The definitive evenl for oll componies lurgeting theteen morket:

,/ Hear the lotesi reseorch on how ihe teens of todoy thinkond behove

,/ Discover whol drives teenoge trends ond how to predictthe fods of the fulure

/ Underslqnd how to oppeol to the net generotion

/ Goin insight into the optimum medio mix to effectivelyreoch the teen morkel

/ lJnrsvel the secrels of creotingpowerful brond oworeness

Don'l miss

our hulf doyWORI(SHOP:

BUII.DING YOURBRAND ONTINE

lSth Derember 1999

lrt - Gl - -rttrI rlttrl/A

[4th December 1999

9.00 Registration & coffee

9.30 Opening remarks from the chairSean Pillot de Chenecey, Consultant,INFORMER INTFRACTI\,'E

9.40 An overview of teens - setting the context. The globalisation of youth culture. Relationship marketing & young consumerso An overview of shifts in youth culture during the 90's:

- lack oftribal alliances- no scene / retro culture- the cult of staying in- examining changing gender roles- collapse of the institutions and rise of the individual

. The millennium - end of post-modernism?Sean PiIIot de Chenecey, Consultant,INFORMERINTERACTWE

10.30 Appealing to the net generation - how the internet fits into thelives of teenso The internet as part of teen's bedroomso How does it relate to other new media?. What is the place of digital TV and the internet?o How does it affect their relationships with friends and

family?o Global friendship - expanding their world or creating a

lonely and insular generation?o How the internet fits into teens' lives alongside other leisure

activitieso Is the internet viewed as a leisure activity or a work tool by

teens?Barbie Clar:ke, Director,

NOP FAMILY

11.20 Morning coffee

11.40 Illustrating how a successful teenage web sitewas created. Creating an exciting and easy to navigate site

to attract teenagers- how do account for the shorter attention spans of

teenagers, yet kpep them interested?. Avoiding over-advertising, and providing valuable and

educational information on your web siteo How can marketing on the internet be utilised to develop

closer relationships with your target audience, and help youto better understand them?

Andrew Marsden, Marketing Director,BRITVIC SOFT DRINKS

12.30 Lunch

13.50 Pinpointing the European differences between teens - adaptingyour marketing strategies accordingly?. Does the "Euro Teen" exist, and to what extent? Can he,/she

be marketed to under a single strategy?o How does the expenditure of British teenagers differ to

those ofother European countries. Do their key purchasesdiffer?

o To what extent are British teenagers more or less internetsawy than their foreign counterparts?

' Adapting your product lines, product distribution andadvertising according to regional differences

. Ensuring your European marketing strategy remainsharmonious and your brand image consistent

Steven Jagger, Managing Director,

GFK

14.40 12 going on 17 and 17 going on 25. Myths and realities aboutkey age grouPs and how you can direct your activity in store tomake the most of marketing to these groups. \Arhat is the average expenditure of key teen age groups?

\A/hat do they spend it on and where? When does parentalinvolvement become irrelevant in purchase decisions?

o Missing the point- brands trying to be trendy and lookinglike your dad at a Disco. Obvious traps to avoid

o Form and function. \Arhat moments are filled by whichbrands. Retail brands that represent trust and reliability andthose that represent danger and experience

. Emerging retail environments that appeal to different youthgroups

r School mates, your first holiday away from your parents, key

moments - can you be a part of them?

Justin Hicklin, P artner,HICKLIN SI-ADE & PARTNERS

Afternoon tea

[n6lsasing brand awareness t]rough musicsponsorship. Why Ericsson chose to use association with

music from the very beginningo Placing style adopters under a microscope:

- how do you build assaitiations with these people tounderstand their behaviour?

- encouraging high profile trend setters to adoptyourmerchandise

- using 'symbols' or heroes which teenagers aspire to be liktto give your product street credibility

o Evaluating sponsorship and event management to targetyoung people; finding an appropriate match for your brandto be associated with

. Managing the relationships involvedr Investigating *re limitations and pitfalls of sponsorship - the

lessons learntVijayAnand, HeaiL of Channel Marketi.ng,ERICSSON

16.40 Capturing the attention of teenagers through dynamicmarketingo What are the implications of the last ten years social and

media changes?o To what extent has advertising to teenagers become less

effective?. trVhat role do the key marketing disciplines play in targeting

a cynical audience?. Using relationship marketing to stand out from the crowd. Building a credible brand - Sony Playstation case study. Cult marketing - is there a formula?Geoff Glendenning, Managr.ng Director,THIRD PI-ANET

17.30 Closing remarks from the chair

17.40 Endofdayone

;, :,,," ;'; : r . :.;, .:;,1 ;,;.91}Yo!Ir.lElI{T,8 :. . - : :..,,...,', ;.:

ACCESS TI{E AUDIENCE AT TIIIS EVENT?

