There are many things companies can do to appeal to the huge adolescent population who buy products for themselves and to give as gifts. While offering Alien Workshop or Chocolate skateboards may seem like a novel idea, more marketing success with this age group has been shown to come from more traditional methods. These methods include internet marketing, television commercials, celebrity endorsements, and catalog submissions.
Most teens spend an incredible amount of time on the computer, surfing the web, catching up on Facebook, and emailing their friends. They are exposed to hundreds of typical ads on the top and side of web pages. These advertisements are one way that companies have found avenues to advertise for promotional or beneficial products. Another way is through individual blogs where people discuss and rate the taste, function, or performance of new products. A third way to connect with teens on the Internet is through their Facebook pages. Teens can send links and information about new products to their entire friends list with just one click of the mouse. This simple action can greatly increase the popularity of a product very quickly.
Television commercials have always proven to be a great marketing tool for consumers of all ages. To target the adolescent population, a business will need to run its ads on channels like Bravo, MTV, VH1, and FOX. The programming of these channels is focused on late adolescence and early twenties. A great example would be for a company to run their commercials during a show like American Idol. While it is very expensive to have commercials during this primetime show, the level of exposure to this age group is immense. Coca-Cola is a huge sponsor of American Idol and puts out commercials filled with young people doing things and listening to music specific to their age group. Teenagers have become one of the main consumers of the products that Coca-Cola has launched during these commercials.
Celebrity endorsements are very successful and important marketing tools used by companies to attract teenagers. The list of famous people who make clothes, perfumes, shoes, video games and restaurants is long and growing. Two examples of celebrities who are successfully selling their products to the teenage population are Britney Spears and Jennifer Lopez. These two musicians initially attracted teenagers through their music on the radio. Now Britney is selling millions of bottles of perfume to those same fans. Jennifer Lopez went from being “Jenny on the Block” in the lyrics to dressing millions of teens in jeans, tight shirts and big belts. This cross-marketing increases spending by teens and music artists to earn money in areas other than music.
Lastly, catalog submissions are a great way to gain brand loyalty and increase teens’ awareness of new products. One company that has been very successful in this type of marketing is Pottery Barn Teen. Their catalog has set trends for teens in the way they design their bedrooms, playrooms, and study areas. Their catalog also does a fantastic job of targeting teens before entering college. Their catalog pages feature trendsetting, modern, and well-priced bedroom furniture and accessories for this age group.