Thursday, November 22

Revisit how you approach the youth market

(Originally published in TOURISM)

Martin Cash of the Winnipeg Free Press writes: "The first clue that you're not cool is when you try to tell young prospective customers that you or your product is cool," and "The next clue is when you try to figure out what's not cool about it."

Cash's article (October 12, 2007; Don't say it's cool; ask them) refers to an address by Doyle Buehler, founder of Winnipeg's myTEGO Inc, given at a meeting of the Advertising Association of Winnipeg. He says many companies have to throw out what they thought they knew about

marketing and go for an emotional approach: "You have to immerse yourself in the youth culture. Get them to describe your product or your service. Listen to what they have to say about your company." Buehler stresses that young people are not impressed by who you are or where you're coming from; they care about how your product will affect them.
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