Five fundamentals
Talk Their Language – terms such as ‘youth’ and ‘kids’ can be a real turn-off for many teenagers so be careful how and when you use these words. The adult ‘voice’ can be interpreted as patronising or alienating by young people so try to use language that is familiar and accessible.
Ask Don’t Tell – The best way to find out what’s hot and what’s not is to ask your audience. Set up your own teenager ‘peer panel’ who can test your ideas in return for incentives (such as music vouchers). As well as providing feedback, the panel is likely to be a useful source of creative ideas and will give you an insight into what makes teenagers tick.
Capture Their Interest – today’s teenagers are into music, fashion, sport, celebrities, chat, games and the Internet. Look for ways to tap into these interests in order to get your messages across. The opinions and behaviour of peers and role models such as sports stars and DJs are particularly influential with teens.
Give Them Control – teenagers are at a time in their lives when everyone’s telling them what to do or what not to do. Giving them a say in what’s happening will present a refreshing change and encourage involvement. Remember also that teenagers listen to teenagers – so let their voices be heard.
Cool Doesn’t Last – the lifecycle of what teenagers rate as ‘cool’ can be incredibly short and, once the latest trend is perceived as being ‘mass-market’, its cache often wears a little thin. Check the temperature of your idea with your peer panel before leaping in.
Ask Don’t Tell – The best way to find out what’s hot and what’s not is to ask your audience. Set up your own teenager ‘peer panel’ who can test your ideas in return for incentives (such as music vouchers). As well as providing feedback, the panel is likely to be a useful source of creative ideas and will give you an insight into what makes teenagers tick.
Capture Their Interest – today’s teenagers are into music, fashion, sport, celebrities, chat, games and the Internet. Look for ways to tap into these interests in order to get your messages across. The opinions and behaviour of peers and role models such as sports stars and DJs are particularly influential with teens.
Give Them Control – teenagers are at a time in their lives when everyone’s telling them what to do or what not to do. Giving them a say in what’s happening will present a refreshing change and encourage involvement. Remember also that teenagers listen to teenagers – so let their voices be heard.
Cool Doesn’t Last – the lifecycle of what teenagers rate as ‘cool’ can be incredibly short and, once the latest trend is perceived as being ‘mass-market’, its cache often wears a little thin. Check the temperature of your idea with your peer panel before leaping in.
