Communicating with the young
March 1, 2004 | 12:00am
Marketers and communicators alike have described the youth market as a baffling and frustratingly difficult public to capture. To attract their attention, a focused youth-oriented effort, differentiated from the approaches directed at other audience segments, must be carefully planned and executed. Based on my interaction with college kids as a marketing communications educator, young people usually respond to an imaginative campaign that carries familiar and attractive techniques that connect to both their rational and emotional selves.
National statistics on Philippine demography reveal that out of a total household of 14 million, with an average household size of 5.4 persons (and an even split between males and females), the youth group comprises the biggest number. Consider these population figures: Those who are 15 years old and below account for 36 percent; 15 to 24 at 19 percent; 25 to 34 at 16 percent; and 35 to 44 at 12 percent. These numbers rationalize why marketers are developing products that appeal to the young and why political candidates try every opportunity to connect with this group by addressing issues with precise impact on them.
Given the segmented tally, we are reminded of the fact that young people do not form a homogenous cluster. The early teens, for example, may fail to appreciate a campaign targeted at those aged 15 to 24. Similarly, although the 25-to-34 age group may understand the content of a campaign aimed at the 15-to-24, the group’s specific interests, experiences and lifestyles demand a more suitably packaged program. Thus, we cannot depend on one all-encompassing approach if a campaign aims to link up with all youth groups. We must tailor fit our messages and implementations to every specific set under the expansive youth umbrella, who are keen at maintaining their individual group’s social, cultural, or even political identities. The specific lines that divide and the core characteristics that distinguish one from the other must be used as germane references for any plan development.
Young people positively respond to messages that are clear and honest. They are critical of projections that are seen as irrelevant or poorly conducted. A logical flow can go a long way to making a case. Clarity can make our communications stand out from the clutter, while obscurity can lead us to doom. Be aware that our young audiences will filter out information they find unimpressive, and will pick up those that are articulated with lucidity aided by a compelling and convincing manner of presentation.
Tactful candor and simple honesty on the other hand can be very refreshing in today’s world of bluffing and hype. We must speak to them as we would a friend – with careful forthrightness, circumspect, trust and respect. Engaging the youth in a respectful dialogue requires talking their talk in a language that is familiar and accessible. A condescending or a preachy tonality rather than an informative one will undoubtedly fall short of achieving the desired impact.
In doing advocacy work for the youth sector, one of the most important characteristics of communicators or leaders is to be askable. It means that young people see us as open to questions. As the Advocates for Youth wrote, being askable is a vital goal. Research shows that young people with the least information on important issues often end up with wrong decisions compared to their peers with ample information. Being askable is critical, and since many of us adults have difficulty initiating discussions, we may need to learn new skills and be more confident about our ability to discuss things that affect them.
Students represent a significant and lucrative share of the youth market. Thus, if we want to hit it big, any campaign must successfully penetrate that market. Although a notoriously skeptical bunch, a well-crafted and cleverly packaged program can capture their imagination and earn their support. Credibility and uniqueness can provide added value, as manifested in strategies, tactics and executions that have the elements of surprise and disruption, pushing boundaries with greater boldness than those intended for mainstream audiences.
Text messaging, the Internet and e-mail are the fastest growing media of communications among the youth. The ubiquitous cell phones deliver concise text messages to large numbers of people in a language to which they will respond with immediacy and enthusiasm. Persistent and poorly expressed text or even e-mail communications, however, can irritate and frustrate recipients, usually prompting them to delete them without absorbing the messages.
Television remains to be a primary medium of communication to reach out to the youth. Increasingly, TV networks are creating channels slanted specifically to the youth market, and many are strongly convinced that programming time must be dedicated to raising awareness of issues that are relevant to this dynamic, fickle and fast evolving sector, as they continue to enjoy the entertaining fares they demand. Radio stations continue to provide music, news and features for young people in friendly and convenient format, while magazines pursue a deluge of human-interest materials ranging from New Age to sex and other specific interest titles that titillate young readers. Below-the-line activities like special events and in-store relationship building promotions cover some of the non-traditional applications of youth-based talking and connecting.
Given the absolute importance of the youth market, the International Association of Business Communicators (IABC)-Philippine Chapter will be holding the Asia Pacific Communications Conference on March 29 and 30 at the Makati Shangri-la Hotel. The gathering will give delegates a penetrating look into today’s youth who comprises the biggest market, media audience, and leadership pool in this part of the world. The project is in line with IABC’s "fantastically fresh ideas" that will tackle business-relevant topics in the most unique and groundbreaking format and style.
The conference will demonstrate how music can be a powerful medium of ideas by holding the finals of a songwriting contest called Sing Young. Intriguing discussions like "TV For The Next Generation," "Making Print Media More Exciting For The Young," "Telecom as a Unifying Force for Families and Culture," "A Clean Air Act for Radio and TV," "Putting More Muscle & Adrenaline Into Sports Marketing," "The Ageless Appeal of Music," "Creating A Responsible Lifestyle," and many more exciting modules to be handled by well-known experts in the fields of communications and business. The conference will be capped by the third Gold Quill Awards where the best corporate communications programs will be recognized for their excellence and the winners of Sing Young will be awarded.
