A design and marketing company called 3iYing has enlisted the help of 15 – 25 year old girls to help develop more effective marketing strategies.
Earlier this year a group of 8 young women enlisted by 3iYing walked into the Virgin Mobile office and told them their teen marketing strategy was all wrong. The girls pointed out that pay-as-you-go tariffs cost too much for teen girls who usually resort to using ‘guilt-tactics’ on their parents to get them to pay.
Virgin listened and subsequently ran a campaign in CosmoGIRL that included tear out phones that allowed teens to make fake calls in front of their parents, thereby pushing their ‘guilt button’. 3iYing’s Chief Executive Heidi Dangelmaier came up with this approach having been a leading voice in girl market trends. The teen demographic has increased by 17 per cent over the last 10 years, Moreover the financial muscle of these teens in terms of home spending is growing even faster.
Companies like Virgin, realising they cannot properly relate to this market are turning to alternative approaches like that offered by 3iYing. User-centred design and marketing has always proved a successful approach, listening to what teens really want will make for more compelling, teen-centric brands and products. Kudos to Steve.
Update: USA Today has an article about Gen Y in the workplace, basically they want a dot.com style work environment with a decent pension plan. Sounds similar to Gen X really, apart from the fact they are more mouthy and high maintenance. Kudos to Blake Barbera.