Youth Marketing in the Age of iPods, MySpace, and Google

James Flores, Subcat Marketing
June 9, 2006

The past few years have seen a dizzying array of words added to the youth marketing lexicon. “Podcast,” “Razr,” “IM,” and “Yahoo” punctuate teen conversations across high schools every day. iPod is the new Walkman. Diaries are now blogs, and even the venerable card catalog has been replaced by Google.

Then there’s the granddaddy of all teen tech: MySpace. In just three years, the website has grown to nearly 70 million active accounts. This network of profiles, groups, photos, music, and e-mail is today’s cultural barometer of teen lifestyle.

With so much changing so quickly, credit union marketers may feel out-of-sync with today’s youth. So how does a credit union compete with youth-centric brands likes MySpace, Apple, and Google for the attention of a teenager? Simple. Give teens exactly what they want:

They Want Their Own Space

The Internet has replaced the mall as the cool teen hangout. Credit unions don’t necessarily need a teen-only website, but should at least have a section on their general website that tailors content to teen needs and interests. A good example is “The Student Gallery,” a section on the Apple website that highlights movies, photos, and music developed by students who use Apple products.

Teen Web pages should be age-appropriate, avoiding the use of childish graphics and cutesy names. Kids (ages 12 and under) and teens (ages 13-18) should each have their own separate and distinct pages. Teenagers are age sensitive and typically avoid sites that offend their sense of maturity. Remember, image is everything.

They Want to Have Fun

Once teens leave school for the day, most do not like to read much. Web pages (and brochures) filled with dense copy will go unread. Balance text with relevant photos and graphics. Consider interactive tools such as online quizzes, games, and polls. MySpace has taught us that teens are social beings. Include a message board on your website — a place where teens can share stories, ideas, and advice.

Another tech-savvy way to deliver content is via podcasting. A podcast is an audio or video recording similar to a radio program, and can be hosted on your website. With a podcast you can cover pertinent financial topics such as “saving money for prom” or “buying your first car.” Podcasts let you package information in an entertaining format that teens can listen to wherever and whenever they want.

They Want to Search the Web

With so many teens using Google to navigate the Web, it’s no surprise that “Search Engine Optimization” (SEO) has become the new marketing buzzword. SEO is the process of redeveloping your website to be search-engine friendly. At the core of SEO is researching “keywords,” the most relevant and popular words that will direct users to your site. These keywords are used to create content that not only speaks to your audience, but also improves the chances your site will be found by search engines. For example, if you learn that teens are “Googling” the keyword “scholarships,” you may consider creating a page that features your scholarship program, complete with links, headers, and titles that capitalize on your keywords.

They Want It Fresh

One of the hallmarks of MySpace is the ability to constantly update pages with photos, blogs, and comments. Teens expect to be engaged with new content. This concept of freshness should extend to every aspect of your youth program. Whether communicating online or off, it’s important that your marketing efforts demonstrate an awareness of current styles including photos, fonts, colors, and language. If you’re using teen brochures that were produced two years ago, it may be time for a makeover. Update your website as frequently as possible.

Putting It All Together

When it comes right down to it, teen members aren’t very different from adult members. Both want products and services that fit their lifestyles. By adapting your marketing strategies to meet the needs of the youth market, you can make great strides in reaching and serving a younger membership. And while your credit union’s website may never be as cool as MySpace, it can definitely play an important role in providing a positive financial experience in the lives of your younger members.

James Flores is president and co-founder of Subcat, a marketing and design agency that helps credit unions reach youth, young adult, and Spanish-language markets. For more information call 714-671-3182 or visit www.subcatonline.com.