| In the US, 26% of the population represents the | | | | individuality not just in words but in almost any form |
| youth segment. This figure is projected to grow to | | | | of medium imaginable. |
| more than 40% in the next 10 years. Just how | | | | 2. Help them express themselves - Traditional |
| important are they to the world of marketing? Going | | | | advertising that tells them how cool and intelligent |
| beyond size, this market also possesses a strong | | | | they are no longer works. They already know this. |
| purchasing power with spending amounting to $1.8 | | | | What they want to hear are new ways and ideas on |
| billion a year. With their influence on the purchasing | | | | how they can express themselves. Thus, the most |
| decision of other age segments (such as their | | | | effective way in reaching this notoriously difficult |
| parents), you can easily increase their spending | | | | market segment is to provide them an avenue for |
| impact to ten times that amount. And finally, this | | | | communicating their individuality. |
| market's longevity is also one of its major strengths. | | | | 3. Be innovate - You really can't go wrong with this |
| Once they reach the prime of their earning and | | | | approach. Some companies have found success with |
| spending life cycles, they would be in control of the | | | | customizable websites and advertising campaigns that |
| consumer market. | | | | allows a high level of interaction with their young |
| What's a marketer to do? | | | | target audience. |
| Tame it, of course. | | | | The Personalize-It Philosophy |
| While this has been the dream of many in the | | | | As a final note on the youth market, you must keep |
| marketing world, most are still unable to penetrate | | | | in mind that they have a very high regard for |
| this much coveted segment. Their failure is rooted to | | | | individuality. That said, you may want to consider |
| two major factors. First, the tried and tested | | | | adding promotional t-shirts as part of your marketing |
| marketing strategies are no longer providing the | | | | mix. |
| desired results when applied to this difficult young | | | | Promotional shirts can be deemed as the perfect |
| audience. Second, this market segment is far less | | | | approach because it allows the company to imprint |
| expressive than the adults in conveying their opinions, | | | | customized messages on the shirts for their target |
| thus, advertisers and marketers are often left | | | | market to wear. But the real trick here is in finding |
| groping in the dark in terms of understanding and | | | | out the right message that expresses the sentiments |
| measuring the needs and wants of this age bracket. | | | | of your young target market while promoting your |
| They are what they are. They are rebellious to the | | | | brand. This may seem to be a intimidating task, but in |
| fads and to the very concept of conformity, which | | | | truth, there are many creative ways of accomplishing |
| makes predicting trends all the more difficult. Yet, | | | | this. |
| what our failure to grab their attention and to come | | | | For instance, you can position your company as the |
| up with blitzkrieg marketing strategies is our own | | | | ultimate solution to a youth segment need that has |
| weakness. What they lack in communication skills, we | | | | to be addressed. The first thing you have to do is to |
| should make up for in creative assessment. One of | | | | identify the need. Second, assess if your brand can in |
| the common mistakes in marketing is that we insist | | | | fact satisfy this need. Third, learn the lingo of the |
| on generalizing the youth segment. We claim to be | | | | youth and be their voice. Now, combine them all |
| listening to what they want but in reality, what we | | | | together. There you have it. You've personalized your |
| are doing is making the decisions for them. It is | | | | brand to make it more youth-friendly. |
| important at this point to think outside of your | | | | Now, by imprinting this message together with your |
| constrictive generalizations. Do not assume that just | | | | logo on a promotional t-shirt, you have accomplished |
| because you were young once that you still | | | | two things. One, you have created a shirt that the |
| understand what they want. | | | | young market would be eager to wear since it helps |
| Connecting with the younger segment | | | | them express their feelings and attitude. Two, you |
| Here are some effective ways to connect with this | | | | have positioned your brand as the answer for a |
| age bracket: | | | | particular need of your market. |
| 1. Learn to listen - They're dying to be heard. Though | | | | There are other promotional products in the market |
| you may not find the right answers in the usual way, | | | | to help you realize the Personalize-It Philosophy. |
| try to find out what they're saying through | | | | Though if you're really targeting the youth sector, |
| alternative means. Focus groups and surveys may be | | | | promotional t-shirts are your best bet. Promotional |
| out of the question, but if you look at the rest of | | | | t-shirts and apparel are always a hit among the |
| the media spectrum you're bound to pick up | | | | youth. For its price, it goes a long way in ROI. |
| something. The youth continually express their | | | | |