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Chasing Youth Culture and Getting it Right: How Your Business Can Profit by Tapping Today's Most Powerful Trendsetters and Tastemakers Hardcover – April 26, 2011
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"Chasing Youth Culture And Getting It Right is the definitive road map to Millennials. If you need to reach them, follow the path of Tina Wells." Ross Martin, Executive Vice President, MTV
"Chasing Youth Culture And Getting It Right will help small businesses that depend on the younger demographic thrive. A veteran in her industry, Tina Wells lays out clear, thoughtful analysis of this group, including their ever-changing habits and needs." - Tennille M. Robinson, Senior Events Producer, Inc
"Tina Wells doesn't just know youth marketing - she IS youth marketing! Want to know what the difference is? Then read this book." - Scott Gerber, Founder and CEO, Gerber Enterprises; Author of Never Get a "Real" Job
"Tina deconstructs this 'golden egg' demographic with such wisdom and authority that if your'e not currently targeting this $43 billion market, you may want to rethink your marketing strategy. Fast." - Donna Fenn, Author of Upstarts: How GenY Entrepreneurs Are Rocking the World and 8 Ways You Can Profit from Their Success
From the Author
So this concept of chasing youth culture and getting it right is something on which I've spent my entire career focusing. From a very young age, I've had the privilege of working with brands like Verizon Wireless, Candie's, Maidenform, American Eagle Outfitters, PBS, and a host of others. I've been able to learn from the things they did right, and major blunders they've made in an effort to satisfy the Millennial consumer.
We live in a world that is completely obsessed with staying young and understanding young people. This book isn't just for the marketers who are trying so hard to get the youth dollar, it's for the Millennials' teachers, parents, the media - anyone who wants to understand how to talk to and understand today's young people.
I hope that through this book, I will be able to finally put an end to a few Millennial myths (they're apathetic, they don't care about anything) and also enlighten you on how they behave and want to be communicated with (tribes are important, and you have to speak their language).
In this book you'll learn about mindset marketing, and how you have to market to Millennials based on their tribal needs. There is a distinct way that Millennials want you to talk to them, and understanding what their needs are will make this communication that much easier. I'll also discuss the importance of technology, and how it's changing the way Millennials think and how they feel about the future. It greatly impacts the way marketers communicate with them. Finally, I'll introduce the trend of Global Mobiles - my new name for Millennials. The world has truly become their oyster, and there are no technological limits when it comes to consuming the good that they really want.
I hope that you enjoy this book, and I hope that it serves as a guide to you on your journey to understand Millennials more. This book is full of advice that I give my clients every day. I believe that marketers truly want to understand Millennials - actually, we all do - and this book is my attempt to start what I hope is a very engaging and ongoing conversation. Let the conversation begin.
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