The document provides information about marketing to youth audiences. It discusses segmentation of youth into different age groups, lifetime value of customers, trends in social media usage, and strategies for youth marketing such as using brand ambassadors on college campuses and viral marketing techniques. Examples are given of campaigns that have used expressive t-shirts, mobile marketing, and paper flyers to engage youth.

1. ne ki bu ‘youth’ dediğimiz ?
youth marketing keynote
28.03.2009

3. Ben kimim?

4. Ben kimim?

5. the uniclub kim?
Founded : 2001
Age : 25.6
Payroll : 222
critical contacts :
286 / youth
139 / zone
Turnover : 10.1 mio TL
Consumption : 20.284 cup of coffee :)

6. the uniclub kim?
Founded : 2001
Age : 25.6
Payroll : 222
critical contacts :
286 / youth
139 / zone
Turnover : 10.1 mio TL
Consumption : 20.284 cup of coffee :)

7. Customer / Youth Segmantation

8. youth?
Young Adult
25 -35 years
Youth
20-25 years
Late
Teens
16 – 19 years
Early
Teens
Child
12 – 15 years
0 – 11 years

9. youth?
Young Adult
25 -35 years
Youth
20-25 years
Late
Teens
16 – 19 years
Early
Teens
Child
12 – 15 years
0 – 11 years

10. Customer
Lifetime Value
(CLV)

11. Müşteri Değeri Hesaplanırken!
• From revenue to profitability
– Pure spend-based models: straightforward and easy
– Introducing cost elements: allocation methods
– Detailed individual customer costing
• From past to future value
– Historic value: recent history
– Historic value: total cumulative history (‘lifetime’)
– Future (potential)value: different predictive methods
– Net present value (NPV): discounted future value
• Lifetime Value (LTV) or CLV (customer lifetime value)
– LOS (length of service)
“The net present value of all future profit streams from an individual customer’s
relationship with the company”

12. 12 billion youth
Western Europe
Where are they? 124.8 million Eastern Europe
115.3 million
China, Taiwan, HK
254.6 million
North East
Asia
Middle East 46.4 million
North Africa
42.8 million
Asian Pacific
North America 133.9 million
99.3 million
Central South
Asia
219.3 million
Latin America Central
146.3 million Southern
Africa
60.9 million
1.36bn 1.43bn 1.50bn
1.24bn
1.15bn
new adds
recent 50% live in
Asia
2008 2009 2010 2011 2012

14. Sonuç
Odaklı

15. Sonuç Süreç
Odaklı Odaklı

16. Jenerasyon Farkı

17. Youth vs. Adult
YOUTH ADULT
Voice + 30%
+100% SMS
+ 10% MMS
+ 5% GPRS / 3G
Voice Mail + 60%
+ 40% Ringtones
Directory services + 90%

18. Youth / Lifestyle
Onları tanımak

19. Who is Generation Y ?
Birth years 1977-1992
Over 25 million people in Turkey
Global perspective
Creating change

20. geleneksel medyaya güvensiz

21. teknoloji merakı

22. yetki
ve otonomi
önemli

23. emin
açıkgöz

24. pratik
bir dünya görüşü

26. hedef odaklı

27. arkadaşlar
çok önemli

28. aile ve eğitime saygı

29. What does Gen Y most Value ?

30. Motivating
Factors
COMMUNITY
 While today’s youth want to stand out and
express their individuality, they also strive to
feel connected with each other (both locally
and globally).
 This community is created by shared
experiences and constant communication (IM,
texting, Facebook).
My Media
PERSONALIZATION Generation
 Today’s youth demand control. They are
used to customizing and personalizing
everything in their lives.
 They demand products and services that suit
their moods and want to live in an on-
demand world that they can control.
SELF-EXPRESSION
 In the hands of Gen Y, brands get articulated
in more ways than the brand itself could ever
imagine. Gen Y doesn’t wait for permission to
morph a brand. They are constantly seeking
ways to have their voices heard and put their
stamp of self-expression on products.
 Brands can become a badge for what they
stand for.

