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Cheesy…But Still Works—F.A.R.O.U.T.
Last July I wrote a post in reaction to an article about selling to marketing-averse teens—read it here—I devised a very 'cheesy' acronym outlining what I thought a successful youth product/marketing/project needed to achieve acceptance or at least register on young peoples radars.
Here's a quick refresh:
You want to know the 'secret' of marketing to teens or interesting young people in your product, cause, shoes, event, gum, tv show etc.? You and your message has to be F.A.R.O.U.T. :
- Flavour
- Authentic
- Relevant
- Obvious
- Understandable
- Timely
Apply the above to past/current trends and you will see what I mean: charity wristbands came in different flavours to suit any taste, they offered an authentic method of supporting a cause which was relevant to the wearer, looking back it's an obvious trend which is easy to understand and so timely within the globally-conscience and issue-aware section of society…
I know, I know—very cheesy—but I find myself using the words listed above more and more and I'm also seeing them being used on other high-profile sites/blogs.
However, it's not just my opinion—the young people I speak to about brands all use similar language (or reasoning) to the ones used in F.A.R.O.U.T. which is reiterated in the results in the Phatgnat Youth Report 2005—'celebrity endorsements' and 'advertising' were the bottow two factors.
Like I said, I know it's cheesy and oversimplistic… which is maybe why it works!
What do you think?
Filed by DK on January 11 2006
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