Youth marketing - how to gain the interest of a young client?

Service Business

Defining the group of actual and potential customers of a given brand is the basis for planning marketing activities. Proper targeting often determines the success of the campaign or its lack, which is why it is so important to get to know your client, not only in terms of demographics, but also behavioral. Each group has a different specificity, therefore communication within each group will be different. What is youth marketing?

Youth marketing - definition and practice

Youth marketing deals with activities aimed not only at teenage consumers, but also at children (hence the often more precise term: youth and children's marketing). Young consumers are an important group of market participants. It is estimated that in Poland they number over 7.6 million, and in the European Union they constitute almost 16% of the total population. Young Poles have over 200 million zlotys a month, because 1/3 of parents give their children regular pocket money. The largest amounts can be operated by young people aged 15-18 - on average, they receive PLN 82, however, according to the Ipsos report, children aged 4 to 6 have their own money.

Youth marketing - is the communication really aimed only at teenagers?

Most often, the parent pays for the service / product, not the child, because according to the law you cannot conclude a sale and purchase agreement with a person under 13 years of age. We are dealing, therefore, with a situation where one target group pays for the articles, and a completely different person encourages them to buy them directly or indirectly.Therefore, it is important that the activities are not dispersed, fully thought out and consistently implemented for the selected group, which will allow monitoring the effectiveness of activities and catching communication gaps that require improvement.

Youth marketing - how to talk so that children listen to us?

The perception of young consumers is different from that of adult consumers. Communication aimed at children is based on expressive visual and auditory stimuli, therefore the messages are colorful and dynamic, and the sounds are catchy. It is also easier for children and teenagers to become attached to a specific brand, even if they cannot read, they remember characteristic logos, colors and sounds very quickly and are able to easily pick them up and recreate them in various situations. The influence of famous people or "opinion leaders", whose opinion is often uncritically taken over by young consumers, is also significant. In their advertising activities, companies often use the image of cartoon heroes or famous people who are interested in a given group of recipients. The success of the so-called The "celebrity effect" depends, however, on the selection of the celebrity to the target group and carries the risk of remembering the person, not the brand and the advertised product / service, or even causing aversion to the brand (as in the case of the Media Expert campaign using the image of the singer Ewelina Lisowska) . A message addressed to young people should be non-standard and engaging, because young people quickly lose interest. A task-oriented approach, such as solving a puzzle or a competition, also works well. An interesting solution may also be product placement, i.e. product or service placement, e.g. in TV programs, series, computer games or books that are of interest to a given group.

You are not in the Internet - you do not exist

Young people in contact with the company are a demanding customer - more than older consumers expect a service provider to solve problems quickly and conveniently and most often via ... the Internet. Youth, as representatives of the Y generation, are interested in technological novelties and easily find themselves in the virtual world. 86% of teenagers use the Internet every day, and according to the Ceneo report, almost 85% of young Poles aged 13-18 shop online. Teenagers are most likely to buy cosmetics and clothes online. No wonder, at this age, the issue of appearance and the pressure of peers to present themselves in line with trends is enormous. Due to the high requirements of a young client, companies often invest in modern Contact Center systems that enable communication with the client using channels such as e-mail, SMS or chat, as well as integrated management and monitoring of all interactions. The need and the requirement for a quick response is also a feature of social networks, which cannot be ignored when it comes to young consumers. According to the latest research commissioned by the Ombudsman for Children, 96% of junior high school students use Facebook, 88% YouTube "and every fifth student can be found on Twitter, and on Ask.fm every third. By adding popular websites, a list of places appears, Where should you consider your company's presence if your target group is precisely young people?