31. Youth / Choices
Tercihlerini anlamak
Youth / lifestyle

32. kişisel markalarını,
değerlerini farkındadırlar

33. alışveriş bir etkinliktir
sıradan ve küçük bir iş değil

34. roller karışmaya başlar:
erkekler saçlarını boyatırken,
kadınlar ev tamirleri yapmaya başladı,

35. sağlık takıntıları yoktur kendi
kafalarına estiği gibi yaşarlar

36. bu iki adamın birbirinden farkı ne?

37. bu iki adamın birbirinden farkı ne?

38. eğlence için para harcarlar

40. kalite iyidir,

41. bu konuları hayatımızda
yükselen değerler haline getirdiler,

42. Lifecycle
youth

43. Trends

44. Youth / Voices
Onlara seslenebilmek

45. Youth / Voices
Onlara seslenebilmek

47. geleneksel

48. Marketing to Gen Y
Gerilla Pazarlama /Gen Y street teams
Gençlik Pazarlaması ajansları /
Partnering with youth oriented
companies
Ağızdan Ağıza Pazarlama / Word of
Mouth Marketing
Vızıltılar yaratmak /Create Buzz
Sosyal Ağlar /Social networking sites

49. How do you reach Gen Y?
Önem Ver! / Get to know their values
Saygı Göster! / Respect them
Güven Yarat! / Build a trusting
relationship
Onların Diliyle Konuş! / Communicate
with them on their terms

50. deliler kuralları koyuyor!

51. Codes of Youth Marketing
1. Entertain them
2. Don’t try to be something you are not
 Youth crave authenticity…in fact, they demand it
 Be a cultural anthropologist to learn their world.
 With niche being the new mass, you have to invest time in their communities. You cannot just shove your way
in line.
 Remember, most of them think they can do better “marketing” than you anyways.
3. Put them in control
 Give them the tools to embrace your brand.
 They are going to take your brand and shape in ways you never imagined. Let them!
 Engage them. Enroll them. Befriend them.
 Never make the mistake of forgetting them or talking down to them. Remember FedEx Furniture, iPod’s Dirty
Secret, and the ComCast Sleeping Cableman.
4. Re-calibrate your risk tolerance
 Innovation requires placing bets. You need to start thinking like a Venture Capitalist when it comes to
marketing. Realize that if you place 10 bets, maybe only two of them will be homeruns.
 Getting in this mindset requires you to recognize that by the time you see a wave, it is probably already
crashing. If you want to have any hope of catching the next wave, you either have to create it or see it early.
5. Leverage the power of your network
 Get out there and shake hands.
 Never underestimate the power of someone saying “You know, you should really meet…”
 Pay it forward and help people out. You never know when that favor will be repaid.
 The world is all about connections. Never forget it.

52. Markanızın tek yaratıcısı
siz değilsiniz

53. Steps of Youth Marketing

54. Steps of Youth Marketing

55. Teen & Youth

60. Social
Marketing
Sosyal Pazarlama

61. yeni çağda
herkes ses çıkarıyor

62. Internet Penetration

66. Sosyal Medyaya harcanan zaman

69. o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

70. o A podcast is a series of audio or video
files which is distributed by syndicated
download to your computer, for use on
an MP3 player or computer.
o Podcasts can be simple recordings of
conversations, presentations, or
interviews
o They’re a chance to provide build an
audience around your brand or
message.

71. o Internet-based 3D virtual worlds like
Second Life reimagine our world with all its
potential for commerce and branding
o people interact through characters called
avatars
o residents explore, meet other residents,
socialize, participate in individual and
group activities, and create and trade
items and services with one another

72. o Video sharing sites let you upload
videos and share them with
people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points,
commercials, how-to’s and a
behind-the-scene look at your
organization.

