Friday, April 15, 2011

Reaching the younger audience... without ads

According to "Arts Marketing Insights" by Joanne Scheff Bernstein, Teens are extremely marketing savvy, "having been exposed to more than 1,200 advertising messages per day."

Therefore, advertising needs repetition for the audience to notice, but because there are so many ads out there, advertising may not be your best route. True awareness likely comes from other sources like publicity and branding.

How do you reach the younger generation aside from ads?


  1. What do you mean by publicity? How does one reach young people with publicity? Don't most get all their non-entertainment information from their teachers?

  2. Publicity spreads the word, as does branding. There are many parts of branding - publicity is one, word of mouth is another. And you can keep a person's attention longer if you find a way to make that publicity and other efforts more interactive through things like multimedia.

    For more on branding, I recommend the book "The 22 Immutable Laws of Branding" by Al and Laura Ries.