Youth marketing

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1 Youth Marketing
2 Segmentation Within Youth Marketing
3 Examples
4 See also
5 External Links

[edit] Youth Marketing

Youth Marketing is a term used in the marketing and advertising industry to describe activities that companies and organizations undertake to communicate with young people, typically in the age range of 12 to 34 years old.

The youth market is a viewed as a critical target consumer group for business because of the demographic's significant buying power and its members' influence on the spending of family members. In addition, teens and young adults often sets trends that are adopted by other demographic groups.

The youth market is viewed as a difficult group to connect with and sell to, based on the fragmented media landscape and young people's keen ability to identify and reject marketing messages that lack credibility.

None the less, many brands effectively market and sell to youth by offering relevant products and services while communicating an authentic message in an appropriate voice and tone. The most successful brands marketing to youth typically have a foundation in or association with key interests and drivers among youth: music, sports, fashion, video gaming and technology, among others.

Youth marketing strategies commonly include television advertising, magazine advertising and online marketing. Today young people expect to be able to learn about, interact and be entertained by with brands or services targeting them online. Other common youth marketing tactics include entertainment marketing, music marketing, sports marketing, event marketing, viral marketing, school and college programs, product sampling and influencer marketing.

[edit] Segmentation Within Youth Marketing

- Tween Marketing, targeting people in the 8 to 12 year-old range.
- Teen Marketing, targeting people age 13 to 19.
- College Marketing, targeting college-age consumers, typically ages 18 - 21.
- Young Adult Marketing, targeting young professionals, typically ages 22 and above.

[edit] Examples

Vans Footwear has used youth marketing tactics to grow from a niche sneaker brand to a successful international business.
Mountain Dew is well known for successful youth marketing tatics in the 1990s to grow from a small niche soda brand to a major player in the US soda market.