There are a number of sponsorship andexhibition opportunities at this conference.

Just call Sally Catlin on 0181 587 7786 or email us onsvcatlin@unmf.co.uk for further details.

[5th December 1999

9.00 Registration & coffee

9.30 Opening remarks from the chairSean Pillot de Chenecey, Consultant,INFORMERINTERACTIVE

9.40 Determining the optimum media mix for gaining maximumexposure to your target marketo Evaluating your current media mix, and assessing the most

appropriate means for reaching the teen market. Has new media become an essential medium for marketing

to the digital generation? How do you adapt your currentmarketing mix to account for new media?

. Successfully integrating new media into your overallmarketing mix

o \{hich medium offers the best return on investment:internet, analogue TV, digital TV, or teen magazines?

r Developing a fully integrated marketing strategy, andmaintaining consistency across different age groups

Dean Weller, Managing Directm,

THE FIRST AGE! MEDIA COMPANY

10.30

/4.Exarnining the changing TV market and itsimpact on teenage viewing behaviour. Are teenagers watching less TV or are they

simply watching more of the programmes they like?o Do teenagers tend to watch more programming on main

stream TV or specialist TV channels?o What are teenagers' motivations to view? Do they relate to

TV channels as brands?. How loyal are teens to the channels they watch?. Fragmented market or more accurate targeting? How can

you exploit the niche marketing opportunities?

Jonathan Webb, Marheting Director,

& Andrew Mclntosh, Rcsearch Intelligenu Controll4FLEXTECH TEI-EVISION

11.20 Morning coffee

i 1.40 PANEL SESSION: Tkend watching - how trends develop andhow to predict the teenage trends of the futureYour opportuni$ to question l.eading companies on thi,s crucial area:o To what extent is brand association for teens a result of

marketing to them, or are they merely mimicking their elderpeers and siblings?

o Which youth trends will be filtered down from the youth tothe teen market?

o How can you implement a marketing strategy which isgeared up to exploit changes in the youth market?

o To what extent do trends in the UK follow the pattern oftrends in the US?

. What is currently happening in sfle culture?Sarah Graham, Consultant,THE FUTI.IRE FOUNDATION

Angela Humphries, Managing Director,EGG RESEARCH

Francis Crrrrie, Programme Director,EMAP TELEVISION

13.50 Designing for a teen subculture - can design exploit the

schizophrenia of mass communication?o Teens as a sub-culture

- is it possible to identiSr a distinct value system for teens?

- can brand design exist within this value system?e Consider teens resPonse to design, can it ever be relevant?

- the breakdown between meaning and image- good, bad or disaster for design?

. Can design inspire desire within teen consumers?

- consuming as an act of creative self expression- creation through re-appropriation of design not simple

' customising. Can design give form to the teens desire?

- good / bad / hopelessly wrong- how to define a design brief for the undefinable

Richard Rees, Princip le Consultant,

& Jnstine Randall, Art Director,

DESIGNBRIDGE

14.40 Afternoon tea

15.00

/;A.Markefng to teens tlrough schools:

JazryBooks and in-school media. Why market to teens through schools?. What are the available routes?o Understanding the environmenlo In school media as part of the marketing mixo Balancing the commercial objectives with the needs of

schoolso \A/hich products are suitable to the environment?o What impact does in-school marketing have on your brand

exposure and brand image?o Researching the resultsChris Coleman, Director,

JAZZYBOOKS

15.50 Effective and innovative research methodologies for the teen

market. The pitfalls and dangers of focus groups, what steps should

be taken to ensure they add value to your research?o How do you account for the gap between what teenagers say

and what they do? How can you conduct market research

which gives a true reflection of how teens genuinely feel and

think?o Watching the dynamics of the group - determining the

opinion formers and observing how they impact on theirpeers. How are teens affected by their peers and the need to

fit in?o Overcoming the difficulties involved in frnding the right

groups to research withr The do's and don'ts of conducting market research through

schoolsGeoff Seeley, Planning Manager,

BBJMEDIA

16.40 Closing remarks from the chair

16.50 End ofconference

12.30 Lunch

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CONFERENCE: Mrketing to Teens

l4lh & l5lh December 1999

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