Grown Up Thinking

This article appeared as part of MediaPost’s Engage:Teens Publications. To read the original post, click here.

A teen, a Millennial and a Mom walk into a restaurant for dinner. The Mom has a coupon for 10% off that she got for “liking” the bar’s Facebook page, the Millennial checked in on Foursquare to get a free drink, and the teen has nothing and is too busy texting her friends to care.

Teens are a unique audience. They have their own needs and social drivers that are unique to their stage in life. Many marketers assume that, because teens are young, their needs are the same as Millennials and that they will interact with brands in the same way.

New research is showing that teens have their own needs and behaviors that are different from other generations. If you’re a marketer looking to reach teens, it’s vitally important that you always have your finger on the pulse of the teen audience. As technology evolves, teens are finding their own uses for it that are unique to their personal and social needs.

There are some myths about marketing to teens that every marketer can learn from.

Myth #1: All teens want smartphones
While it is true that teens want phones, smartphone adoption has only reached 31% as of 2010. If 90% of teens own a cell phone, why aren’t they buying smartphones? The answer is actually pretty simple: texting. Teens send an average of 3,339 texts per month, and typing that many messages on a touch screen is a lot more difficult than typing on even the most basic phone keyboard. That’s why BlackBerry is one of the most popular phones for teens.

Click here to read the rest of David’s teen marketing myths.

We all knew it was coming – the day when “Go Green” would blow up to a precarious balance between conscientious and meaningless.

On Tuesday I attended the “Marketing Green without Greenwashing” panel for Advertising Week, and came away with some interesting, if disheartening, facts about the spectrum of green.

Whether deliberate or not, companies in every industry are making false claims and committing the Sins of Greenwashing.  This 2009 study showed that 98% of “green” products committed at least one of these sins (they analyzed 2,219):

1. Fibbing

2. No proof

3. Irrelevance

4. Hidden trade-off

5. Vagueness

6. Lesser of two evils

7. Worshiping false labels

So what do we look for?  As we wait for better standards and the new FTC Green Guide, we need to educate ourselves.  Here are some starters:

- Read the fine print on packages with eco labels and certifications
- Beware of claims insinuating a general or vague environmental benefit
- Look for specific facts about what makes the product a greener option
- Words like “natural” and “biodegradable” can be meaningless due to chemical processing and controlled testing, respectively

My mom used to tell me all the time, “Every dollar is a vote.”  This power to determine what is most important and relevant in environmentally-friendly products will shape future policy.  If false labels and misleading claims reduce the efficacy of consumers – companies making valiant efforts and presenting authentic, transparent information will suffer under the bulk of fallacies.

So no matter what hue of green you’re going for, be smart and deliberate in your pursuit.

What do you think about the current state of Greenwashing?

This article appeared as part of MediaPost’s Engage:Teens Publications. To read the original post, click here.

So here is my report not from the sidelines, but from the mud pits of Bonnaroo Music & Arts Festival in Manchester, Tenn. I was only there for 36 hours of it, but had enough time to party with festival children, see some killer bands perform, participate in the festival revelry and witness some brands in action.

In my eyes, event sponsorship is all about heightening the consumer’s experience. I hope for the sake of our industry, that corporate culture has graduated from thinking signage and logo placement equates to consumer retention and interest.

The true play for a brand in the event activation space is to elevate the event goers’ experience by ultimately conveying that the brand understands what the consumer is going through. Once a brand understands and connections to the consumer’s emotional event experience, they can effectively add real value as a sponsor.

Additionally, event producers don’t have the time to offer every amenity, every perk, every nice-to-have since they are focused on the entertainment and general production needs. I’m sure every festival producer says, “That’s a great idea; maybe we’ll get to it next year.” Four years later, it’s still a great idea but hasn’t been executed. This leaves a huge opportunity for brands to elevate their activations.

A quick snapshot of Bonnaroo to properly set the stage: four days of music and mayhem on a 700-acre farm in the middle of nowhere. There is no escaping the festival grounds. The average teen I spoke with drove 8+ hours and stayed in a basic camp tent with minimal amenities. Most didn’t have a basic fan in their tent and it was insanely hot. Bonnaroo isn’t an event; it’s a cultural movement comprised of loyal adventure seekers, with approximately half of 100,000 attendees being teens and college-aged.

Click here to read more of Doug’s experience at Bonnaroo 2010, and how some brands got it right.

