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When it comes to marketing to teens, the most common mistake made is "aging down" a marketing message or sales environment instead of making it aspirational. Retailers often take a message designed for adults and "age it down" to teens, which is the opposite of what they should be doing. Most brands don't want to market to teens as teens. They should communicate to them as someone on the path to becoming a young adult. After all, that's how they see themselves. Teens are inherently aspirational. They want to look older, act more mature, and know more things than their peers. Teens are aspiring to be adults, not to be teens.
In our own research, we see this idea illustrated all the time. A perfect example of this can be found on the covers of fashion magazines. When they market test their monthly covers, they often find that designs which test well among adults produce the same results among teens. The designs feel "adult" to teens.
The other mistake retailers often make is maintaining a retail environment (signage, advertising and products) past the sell-by date. Given the cost of store and advertising design, retailers are hesitant to make changes, even though teen taste is fickle and changes far more quickly than other demographics. This leaves their image feeling stale and out-dated to teen consumers.
While teens aspire to be adults, they do not shop like adults. Unlike adults, teens go into a store not simply to buy something. They also go to hang out, connect, and sometimes just to express themselves by identifying items they like or don't like. An incredible turn-off for teens is when retailers don't allow the shopping experience to be social.
In contrast, adults often walk into a store to buy something that they have already thought about. They want customer service to approach them immediately to help them facilitate this process. Teens want customer service to hold back and be a tool for them when they ask for it. Teens enter retail stores to hang out, with the purchasing of an item usually viewed as an after-thought. In contrast, adults are more purposeful. They usually want to shop and then quickly move on.
The fickle attitude and mindset of teens when entering the marketplace cannot be overstated. Unlike your average adult, specific steps need to and should be taken in order to 'woo' teens into most stores. When a teen looks into a store, one of the first things they look for is that particular store's compatibility as a hangout. Couches and lounge areas help create the low pressure sales environment that teens prefer.
When a teen leaves a store, retailers want their experience to be something they'll share with friends. Music downloads, digital images of merchandise they can post or send to friends, coupons sent via text message that they can then forward to friends - all of these are potentially effective ways to create buzz with teen consumers.
Studies have shown that most retailers do not put nearly enough stock in music played in the store. It's a part of the decor that retailers can change on a weekly, if not daily basis. On the other hand, it can also be a liability and a major turn-off to customers if rarely changed. Everyone knows that music is a great way to draw in teens. It should work to one's advantage, not disadvantage.
Another key part of a store's image is the staff. The sales staff should be aspirational in nature: slightly older than the target teen market. For example, a retail location that's targeting 14-16 year olds should have a mix of young teens and 20-somethings. Furthermore, their image (clothing, personality, etc.) should align with the theme of the store and the tastes of the target audience. No one wants to buy something from a person they know has no interest in buying that item themselves.
In addition to personnel, dcor and ambiance, coupons and sales are just as important - if not more important - to teens, especially in today's market. Teens are shopping with fixed budgets, so it would be a mistake for retailers to think that teens don't value a dollar the same way adults/parents do.
In these harsh economic times, some retailers have lost sight of the importance of appearance and image. While it is true that many purchases made today are overwhelmingly price-driven, it is important not to lose sight of who you are targeting and why.
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