(Graham Brown mobileYouth) Youth Marketing event
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Transcript of (Graham Brown mobileYouth) Youth Marketing event
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mobileYouth® Trends Workout 2007
Welcome to the mobileYouth® Trends Workout 2007
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mobileYouth® Trends Workout 2007
Session One : Youth Lifestyle
$130bn
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mobileYouth® Trends Workout 2007
Session One : Youth Lifestyle
51 yrs+
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mobileYouth® Trends Workout 2007
Session One : Youth Lifestyle
Age 10: 100% of lifetime value
Age 33: 50% of lifetime value
Lifetime spend of average 10 year old: $28 00
Harley strategy
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mobileYouth® Trends Workout 2007
Session One : Youth Lifestyle
“We cannot predict the future
We can only predict what customers love”
Harry Beckwith
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mobileYouth® Trends Workout 2007
Session One : Youth Lifestyle
“We are their social network” (Howard Schulz) CEO
4x more profitabl
e
Consumer brand
advocacy
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mobileYouth® Trends Workout 2007
Session One : Youth LifestyleFrom #1 to
#7 in 20 yrs
From #2 to #1 in 20
yrs
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mobileYouth® Trends Workout 2007
Panel One : Youth Lifestyle
Geoff Goodwin
Marc GoodchildHead of Children’s Interactive, BBCi
Head of BBC Switch, BBC
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mobileYouth® Trends Workout 2007
Session Two : Youth & Media
On the street videos
“Tell us about TV & other media”
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mobileYouth® Trends Workout 2007
Video Two : Youth & Media
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mobileYouth® Trends Workout 2007
Session Two : Youth & Media
TV is dead! Long live mobileTV Myspace Facebook!!
“Only 18% of TV advertising produces positive ROI”
Kirby & Marsden 2006.
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mobileYouth® Trends Workout 2007
Session Two : Youth & Media
Metrics show that TV is still an effective tool to reach youth Circuits of Cool/Digital Playground 2007
7-14yrs 15-24yrs
Watch TV
85% 65%
Listen to music
71% 70%
Hang out with friends
68% 65%
Spend online
51% 56%
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mobileYouth® Trends Workout 2007
Session Two : Youth & Media
Pay Attention! (online)
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mobileYouth® Trends Workout 2007
Session Two : Youth & Media
Multitaskingis a fact of
youth life
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mobileYouth® Trends Workout 2007
Session Two : Youth & Media
Which media influence your
purchasing decisions?
(BG Research 2006)
1. Word of Mouth
2. TV
3. Magazines
4. Internet
5. Read Article
6. In-store promotion
7. Coupons
8. Email
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mobileYouth® Trends Workout 2007
Panel Two : Youth & Media
Johan WinbladhMobile Channel Editor, Danish Broadcasting Corp
Pasa MustafaHead of Digital Original Programming,
Endemol
James DavisHead of Mobile, News International
Head of Digital Original Programming, Endemol
Giovanni MarucaDirector, Paramount
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mobileYouth® Trends Workout 2007
Session Three : Youth & Brands
On the street videos
What do you think of these brands?
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mobileYouth® Trends Workout 2007
Video Three : Youth & Brands
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mobileYouth® Trends Workout 2007
1320 Session Three : Youth & Brands
Buzz?? How can we manufacture us some of that?
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mobileYouth® Trends Workout 2007
Session Three : Youth & Brands
The 5 most TRUSTED brands (Outlaw Consulting 2007)
Apple 60.9 Trader Joe’s 57.4 Jet Blue 46.4 In-N-Out Burger 38.8 Ben and Jerry’s 33.6
76% of consumers don’t believe advertisers (Yankelovich 2006).
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mobileYouth® Trends Workout 2007
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mobileYouth® Trends Workout 2007
Session Three : Youth & Brands
Open house branding? How are we ever going to get that one past our marcomms dept?
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mobileYouth® Trends Workout 2007
Session Three : Youth & Brands
Consumer led innovation? Look what would happen!
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mobileYouth® Trends Workout 2007
Session Three : Youth & Brands
Customer API?
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mobileYouth® Trends Workout 2007
Panel Three : Youth & Media
Ged Carroll
Oliver Ripley
Jonathan MacDonald
Digital Director, Waggener Edstrom
Head of Sales, Blyk
Product Manager, Tanla
David MurphyEditor, Mobile Marketing Magazine
Mark LinderGlobal Client Leader, WPP
Nick Rhodes
Director of Product Design,
Central St Martins
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mobileYouth® Trends Workout 2007
Session Four : Youth & Operators
On the street videos
Does your operator understand you?
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mobileYouth® Trends Workout 2007
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mobileYouth® Trends Workout 2007
Session Four : Youth & Operators
How can operators build a dialogue?
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mobileYouth® Trends Workout 2007
Panel Four : Youth & Operators
Richard Miller
Derrick Heng
GM, Consumer Convergence, BT
Director of Segment Marketing, Singtel