Youth marketing yo!
I just read the following on a local marketing site, Biz-community
|8 Ink Media, publishers of Seventeen and National Geographic Kids magazines, are publishing Standard Bank's exciting new youth booklet PhatStuff. Standard Bank's 100 000 youth account holders will be receiving four PhatStuff booklets a year. Aimed at youngster's aged 12 - 17 years...|
I have a few problems with this. My first problem is that a product has been created for 12 - 17 year olds. Think back to when you were 12, got a mental picture? Now think back to when you were 17. Worlds apart. That 5 year gap is one of the most radical evolutions you will go through in your entire life. It will be nearly impossible for them to create a product that is relevant to all parties, in these cases I find that when you make things relevant to all, they're usually relevant to none.
My second problem is the slang and lingo used. Phat? WTF? Even when I was 17, I was wise enough to know that my bank was run by professionals, and not other teenagers. I used to find this kind of thing extremely condescending and insulting. It is also bizarre that the word they have used is a ghetto term that is just not used in South Africa, thus reinforcing the fact that they really do not understand the generation they're talking to. The company responsible for the campaign went on to say this:
|"8 Ink Media's titles already have a strong connection with South Africa's youth market and its advertisers. The partnership with Standard Bank not only endorses our mission to own the youth segment, but shows that SA's leading brands trust our ability to understand and deliver a product that will truly resonate with today's teen market."|
Then it's like the blind leading the blind...!
Posted by Rich...! | Permalink
TrackBack URL for this entry:
Listed below are links to weblogs that reference Youth marketing yo!:
» MP3 File Search from The Mp3Database
Download mp3 audio music and song lyrics. Mp3 search engine to music links for free download ... Quick Database Search search in 250209 mp3 entries ... [Read More]
Tracked on 29 Mar 2006 20:42:34
Tracked on 30 Mar 2006 12:26:10
» MP3 Downloads, Full Albums, Latest Hits, MP3 Search from Global Media Search Engine
Big Mp3 Archive, Mp3 Search, Mp3 Albums, Mp3 Songs, Mp3 Software, Mp3 Traffic Exchange, Advertising... [Read More]
Tracked on 9 Apr 2006 17:22:52
Tracked on 9 Apr 2006 21:44:17
Tracked on 26 Apr 2006 21:33:32
» Pistons Have Every Answer for Young Bucks So Far from spent this week
this week dissecting what's gone wrong with the Bucks, writes Colin Fly in THE DETROIT NEWS. Maybe he should talk with the Pistons, who seem [Read More]
Tracked on 3 May 2006 07:09:02
» Europages, European directory from Open Directory Project
Multilingual european business directory, 600000 european companies, european company directory and business opportunities, trade leads, ... [Read More]
Tracked on 4 May 2006 10:36:42
» Cavaliers Silence Wallace, Even Series With Pistons from Varejao
James enduring a rough second half, Anderson Varejao and the Cavaliers locked down defensively, smothering [Read More]
Tracked on 19 May 2006 08:45:03
Tracked on 25 May 2006 09:14:48
Tracked on 30 May 2006 08:16:01
Tracked on 6 Jun 2006 03:23:48
» As stakes Rise, Suns Rise to Occasion from They believe
players' faces say it all. They believe they have the Mavericks right where they want them. The Suns are confident, and they believe the Mavs [Read More]
Tracked on 6 Jun 2006 17:10:00
Tracked on 7 Jun 2006 10:23:38
» Lotus Notes: Update Views the Easy Way -- Update and Analyze Views Without the Domino Designer from design, development,
to announce the release of ViewEZ. It allows IBM Lotus Notes and Domino [Read More]
Tracked on 8 Jun 2006 20:37:16
Tracked on 10 Jun 2006 01:47:15
» Four Leading ExxonMobil Distributors Consolidate to Form PetroLiance LLC from LLC. The four
URI: http://www.prweb.com/zingpr.php/U3VtbS1TcXVhLVRoaXItRW1wdC1JbnNlLVplcm8= [Read More]
Tracked on 11 Jun 2006 02:50:45
» NBA Finals Preview... Mavs vs. Heat from game of the series...
and Udonis Haslem will likely be matched up on him, but neither is tall enough or quick enough to stop Dirk from going off. Jason [Read More]
Tracked on 12 Jun 2006 08:26:31
» Marty Mac's World: Pistons' Saunders Season Turns from going to be an
to be an NBA head coach, again, Mr. Musselman? Well, take your motion-sickness pills and prepare for the ride, writes Martin McNeal of the SACRAMENTO [Read More]
Tracked on 19 Jun 2006 07:14:46
Oh dear we've seen it all before. Laughable efforts by banks to appear trendy. Among my many painful memories of adolescence was finding my parents cringe-makingly embarassing to be seen with. I think that will be the (appropriate) teenage response to Phat banking!!
Posted by: Johnnie Moore | 18 Aug 2004 09:23:09
The unofficial response:
I respect you(sic) opinion on this matter, but I think it best for you to keep comments like this off the e-mail and rather to yourself.
A lot of work went into this value add and based on your comments, you have no idea what the booklet is made up from, I will be sure to send you a copy once it has been produced. The booklet does span the age group in its content and value aadding system.
8 ink media are the market leaders in this market both here and abroad, thus the obviuos new partner for the relaunch of the old booklet.
About the slang, you are not 17 anymore Jim, don't worry about it, it does not matter.
But like I said, rather keep these comments to yourself, it tends to be more destructive than amusing. The hard core approach will only work for so long until you step on the wrong set of toes.
love bob (names have been changed to protect the ...erm.. guilty)
Posted by: JimBob the Immaculate Tuna | 18 Aug 2004 12:45:56
Awww, come on JimBob a true Immaculate Tuna would happily reveal the identity of his sources. It'll be our little secret...!
Posted by: Rich...! | 18 Aug 2004 21:15:25
My fishy lips are sealed.
Posted by: JimBob the Immaculate Tuna | 19 Aug 2004 10:55:35