a day in the life… • On a typical day a young adult is faced with: • 200+ cable television networks • 5,500 consumer magazine titles • 10,500 radio stations • 30 million+ websites • Young adults (ages 20-21), • spend $68+ Billion annually… • How do you separate your message out • from all the competitive noise? Source: National Center for Educational Statistics
Avoid targeting Young Adults as a group. Work out exactly which consumer need states you are trying to address and therefore, exactly which individual consumers you are trying to target.
marketing to young adults • Young Adult attitudes do not match behavior • buy brands despite claiming not to like them • contradictions between actions and beliefs apply across all areas of consumption • Young Adults are hard to target through conventional advertising • conventional advertising resonates less well with Young Adults • electronic advertising is hard to get right • Young Adults are less cynical but also less ethically motivated than is stereotyped • more likely to trust food and drinks claims • mixed trust levels towards cars and energy • lower-than-average trust of banks and personal care claims • more likely to be involved in direct action than other groups… • ...but less likely to choose ethical goods • attitude is a more important than income • Brand loyalty is diminishing but is still significant • first-time-buyers for many goods and services • if they have a choice, they will avoid trying new products • brand-promiscuous • Young Adults are high-value CPG consumers • drinks are the most important category for Young Adults • personal care is another spending priority • Young Adults are high-value CPG consumers • on-the-go consumption is particularly important • Young Adults consume a great deal of snack categories • Soft drinks are popular across all the countries considered • Young Adults are above average beer drinkers • Young Adults personal care spending is driven by image • hair care and fragrances are most important • 'Invisible' hygiene is under-targeted
why event marketing to young adults • Word-of-mouth marketing applies extraordinarily well when targeting Young Adults… • Opinion formers define perceptions of cool • Adopters are the biggest influencers • Belief that word-of-mouth informs rather than drives behavior 86% of corporate marketers feel they receive the highest word-of-mouth effectiveness from event marketing. Source: Boldmouth.com and Osterman Research, Inc. 2006
winning young adult favor • Position brands to address Young Adults' need states • the needs of people living away from home for the first time • reduce consumer anxiety • drive product experimentation through trial • help Young Adults transition towards the Mid-Life stage • Word-of-mouth and viral marketing tactics • Replace puritan images with more credible marketing • Market products based around affinity groups • Take good-for-you products out of the ‘wellness' ghetto • Tailor on-the-go products to match Young Adults' requirements • create student-focused on the go products • target employed Young Adults' workplace consumption • Encouraging a 'planned impulse' strategy • vending machines to improve presence and constant gratification-seekers • Trade Young Adults up to higher value products • Use aspirational marketing tactics for products most personal to Young Adults
David Saalfrank • Senior Vice President • 212.463.9700 ext.117 • firstname.lastname@example.org Michael L. Cutler Regional Vice President | Business Development 949.380.0409 email@example.com