Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Keys to marketing to youth
Nov 23, 2009
Sports Business Journal:
Strategy session: Keys to marketing to youth
By Lori Sutherland | The Marketing Arm
Brands interested in engaging a younger audience through sports should focus on three points:
First, try to find an ownable space. Today’s youth have grown up in a marketing-centric, message-filled world, so brands have to avoid being ignored and sounding disingenuous. By having a deep understanding of consumer insights and relevant trends, and applying that knowledge using a consistent brand message in a clutter-free (i.e., ownable) space, brands can speak to youth in an understandable, relevant and credible voice.
Second, brands must find youth in nontraditional channels. Youth are too fragmented in their attention to be solely approached through traditional advertising. They’re actively consuming media through various channels throughout the day and are deeply involved in social media. Developing programs that leverage multiple touchpoints creates an ongoing dialogue and “badge-value” within their peer group.
Third, brands should avoid an approach that force-fits “coolness.” In speaking to youth and trying to break down barriers, it’s important to be mindful that they may get the message, but lose the brand. Authenticity is non-negotiable with this group — they can smell a rat. If you try too hard or push an agenda, you’ll lose them from the start. Be true to your brand and, if you choose to associate with a sponsorship or athlete, make sure it stands for something that connects to your brand or you will find yourself investing in something that yields no return long term.
Any brand can license a logo and integrate on a surface level with relevant properties. It’s the brand that carves out a meaningful space designed to connect with their consumer and tie back to their brand that will earn loyalty from this savvy consumer for a lifetime.
Lori Sutherland is account director at The Marketing Arm.
