Teens are savvier than ever, and reaching them through marketing requires authenticity and creativity, Hollywood Reporter says about industry experts who attended a Hollywood Reporter sponsored conference.
“It’s important to speak the right language and use the right people,” said Ron Vos, founder and CEO of Hi-Frequency Marketing, a street marketing company. “If you stay true to their culture, it can be very effective.”
Professional skateboarder Andy Macdonald, who has endorsed such products as SoBe beverages, Lego and Atari, said Nike has only recently made inroads in the skateboarding industry because 10 years ago, they alienated the skating audience by using unknown athletes and print ads of skate tricks that true enthusiasts could tell would not be landed. “One mistake, and you’re off the team,” Macdonald said.
Report / Press Release
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In my experience of working directly with young people and creating numerous youth-specific consultations, policies and projects, any/all messages has to be full of flavour, authentic, relevant, obvious, undertood and timely – it’s the F.A.R.O.U.T. approach…
I blogged about it here: http://phatgnat.typepad.com/phatgnat/2005/07/marketingaverse.html
Regards
DK
July 13th, 2005 at 6:27 pm