73. o helps you gain exposure and direct
traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase
your leadership in a field, and
spread customer testimonials

74. o Photo sharing sites give
you a place to upload and
organize your photos
o You can invite friends to
check out your photos and
people can find your photos
by searching for the
keywords (tags) you apply
to your photos.

75. o detail the launch of a new
product, from initial sketches to
the launch party
o promote special events,
charitable campaigns, and
awards ceremonies
o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative

76. o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert

77. o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches and
events
o gain expert status by providing
useful tips

78. o Microblogs are blogs
limited to a sentence or two
(about 140 characters)
o People use microblogging
to follow their friends
o Companies use it to market
their product or services by
giving them a voice/
identity.

79. o promote contests
o share timely information
o spread useful links
o personify your brand
o build credibility and influence
o follow competitors

80. o Social bookmarking sites
allow users to save, share,
organize, comment on
and search webpage
bookmarks
o Community votes on your
submissions so they either
rise to the top or drop to
the bottom

81. o People and organizations
connect and interact with
friends, colleagues and
fans.
o Facebook and MySpace
pages provide a micro site
for your business within the
social framework.

82. o create online profiles
o share photos, video, and audio,
links
o send private message and instant
message
o learn more about people and
organizations
o join groups and gain fans

83. o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and other
content available to
subscribers.
o an effective way to distribute
your content and lead users
back to your website

84. Youth marketing / case studies

85. atl_btl_pr_interactive_m
ediaplanning_mass_med
ia_bla_bla klişeler...

103. Brand Ambassadors
/ Marka Elçileri
genç marka müdürleri :)

104. Reports all trends,
Campus life,
Popular venues, (Off-Campus, On-Campus)
Sponsorship opportunities,
via web-based BA programs

105. Reports all trends,
Campus life,
Popular venues, (Off-Campus, On-Campus)
Sponsorship opportunities,
via web-based BA programs

106. Reports all trends,
Campus life,
Popular venues, (Off-Campus, On-Campus)
Sponsorship opportunities,
via web-based BA programs

107. Monitoring rival activities on
their campuses,

108. Generate local marketing
plans focused on their
colleges and execute
campaigns,

109. Generate local marketing
plans focused on their
colleges and execute
campaigns,

110. Generate local marketing
plans focused on their
colleges and execute
campaigns,

115. Creates WOMM, guerilla
marketing jobs,

118. Promote sponsored events,
festivals, parties etc.

121. Trigger Sales,

122. Focus Group effect,
new ideas, insights from youth

123. youth oriented channels
çğ ı

124. carry my brand
Express yourself T-Shirts,
3.000 young people,
Mobile Marketing (counter mech.)
200 festival participant with appropriate messages to
media. (ie. TARKAN SENI SEVIYORUM !!!)

125. carry my brand
Express yourself T-Shirts,
3.000 young people,
Mobile Marketing (counter mech.)
200 festival participant with appropriate messages to
media. (ie. TARKAN SENI SEVIYORUM !!!)

126. 351.000 gence ulaşan basılı bir
mecra düşünün. ç

128. fotoko

133. Valuable
Bu kağıtları kullanıyorlar!

134. Valuable
% 97
Bu kağıtları kullanıyorlar!

135. Efficient
Kağıtları üzerinde ki mesajı hatırlıyorlar!

136. Efficient
% 79
Kağıtları üzerinde ki mesajı hatırlıyorlar!

137. Effective
Kağıtları ile günde ortalama

138. Effective
90 dk
Kağıtları ile günde ortalama
çalışıyorlar!

139. Viral
’i üzerindeki mesajları
birbirlerine anlatıyorlar

140. Viral
% 25 ’i üzerindeki mesajları
birbirlerine anlatıyorlar

141. Özcümle:)

142. Özcümle:)
-mış gibi
get naked!

146. Teşekkürler,
Sorular