This article first appeared as a PROMO Xtra Editor’s Pick at promomagazine.com

There is a cultural identity crisis occurring among consumers and brands, with each wanting to emulate the other. The byproduct of this shared admiration is an exponential opportunity for word of mouth and social media marketers to play a central role in the facilitation of this ongoing shift.

Brands as People
Brands are finally starting to realize that they can no longer act like the faceless logos they once portrayed. They now need to establish a persona that is approachable and opinionated. Brands need to strive for relationships with consumers and learn to listen so that a two-way dialogue can be established. They need a face and voice that can fully express their multi-faceted product or service offerings. In short, brands need to emulate people.

Honda and Ford have done a nice job humanizing their brands as evidenced by their respective Twitter handles @alicia_at_Honda and @ScottMonty. These players are learning out how to build personas out of well-known brands that are approachable, distinct, and warm.

Both Alicia and Scott have mastered the art of seamlessly integrating their personal opinions with factual product information to serve as a human element to the historically bureaucratic automotive industry. Accessibility, humanity, and responsiveness are no longer traits people expect from just a trusted friend, it is something they demand from a trusted brand.

Click here to read the full article and learn how to morph your brand into a person.

This article first appeared as part of iMedia Connection’s Social Media: In Focus

More than a fan aggregator

With its recent F8 announcements, Facebook has again one-upped the world as we thought we knew it. Brand marketers need to start looking at Facebook as a much deeper and broader solution than one that purely amasses a fan base. As Facebook rolls out new functionality, brands have the opportunity to act immediately in a variety of ways. In addition, it’s important for brand managers to re-imagine their brands by leveraging social enhancements.

Brands need to be able to take immediate advantage of features such as the “like” functionality, but they also need to be visionary in how they can build their brands for the future and become truly social. While I encourage brands to take part in these new advancements, we also need to make sure that we keep an eye on the Facebook future and build with this future in mind.

So, in the quest to make your brand truly social, uproot your assets and think of new ways to infuse them through Facebook integration and by adding key social layers to the brand experience. Look toward the future and start evaluating the role that Facebook can play at retail, on the ground, and across every channel your brand touches. Not all opportunities will be a fit, but one thing is for sure: If you only look at Facebook as a place to have a fan page, you are missing the greater offering and will likely be sitting on the sidelines when the future arrives.

Get the full article here to take a look at some of Facebook’s new and evolving functionalities, as well as what they mean for your marketing efforts.

Find out in our just-launched white paper in partnership with Intrepid, titled Millennial Inc. Following a six-month joint international research study, the paper explores what the Millennial-led company will look like when Millennials take charge.

Closely observing the way Millennials would run an organization and develop and market products brings to light the challenges marketers are currently having in reaching this demographic. By taking note of how Millennials would reach and impact themselves, the white paper is a much needed how-to guide for making the changes necessary to survive and thrive in the new socially-connected, fully transparent world.

Millennial Inc explores nine core themes across three main areas of the business and concludes with the 10 Core Principles that the Millennial Led Business Will Follow. What are they? Download the whitepaper at millennialinc.com and find out.

They are the holy grail of youth marketing; the 5-million-plus American high school students who will be leaving home for the first time this fall, building brand loyalties and buying habits that will last a lifetime.

During student orientation before my freshman year at Boston University, I signed up for a Bank of America credit card. Eighteen years later, I am still a customer — as a dad, homeowner and entrepreneur. Talk about the lifetime value of a consumer …

As students are about to leave the nest (and the influence of parental purchasing), they will have the freedom to build their own “best of” roster of preferred brands that will make this tenuous transition just a little easier. Their choices now will likely affect their loyalties for life, proving that there is no more critical time for brands to connect with consumers than that first step from adolescence to adulthood.

How can your brand seize this crucial market opportunity? Here are the top seven ways to emotionally connect with the class of 2014… right now:

#7: Facilitate connections: Most seniors are still strangers to their future roommates and classmates and have burning questions about the people and things that will shape their college experience. “What kind of music will my future roommate like?” “Where is the best place to grab late-night sushi at my new campus?” Create social connections between classmates and their new college town between now and September to get students talking early on.

#6: Talk dollars and sense: Most kids leaving high school have no clue how to balance a checkbook, apply for a credit card or even start building credit. Provide resources that educate (and make their lives easier) to build brand equity and trust.

#5: Give them the goods: Whether it is a coupon, VIP event access, or just a free slice of pizza, incoming freshman appreciate every edge they can get. If you really want to win the hearts of inbound college students, help them get the clout they need to rock those first days on campus.

