Marketing to Teens

Guide to Marketing to Teens

When it comes to reaching young people, technology and trends are key
By Matt Alderton

It used to be that for small businesses, teenagers were a liability. According to popular business mythology, they loved to loiter, were prone to shoplifting and were far more likely to make a ruckus than to make a purchase. Today’s business owners know better. The savviest among them are able to recognize true market potential when they see it, and to disregard stereotypes in order to seize opportunities. They look at teenagers and see not troublemakers, but rather a powerful group of American consumers.

Here are four good reasons to market to teens:

1. There will be approximately 33.5 million teens in the United States by 2010.
2. The Millennial Generation averages $158 billion per year in disposable income.
3. Seventeen percent of teenagers are “influencers” that set trends and whose opinions matter to friends and family.
4. Nearly four in 10 teens have a checking or savings account in their own name.

Action Steps

The best contacts and resources to help you get it done

Study the market Before launching a marketing campaign for teens, you’ll need to find out how best to reach them, including what media they respond to, what products they’re drawn to and what messages they’ll listen to.

I recommend: If you’re new to teen marketing, consider hiring a consultant or agency to help you navigate the terrain. Alloy Media + Marketing, which operates 360 Youth, Fuse Marketing and Mr. Youth are three agencies that specialize in reaching teen audiences; they can help you organize teen focus groups, research teen tastes and more.

Up your “cool” factor To be popular among teen consumers, your business must have not only the coolest products, but also the newest ones. Succeed by being the first on your block to adopt and sell the latest technology and toys.

I recommend: Stay on top of trends with subscriptions to trend-spotting publications, such as trendwatching.com’s free Trend Briefing, and by regularly searching for and reading teen-themed blogs, such as VH1’s Best Week Ever blog.

Go to where they are To successfully peddle your wares among teenagers, you’ve got to market to them in their own space. Consider advertising in teen media, for instance, or marketing inside teen destinations, such as skateboard parks and concert venues.

I recommend: Perhaps the most popular destination for many teenagers is the mall. Consider purchasing advertising within your local shopping center to reach hordes of teenagers who are already out there spending money. Adspace Networks operates an in-mall advertising platform that can connect you directly to those teen shoppers.

Tap into social networks Teens are incredibly chatty, and enjoy sharing information—including product recommendations—with their friends and family. Take advantage of teens’ natural inclination to talk by starting conversations with them online.

I recommend: The No. 1 teen destination is the Internet. Teens spend tons of time online, often inside social networking sites like MySpace, Facebook and Friendster, several of which now allow companies to create their own profiles with which to market to their teen member base.

Embrace promotions Discounts, giveaways and contests are magnets for teen consumers. Increase traffic and purchases by young customers when you organize a cool promotion to generate enthusiasm and excitement among the teen demographic.

I recommend: Partner with an agency to help you create and manage your contest. The Marketing Agency and Marketing Resources Incorporated are examples of companies that can help you execute a teen-friendly promotion.

Support a cause Research has shown that teens appreciate companies and products that support good causes. Tap into teen activism—and give back to your community—by embracing philanthropy.

I recommend: Search Idealist.org to find a cool cause that your company and its teen customers alike can support.

Know the rules Before reaching out to minors, protect yourself by researching the latest standards and best practices.

I recommend: The Canadian Marketing Association (CMA) makes wise recommendations for marketers worldwide in the “Special Considerations in Marketing to Teenagers” section of its Code of Ethics and Standards of Practice.

Tips & Tactics

Helpful advice for making the most of this Guide

Marketing to teens often means marketing to their parents, too. Appeal to both by offering cool products at reasonable prices.
When targeting teens, make customer loyalty your goal. If you make them happy when they’re young, you’ll keep customers coming back well into adulthood.
Speak to teens as if they were adults. They’re smart and respond well to mature messages, but are turned off by companies that talk down to them.
When marketing to Millennials, keep authenticity top of mind; teens can smell phony advertisements at the first hint of insincerity, and are likely to reject businesses that they perceive as fake.
Don’t assume that your teenage customers are identical; the teen market is incredibly diverse, and successful businesses are able to acknowledge differences among peer groups.

Guide to Marketing to Teens

Action Steps

Tips & Tactics

How-To Guide from WORK.COM

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