We organized Youth Marketing Day again at the end of 2012. The host of Youth Marketing Day and 15/30 Research’s development director Mikko Ampuja decided to begin the new year by reflecting on the presentations’ most important points. Here is Mikko’s list of the day’s central lessons.
The internet has a free and open spirit – Memes, content hacking, discussion and participation are an essential part of today’s digital culture. Openness, freedom, and expressiveness put especially media companies’ revenue generation models in an awkward position. What should be shared for free and what can be charged for? The internet has good content by the bucketful, but often in fragmented form. Thus is could be that a real and easy-to-use interface is what we should be working towards.
Smart pricing is more important than cheap pricing – It is often thought that brands directed towards youth should be cheap. Samyak Chakrabarty outlined the thought that “smart pricing” is important for youth brands. In our own research as well we have noticed that the price-quality relationship is more important than absolute cheapness. Price defines the image of quality among the youth as well.
Teenagerhood brings crises to brand relationships – Brand relationships are alive during the life stages of youth. Many of the important childhood brands are subject to quite a lot of turbulence during middle school. The strongest survive this stage of life too. Often these survivor brands are significant in several ways that fit into the different life situations of youth.
Youth trust social institutions yet aren’t enthusiastic about voting – This result of the Youth Barometer was highly surprising. We also noticed again how misleading internet discussion can be. Originally I would have believed that confidence in institutions had been falling along with voting enthusiasm. Democracy needs to reinvent itself. Confidence isn’t enough, we have to build interest and enthusiasm.
If your brand isn’t escapistic, you need fairy dust – Simple. All products and brands aren’t terribly exciting in themselves. But with a little fairy dust less exciting things too can become the center of conversation. Like Kristal and the Blingströms did for Saunalahti.
And you’ll find the photos on our Facebook page.