Mobile Youth Survey

Different ways of counting users yield different results.

(TrendHunter.com) While a lot of people still don’t know it, Ralph Lauren is a fashion house that is really ahead of the curve, when it comes to integrating technology with fashion and shopping, as well as in the range…

We’re at Day Two of the Analysis of Youth Marketing. Today we’ll examine transparency, a critical factor of effective marketing to youth.

Youth value authenticity and reality. These qualities permeate their online and offline lives where ‘defining oneself’ is as much an act of self-expression as a pastime and filler of spare time. Customizable iPod skins, modular and unique Facebook pages, and rich media applications that allow users to generate their own content are embedded in the social lives of youth. These examples – emphasizing the personalization of youths’ consumer lives – aren’t exactly shocking when you consider how Gen Y was raised. Highly involved baby boomer parents have cultivated our individualism and forged a sense of self in Gen Ys that could cut through concrete.

The relevance for marketers is that this personalization is never unauthentic. Gen Ys are encouraged to be themselves and put their stamp of individual approval on every aspect of their lives. So for a brand to masquerade as something it’s not or to primp and posture itself as ‘hot shit’ to an audience that has not yet validated that assertion can mean brand seppuku.

To be less wordy, this means that brands that are not transparent about themselves do not succeed in a youth market. Why? It’s the same reason why we hate posers. They’re just lame.

Here are a few signs that you marketing reeks of lame-i-tude and is not transparent enough:

• Excessive use of teenage slang and speech patterns
• Portrayal of teenagers by 25-30 year old commercial actors
• Pompous style that suggests that your brand is cool and is somehow an authority on what youth like

But it’s not just trying too hard that can get a brand in trouble.

For a marketer to be transparent with youth consumers requires full disclosure about the purpose of the communication, the intended action to be taken by consumers as a result of the marketing, and the future relationship that the marketer would like to develop with them. There’s no way that this can all be communicated in one unique touch with a consumer, but if the style does not suggest that everything is on the table, then the youth consumer has no interest in even including the brand in their lives.

Remember, youth receive thousands of competing messages a day. Why should we listen to you in particular? The hook is as much excitement and buzz as it is the ability to portray yourself as a real brand with values that we can identify with.

So let’s analyze:

Who is transparent: Coke, Nike, Converse, Marilyn Manson (actually yes…when has he not



…btw, I’m a huge Manson fan. Watch one of the most offensive moments on television here.

Who is not transparent: NKOTB, High School Musical (despite its massive popularity), Dove (Unilever also makes Axe…think about the contrasting brand values), Rogers Wireless



…boo. Too much product placement, too distant from reality, too offensive to youth sensibilities. I do not identify with these actors. My friends do not identify with these actors. Missed. The. Mark.

Instead, let’s see a great example of an on-message commercial that has zero pretenses and speaks to the needs of young buyers:



(Or maybe I just like the beat…)

To marketers, the value of being transparent is that they can devote less time to embellishing false claims and more time to doing what the brand does best. Less energy is wasted thinking about how to tart up the brand to appeal to youth consumers and more energy is spent thinking about how to effectively develop meaningful relationships with the right consumers.

Youth are fickle and will as quickly drop you from their consuming lives as you were added to them. Marketers must expect and be prepared for this. You can be delightfully surprised when your brand actually achieves a modicum of traction and staying-power among this highly mobile and dynamic demographic. Transparency – underscoring the honest and authentic description of a brand in marketing communications – is essential to for any youth audience.

Tomorrow we’ll analyze participation, the second critical variable in marketing to youth.

been on message or uncompromising in what he says?)

OMG. My dream in instant shopping dream has just come true. Ralph Lauren is testing new shop window displays where you can see an outfit with a QR code. If the shop is closed you can still buy the outfit on your phone. ARGGGHHH. My husband is going to hate this and I just love it. [...]SHARETHIS.addEntry({ title: "Ralph Lauren QR instant purchase from the shop window", url: "http://www.gomonews.com/ralph-lauren-qr-instant-purchase-from-the-shop-window/" });

Get Edgy

What it does

Fathers know that parenting is not as easy as it looks. Everyone needs a little help, and fathers can find it at Husbandsanddads.com. On the site, you’ll find tips on everything from fatherhood to how to deal with your marriage. The information is really interesting and should provide anyone with the tips needed to have a successful parenting experience. The articles cover anything from actual parenting tips to things like “Top 10 Most Underrated TV Dads”. The site strikes the right balance between educational information and entertainment, which should appeal to a wide audience of males looking for help in their parenting. If you find an article interesting, you can give it a positive rating in order for it to be ranked between the most popular articles. In this list, you’ll find the most helpful articles, according to visitors who have rated them positively. Over all, dads who are trying to become better at parenting should take this site as one of their information resources.

In their own words

“Are you a husband or a dad? Where do you go to find resources and information to help you learn and grow in your role as a husband or dad? Our hope is that you will come here, to HusbandsandDads.com.”

Why it might be a killer

There aren’t many sites like this one. Dads should find it useful for tips and other information. The rest of us can start learning the tricky trade that is parenting.

Some questions

Will men consider consulting this as a source for information? Will they find the site interesting enough to keep coming back to it?

Link: http://husbandsanddads.com
Our Review: http://www.killerstartups.com/Web20/husbandsanddads-com-parenting-tips-for-men

 

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