(Graham Brown mobileYouth) Youth Marketing event

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mobileYouth® Trends Workout 2007

Welcome to the mobileYouth® Trends Workout 2007

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Session One : Youth Lifestyle

$130bn

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51 yrs+

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Age 10: 100% of lifetime value

Age 33: 50% of lifetime value

Lifetime spend of average 10 year old: $28 00

Harley strategy

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“We cannot predict the future

We can only predict what customers love”

Harry Beckwith

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“We are their social network” (Howard Schulz) CEO

4x more profitabl

e

Consumer brand

advocacy

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Session One : Youth LifestyleFrom #1 to

#7 in 20 yrs

From #2 to #1 in 20

yrs

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Panel One : Youth Lifestyle

Geoff Goodwin

Marc GoodchildHead of Children’s Interactive, BBCi

Head of BBC Switch, BBC

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Session Two : Youth & Media

On the street videos

“Tell us about TV & other media”

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Video Two : Youth & Media

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TV is dead! Long live mobileTV Myspace Facebook!!

“Only 18% of TV advertising produces positive ROI”

Kirby & Marsden 2006.

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Metrics show that TV is still an effective tool to reach youth Circuits of Cool/Digital Playground 2007

7-14yrs 15-24yrs

Watch TV

85% 65%

Listen to music

71% 70%

Hang out with friends

68% 65%

Spend online

51% 56%

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Pay Attention! (online)

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Multitaskingis a fact of

youth life

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Which media influence your

purchasing decisions?

(BG Research 2006)

1. Word of Mouth

2. TV

3. Magazines

4. Internet

5. Read Article

6. In-store promotion

7. Coupons

8. Email

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Panel Two : Youth & Media

Johan WinbladhMobile Channel Editor, Danish Broadcasting Corp

Pasa MustafaHead of Digital Original Programming,

Endemol

James DavisHead of Mobile, News International

Head of Digital Original Programming, Endemol

Giovanni MarucaDirector, Paramount

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Session Three : Youth & Brands


What do you think of these brands?

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Video Three : Youth & Brands

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1320 Session Three : Youth & Brands

Buzz?? How can we manufacture us some of that?

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The 5 most TRUSTED brands (Outlaw Consulting 2007)

Apple 60.9 Trader Joe’s 57.4 Jet Blue 46.4 In-N-Out Burger 38.8 Ben and Jerry’s 33.6

76% of consumers don’t believe advertisers (Yankelovich 2006).

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Open house branding? How are we ever going to get that one past our marcomms dept?

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Consumer led innovation? Look what would happen!

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Customer API?

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Panel Three : Youth & Media

Ged Carroll

Oliver Ripley

Jonathan MacDonald

Digital Director, Waggener Edstrom

Head of Sales, Blyk

Product Manager, Tanla

David MurphyEditor, Mobile Marketing Magazine

Mark LinderGlobal Client Leader, WPP

Nick Rhodes

Director of Product Design,

Central St Martins

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Session Four : Youth & Operators


Does your operator understand you?

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Session Four : Youth & Operators

How can operators build a dialogue?

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Panel Four : Youth & Operators

Richard Miller

Derrick Heng

GM, Consumer Convergence, BT

Director of Segment Marketing, Singtel

Business

(Graham Brown mobileYouth) Youth Marketing event