Download Seminar on New Technologies and Marketing to Young Adults

Seminar on New Technologies and Marketing to Young Adults
ERIE, PA (November 2006)
Dan Bensur, Principal of BENSUR :: Creative Marketing Group,
shared his expertise on a topic vital to people in the marketing profession: Getting your clients’
message to a generation that relies less on traditional advertising and embraces new technologies
and media more than any previous generation.
Bensur’s seminar was entitled “Computers, Cell Phones & Cocktails” and was presented at
the Night Club and Bar Show in Las Vegas. His company, BENSUR :: Creative Marketing
Group is a leading marketing firm in the field of beverages and spirits and the
telecommunications industry.
The presentation began with an overview of how young adults acquire information and an
examination of their media usage. Bensur’s talk analyzed the wireless marketing industry and
how some efforts utilize new technologies.
It continued by presenting evidence that shows Internet and technology brands being
interwoven into all aspects of our life, including the Landor Associates “What’s Hot” list for
2006. Six of the top ten brands were high tech related and Google was number one on the list.
Bensur also noted that young adults spend the same amount of time on the Internet as they
do watching TV. Control is one of the primary factors pulling this group to the Internet. They
can personalize and customize their on-line experience.
He continued that these young adults belong to the first generation to grow up in a digital
world. They access content through a variety of high tech devices, including computers, cell
phones and PDAs.
This generation is rendering traditional forms of advertising non-effective. In addition to a
willingness to utilize new technology, they have a greater sensitivity to marketing efforts.
In order to reach these consumers, marketers need to be visible in many places at once. They
need to have a presence beyond TV, radio and print. They need to branch into new media outlets,
including the Web, mobile phones, viral marketing, and games.
Bensur further elaborated that this generation wants to feel involved in the message; not just
receive it. The popularity of programs like American Idol support this idea, with their utilization
of a variety of interactive measures including message boards, voting links, blogs, cell phone
ringtones, games and viral e-cards.
Statistics show that the wireless phone industry is growing at a substantial rate. There are
more wireless phone subscribers than traditional landline telephone subscribers.
Many leading beverage companies are expanding their use of wireless and Internet
technology for marketing purposes. Absolut, the world’s second–leading vodka producer raised
online spending to about 20% of its annual marketing budget, and Budweiser has run “Text ‘n’
Win” contests. Other companies marketing through new technology sources that Bensur
mentioned in his presentation are Coca-Cola, Coors, Smirnoff and San Miguel Beer.
Bensur then detailed some strategies that utilize new technologies. He cited viral marketing
and text reminders of specials and events at bars and restaurants. Other technology-based
marketing elements included specialized ringtones like university fight songs, Text ‘n’ Win
promotions, games and polling.
The seminar concluded with Bensur’s recommendations to find a marketing firm with
expertise in Internet and mobile marketing, and was followed by discussion with the audience on
this vital topic.
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