even product information comes from the people
Skittles provides a platform for interaction
They hear about you from each other
1.Hand over the keys
2.Get them to do the selling
3.Follow them around
4.Tune in to WIIFM
5.Be a bit reckless
Rules of Rules of
Youth Youth
Marketing
Marketing
Common thread:
Recognise youth as powerful contributors to society
- All fuelled by web 2.0
1.Hand over the keys
2.Get them to do the selling
3.Follow them around
4.Tune in to WIIFM
5.Be a bit reckless
3 parts to this conversation
B) What works better? The 5 rules of youth marketing
A) Why ‘tell and sell’ is
dead
C) The silver bulletThe one, most crucial mind-shift required to deliver success
Rul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ngRul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ng
One simple mind shift that will spell success
HUMILITY
1.Hand over the keys
2.Get them to do the selling
3.Follow them around
4.Tune in to WIIFM
5.Be a bit reckless
The silver bullet
In summary
B)What works better? The 5 rules of youth marketing
A) ‘Tell and sell’ is dead
C)The silver bulletBe a humble marketer
Rul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ngRul es of
Rul es of
Yout h Yout h
Mar ket i ng
Mar ket i ng
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