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.
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.