Five things your brand should know about marketing to teens
While teens can be obsessive (trust me, I know), and marketers even more so, does that mean businesses need to be? obsessed customer“When do you market to teens?” Merriam Webster defines obsession as “a persistent disturbing concern with an often unreasonable idea or feeling”. It seems rather unhealthy. A better way to phrase it is “customer oriented”.
Is your marketing geared towards teens? Do you know what teens do with their money? Research shows that 41% of a teenager’s disposable income goes to food and clothing. Only 2% go to books and magazines. So where does your brand fit in their spending spectrum?
your marketing to adolescents with these concepts in mind:
1. Work with them, not far from them
Julia benben is the Marketing Director of Freetoes, a toe-free sock company founded by a teenager. She advises, “Use an intern or part-time teenager on your team. They know what the trends are and which brands are losing popularity. Really listen to their ideas and opinions, then base your decisions on their original contribution combined with your marketing expertise.
2. Choose the right brand ambassadors
Teens are not very influenced by Hollywood stars, musicians, or sports celebrities. However, they are in love with Youtube stars and closely follow their work (and their recommendations). Do your marketers know Felix Arvid Ulf Kjellberg, in other words PewDiePie? He’s one of the biggest stars on Youtube right now. Love him or hate him, teens watch his short surreal videos by the thousands every day.
3. Get out with the old / Get in with the new
Digital strategist Sammy Lau says: “FacebookThe popularity of among teens continues to decline, as social platforms like Tumblr, Instagram and SnapChat gain influence with the teen demographics. You need to stay on top of the evolution of social media platforms among teens – and that means more involvement than an update every six months; social media is moving at the speed of light, not at the speed of a marathon. Keep your teen marketing strategy as smooth as possible. When the herd turns, you are the one ahead – not trampled on and left behind.
4. Follow the money
To think of adolescents as completely independent consumers is a mistake. They are still under the care and responsibility of their parents and other caregivers. On average, parents will spend about $ 17,000 on a single teenager in a year. So you can’t afford to ignore them in your teen marketing plans.
Adolescents may be self-sufficient in spending on food, clothing, and entertainment, but in other areas, such as adolescent depression and other health issues, parents make decisions about their own. expenses. Dr Jeff Nalin, of Malibu paradigm, an adolescent treatment center, says, “We keep parents in mind at all levels when dealing with adolescents; not because they pay the bills, but because they are parents.
5. Be aware of peak shopping season for teens
And increase your promotions and outreach strategies accordingly. May and June are big spending months for teens, because of graduation, and especially because of Prom; on average, a teenager will spend at least $ 250 and a teenage girl will spend around $ 500 for prom night alone.
Don’t be discouraged when you find that the teenage customer continues to elude your best marketing efforts. This is a rapidly changing group of consumers, and all you really have to do is figure out how to get your net out of this river of disposable income.