Communicate to the young. The effects can be limitless!
The IABC Philippine Chapter invites interested parties to call 892-9592; 813-7359 for more information on the "Communicating to the Young" conference
E-mail bongo@vasiacom or bongo@campaignsandgrey for comments, questions and suggestions.
National statistics on Philippine demography reveal that out of a total household of 14 million, with an average household size of 5.4 persons (and an even split between males and females), the youth group comprises the biggest number. Consider these population figures: Those who are 15 years old and below account for 36 percent; 15 to 24 at 19 percent; 25 to 34 at 16 percent; and 35 to 44 at 12 percent. These numbers rationalize why marketers are developing products that appeal to the young and why political candidates try every opportunity to connect with this group by addressing issues with precise impact on them.
Given the segmented tally, we are reminded of the fact that young people do not form a homogenous cluster. The early teens, for example, may fail to appreciate a campaign targeted at those aged 15 to 24. Similarly, although the 25-to-34 age group may understand the content of a campaign aimed at the 15-to-24, the group’s specific interests, experiences and lifestyles demand a more suitably packaged program. Thus, we cannot depend on one all-encompassing approach if a campaign aims to link up with all youth groups. We must tailor fit our messages and implementations to every specific set under the expansive youth umbrella, who are keen at maintaining their individual group’s social, cultural, or even political identities. The specific lines that divide and the core characteristics that distinguish one from the other must be used as germane references for any plan development.
Young people positively respond to messages that are clear and honest. They are critical of projections that are seen as irrelevant or poorly conducted. A logical flow can go a long way to making a case. Clarity can make our communications stand out from the clutter, while obscurity can lead us to doom. Be aware that our young audiences will filter out information they find unimpressive, and will pick up those that are articulated with lucidity aided by a compelling and convincing manner of presentation.
Tactful candor and simple honesty on the other hand can be very refreshing in today’s world of bluffing and hype. We must speak to them as we would a friend – with careful forthrightness, circumspect, trust and respect. Engaging the youth in a respectful dialogue requires talking their talk in a language that is familiar and accessible. A condescending or a preachy tonality rather than an informative one will undoubtedly fall short of achieving the desired impact.
In doing advocacy work for the youth sector, one of the most important characteristics of communicators or leaders is to be askable. It means that young people see us as open to questions. As the Advocates for Youth wrote, being askable is a vital goal. Research shows that young people with the least information on important issues often end up with wrong decisions compared to their peers with ample information. Being askable is critical, and since many of us adults have difficulty initiating discussions, we may need to learn new skills and be more confident about our ability to discuss things that affect them.
Students represent a significant and lucrative share of the youth market. Thus, if we want to hit it big, any campaign must successfully penetrate that market. Although a notoriously skeptical bunch, a well-crafted and cleverly packaged program can capture their imagination and earn their support. Credibility and uniqueness can provide added value, as manifested in strategies, tactics and executions that have the elements of surprise and disruption, pushing boundaries with greater boldness than those intended for mainstream audiences.
Text messaging, the Internet and e-mail are the fastest growing media of communications among the youth. The ubiquitous cell phones deliver concise text messages to large numbers of people in a language to which they will respond with immediacy and enthusiasm. Persistent and poorly expressed text or even e-mail communications, however, can irritate and frustrate recipients, usually prompting them to delete them without absorbing the messages.
Television remains to be a primary medium of communication to reach out to the youth. Increasingly, TV networks are creating channels slanted specifically to the youth market, and many are strongly convinced that programming time must be dedicated to raising awareness of issues that are relevant to this dynamic, fickle and fast evolving sector, as they continue to enjoy the entertaining fares they demand. Radio stations continue to provide music, news and features for young people in friendly and convenient format, while magazines pursue a deluge of human-interest materials ranging from New Age to sex and other specific interest titles that titillate young readers. Below-the-line activities like special events and in-store relationship building promotions cover some of the non-traditional applications of youth-based talking and connecting.
Given the absolute importance of the youth market, the International Association of Business Communicators (IABC)-Philippine Chapter will be holding the Asia Pacific Communications Conference on March 29 and 30 at the Makati Shangri-la Hotel. The gathering will give delegates a penetrating look into today’s youth who comprises the biggest market, media audience, and leadership pool in this part of the world. The project is in line with IABC’s "fantastically fresh ideas" that will tackle business-relevant topics in the most unique and groundbreaking format and style.
The conference will demonstrate how music can be a powerful medium of ideas by holding the finals of a songwriting contest called Sing Young. Intriguing discussions like "TV For The Next Generation," "Making Print Media More Exciting For The Young," "Telecom as a Unifying Force for Families and Culture," "A Clean Air Act for Radio and TV," "Putting More Muscle & Adrenaline Into Sports Marketing," "The Ageless Appeal of Music," "Creating A Responsible Lifestyle," and many more exciting modules to be handled by well-known experts in the fields of communications and business. The conference will be capped by the third Gold Quill Awards where the best corporate communications programs will be recognized for their excellence and the winners of Sing Young will be awarded.
Communicate to the young. The effects can be limitless!
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