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Youth Marketing 101: how to win the youth market without advertising Paperback – February 29, 2012

4.5 out of 5 stars 2 customer reviews

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Editorial Reviews

Review

"If you're happy to continue paying for sex that leaves your brand empty on the inside, crying itself to sleep at night, don't bother reading this book. However, if you want to build a brand with soul then buy all his books before advertising agencies find a way to silence him forever."  Jamal Benmiloud, VP Marketing Monster Energy Drinks

About the Author

Author, Director and Founder, mobileYouth and Chairman & Founder of The Youth Marketing Academy.

Since witnessing the growth of youth media and technology having lived in Japan in the early 90s, Graham along with business partner Josh Dhaliwal has helped grow mobileYouth to serve over 250 clients in 60 countries worldwide - names such as Vodafone, Nokia, Coke, McDonald's, Telenor, Red Bull, Nike, Monster Energy, Orange, O2, Verizon, Boost Mobile, the UK government and the European Commission.

Graham is a regular public speaker and has presented at the 3GSM World Congress, Barcelona and been interviewed on CNN, CNBC, BBC TV and Radio. His work has also featured in the Wall Street Journal, Financial Times and the Guardian. He hosts the youth marketing stream on Upstart Radio and mobileYouth's own TV channel.

Graham is also a judge on the Mobile Marketing Association's Award Panel, advisory board member to UNICEF on their mobile media strategies and an advisor to the Global Youth Marketing Forum in India.
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Product Details

  • Paperback: 56 pages
  • Publisher: CreateSpace Independent Publishing Platform (February 29, 2012)
  • Language: English
  • ISBN-10: 1470157365
  • ISBN-13: 978-1470157364
  • Product Dimensions: 6 x 0.1 x 9 inches
  • Shipping Weight: 4.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #2,984,519 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Kindle Edition Verified Purchase
If you are looking to effectively market to young people but need a little advice or ideas then this guide is really worth reading. It clearly shows that the methods other companies have been successful with and the mistakes others have made. The book is quick and to the point, it doesn't waste time with filler, there are boatloads of information on every page. It uses images and charts to explain everything clearly and in a very easy to understand way. Anyone needing to market their product to a young demographic has simply got to check out this book.
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Format: Paperback Verified Purchase
Youth Marketing 101 by the team at Mobile Youth details the ways in which the effective marketing context has changed from the top down model of the 20th century to a collaborative model where consumers define the brand through their own experiences. My top takeaway was the concept of Immersion Research and the importance of discovering why people buy what they buy and what those purchases mean to them vs. the old model of performing a retail audit of what was sold. The importance of Fans to a brand vs. the general market and the power that this connected and influential 10% wields over consumer opinion is significant. These self appointed brand evangelists must be given the space to do what they do with little to no corporate interference. Although more brands are realizing the importance of these insights, many still feel they must justify their existence and end up meddling with hugely successful entirely consumer driven movements.
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