Transcript Successful Teen Marketing in Rural Environments

Successful
Teen Marketing in
Rural Environments
Peggy Stone
Advertising Manager
Bluegrass Cellular, Inc.
Rural Teen Marketing
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Who can be targeted?
Applicable research
Plans available
Handsets & features
Marketing & Advertising
Opportunities for reach
Measurement
Examples
Who is the Target?
• Ages – 13-18, primary target
– What about “tweens?”
• Parental influence over purchases
– Market beyond teens
Demographic Info
• Of the 34 counties Bluegrass • General target with
advertising reaches 19-49
Cellular covers, teens ages
year-olds, which
13-18 make up
approximates to 43% of the
approximately 9% of the
total population. By adding
total population.
(source – factfinder.gov, U.S.
teens, the target would
Census 2000).
increase to around 52%.
National Survey Findings
• 53% of teens now on Family Share Plans
Wireless News, 8/1/05)
(source: RCR
• Teens are requesting cell phones from their parents
so that they can use services like SMS, and gain
social acceptance among peers (source: © 2005 IDC Press
Release, 8/25/05)
• 71% of teens in a recent survey enjoy “unrestricted
use” of their phones
– Use text messaging & play games in addition to voice calls
– 50% surveyed would rather have other privileges
suspended than losing access to their phones
(source: © 2005 ACE*COMM Corporation Press Release, 8/29/05).
Local Research Methods
• 1 to 1 interaction
– Include parent feedback
– Gain insight from customer service and sales
• Focus groups
– Provide face time in schools
• Short surveys
– Malls
– Movie theaters
Local Findings
• Rural markets are often behind more urban trends
• Prepaid services are not popular with this segment
• Phone appearances important to teens, phone price
important to parents
• Parents very concerned about the cost of voice and
other services (SMS, BREW) for their teens
• Music downloads on the phone as well as hot
ringtones are becoming more important to teens
Plans
• Prepaid plans – not as
applicable for rural KY
teens
• Unlimited all-you-caneat, no overage plans
• Family Plans (add lines)
Coverage
• Important to both teens and parents
– Especially important for parents with
driving/working teenagers
– Teens dislike frustration of not getting
messages through
Handsets
• Looks dictate purchase
influence, however parental
income dictates actual
purchase
• MP3-capable phones
– Example: Kyocera Slider REMIX
• Camera Phones
• Gaming Phones
Features
• SMS and MMS
– Popularity
– Solutions to over-use
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BREW (gaming, ringtones, wallpaper)
MUSIC!
Ringbacks
Email
Mobile Web surfing
Marketing & Advertising Challenges
• MVNOs in Target/Wal-Mart
• Major Competitor offerings
– Branding is critical to this segment
• Advertising
– Radio challenges
– Television challenges
– School newspapers
– Text Contests (i.e. American Idol)
Successful Marketing & Advertising
• Sponsorship of School Activities
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School newspaper ads
Popular sport program ads
Kickoff/Tipoff with radio remotes (tailgate parties)
Project Graduation
• Targeted Ads
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Sports section most popular (local newspaper)
Radio sponsorship of area high school athletics
TV spots during teen programs
Banner ads on popular sites (targeted to your area)
Wap Deck additions
Successful Events
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Scholarship Program
5K Run
Hoopfest (Junior Achievement)
Elizabethtown movie promotion
Measures of Success
• Billing challenges
• Collect information at events
• Regular advertiser/supporter of high school
events
• Popularity of events
• Personalized research
– Brand recognition
– Satisfaction
Why Market to Teens?
• Think about your future customers:
– Build loyalty
– College student use – recent findings
– Future business opportunities for young
adults
Examples of Ads
High School Newspaper Ad
Newspaper/Point-of-Purchase Ad
College Freshman Magazine Ad
Questions?
Please email:
Peggy Stone, Advertising Manager
Bluegrass Cellular
[email protected]
Thank you!