Importance of Non-Linear Engagement in Reaching Younger Consumers
‘Traditional’ marketing has been altered (not broken).
No where is this more apparent than with younger males in today’s marketplace. The picture you see of your M18-34 customer is real and needs no touch up - gaming, on-line, mobile, broadband, YouTube, Facebook; they live in different places. So, it’s time to make your brand also travel to these places. Great examples in the marketplace exist because they respect the turf on which they are trespassing. Consider Pepsi’s integration with the Halo 3 launch and Nike pop-up stores; great examples of changing your brands mix to be relevant and achieve real engagement by immersing (and marrying) your brand into your customer’s lifestyle experience.
Time to rethink the ‘08 & ‘09 plan!
