How to Market to Teens and Their Parents

Association of Strategic Marketing
August 9, 2012 — 1,910 views  
Become a Bronze Member for monthly eNewsletter, articles, and white papers.

Teen marketing can be incredibly specific, as you are likely trying to tailor your advertisements to youths and their parents. Speaking teens' language and gaining their trust can be difficult, but consider the following tips to effectively attract teens and their parents to your products or services.

1. Be genuine

Youth marketing gives you the chance to reach an audience that has many competing interests. Teens might enjoy everything from athletics to motorcycles, so you'll want to make sure you keep things simple when you develop your marketing strategies.

Telling young adults and their parents about a product or service and why it stands out from the competition can be useful when trying to reach this group. 

"We've been really successful because we're authentic," Greg Selkoe, CEO of an online retailer that sells urban clothing and streetwear, told ECommerce-Guide. "We're all pretty young and consider ourselves part of the culture we market to, which is streetwear culture."

Honesty might go a long way toward getting teens and their parents on your side, regardless of the product or service you're selling.

2. Use social media

Social media is a free, user-friendly marketing option for companies of all ages. Encourage your staff to incorporate the use of Facebook, Twitter and other social media into their campaigns. These channels could make a substantial difference, especially if you know the best ways to use them.

Understanding how social media works is critical to your success with teens and their parents. You'll want to speak their language, so use simple language and try not to include too much in your posts or tweets. Additionally, consider providing photos or videos to make the social media experience rich and interactive for younger visitors.

3. Offer value

Teens typically want to stand out, so consider how an adolescent consumer might value an item you are selling when developing marketing strategies.

"You have to offer a product or service that helps them express themselves in a way that is unique and customized - that speaks - to that individual," Craig Sherman, CEO of Gain Online, told the source.

It might be worthwhile to conduct research and focus groups to find out what teens think of a product or service. In doing so, you'll be able to gain a better understanding of what they like about an item, which may benefit your marketing. 

Association of Strategic Marketing