HellaFrank

How To Reach Gen Y Online

As you can tell by the date of my last blogpost, HellaFrank posting has been, umm, “light” recently. So, who better than my girlfriend, Jenn, author of Project Jenny, to spice things up a little bit. Here is her first guest post, enjoy!

First I’d like to thank HellaFrank for letting me write a guest post. One of these days I will have my own blog, but for now I will live vicariously through the rest of you who do.

The purpose of this post is to share my answer to a question I was asked last week that really got me thinking: how can brand marketers find Gen Y online?

I’ve outlined below the first 5 areas that came to mind when I started thinking about my response.

Social Networking

My response started with the obvious, which is, if brand marketers want to reach Gen Y they need to have a presence on social networking sites (Facebook, Twitter, YouTube, a blog, etc.). Not just any presence though. If they really want to reach consumers they need to make a splash online in a way that engages people to join in the conversations. Brand marketers need to create viral campaigns that will generate online buzz and they need to do it in a custom way.

Product Placement

Another way to reach Gen Y is through product placement. I keep seeing brands integrating their products or names into popular TV shows (i.e. American Idol and Vitamin Water) and music videos (i.e Lady Gaga’s “telephone”) all which can be viewed online. If these placements are done right they can be effective, if not, it can be a massive turn-off.

Online Shopping

Discounted shopping sites such as Gilt Groupe, Ru La La and Swirl have become huge destinations for Gen Y shoppers. Given the economy, shoppers look to these websites to find their favorite prestige brands at lower prices. There is also the whole convenience factor. Shopping online, for many people, is simply more convenient.  If marketers want to reach consumers looking to shop, they need to be present on these platforms. Group buying and daily deals sites are other areas that are becoming more and more popular. Sites such as Groupon, Scoop St, Social Living, and the newest one I’ve come across, Gilt City, are offering massive limited time discounts, giving shoppers major incentive to purchase. Gen Y likes deals and discounts, and brand marketers need to find a way to be present.

Email

Email newsletters are another area in which brand marketers need to be present. (This may sound biased since I work for DailyCandy, but I truly believe if you want to reach Gen Y, email is an important channel). Email is a great way for brands to reach niche Gen Y audiences. There are lots of newsletters in every category – food, travel, fashion, weddings, city guides, tech and celebrity gossip that can bring great value into your inbox. If brands align themselves with quality content and if campaigns are implemented in an integrated and custom way, they will be highly effective.

Mobile

Brands need to have a mobile web presence as well as an iPhone/Android/Blackberry application in order to reach Gen Y. If done right, brands can get ahead of the curve and make a statement on these mobile platforms and I think these efforts can resonate well with Gen Y. I know it’s not always easy to do, but I have a lot of respect for brands who keep up with industry trends and create compelling campaigns on these emerging media platforms.

Lastly, to put it  in simple terms, brand marketers need to be where the consumers are online (and if possible take a 360 degree approach using TV, online, and mobile) and understand that Gen Y dislikes in-your-face advertising. They (we) are looking for engagement, convenience, customization and an up-to-date brand image.

If you are like me and you spend a lot of time online it’s not hard to think of ways to answer this question. In fact, I think the answers are obvious and unlimited. So, I’d love to hear more ideas from you guys and I thought HellaFrank was a good place to ask. Having all of that said — how do you think brand marketers can effectively reach Gen Y online?

Thanks everyone! Ciao for now. - JennyCandy

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The Best Part of the Health Care Bill

Well, actually, I can’t say I know a whole lot of details about the healthcare bill, but one part that got my attention was the mandatory calorie labeling in chain restaurants with more than 20 locations. New York has been doing this for a while, but now it’s going national.

Marion Nestle (NYU professor and author) writes about it here.

Spreading healthcare to millions is fantastic, but steps to help PREVENT future health problems may prove to me even more powerful.

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Elevator of Success

A few weeks ago, one of my professors was promoting a class he taught called “Power and Politics.” No, this is not a political science class, it’s a business class. Yeah, THAT kind of power and politics.

