‘53% of 16-24 year olds would rather lose their sense of smell than be parted from their mobiles or laptops,’ – a statistic that was brought to our attention at this fresh and brilliantly insightful event.
To elaborate further, very bright and early last Thursday 25th October, WEXO made its way to the rather fashionable Old Street to make their acquaintance at The Beans Group debut of the potentially annual event #Youth100.
We made the transition from the gloomy outdoors to the bright and bubbly interior of Google’s new ‘Tech City’ Campus where we found ourselves amongst a crowd of bright-eyed and bushy-tailed representatives from many of the most popular brands in the UK.
This event came about because The Beans Group realized the hubbub of interest surrounding the obviously successful marketing of the UK’s top brands. They therefore decided to combine their congratulations for those brands with an occasion to help the smaller or less successfully marketed companies with ideas on how to better market themselves using the #youth 100’s chosen brands’ very own tips.
The following tips, combined with some interesting perceptions from respected individuals in the marketing sector, are some of those that really stood out for me:
Primarily, the host suggested that the likely reason for the student’s hype around these particular brands is that they are cheap but with the added bonus of customer satisfaction – they received what they were promised #goodvalueformoney. The brands that were proven to fit this bill perfectly were:
* Amazon – Convenient and the best prices on the market
* H&M - Don’t look cheap yet at the height of fashion
* Greggs – Cheap but tummy-filling
* Converse – The anomaly – not cheap but good value for money due to their durability.
However, Sam Delaney, the voice of the Duracell bunny adverts, hosted the event alongside Chris Maples, (Spotify), David Kisilevsky (McCann Erickson) and Ben (Red Bull) who were the chosen representatives to enlighten us as to their company’s true marketing success. When The Student Beans Group posed the question to the panel – this was their response:
Red Bull attributes much of its marketing success to its early relationship with students. Ben mentioned that Red Bull thought of youths as the perfect consumer due to being able to overindulge them with marketing and then once they fall in love with the brand, they will hopefully always remain faithful to them.
Red Bull’s marketing realization was that adding value to a brand in the case of students and young people is no longer a desire for freebies but instead one for exclusivity and shared experiences. This is why they put so much trust within their brand ambassadors on campus rather than in the brains at the head office – because the young people know the cool places on campus!
‘Business is about access not ownership’ is the reason for the meteoric rise at Spotify, according to Chris Maples who explains how they have kept on top of their marketing:
Spotify associates its marketing success with its ability to keep updated with the current trends in the technological market. – for example they are on both TiVo and Sonos. Chris Maples determined correctly that technology moves so quickly, especially in the youth market that in order for brands to survive and complete – they have no other option than to make themselves available and accessible on any social platforms that these youths are able to get their grubby mittens on.
Spotify, in particular, also mentioned that we should remember to respond to our target audience – Spotify have an app that helps to build a customer’s playlist (like Genius at Apple). It engages with those that originally found Spotify challenging as they struggled to understand their ‘genre’ of music and geared the app towards those who could not remember what they had listened to and liked previously on the site. This links the brand now to more than just its young audience and avoids what David Kisilevsky fears too many brands do – which is marketing wholly towards one ‘tribe’ with a ‘one size fits all’ approach because that can damage the brand with irreparable PR.
David from McCann Erickson especially focused on this idea of friendship linking into the responsibility of a brand. He asked what the point of a brand was from the eyes of a youth? It is believed that young people become closer affiliated with a brand that has the potential to engage a community; therefore the more successful brands are able to reach beyond the ‘beacon of trust’ and develop more of a foundation merely using the concept of friendship. David in fact regarded this as one of the most significant technologies that brands should be grabbing a hold of.
As a whole, the panel agreed that technology is no longer only a discretionary thing but it is undeniable that marketing is now very much leading towards the world of social media – and we have to keep up!
On this note, don’t forget to follow us on Twitter and Facebook – presumably you wouldn’t want to miss out on WEXOs fantastic chat and opportunities!
Ailsa Renton – Marketing Intern at WEXO, & Leeds University graduate