#4: Help them domesticate: When mom is doing the laundry and making sure things don’t get musty, teens don’t have to think about home care. Now, it’s their turn to be the head of the household (or don of the dorm room). Show them the way, and your brand can “clean house.”

#3: Embrace school spirit: School spirit is at its peak during freshman year. Can your brand leverage the momentum of the football team, harness the heat of homecoming, or take over the tailgate? Create a national effort with local ties that tap into the power of school spirit, and your brand will never look back.

#2: Create a pipeline to the Bank Of Mom & Dad: Parents don’t know what their kids need at college, and students often don’t know how to ask for it. Brands can bridge this gap by helping students understand their needs and leveraging the growing 55+ age group presence on Facebook to ask for the right stuff in creative ways.

#1: Help them hook up: Facebook was developed to help guys and girls meet each another and hook up. Period. Incoming freshman will “like” anything that allows them to meet more members of the opposite sex. It is a premise as old as the dean, but remember: only certain brands can get away with this (and you know who you are).

This article appeared as part of MediaPost’s Engage:Teens Publications. To read the original post, click here.

Earth Day is here and thousands of companies will be taking the opportunity to announce how they are “going green.” With such encouraging messages about positive action, why are consumers seemingly indifferent and even annoyed by these reports?

An overwhelming cynicism has developed regarding claims of corporate environmental responsibility and sustainability– partly for good reason. Greenwashing is certainly an issue whereas some companies attest that their operations or products are “green” with pretty questionable justifications behind those claims.

However, should that negate the efforts of so many companies who are legitimately trying to course-correct and reduce their carbon emissions?

Many marketers are terrified to announce their sustainable actions because of the potential backlash they’ll face if their company is not considered environmentally friendly as a whole. Is it not still a good thing for a corporation to take steps towards a more sustainable future, even if they are just baby steps? What causes us to have such high expectations of companies when we don’t have them of ourselves?

On this Earth Day, let’s try not to look at corporations as deceitful polluters, but rather give them the benefit of the doubt and show some appreciation for the steps they are taking to make a brighter and greener future for us all.

There’s been a lot of buzz about Facebook’s growth as they try to stay on top of social media development. No one site “owns” the entire social media landscape; however, Facebook is making significant headway in making their site a one-stop-shop for all of your online interactions. Here are six reasons why I believe that Facebook will reign supreme over other social utilities:

1. Connecting: The average Facebook user has 130 friends, and with over 400 million active users that’s over 52 billion social connections. This dominance affords a huge opportunity for Facebook to integrate new social platforms.

2. Email: Facebook is rumored to be developing a full-fledged email system that could eliminate the need for a separate email accounts.

3. Social Plug-Ins: Due to the popularity of the “Like” function, Facebook is now competing with sites like Yelp by providing integration on to other sites around the web.

4. Facebook Chat: Facebook recently added a feature to their instant messaging system that allows users to make Friend Lists within Facebook Chat which will no doubt increase its use over other services.

5. Geolocation: Applications like Foursquare have made a name for themselves in this increasingly popular space, but now Facebook is jumping on the band wagon.

6. Facebook Connect: Facebook Connect eliminates most barriers to entry for engagement on other sites. Now that this process is being made even easier, it will continue its rapid growth in integration.

Check out some more information and insights from today’s F8 keynote presentation here.

No matter the budget, when brainstorming for a client the eager minds at Mr Youth always start by thinking BIG. We toss around ideas of wild, dream executions to introduce or promote a brand, imagining that money is no object. (“Let’s send one person from every single country to the 2010 World Cup!” or “Let’s build the world’s largest piñata!” –don’t laugh, it’s been done! Well, sorta.)

Typically, reality sinks in quick and we regroup to develop a program that has the same strategic and creative chutzpah our client wants, but that fits more in line with their proposed budget and timeline– to sparkling and dynamic results, no less!

Derrick Borte’s new film, The Joneses, presents a concept that sounds as far-reaching as some of our initial wild and crazy marketing ideas. Embed a fake, envy-inducing family into a wealthy, materialistic neighborhood, outfit them with all of our clients’ newest and hottest products, and get them to get their “neighbors” to want it all? GENIUS… maybe.

The concept here is compelling on a few levels. We know for a fact that consumers trust the opinion of their family, friends (and in this case, neighbors) more than any claim a company itself can make. The Joneses may have something to say about how far some brands are willing to go to get you to buy what they’re selling. Is this an example of word-of-mouth gone too far? Are you swayed by strategic product placement as much as some brands are hoping you are?

Watch the trailer and let us know: