Targeting Tots and Teens

Home Office Computing, Feb, 1999 by Mike Espindle

Do assume that they'll stick around if you entertain them. A Web site that offers a clear, rich experience can keep visitors around for 30 minutes or more--plenty of time to roll out your marketing message in a noninvasive way.

Don't assume all teens have "super-nerd" technical savvy. Even though the popular perception is that teens were born double-clicking and scrolling, it's not always so. While many are heavy PC users--especially for Internet socializing--most are about as adept at using technology as the average adult. In other words, don't talk jargon, and always provide them with clear directions for accessing downloads and freeware.

Do appeal to them with contests and raffles. Because they often have limited incomes, young people are particularly interested in winning prizes, even relatively small ones. Registering potential customers for contests also lets you find out more about who's interested in your materials. Check on the rules for giveaways in your state; most require participants to be 18 or older.

Don't try to make your product or service hip if it's not. Holden Caulfield isn't the only disgruntled teen who can spot a phony a mile away. You won't trick them into thinking that an SAT preparation product or job-training course is "way cool and totally awesome," so don't even try.

Do assume they have concerns similar to adults'. No, they don't make mortgage payments and they probably aren't heavy investors, but money is a factor with this age group. Since most are either unemployed or in service industry positions, getting a good job is a high-priority topic. If you can help them dig up information on good college programs or tips on landing a decent occupation, you've got their ear.

Don't overdo the eye candy. While it's true most teen-aimed advertising tends to have a bold, "cyber" look to it, Web sites are best served by avoiding excessive animation and other multimedia bells and whistles. They add to download times and may require software plug-ins the teen user doesn't have.