The 13th annual What Teens Want Marketing Conference took place in Los Angeles recently drawing professionals from all walks of multi-media life, especially those interested in attracting teens to their products and brands. Among the attendees was KIIS APD/MD & KYSR PD Julie Pilat, who offers a first hand account of some of the issues and ideas that were discussed during the event.
By Fred Deane
As a key member of the Los Angeles Clear Channel programming team, Julie Pilat is no stranger to the demands society places on the ability to multi-task on top of multiple duties. After all, Pilat handles programming responsibilities for KYSR while also maintaining her role as APD/MD at one of CC’s premium CHR outlets, KIIS FM. As a vehicle of Pop Culture, targeting ultra-distracted teens among a broader demo group is germane to the KIIS agenda, so understanding the consumer power and lifestyle of this demo becomes a mandatory exercise for programmers like Pilat who are dedicated to developing the next generation of loyal listeners.
Do you feel you understand the teen market any better now that you’ve experienced this conference?
I’m glad I went. A lot of the information was intuitive to what we do every day. However, it was very beneficial to focus on it for two solid days, brainstorm, and discuss ways we can do things differently.
Being in the Pop Culture business, what did you gain most about what teens expect to get from Pop Culture these days?
Teens want information the way they want it. They’re constantly triple screening (listening to the radio, while online, the TV is on, texting, and IM-ing.) It’s important to hit them from every angle with every message. When we launched The KIIS FM Jingle Ball, of course Ryan Seacrest making the announcement on air was the #1 priority. At the same time the troops were well prepared for a full campaign via our website, text club, FaceBook, Twitter, YouTube, etc.
Can you elaborate more on the triple-screening lifestyle of teens?
Triple Screening is a way of life. Being bombarded with messages all at once adds a lot of stress and distraction to their day to day lives. When so many messages are coming your way at once, any ONE media could become sort of wallpaper/background noise. It’s important to use engagement as a path that diverts attention which is a huge argument for contesting and radio street teams.
Teens are very adept at this hyper-active multi-tasking process, but do the pressures of taking it all in at once have any emotional impact on the demo?
I don’t think the teens, or us, are fully aware of the mental and emotional effects of triple screening and not taking a break. In addition news stresses them out, constantly feeling overwhelmed. They never get a quiet moment. They’re looking for something to relate to with every mood.
What other cultural factors affect teens emotionally today?
Teens are in the middle of a huge cultural collision. Kids that once grew up with play-dates and access to whatever they want may have had one or both parents lose a job in the last couple years. Those who were once entitled are now conscious. Communityengagement is wildly popular. Teens really “feel” for others and are very emotional. Social causes drive relationships and they are really passionate about local causes.
What was the number one concept you walked away with from the conference?
Authenticity was the number one take away. I think 10-15 years ago every brand was trying to be the biggest or coolest. Now kids don’t care if you’re different, they don’t care if you’re not perfect, they just want what’s real.
As a radio programmer, is the goal to be one of many mediums being sampled simultaneously or should you still strive for complete attention?
I think complete attention can be achieved by creating a “moment.” Teens think more in the moment than the future. You can have a bigger impact by having a discussion about what’s going on in the moment versus constantly hammering dates into people’s heads. Talk about something local and RIGHT NOW. For example…Doing a break with Gina in Sylmar talking about how it started raining outside, but it’s okay because she’s a VIP and just got her Jingle Ball tickets online, would be stronger than a jock reading a liner all day. Liner info can just be background noise.
How do teens view advertising and what are the optimal ways to reach teens via advertising?
They get it. Teens are open to sponsorships. It’s growing up in the Michael Jordan era. They know if they bought into Michael Jordan they were also buying into Nike, Hanes, Wheaties, etc. They’ve also grown up with every Hip Hop artist being an entrepreneur with their own vodka, headphones and sneakers. As long as you’re upfront and honest about it, they’re open.
We’re working internally on new ways to engage our listeners and trying different advertising strategies. I’m really happy that with Greg Ashlock (CCLA Market Manager), Jeff Thomas (CCLA DOS), Michele Laven (Integrated Media), Mary Baxter (KIIS), and Pat Thomasson (98.7), we have a completely innovative and flexible sales team and we’re all working together to do things differently.
What is the cause and effect of advertising and social media?
Again, it all comes back to authenticity. If a brand tries to jump on a social media platform and expects everyone to get on board they’re crazy. I may love MAC cosmetics but I don’t need to follow them on Twitter. However, if there’s content that’s interesting, like a MAC interview with Lady Gaga talking about what they’re doing with charity, I may be engaged and down to check it out.
How do teens view radio today?
I was incredibly happy and proud to be at a conference with numerous media professionals from advertisers, to online experts, to music and sport companies, and the one thing that came up over and over again in research was that music and radio are still VERY important in teens’ lives.
What solutions do you have for radio programmers in their attempts to capture and cultivate long-term loyal listeners from this demo group?
It’s more about a relationship than a promotion. One story I loved at the conference was a marketing person from MTV mentioned how they did research on Jersey Shore after it was successful. Two things came up over and over again. First, teens loved it because the cast, although they may be a train wreck, knew who they were and lived for it…100% Jersey. Secondly, they were a family. They may fight, but they have each other’s backs. Engage your audience, have their backs and include them in the decision making, and you’ll cultivate a long term relationship.
What advice do you have for the advertising community that is targeting this demo through radio?
Engagement, engagement, engagement. Don’t just tell them what you’re doing, include them in the process. I know Pop Tart did a campaign last year, “What would you do with 1,000 Pop Tarts.” Fans responded passionately about sending them to the troops in Afghanistan, or creative cooking tips, and they really put a lot of thought into the product. It’s that path that diverts attention.
Should radio group heads be thinking any differently about marketing to teens going forward?
Between social media trends and resources, I think everyone realizes that everything is changing fast and trying to keep up. Don’t be afraid to involve your audience in the decision making process.
What future trends among teens were revealed during the conference?
There are a few things that were mentioned at the conference that I took away. With the economy and student loans being off the charts, teens are moving more towards travel, no college, and trade schools. 70% of kids in elementary school today will end up having jobs that don’t exist yet.
Authenticity & Engagement rule: In Sweden Dancing with the Stars has TWO bloggers on the show as “stars.” They are the biggest stars in Sweden because they connect and communicate. They are real.
Action sports celebs drive higher turnout at events, a lot of the time, than do pro’s because they are accessible and seem real. NBA players come out of a tunnel, skateboarders walk thru the crowd. That info came from a sports agent who works with both. Goes back to the “who’s real” concept.
[eQB Content by Fred Deane]
