During the Summer holidays my nephew (5 yrs old) decided to write a list of where he wants to go during the holidays. It was a short list but the first two places showed a clear difference with todays generation and how branding & technology has affected them.
I want to go to:
1.) The I-Phone shop
2.) The I-Pad shop 
He loves the Ipad, IPhone and using a laptop. By using the Iphone he instantly knew how to use my HTC (and he used it quicker then I did) :{.
Although he didn’t say “Apple shop” and has no idea who or what Apple is, I think its safe to say though that he’s an Apple fan. Even though he’s only 5, the Ipad and Iphone technology and userability appealed to him and so did the style, and sooner or later he will know who Apple is and what they make.
Through great technology, branding and strategy Apple has affected all demographics but quite possibly the most important they’ve managed to “get them while there young”.
This plays a huge part in business but we don’t immediately think of it when running our businesses. A great source of sustaining a business is future growth and development by pulling in potential future customers when their young.
Sainsburys
Around 5 years ago Sainsburys Supermarkets were in a struggling battle with an outdated image but with a rebrand plus a new brand advocate for a younger generation (Jamie Oliver) they managed to regain their place and create a clearer identity for the future, one which did not revolve around being the cheapest like Tesco’s or Morrisons but by showing a sense of quality in products and family orientation.
Essentially they tried harder to “Get them while there young” and it worked. It wasn’t a total plause to bring in a new generation of customers just an additional plause to say “we can relate to you” so “come on in”.
Through our lifespan, we rarely change our choice of supermarket so “Getting them while their young ” is a worthwhile venture.
How it Works.
When it comes down to it, “getting them while their young” is not so different to any demographic targeting. They respond to the same sales techniques we do and as proven by my nephew above, the younger generation like:
- Technology they can interact with
- Something that looks cool
- Catchy audio branding
- Humour
- Most importantly, just something they can relate to
My niece is 3 years old and an audio brand junky. She does like her telly and mimicking,
GO COMPARRRRRRRRE, GO COMPARRRRRRRRE…………………….
Subconsciously I’m sure she’ll know and choose what comparison site to go to when shes older.
