How to use the electronic media to communicate effectively with teenagers
Here’s the obvious way to get your message across to teenagers – yet it’s so often ignored
The electronic world is the only world they know. If you don’t get it right your messages vanish into the void
Recently in just seven days there were 206 negative stories about teenagers and only 12 positive ones.
They are vilified more than any previous generation by the press. They’re probably the toughest group to reach and influence.
They feel isolated. They’re drowning in choice, with more demands on their time than teenagers at any point in history – all more appealing than what you may want to say.
This means it’s VERY hard to get their attention and keep it. You are competing with a lot of other messages for their minds - and what you want to say comes way down their list of priorities.
Yet it’s never been more important to reach them. In fact no greater challenge faces the public sector.
How on earth do you go about it?
A good place to start is by realising they have the receptacle for your messages in their pockets and handbags or on their computer screens:
- They talk to each other and much prefer to be talked to electronically, usually through some sort of a hand held device or the Internet.
- They see no difference between the various media sources. They expect the same message whatever type of media they use.
- They demand satisfaction instantly and it’s difficult to hold their attention. They expect instant consumption at the push of a button.
- They use media in a different way to adults.
- They use Facebook, MySpace, bebo, MSN, Skype, Peer to peer, Mobile phones, instant messenger, Gafeboof social networking and virtual worlds.
- They buy and sell differently using eBay, ASOS and Amazon. They learn differently. They “chunk” and they want bite sized things.
- They make their own world where they create their own websites.
- They make sense of media differently and this digital world is self-regulated and policed by them for them. How on earth do you break in?
If your communications don’t allow for these facts your message will simply go unnoticed. Even worse, there will be a negative viral effect where it quickly gets around about how totally out of touch you are.
You simply must have a communications strategy based upon thinking the way they do. This way you will be able to cut through the clutter of messages reaching them.
You’ll cover all the areas we have mentioned plus these key topics:
- A quick cook’s tour of the different media channels teenagers use
- How to plan a communications strategy that reaches them
- How to come up with the right creative ideas
- How to use the electronic media so that you connect with them
- How to get the tone of voice right
- What the daily life of a UK teenager is like - and what that means for your communications with them
- The choices they make and why they make them – their inner motivations
- How they use the Internet including social networking
Your trainer
These are some of the reasons why we have asked Gary Pope, one of the UK’s top teenage marketing experts to put on an entirely new one day workshop.
What other delegates say about this course and trainer
"The entire day was very stimulating and interesting...The course did exactly as its remit said and Gary Pope is a very engaging and approachable 'tutor'!"
Serena Benassi, Central Life Trainer, London Fire Brigade
"Really good. I liked Gary and the fact that he was from the private sector made him more challenging. He knows his stuff and was very engaging and entertaining."
Diane Talbot, Communications Manager, Tunbridge Wells Borough Council
"Very impressed with Gary's knowledge of the subject and his ability to maintain interest in the subject..."
Lee Page, Policy and Performance Manager, London Borough of Wandsworth
"Excellent speaker, extremely enjoyable session, plenty of important tips/guidelines for communicating with teenagers and in depth view "
Stephen Bridgwater, Senior Research Officer, Sandwell Metropolitan Borough Council
"We have only ever used the web before, but I now know of lots of other ways to engage young people. I have a better idea about their segments (age/gender) too now. It was a great training session"
Lorraine Shaw, Marketing Officer, London Borough of Barking and Dagenham
"Really interesting and engaging, by the end I felt really inspired and full of ideas!"
Kim Jones, Community Involvement Consultation Advisor, Hillingdon Homes