Youth Trends Report

Healthcare Products & Services Youth Trends Report 2010

admin — Fri, 23 Jul 2010 14:45:49 +0000

Trend #1: Why is Fanspotting critical to the successful uptake of youth healthcare messages?

If your young customers like you, be afraid be very afraid. Almost all products and messages targeted at youth are good and likeable. What makes a healthcare product or initiative special are the products that youth LOVE. How can you nurture this love and create passionate fans?

Not all your young customers are the same – there are young customers and there are super influencers. There are those that “like” your brand and those that “love” you. The Super Influencers who love the company are 20-100x more influential than the average customer. Who are they and how can you work with them?

When Durex wanted to engage the Malaysian student segment it had the option of high visibility ATL marketing but it opted otherwise. Durex knew that students are wary to bought messages and that influence is often channeled through a select group of individuals. If its message was to make a difference it had to work these these people…

To learn more about the Durex case study and others, sign up to receive the Healthcare Products and Services Youth Trends Report 2010. Each week for 10 weeks we will send you a new youth trend in the healthcare products and services industry.

Get the 10-Part Healthcare Youth Trends Report Now

Finance & Banking Youth Trends Report 2010

admin — Fri, 23 Jul 2010 14:31:14 +0000

Trend #2: How can Youthsourcing help Finance Brands to better understand the market?

Youth no longer want to be destinations for your products and marketing, they want to be partners in its production. How can you co-create and how does co-creation become competitive advantage for a bank or payments provider?

Once upon a time, a bank’s product manager wanted to know what youth thought about his product so he invited them to his castle to eat pizza and sit at his round table. They sat for 2 hours talking about their likes and dislikes, responded to a few questions fielded by the product manager and then were dismissed, sent off on their way back to the world from whence they came. It’s a nice story but it’s nothing more than a fairy tale. The days when this approach to sourcing youth insights worked are long behind us but it appears that a few of us are still stuck in this fairy tale world.

The decision for choosing a student banking option is becoming more and more difficult with each bank having it’s own offers such as Bank of America’s Student Package, HSBC’s Student Banking or Wells Fargo’s College Combo. In today’s world, young people seek out their peers and trusted members of their network for advice on important issues such as personal finance both offline and online. Personal finance is no different, that’s why banks must play by the rules of engagement today.

Sign up to receive the Finance & Banking Youth Trends Report 2010. Each week for 10 weeks we will send you a new youth trend in the finance and banking industry.

Get the 10-Part Finance Youth Trends Report Now

Mobile Youth Trends Report 2010

admin — Fri, 23 Jul 2010 14:23:48 +0000

Key Trend #1: Retention is the New Acquisition

There was a time back in the good old bad old days of mobile when we paid retailers heavy subsidies, rewarded our staff for going long on “net additions” and invested millions in trying to find the next big thing to help win over young mobile customers.

Things have changed. Saturation has set in.

You only have to look at how even the developing markets have hit saturation point. There are no new youth customers, even in markets where there are more than 100 million under 30 year olds (e.g. Indonesia).

Mobile is moving from width to depth. No longer are we chasing the widest possible markets and pursuing volume land-grabs, we’re now looking to build depth in relationships – maximize the return from existing subscribers…

Sign up to receive the Mobile Youth Trends Report 2010. Each week for 10 weeks we will send you a new youth trend in the mobile industry.

Get the 10-Part Mobile Youth Trends Report Now

Auto Youth Trends Report 2010

admin — Fri, 23 Jul 2010 14:17:43 +0000

Trend #1: How can Autos leverage youth Fanspotting?

If your young customers like your brand, be afraid be very afraid. Almost all products targeted at youth are good and likeable. What makes a brand special is the products that youth love. How can you nurture this love and create passionate fans?

When Alex Lee bought his first Scion aged 22, he had already owned a Honda Civic and a Mazda. It wasn’t the lure of slick on-screen or internet ad campaigns that lured him into the dealership but his friends. One weekend spent hanging out with Scion fans had converted him for good. He put his Civic up for sale on Ebay, collected his chips and made a beeline for the Scion showroom to place a downpayment on his next car…

To learn more about the Alex Lee Scion story and other case studies sign up to receive the Auto Youth Trends Report 2010. Each week for 10 weeks we will send you a new youth trend in the auto industry.