Understanding the youth generation is the first and most important part of creating a youth marketing strategy. Youths don’t want to feel patronised with your advertising; this group of people are young adults who are finding themselves in the adult world and want to be treated as such.
The youth generation are an extremely influential age group that have not yet formed loyalties to brands and are early adopters of change which makes it that much more simple to target them. Unlike generations before them, they are able to define for themselves what is on trend rather than relying on traditional media to tell them.
Whilst millennials are seen as the digital generation who grew up learning and adapting to changes, youths didn’t have to adapt their lifestyle for the changes – this is their lifestyle. With the internet at their fingertips they are one of the most knowledgeable groups, youths are now passing on knowledge to their parents on technology and trends rather than the other way around.
To find out the benefits of marketing to the youth marketing, keep reading…
Influence on Parents
According to a Facebook study, 71% of parents believe that youths have an influence on how much they spend on products with 62% believing youths have more influence on their shopping habits today than they did on their parents. Even if youths aren’t buying goods with their own money, they are influencing how their parents spend theirs on gifts for them!
Cost Effective Marketing
Unlike older generations who still rely on traditional marketing such as newspaper, radio and TV for information, youths are active online daily; browsing the internet and social media which are much cheaper advertising platforms that the former. For example, a 30 second advert on daytime TV (Channel 4) can cost between £1,000 and £2,000 whereas social media advertising and paid search advertising is a lot cheaper and the return is a lot greater as well as being easier to monitor.
Youths do not depend on one media outlet for information and entertainment; they are far more flexible than other generations and are more open to trying something new. Email marketing and social media marketing are great ways of getting in front of this audience however for a more refined reach you could consider something like online publications. British American Group have a collection of online publication targeted at youths such as The Leavers Guide and The Festival Guide. Over 350k students and young adults receive our publications each quarter which makes it a sound advertising platform for your business!
Gaining trust for your brand from the youth market can lead to loyal customers continuing to use your brand for years to come, as well as recommending you through word of mouth and online. Perfecting your marketing campaign and ensuring that once youths decide to use your brand that your customer service and other internal processes are up to scratch can ensure repeat consumerism and a great ROI.