This past January, PSFK held a Good Ideas Salon in London bringing together the most forward-thinking tastemakers, innovators, and experts from around the world to discuss key areas steering innovation and opportunity. Moderated by PSFK’s own Jeff Squires, the Good Ideas and Youth panel discussed trends in British youth culture and how companies and organizations can create authentic, respectful relationships with young people. Panelist include Jenny Owen (Ruby Pseudo), Paul Graham (Anomaly UK), Terry Guy (Monorex / Secret Wars), and Brett Booth (MTV).
Questioning whether or not youth can always be seen as a barometer for what is to come, the panel explores the nuances of today’s youth culture and discusses what sets them apart from previous generations as well as what it takes for organizations to cut through to them.
On April 2, 2009, PSFK will be hosting our 8th PSFK Conference in NYC. For tickets or more information, please visit www.psfkconferencenyc.com
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This is a really great discussion. Thanks as always for posting the video for everyone (like myself) who couldn’t attend in person. I loved the point Jenny included in her roundup on Ruby Pseudo, “‘Don’t panic’: We don’t go ’shit, we have to market to adults’, why panic about marketing to teens?”
March 23rd, 2009 at 10:46 am
Hello!
Just saw this and realised how nervous i looked – public speaking is not my strong point…
Anyway i thought there were many a point I missed out on the day and thought to express now.
Marketing to the youth is EASY AND FUN if you follow some of the following steps (this can apply to large and small brands)
# What’s your point / message? Make sure this is an HONEST and CREDIBLE message – Is there a real connection with your brand and the target audience?
# Keep the message of the campaign SIMPLE and CLEAR
# Teens are not stupid, they are more clued up than ever with the power of the internet at their fingers – so you need to make sure you have covered all bases and thought of all possible reactions and results.
# Question what your audience will get from the campaign? In my experience the more INTERACTION, the better the results in all areas.
# For example – an open competition is always good, as it allows everyone a chance to enter and get involved. And if this was some kind of “urban styled design comp” then make sure you have connected and consulted with many credible figureheads / artists within that industry before going ahead with any final decisions.
I say the this because so many brands have tried and failed with the “lets go urban look” – Volvo, Coca Cola to name a few!
The design is weak and there normally is no actual point or connection the product they are trying to market.
The majority of kids / teens see straight through this and know whats honest and whats not…
You can have all the budget in the World but you still need to consult with the guys within the market you are trying to crack. You would be suprised what can be done with the right people on a shoe string budget…
# Host focus groups and find out what they want in their lives – At Monorex we work with lots of schools and kids on a weekly basis, this is something we enjoy doing but it also naturally helps us understand them when we create youth concepts for our clients.
# As Jenny and Paul said – treat them like adults and do not look down at them like a group of scary aliens or hoodies.
All of the above sound obvious but so many people / brands forget about these main points!
Questions – email me – studio@monorex.com
Goodluck
T
March 29th, 2009 at 6:17 am
Thanks for the added commentary Terry
March 30th, 2009 at 1:09 pm