The new way to market to teens
In many ways, I think Scion really trailblazed this effort when it began supporting underground hip hop artists and events. Other brands like Levis in Europe also embraced this philosophy with their Antidote campaign, which I wrote about awhile go. Jones Soda (one of the Mashup keynotes), embodies this philosophy in its support of independent music and bands. The idea is that you figure out what your core audience loves and then find a way to authentically support it. Help them publish their ‘zines, fund their events, record their music, or get their artwork out there. And if you can integrate your brand seamlessly (without forcing it), all the better. For example, Jones uses its DIY labels as a way for indie bands to get on the bottle and promote themselves.
From Ypulse
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About Javier Marti
As an Independent Strategy Consultant, speaker and founder of HypnoticSales.co.uk and SunshineHypnosis.co.uk, Javier is dedicated to help organizations, small businesses and individuals to optimize systems, increase profits and make better choices in business and in life. He is the author of the book "Mobile, Domains & The Future"
Javier also shares his knowledge and experience through information-packed and entertaining presentations in English and Spanish.
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