Marketing to Teens

Introduction

Electronic media already are playing a significant role in the lives of children and teens, many of whom enjoy access to their own personal media devices. They also are the first to grow up in a world saturated with networks of information, digital devices, and the promise of perpetual connectivity. They are in many ways the defining users of the new digital media.

Many websites allow users to interact with others on a real time basis. The trend is now shifting from communication to commerce and many companies have started leveraging the digital media to reach out to the growing segment in the market.

The Planning Commission’s report for the 10th five year plan puts the number of teenagers in the country at about 230 million, up from about 120 million in 1971. Being a teen has never been easy and especially so in today’s world, say experts. That is particularly true of children growing up in urban areas, who are exposed to satellite TV and internet. “In metros, teens ape westerners but if they are still expected to be ‘good Indian boys’ and girls’, it creates tremendous conflict.

How to Market to Teens

Teenagers have strong opinions and views that they want to be heard. Use marketing techniques that ask for their feedback, or allow them to express themselves. Social networking sites like Facebook have become an outlet for advertisers to get teens involved and create two-way channels of communication. Teenagers not only respond to the product but also provide information about their preferences, needs, and wants when coming up with new ideas.

Teens have a much shorter attention span as compared to adults. So getting straight to the point is the mantra for effective engagement. No long background information spiels about your product. This will only cause them to lose interest and divert their attention somewhere else. They are used to short, relevant messages that they can relate to.

Position your company as one that truly cares about and supports the issues they feel are important. For example, start your own cause or find an established one to support and connect yourself to. Things such as the educating a child, for example, have become increasingly popular. Promote the cause by means of information on company website or social profile and build a platform for the teens to express themselves, get heard and call out actions taken as a result of the whole exercise.

Take advantage of trends and big-named people. This does not mean you have to hire expensive celebrities to be in your advertising. Instead, find ways to connect your product to the phenomenon. If you want to do a sweepstakes, give away tickets to a popular concert.

If you have established yourself online, offer cool downloads, or connect yourself to websites that teenagers enjoy such as social networking sites, gossip columns, popular televisions shows, etc. Finding a way to incorporate your brand into their everyday interests will produce positive results in image awareness.

What to Be Aware of When Marketing to Teenagers

Never assume. Because there are many niche markets and tastes are constantly changing, do not assume that you know what teenagers want. Make sure your message is well researched- including feedback and opinions from focus groups consisting of teenagers. They are, above anyone else, who can tell you the most.

If you are using websites, online communities, or other forms of online marketing, make sure to constantly be changing and adding new concepts. This will keep them coming back on a regular basis to your site, and stop you from being old news.

Just like marketing to other segments, make sure your message is age appropriate. Do not speak down to them. They understand a lot more than teenagers from ten or twenty years ago, so market accordingly. If you are speaking to them like children, they will not listen. Instead, they will most likely become offended and be turned off by whatever message you are trying to convey. Even though they are still young, they want and expect to be treated like young adults.

Initiatives underway..!!

Teens are pretty hands on with their smart phones & tablets and prefer to browse on the same. They are really impatient as well. Most marketers put their films on YouTube as soon as they break on television. Bharti Airtel even launched its broadband campaign; Impatience is the New Life, first on the net. Sensing the drift in the market Aircel bundled internet into its service. The pocket internet service helped Aircel enlist better customers – 2 million of its 30 million customers use the internet service. Johnson & Johnson has launched a complete skin care range targeting the teens – including spot treatment gel, face washes, oil control moisturizers and oil control wipes. In fact, the brand now offers a comprehensive range to deal with various teenage skin issues—including Daily Care Range, Oil Control Range and Acne Control Range. Dermalogica is another brand that has focused on teens in a big way, launching large campaigns toward this segment. The brand’s Clean Start initiative and products were unveiled in January 2010 with much fanfare, including free makeovers and gift hampers to young adults and teens during a Dermalogica-sponsored college student-managed international film festival.

Way Forward

The companies see a huge potential market in the teens’ segment which is still unexplored. The advertising and promotional campaigns targeted towards teens are only going to increase going forward. A lot of these are likely to take the digital/ social media route to market.