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13th Annual Youth Perspective Conference

08.30 Coffee And Registration

09.15 Chair’s Opening Remarks

Anna Rafferty, Digital Marketing Director, Penguin Books UK

Mobile, TV, Online:  What Are The Media Habits Of Today’s Youth? Align Your Marketing With Media Consumption Trends And Maximise The Reach Of Your Brand

 

Media Consumption
09.30 Explore The Breadth Of Channels Used By Today’s Youth And What The Likely Lures Of Tomorrow Are To Ensure An Effectively Targeted Youth Marketing Campaign
 
 Which media do youth trust? How do young people interact with different channels? Understand how this segment uses media differently from other demographics and communicate with the highest possible concentration of your target audience at once
 Assess the most appropriate channels for your messages and gain stand out amid a myriad of media
 Explore predicted changes in media consumption and set a strategy going forward that responds to trends in youth behaviour

Sara Grover, Marketing Director UK, SEGA EUROPE Ltd.

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Social Networks
10.05    Social Networking: Build Online Communities And Use Social Networks To Encourage Buy-In To Your Campaign. Learn Techniques To Encourage Users To Interact With Your Campaign, Generate Content And Spread Your Message

 How much do social networks influence the younger generation and how often do they use them? Ensure you are savvy to social media behaviour and assign your marketing spend accordingly
 Social networks as a media channel: assess the risks and opportunities and engage within them appropriately
 Manage user involvement to ensure message credibility
A Representative From The Recent Anti-Knife Campaign, The Home Office

 

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Online Focus
10.40 How Do Youth Use Online? Find Where Your Audience Goes And Make Sure You Know How And Where To Communicate Your Messages To Maximise Their Reach

 How much do young people use online information to make their decisions? Measure the effects of marketing in this space and appropriately assign your marketing spend to gain maximum returns
 Follow youth movements online and ensure you focus your marketing activity where your audience is to achieve optimum exposure for your messages
 Blogs, information sites or internet games? Use the channels that attract a high numbers of young people and heighten the efficiency of your marketing activities

Cheryl Calverley, Marketing Manager, Pot Noodle, Unilever

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Cultivate Loyal Brand Advocates Who Endorse Your Brand Among Their Peers And Use Appropriate Language And Tone That Speaks Directly To Your Youth Audience

 

11.15 Morning Coffee And Informal Networking

Language & Tone Discussion Panel

11.45 Crack Down On Cringe-Making Copy And Utilise Appropriate Language And Tone To Best Captivate Your Youth Market

 Avoid embarrassing linguistic blunders and ensure you speak to your audience in fitting, unpatronising language that resonates and best engages youth with your brand
 Make your message believable and gauge what tone will strike a chord with a younger generation to encourage increased interest in your organisation
 Use word-of-mouth marketing to get young people to spin your message for you: techniques to put your words in their mouths and achieve high powered and pertinent communications 

Chris Seth, Managing Director, Europe, Piczo

Francesca Ecsery, UK General Manager, Cheapflights.co.uk

Alison Ruane, Marketing Director, Children's, HarperCollins

Ash Ali, Marketing Director, Just-Eat.co.uk Ltd

Jane Powell, Executive Director, CALM, Campaign Against Living Miserably

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Brand Loyalty
12.25  Create A Generation That Sticks With Your Brand: Encourage Brand Loyalty Among Young People And Cultivate Advocates Who Spread Positive Messages To Their Peers

 Understand the factors that get first-time purchasers onboard and tailor your marketing activities for a relevant campaign that encourages them to come back to your brand
 Make your brand buzz: captivate your youth audience so they endorse your brand to their friends and do your marketing for you in language that works for them
 Consider the benefits of propagating your brand message among the youth market: capitalise on spending power, guarantee your future market, or both?

Christopher Rodi, Senior Brand Manager, Lucozade Sport

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13.00 Lunch And Informal Networking

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14.00  Youth Insight Round Tables
Aided by representatives of the 14-25 segment, the delegation is invited to participate in activities designed to answer the following questions:
 Where do young people go for information? What percentage is online?
 What do this segment use to make decisions: is it just the brand name that would drive them?
 Leaflets, television adverts, online communications: what factors influence the younger generation to purchase? Do they respond to what they get on their mobile? Do they respond to what they hear from their friends?
 What channels resonate with a younger demographic, what tone?

Facilitated by The Youth Conspiracy

Case Study
14.40 Innovation Case Study
Hear how 1Xtra and Radio 1 have used innovative ways of communicating with youth audiences, using the web, mobile, gaming and events. What would work for your brand?

Ben Chapman, Interactive Editor, 1Xtra and BBC Radio 1

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Bespoke Sessions: Big Versus Small Budget, Products Versus Services. However Big Your Spend Is, Whatever Your Youth Marketing Objectives, Make Sure You Get The Most Out Of What’s Available

 

15.05 Afternoon Break And Informal Networking

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Budget Focus
15.30 Budget Focus: Create A Youth Marketing Strategy That Gets The Most Out Of Your Available Spend, Be It Large Or Small

15.30 Big Budget Perspective
 You’ve got the financial backing, but what youth marketing techniques will bring returns? Assess the options and apportion your youth marketing spend accordingly
Sion Portman, Brand Connections Manager, Nike UK & Ireland

15.55 Small Budget Perspective
 Engaging young people doesn’t have to cost the earth: learn techniques to cultivate their interest without breaking the bank

Colin Beesting, Head of Marketing Programmes & Planning, BFI

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Products Or Services?
16.20 From FMCGs To Advisory Services: Creating Something Youth Want, Or Getting Buy-in For Something They Need? Understand How What You’re Offering Young People Affects Your Marketing Strategy And Create A Campaign That Responds Accordingly

16.20 Product Perspective
 Hear how Nokia has used innovative youth engagement strategies to create buzz around their full range of products

Will Harris, Marketing Director, Nokia UK

16.45 Services Perspective
 Reaching young people with relevant and targeted campaigns that use media and language that resonate with them, to ensure that you extend your message as far as possible and gain buy-in

Paul Brown, Director of Marketing and Communications, The Prince’s Trust
Ginny Lunn, Director of Policy and Development, The Prince’s Trust

17.10 Chair’s Closing Remarks

17.15 Close of Conference

31 October

Separately Bookable Half-Day Social Networking Workshop

09.00  Registration

09.30 Become Part Of Young People’s Online Lives: Penetrate Social Networks And Learn To Interact Within Them Without Jeopardising The Credibility Of Your Brand

• Learn how to infiltrate social networks but avoid the heavy-handed intrusion that aggravates young people and damages brand reputation
• Who’s where, when? Find out where your online youth are, and concentrate your networking activities in the most appropriate networks
• What’s next for social networks? Pre-empt changes in audience interests and appropriately target your resources to ensure maximum return on time and investment

Chris Seth, Managing Director, Europe, Piczo

Mid-morning refreshments will be served

12.15 Close Of Workshop

 

Speakers