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Event Marketing & Young Adults

a day in the life…

On a typical day a young adult is faced with:

• 200+ cable television networks• 5,500 consumer magazine titles• 10,500 radio stations• 30 million+ websites

Young adults (ages 20-21), spend $68+ Billion annually…

How do you separate your message out from all the competitive noise?

Source: National Center for Educational Statistics

Avoid targeting Young Adults as a group.

Work out exactly which consumer

need states you are trying to address and therefore,

exactly which individual consumers you are trying to target.

marketing to young adults• Young Adult attitudes do not match behavior

buy brands despite claiming not to like them contradictions between actions and beliefs apply across all areas of consumption

• Young Adults are hard to target through conventional advertising conventional advertising resonates less well with Young Adults electronic advertising is hard to get right

• Young Adults are less cynical but also less ethically motivated than is stereotyped more likely to trust food and drinks claims mixed trust levels towards cars and energy lower-than-average trust of banks and personal care claims more likely to be involved in direct action than other groups… ...but less likely to choose ethical goods attitude is a more important than income

• Brand loyalty is diminishing but is still significant first-time-buyers for many goods and services if they have a choice, they will avoid trying new products brand-promiscuous

• Young Adults are high-value CPG consumers drinks are the most important category for Young Adults personal care is another spending priority

• Young Adults are high-value CPG consumers on-the-go consumption is particularly important Young Adults consume a great deal of snack categories Soft drinks are popular across all the countries considered

• Young Adults are above average beer drinkers• Young Adults personal care spending is driven by image

hair care and fragrances are most important 'Invisible' hygiene is under-targeted

why event marketing to young adultsWord-of-mouth marketing applies extraordinarily well

when targeting Young Adults…

• Opinion formers define perceptions of cool• Adopters are the biggest influencers• Belief that word-of-mouth informs rather than drives

behavior

86% of corporate marketers feel they receive the

highest word-of-mouth effectiveness from event marketing.

Source: Boldmouth.com and Osterman Research, Inc. 2006

winning young adult favor• Position brands to address Young Adults' need states

the needs of people living away from home for the first time reduce consumer anxiety

drive product experimentation through trial help Young Adults transition towards the Mid-Life stage

• Word-of-mouth and viral marketing tactics• Replace puritan images with more credible marketing• Market products based around affinity groups• Take good-for-you products out of the ‘wellness' ghetto• Tailor on-the-go products to match Young Adults' requirements

create student-focused on the go products target employed Young Adults' workplace consumption

• Encouraging a 'planned impulse' strategy vending machines to improve presence and constant gratification-seekers

• Trade Young Adults up to higher value products• Use aspirational marketing tactics for products most personal to Young Adults

Michael L. CutlerRegional Vice President | Business Development

949.380.0409michaelc@eventivemarketing.com

David SaalfrankSenior Vice President212.463.9700 ext.117davids@eventivemarketing.com