All 13 - 19 years - Buy my product

I am fascinated by marketing. And these are my views on the monstrous challange before the corporates in india, and around the world.

Marketing is tough. Its exciting and boring at the same time. This job makes and breaks careers with equal ease. Every marketeer dreams of a "Cinderella story" for his/her product.

There's only one thing that superseeds the charisma of Marketing.
Teen Marketing.
Its hip. Its hot. Its challenging. And no aspiring Global entity can do without it. Its a double edged sword. Its a necessary evil.

Teens don't listen to reason. They don't really go for details. They're impatient. That's what teen marketeers needs to focus on.

To start with, be simple. Be catchy. Be succint. Let the people and media talk more about it than the company. Jump in only to give clarifications or prevent controversy.

But widespread teen affection for a brand cannot happen overnight. Like most trends among youth, it has to begin quietly. The early spread has to be by word of mouth, until it becomes a cultural phenomenon. Yeah, a PHENOMENON.

The brand must become a status symbol among teens. It should acquire a mystique aura that makes it cool. It should stand for values which a teenager lives for; rebellion, ambition, attitude.
It should make them feel wanted, empowered, FREE...

But thats Phase I. Phase II has to concentrate on teen loyalty, because once the company has it, its near term future is pretty much secure (Think iPod and XBOX). Without loyalty, the initial marketing blitz will fade away rapidly. There is one and only one way to ensure it. PRODUCT QUALITY.
Long term marketing and branding must involve better design and service. Another point. Give the teen customers an easy official outlet to expres their views on the product. Monitor their response, and adapt accordingly.
And... Marketeers, you've got to be FAST. LIGHTENING FAST. Response time has never been so crucial.
Well thats it. The view of a casual fan of Ad Campaigns...

Quote:
There are very few things in this world tougher than understanding women. Understanding teenagers comes pretty close(Anonymous).