In the U.S., 26% of the population represents the youth segment. This figure is projected to grow to over 40% in the next 10 years. How important is for the world of marketing? Going beyond its size, this market also has a strong purchasing power with spending amounting to U.S. $ 1.8 billion a year. With its influence on the decision to buy the different age groups (and their parents), you can easily increase their impact spending ten times that amount. And finally, the longevity of this market is also one of its main strengths. Once they reach the fullness of their income and life cycle cost, which would be in control of the consumer market. What is a trader to do?
Tame that for course.
While this has been the dream of many in the marketing world, most still can not penetrate this highly coveted segment. Its failure lies in two main factors. First, proven marketing strategies are no longer producing the desired results when applied to this young audience difficult. Second, this market segment is much less expressive than adults to air their views, therefore, advertisers and marketers are often left groping in the dark about to the understanding and measurement of needs and desires of this age group.
They are what they are. They are rebels to the fashions and the very notion of conformity, which makes the prediction of trends more difficult. However, what our inability to attract their attention and to get to blitzkrieg marketing strategies is our own weakness. What they lack in communication skills, must be creative in assessing compensation. One of the common mistakes in marketing is that we insist in the generalization of the segment of youth. We claim to be hearing what they want, but in reality what we're doing is taking the decisions for them. It is important now to think beyond its constrictive generalizations. Do not assume that because you were young, once you still not understand what they want. Login with the youngest segment
Here are some effective ways to connect with this age group:
1. Learning to listen – They are dying to be heard. Although you can not find the right answers as usual, trying to figure out what they are saying through alternative means. Focus groups and surveys may be out of the question, but if you look at the rest of the spectrum of media that is bound to pick something up. Youth continually express their individuality, not only in words but in almost any way imaginable.
2. Help them express themselves – traditional advertising that tells them how cool and smart no longer works. They already know. What they want to hear are new ways and ideas on how they can express themselves. Thus, the most effective way to reach this market segment notoriously difficult is to provide a channel of communication of their individuality.
Read more on reaching youth through Customizable T-Shirts 2.
About the Author
Remy is a Promotional Adviser specializing on Custom Wholesale T-shirts, Promotional T-shirts, and Personalized Shirts
Sisseton Oblate Youth Medium
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