(graham brown mobileyouth) youth marketing event

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mobileYouth® Trends Workout 2007

Welcome to the mobileYouth® Trends Workout 2007

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mobileYouth® Trends Workout 2007

Session One : Youth Lifestyle

$130bn

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mobileYouth® Trends Workout 2007

Session One : Youth Lifestyle

51 yrs+

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mobileYouth® Trends Workout 2007

Session One : Youth Lifestyle

Age 10: 100% of lifetime value

Age 33: 50% of lifetime value

Lifetime spend of average 10 year old: $28 00

Harley strategy

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mobileYouth® Trends Workout 2007

Session One : Youth Lifestyle

“We cannot predict the future

We can only predict what customers love”

Harry Beckwith

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mobileYouth® Trends Workout 2007

Session One : Youth Lifestyle

“We are their social network” (Howard Schulz) CEO

4x more profitabl

e

Consumer brand

advocacy

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mobileYouth® Trends Workout 2007

Session One : Youth LifestyleFrom #1 to

#7 in 20 yrs

From #2 to #1 in 20

yrs

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mobileYouth® Trends Workout 2007

Panel One : Youth Lifestyle

Geoff Goodwin

Marc GoodchildHead of Children’s Interactive, BBCi

Head of BBC Switch, BBC

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mobileYouth® Trends Workout 2007

Session Two : Youth & Media

On the street videos

“Tell us about TV & other media”

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mobileYouth® Trends Workout 2007

Video Two : Youth & Media

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mobileYouth® Trends Workout 2007

Session Two : Youth & Media

TV is dead! Long live mobileTV Myspace Facebook!!

“Only 18% of TV advertising produces positive ROI”

Kirby & Marsden 2006.

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mobileYouth® Trends Workout 2007

Session Two : Youth & Media

Metrics show that TV is still an effective tool to reach youth Circuits of Cool/Digital Playground 2007

7-14yrs 15-24yrs

Watch TV

85% 65%

Listen to music

71% 70%

Hang out with friends

68% 65%

Spend online

51% 56%

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mobileYouth® Trends Workout 2007

Session Two : Youth & Media

Pay Attention! (online)

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mobileYouth® Trends Workout 2007

Session Two : Youth & Media

Multitaskingis a fact of

youth life

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mobileYouth® Trends Workout 2007

Session Two : Youth & Media

Which media influence your

purchasing decisions?

(BG Research 2006)

1. Word of Mouth

2. TV

3. Magazines

4. Internet

5. Read Article

6. In-store promotion

7. Coupons

8. Email

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mobileYouth® Trends Workout 2007

Panel Two : Youth & Media

Johan WinbladhMobile Channel Editor, Danish Broadcasting Corp

Pasa MustafaHead of Digital Original Programming,

Endemol

James DavisHead of Mobile, News International

Head of Digital Original Programming, Endemol

Giovanni MarucaDirector, Paramount

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mobileYouth® Trends Workout 2007

Session Three : Youth & Brands

On the street videos

What do you think of these brands?

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mobileYouth® Trends Workout 2007

Video Three : Youth & Brands

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mobileYouth® Trends Workout 2007

1320 Session Three : Youth & Brands

Buzz?? How can we manufacture us some of that?

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mobileYouth® Trends Workout 2007

Session Three : Youth & Brands

The 5 most TRUSTED brands (Outlaw Consulting 2007)

Apple                           60.9 Trader Joe’s                57.4 Jet Blue                       46.4 In-N-Out Burger          38.8 Ben and Jerry’s           33.6

76% of consumers don’t believe advertisers (Yankelovich 2006).

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mobileYouth® Trends Workout 2007

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mobileYouth® Trends Workout 2007

Session Three : Youth & Brands

Open house branding? How are we ever going to get that one past our marcomms dept?

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mobileYouth® Trends Workout 2007

Session Three : Youth & Brands

Consumer led innovation? Look what would happen!

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mobileYouth® Trends Workout 2007

Session Three : Youth & Brands

Customer API?

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mobileYouth® Trends Workout 2007

Panel Three : Youth & Media

Ged Carroll

Oliver Ripley

Jonathan MacDonald

Digital Director, Waggener Edstrom

Head of Sales, Blyk

Product Manager, Tanla

David MurphyEditor, Mobile Marketing Magazine

Mark LinderGlobal Client Leader, WPP

Nick Rhodes

Director of Product Design,

Central St Martins

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mobileYouth® Trends Workout 2007

Session Four : Youth & Operators

On the street videos

Does your operator understand you?

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mobileYouth® Trends Workout 2007

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mobileYouth® Trends Workout 2007

Session Four : Youth & Operators

How can operators build a dialogue?

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mobileYouth® Trends Workout 2007

Panel Four : Youth & Operators

Richard Miller

Derrick Heng

GM, Consumer Convergence, BT

Director of Segment Marketing, Singtel