Tiga Era Marketing Anak Muda

by Ghani Kunto

Hubungan antara merek dan anak muda akan melalui tiga era.

Era 1: Anak muda dibodoh-bodohi, dianggap sebagai sub-human yang hanya peduli harga dan ikut-ikutan trend.
Saat ini sebagian besar brand di Indonesia masih di tahap ini. Padahal opportunity cost melakukan ini besar sekali.

Era 2: Anak muda dianggap berbahaya dan hubungan menjadi love/hate relationship.
Saat ini sebagian besar brand di dunia masih di tahap ini. Ini biasanya reaksi mereka pada anak muda: Anak muda nge-remix film/lagu anda? Tuntut dia! Anak muda nge-hack produk anda? Tuntut dia! Anak muda bikin bisnis yang memparodikan bisnis anda? Tuntut dia!
Contohnya:

In 2007, a 19-year-old freshman at the University of Missouri started a business to make money to help cover his college costs.

“People thought it was so cool to wear The North Face fleeces,” Winkelmann said. “Everybody had to have them.”

So, as a parody of the sheep-like behavior of his classmates, Winkelmann came up with a clothing alternative to The North Face — The South Butt.

The slogan of The North Face is Never Stop Exploring; the tagline of The South Butt is Never Stop Relaxing.

Winkelmann’s uncle, who owned a novelty printing company, manufactured the first South Butt t-shirts. His father, a stockbroker, helped get the business incorporated.

In his first year, Winkelmann made about $4,000 in profits, most of which went back into inventory. In his second year, he was able to apply about $2,000 to his college costs.

Everything changed when The North Face took legal action.

dari Mr. Write’s Page

Era 3: Anak muda menjadi rekanan, bukan tujuan dalam pemasaran.
Inilah yang dilakukan brand seperti Apple, Facebook dan Amazon. Inilah yang namanya membentuk Frontline. Untuk lebih jelasnya ada di Youth Marketing Manual dan Youth Marketing 101.

Ada di era yang mana perusahaan anda sekarang? Siapa yang akan duluan sampai ke era berikutnya, anda atau saingan anda?

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