Youth Marketing through guerilla techniques

Enlarge Media Group takes an investigative look into marketing targeted at young adults.

The youth of 2008 own video game systems, portable media players, cell phones, computers, satellite radio players, not to mention tvs. When they do take the time to watch tv, they have dvr systems and they watch already recorded programs. Everything is done on their terms. Information comes instantly. Traditionally, advertisers placed advertising in between bits of information. Consumers today don't have to be subjected to that anymore. They can fast forward. Young adults today download their favorite tv show to their portable media player (commercial free) and they are on their way. So how does an advertiser reach these consumers?

Advertising cannot be shoved down their throat. The youth market, more than any other market, chooses what information they want to receive. Everything is "opt-in". Accordingly, once they decide to opt –in, they are loyal. Brand loyalty can be stronger with youth marketing because in many ways, they use the clothes they wear, music they listen to, brands they represent, to express who they are. They associate themselves with the image each brand or group puts out there.

Many times, the only way to reach the youth is to create a movement. Large scale festivals like the Vans Warp Tour are often most effective because they captivate and organize everyone together. With 20 bands, a skateboard contest, merchandise booths, food and beverage tents, etc.; it is more of a festival than just a concert. Some creative marketers use festivals like these to employ guerilla marketing techniques like flyer distribution, sticker campaigns, and giveaways to get in front of these powerful consumers. They send teams of brand ambassadors out into the crowd to engage the consumer and spread the message.

Not unlike "real life" festivals, the internet is another powerful medium to campaign on. The rising popularity of social networks has forced advertisers to turn their attention towards the web. Similarly, guerilla marketing techniques like viral campaigns often work well to spread throughout a youth demographic. Youtube videos and blog attachments are sent from one friend to another, and they grow like wildfire. In a network like facebook or Myspace, it is not uncommon for a funny video to reach thousands or even millions in a day. Creative advertisers have caught on to this trend and are finding ways to group their message in with everything else. Even Politicians have joined in, trying to create "grass roots campaigns" centered around their web site and social network pages.

The main thing to consider, whether you are online or in person, is that traditional techniques and commercials are not going to engage a young adult in the same way that interactive, in your face techniques will. Young adults choose what they listen to and what advertising they are subjected to. If they identify with you and feel like they are apart of something, they will be loyal, and they will tell their friends.