I never want to work for a company where the curriculum of that class is relevant. In fact, if you have to spend time at your company thinking about and contemplating the curriculum from this class, you’re probably not at a great company. Just look at how politics beleaguers our own congressional system. It’s no different at a company.

Personally, I think great work, innovative thinking, collaborative tendencies and a “whatever it takes” demeanor should be the only “political platforms” necessary to go up the elevator of success (it’s faster than the ladder).

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Twitter, It’s Time for a Change

When we used to write emails (and now that I think about it, when we currently write emails) we generally do not embed the URL of links that we want to share.

What I mean by embed is this, as opposed to this http://en.wikipedia.org/wiki/Hyperlink

And I think it’s time that this becomes a part of the fabric of Twitter. With so few characters and concise posts that may want to link multiple places, sometimes even a bit.ly or two is way too much.

Maybe I’m missing something though, are there link-spam issues? Is there a compatibility problem with third-party apps?

Either way, I’m sure it can and will be done.

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Who Are the New Media Moguls?

Today, in the first meeting of my Entertainment & Media Industries course, my professor asked, who are the new media moguls?

As we know, the old media moguls are on their way out.

I say it’s no longer the guys who run publications or have the money to buy them, it’s the people that develop and create the hardware and software that will change media. They know the future, they have the vision, they will shape the industry.

Steve Jobs, Mark Zuckerberg, Eric Schmidt, etc…

But this time, they speak with their products and actions, not necessarily their words. Talk is cheap and people are starting to get that now, more than ever.

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Back Again…

If Twitter has taught me anything over the past couple of years, it’s that most things can be said in 140 characters. And if they can’t, they can be said in just a little more than that (like, 140 words). It’s a great exercise in brevity.

So, HellaFrank is back, and this time, it’s to complete un-Twitterable thoughts and ideas that just don’t fit into 140 characters.

HellaFrank blogposts will be short and to the point. Much like this post.

I’m really excited about this resurrection of HellaFrank, and being in business school has given me endless things to think and write about. I hope you get as much out of it as I do.

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Sports and February: A Match NOT Made in Heaven

February was a rough month. Especially now that I’m in New York, February is bone chilling cold, the sun is still setting very early, and worst of all, once the Super Bowl is over, professional sports hit an all time low: mid-season NBA, mid-late season college basketball, some sport that’s played with a puck (mid-season as well) and golf. If you got excited by any of those, you and I have our differences, my friend (except golf, now that Tiger’s back).

But all negativity aside, I think February presents an opportunity for sports. Between the Superbowl and March Madness is more than a full month. That’s the perfect amount of time for a tournament, much like March Madness — fast paced, single elimination, every game counts. Pull sports fans out of their boredom and give them what they want: excitement! The World Baseball Classic is a great example of a tournament that lasts a short time and keeps people (somewhat) gripped to their television. But that starts in March just as March Madness is ramping up.

Ok, ok, I’m presenting a problem, but no solution. Well here it is: soccer. We all know Americans have not taken very well to domestic soccer leagues, but this is not a indication of a lack of interest in the sport. In fact, every time the World Cup rolls around, all of a sudden everyone is a soccer fan. So I suggest a tournament on American soil with 16 of the top international teams (USA obviously included) competing for the title. Put a decent marketing budget behind it and I think we have ourselves a thrilling February sporting event, and a way to increase American interest in a sport that just can’t seem to catch on.

It’s the answer to our February sports woes, a way for us to relate to the rest of the world again, and an awesome excuse to get out of the cold and into our favorite local bar and scream USA!


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Innovation in a Down Economy, an Interview

One of the LaunchSquad partners, Jesse Odell, recently interviewed Kellogg innovation professor Andrew Razeghi about innovation in a down economy. Some really interesting stuff (including discussion about artisanal bread and doggy hotels) and I encourage you to check it out:

Why Innovation Will Bite Back: An Interview With Andrew Razeghi

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Internet and TV to Join in Holy Matrimony?

The idea of the convergence of the Internet and TV is not a new one. In fact, it’s old – really old. Even though we have had high-speed Internet for years, nice, big, shiny flat screens mounted on our walls, and a massive amount of online video sites with high-resolution content, very little has been done to get that video onto your home TV. That’s disappointing.

Yes, there are expensive set top boxes and add-ons to televisions that can get some of that content onto your TV, but that’s not the solution. Why has this convergence not happened? I don’t know, but in a week filled with inaugural hope and progress, let’s forget about the past and look into the future – because something happened in the beginning of 2009 that hopefully signified change

At this year’s CES, LG unveiled televisions that allowed an Internet connection to be plugged directly into the TV. This was coupled with a partnership announcement with Netflix that lets people to watch streaming movies via that connection. A great first step, and proof-of-concept, with a widely adopted service like Netflix.

What’s next? Yahoo also announced their “Widget Channel” with Intel, which makes it easier for people to get Internet content through their TV. They are going to be announcing consumer electronics partners soon. Maybe this will be the service that takes off, maybe it won’t, but it’s getting us closer to an iPhone-like approach to television.

Imagine your TV is like an iPhone and you can download applications, using your remote, from YouTube, Hulu, broadcast networks and even publishers like The New York Times. A simple click on each one brings up their online video content in an easy-to-use user-interface, and it can all be watched on demand. Sounds simple doesn’t it? This seems like the most logical and lucrative approach to Internet and TV convergence. The content is already there, it’s just a matter of building a simple application to search and access it.

The difficulty would most likely come in getting TV manufacturers to build affordable Internet-ready TVs and enabling a platform that can host these applications. But if big media companies make a push in this direction, you would think the manufacturers would be quick to follow.

Internet and TV convergence seems like a lofty goal, but is it? The pieces of the puzzle are there and we’re not talking about anything too complex from a technology perspective. The number of people who watch television shows on their computers has tripled over the past few years according to Genevieve Bell at Intel (see this WSJ story), but I’d have to imagine that these viewers would abandon their small laptop screen in a hurry if they could watch the same content on a TV. I know I would.

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Girl Talk: The Best Thing to Happen to the Music Industry Since the iPod

Over the past couple of months, I have developed a liking… no… an addiction to a musician (I think that’s what he is) who calls himself Girl Talk. It’s really hard to describe what he does, but Corey Lewis from the Stranger Dance blog sums it up nicely:

I don’t really know what exactly Girl Talk does. Mashup artist? No. DJ? Not really. I do know, however, that it’s great stuff. What he does isn’t really all that special, it’s more how he does it – serious, heavy-duty mixing using a dizzying amount and variety of songs, and doing it really, really well.

There you go. His MySpace page has some music if you want to really hear what he does – I recommend “Still Here” as a starter.

Anyways, back to the original reason for this post. Girl Talk’s album is a complex mix of more than 250 recognizable songs from the past and present, none of which are original work by Mr. Girl Talk himself. With the way the RIAA has been treating unlawful use of their music, you would think they’d be all over this guy, but so far they aren’t, and they shouldn’t be.

Since I started listening to Girl Talk, who offers a “pay what you want” pricing of his album, I have rediscovered songs I have forgotten about, picked out specific beats or guitar riffs I liked, and ultimately figured out what the songs were and bought them. I can safely say that I’ve bought somewhere around five to seven songs because of Girl Talk.

Girl Talk is a marketing machine, doing something that music labels haven’t figured out. His album is an hour-long advertisement for hundreds of songs delivered in ten to twenty second long bits that are mixed together to bring out the best in each one.

This man is a goldmine for the record industry, and hopefully they’ll let him stick around long enough to keep it up. I know I need a new album from him, I think I’ve listened to it every day on my walk to and from work for the past two months.

And I highly recommend going to his concert if you ever have a chance. Probably one of the best I’ve ever been to.

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