The physical comprehension and the contemporary online influencers joint effect on first costumer decision in the field of youth marketing
In the past 15 years I have seen countless –variedly effective- attempt to reach the youth target-group, and meanwhile a strong belief evolved, as to what a tough and valuable task we chose for ourselves.
The reasons I think like this:
Tough, because the classic marketing solutions are completely ineffective in this rebelling age, if we do not succeed at making a precise messaging system and exactly matching it to their rapidly changing media usage- we lost, our campaign is worthless, and might also be contra productive.
Valuable, because at this age the forming identity and the autonomous costumer decisions/brand preferences are in the play- in this subtle moment if a brand steps in proactively, they get a long term, loyal costumer.
The marketing businesses ongoing paradigm shift, is mostly about the rise of the online marketing solutions (death of linear television watching, branded content, influencer marketing, etc.), and as the waves of revolutions first reach the younger generations, we could see how these new tools work as an effective way of preparing the first costumer decisions. I think, the motivations of the youth didn’t really change in the past few decades
- they still don’t like to believe the dumb adults
- more so their peer opinion-leaders AND their own eyes.
Let us look at some expansive examples:
- As our “TuddHogyÉrtsd”, country-wide sex-ed campaign started in 2015, where 600 schools got our educational program, as well as the products of our clients (Durex, Libresse, Lactacyd), we only fulfilled half the job, sith the 14-year-old- a person who just begins to know about the subject but will live with it the rest of their lives- youngsters could try the products and see if it fits their needs. This is the one thing the hailed online marketing cannot reproduce for a long time, until the large-scale teleporting.
- In 2016, we tried a different approach, so we took the educational matters out of the hands of the adults and gave them to 18-20 year old peers. The chosen YouTube influencers and young medical school students, wiped out the old, awkward and boring anatomy presentations, and with help of the a hundred-thousand branded content campaign they formed the first costumer decision.
Whit these completely different (sampling+peer influencers), yet aligned mechanisms, we prepared the first costumer decision, so that all three of our clients can count on a long-term brand commitment.
I think, that it is worth it sometimes back away from the popular marketing bullshit and believe in two things: friends and our own eyes.
What was it again? POME, HOSA, ZMOT and FMOT
At this point the contractions will lead play a leading role, I want to clarify some marketing acronyms, without you falling asleep on your keyboard. But it is unavoidable, because the understanding of the POME strategy depends on these clarifications. Let’s start whit POME!
The POME is the first step, where the potential costumer gets interested in a given market’s offers. It is likely that he won’t be interested in the selection yet, so the first meeting is crucial, and it also might get a part of his everyday life. At some markets there are definite entry and exit points (f.e.: diaper), in other cases this moment -the POME-moment- is more malleable. The importance of the POME-moment was recognised by Procter & Gabmble (P&G) in the 80’s. Since then the moment when a wanted costumer gets interested in a new market, and instantly has questions, so he starts to look for answers and any relevant information, now became a main part of their marketing strategy. This not so complex marketing idea, relies on that first and critical moment, when the opportunity of making a positive relation between the costumer and the product can influence the future behaviour of any costumer.
In 2002 P&G introduced the very important marketing definition to the world: FMOT, First Moment of Truth. The moment when the costumer stands in the shop and will make his decision within a few seconds.
But much earlier, in 1981 Jan Carlzon wrote his own theory of the moments of truths and their importance. He defined that, one can no longer see costumers as numbers and matching data, but one must concentrate on the emotional need too. One brand can face truth-moments thousands of times a day. He misses even one, in eyes of the costumer it can lead to a level of disappointment wher he never returns to that brand. One should not underestimate the power of FMOT.
SMOT and ZMOT
The SMOT (the Second Moment of Truth) is the feeling while using the product. That’s about all we need to know.
If you think that after the first and second moments they threw the third into the wide ocean of marketing, you would be greatly mistaken. In 2011 Google used this term ZMOT (Zero Moment of Truth). Ok, but what does it mean exactly? Imegine the following: The 10-year-old son of my colleague, stands in a fancy Apple store, and while he understands that he would not get one of those apple thingies for long-long years, he lets the salesman to introduce him the newest product. And after the presentation, the kid tells 4 more things that the salesmen never even heard of. How could a 10-year-old boy more about the product than the trained salesman? He happens to be an Apple blog fanatic. That’s it. Thanks to the internet the costumers- depending the habits of course- can be “professionals of any product even before the purchase starts.
The ZMOT is probably the most important of all the 4 letters moments, and well it did cause a headache for marketing people in the past 5 years. And also got it’s prize, in the past 5-7 years the communication changed as even more than in the previous decades. But this is another story.
POME wins prizes
POME the marketing formation specialized in youth and young families made a very impressive introduction in the field of marketing. Borrowing the image and the explosive success from the pomegranate, after winning a #TSMA17 gold prize, at the “Kreatív Magazin’s” CMA it got a gold and bronze prize with the #sparklingbudapest youth marketing campaign