In today’s consumer world, no one is flexing monetary muscle more than teenagers. Already one of the world’s largest demographic groups, their numbers and consumption of consumer goods continue to grow rapidly. Furthermore, an appreciation of the trends affecting the lives of young people provides a roadmap to the future adult market.
Weber Shandwick's Youth Marketing practice offers clients a unique perspective of this group through a combination of teen-specific marketing and traditional public relations. Team members provide clients with strategic counsel on the best ways to penetrate the unique culture segments within the youth population. They also recognize that while teens have embraced new forms of communications, they still have not abandoned traditional media. This understanding enables the practice to follow a multi-dimensional approach to its work, and offer clear, strategic and effective programs.
Weber Shandwick’s youth marketing practice utilizes teens themselves to create effective programs for clients. In the U.S., Prototeen is an online panel of teens who are ready to give their opinions at a moment’s notice. Feedback gathered from these panels has helped in the development of programs utilizing teen-friendly tactics such as traveling tours, Internet promotion, event sponsorship, radio promotions and grassroots campaigns. In other parts of the world, as well, Weber Shandwick has developed research techniques that tap into local youth preferences and aspirations.