Customer Types

“Selling to customers from a different
planet (teenagers)”

The teen between 13 and 15 is different from the one who’s 18 or 19. Indeed, these two groups may be as puzzled by each other as their parents are by them. 16 and 17 year-olds are also often a law unto themselves.

Language is another differentiator. The argot a 13-year-old uses with friends may be unintelligible to her 19-year-old sister, as well as to you.

So, assuming you have a product or service you’d like them to buy, how do you reach these strange and frighteningly influential aliens?

Well, you start by listening to them.

Teens – all three sorts – have strong opinions that they’re not afraid to share. They also thrive in discussion groups because this is how they live their lives – talking and laughing with each other about what and who is cool.

So organise discussions about your product or service and others like it. Find out what they like, what’s coming up and what’s old hat.

Next, develop your ideas in the context of their world. Music, fashion, TV, technology and the street are their bags, so work out how your brand, message, promotion or product could fit into this landscape.

When thinking media, reach them on their own territory. Kids own the internet and you must be there, for example.

Now, remember how things were when you were scruffy and unreasonable – you were skint! – so promotions are important. In this respect, kids are like the rest of us in responding well to discounts, giveaways and competitions.

And finally, make this promise to yourself: “I will never, EVER try to speak their language.”

Teens know that brands and ads aren’t kids and shouldn’t try to talk like kids. At best, you’ll be ignored. At worst, your brand will become a joke.

One last thing: although your objective is to be perceived as cool, don’t ever use this word in your ads. As soon as you say it, you ain’t it!