About RED (Basic)

YOUTH MARKET STRATEGY

>> SIX MONTHS

What we bring to the table

We’re the premium authority in the country for youth culture and youth marketing – with seven years company experience and 42 years cumulative management experience, as well as a track record of successful youth engagement strategies including in Youth Media, Youth Marketing, Youth Culture, up to Youth in Governance - armed with a keen understanding and interaction with every section of the youth market.


RED is a new model of content and communication that combines media content ownership and a strong marketing communication business – and our well known heritage is in youth content and youth communication; working for a wide variety of brands including Airtel, GTBank, Nigerian Breweries, British Council, PZ Cussons amongst others.


We are leading content owners when it comes to youth – with the leading platforms and six years experience, we come with inside understanding of both circles, and so we can keenly understand your needs and interpret through communication as well as provide ideas.

4 major Youth Markets Strata -

• The ‘Aspiring’ (School Leavers)• New Professionals (1st year in job, new earning power)• Upwardly Mobile (Comfortable jobs or businesses; able to

afford DSTVs and drivers)• High Networth (Run multi-million businesses and or high

visibility brands)


This understand means we are the best bet to advise your brand on how to exploit the different platforms, when to exploit them, and where best to spend monies for

maximum return, as well as being the agency with relationships with all relevant organizations and platforms.

Something you should know!

There is no one youth market. The misconception with Etisalat for instance is that it has a Youth Segment - it has a segment within a segment – even though it is well targeted. If you want to sell a brand, Dakore Egbuson speaks to one market, Mercy Johnson speaks to another and no one but Genevieve Nnaji will do for yet another. While there are regular culture strands that run through, you need to work with those strategies that work well with the various markets.

Two basic segments

• Those who tend towards Entertainment, and• Those who tend towards Development.

There are those in the middle, but they tilt more to the one or the other

NOTE: While brands always believe the three anchors for youth market is Music. Sports. Fashion, that’s no longer the case – it’s Music. Movies. Nigeria. Fashion.

*Sports is not youth-specific, so should be incorporated in general spending for better ROI and tracking*

What to communicate

• A bank that’s not ‘old-school’ except in terms of keeping your money safe.

• A bank with Products that understand the needs of young people – and makes clear what is in it for them

• A willingness to engage and form a relationship based on that understanding

• We’ve gone 360 degrees and we’re focused on you, the customer

“Let us surprise you.”

How to communicate

Sampling

• Major – The Future Awards, Dynamix Awards, Hip Hop World Awards, Soundcity Music Video Awards, Rise Dare To Be Different Conference, The Do-Something Conferences

• Random - Album Launches, Parties, One-Off Seminars/Conferences, Fashion Shows (Campus Raves not advised; due to nature of business. Banks still exist on respectability and reserve and it’s no different for youth market)

• Small Events – Taruwa, One Mic, Underground, etc

Strategy – Brand Attachment, Alignment; showing an affinity with the coolest youth market platforms

Events

Venues

• Lagos- Silverbird Galleria, The Palms, E-Centre, De Place, Mega Plaza, Lifehouse

• Abuja – Café 24, Salamander, SEC, Ceddi Plaza, Arts/Literature Meetings

• PortHarcourt – Silverbid, Genesis Deluxe

Strategy – Product Banners, Product Placement

Television

• Hip on TV, Soundcity, Nigezie, Trace Urban, MTV Base, STV, Rubbin’ Minds, Dynamix on TV, Africa Magic, Mnet Programming

Strategy – Buy-In, Advertising and Hypes; focus on Products.

Radio

• Top Radio, Beat FM, Wazobia FM, Cool FM, Rhythm FM, Excite on TV, Touch of Spice (Star FM), Inspiration FM

Strategy – Tie-into popular shows and On-Air Personalities (OAPs) eg Toolz, Matse, Chaz B.

Magazines

• Y!, WOW, FAB, Genevieve, Dynamix, Acada, Complete Fashion, elan,

Strategy – Special Position Advertising, Tie-into column/sections, Events Sponsorships

New Media/Social Networking

• Facebook, Twitter, Websites (BellaNaija.com, YNaija.com, NotJustOk.com, LindaIkeji.Blogspot.com, 360Nobs.com, TheNetNg.com, Nairaland)

Strategy – PUSH and PULL; engage with the audience (see GTBank) as well as drive traffic through advertising and activity amplification.

Our

integrated platforms360 degrees

• Rubbin’ Minds - TV• Y! Magazine – Magazine• Young & Nigerian – Newspaper• YNaija.com – Website• #IamNigeria – Radio • Y! XTRA – Fashion• The Future Awards – Award • YNaija – New Media• The Do Something Conferences – Development• #Hashtag – Music

Platforms

How best to maximise resources

Long term partnerships/buys – with TV shows/stations, Websites etc


Stick with integrated platforms – e.g Y!, Dynamix, Hip, Soundcity, The Future, Beat FM that will reach across strata and segments


Focus on events – events create buzz spread over a long period; minimum effort for maximum pay-off


Focus on growing Social Media numbers - so as to create an independent base that will pay off for direct messaging e.g. Facebook and Twitter Fans/Followers


A high-impact, high-visibility month-long or quarter-launch First Bank-for-Youth-Market launch to drive the point home and create a base of goodwill for subsequent campaigns. (Young people these days are smart enough to align with companies that show transparent interest in them e.g. Etisalat)

The imperative

There are many people working with the youth market based only on assumptions – as brands find out after many false starts, that’s a mistake! The youth market is a fast evolving market, that doesn’t always respond based on a fix set of formulae – what is needed for your brand is a set of minds that are plugged into that market, understand its pitfalls and opportunities and have the network, credibility and expertise to drive Visibility and Return in Investment with efficient use of resources.

With our FIRST mover advantage, we’re the

experts!

About RED (Basic)

Business

Transcript of About RED (Basic)