You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you. Beachheads - the key to successful youth engagement explained in this concise powerpoint by GrahamDBrown.com of WhatYouthThink.com For a complete activation and insights plan visit MobileYouthReport.com

1. You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you Beachheads BeachHeads by Graham D Brown of WhatYouthThink.com 1

2. When your research tells you that your customers “like” you be afraid, be very afraid… BeachHeads by Graham D Brown of WhatYouthThink.com Passion 2

3. In this presentation I’ll present the importance of BEACHHEADS to your marketing strategy and how they are fundamental to leading brands today. At the end, you’ll find 5 key steps to implementing “The Engagement Path” – a beachhead strategy. A complete marketing plan is provided here MobileYouthreport.com Graham Brown Author & Director WhatYouthThink.com GrahamDBrown.com BeachHeads by Graham D Brown of WhatYouthThink.com Overview 3

4. Of this Beachheadwe are ScaredScared that we’d have to talk to the customer. Scared that we can no longer commit a budget to the problem for the agency to take away. Scared we’d have to start taking ownership of the creative process. Scared we’d have to say NO BeachHeads by Graham D Brown of WhatYouthThink.com Fear 4

5. Your Agency is Your ENEMY if…They Talk about Reach.They want you to keep it MASS Your role is simply signing the cheque. They want you to continue throwing a budget at the creative problem They build campaigns rather than permission assetsTV and Advertising still works – look at the data! They talk about facebook and mobile but the storytelling is still about you, your brand, your logo, your website And not helping the customer tell theirs Change BeachHeads by Graham D Brown of WhatYouthThink.com 5

6. Defining Beachheads (from the mobileYouth report) Commit 100% of your marketing to your Beachhead – the 10% of your market already sold on your ideas and product. Supply them with the tools – the Social Currency found in your Permission Asset and empower them to generate Earned Media by enabling your marketing narrative to be about them rather than about your brand. Product Model requires reach; 100% of marketing is committed to 100% of the market. Marketers are fearful of strategies that focus on segments because under the Product Model this would return lower yields. Selling to unconverted youth in the Service Model Decade is expensive; the cost of attention and churn require marketing to focus on tightly defined segments. BeachHeads by Graham D Brown of WhatYouthThink.com Support the 10% to convert the remaining 90% 6

7. BEACHHEADS BLACKBERRY BeachHeads by Graham D Brown of WhatYouthThink.com

8. “LOVED” BeachHeads by Graham D Brown of WhatYouthThink.com

9. “LIKED”

10. Monster energy – more profitable per employee than apple Red bull – gold standard of youth marketing Jet Blue – Empowering student bloggers Flip – engaging savvy youth in the design process Apple – leading the design tribe Ford Fiesta – redefining ford inside out by focusing on a core of passionate fans Blackberry – leveraging influential students Kappa – reinventing the brand from micro markets in china …and then they say “What about the other 90%?” BeachHeads by Graham D Brown of WhatYouthThink.com 10

11. ACT 1. Adopt Metrics that nurture Love not Likeability BeachHeads by Graham D Brown of WhatYouthThink.com 11

12. ACT 2. Find Your 10% BeachHeads by Graham D Brown of WhatYouthThink.com 12

13. ACT BeachHeads by Graham D Brown of WhatYouthThink.com 3. Build a Permission Asset An event, a project…a platform that gives Social Currency to the 10% 13

14. ACT 4. Build dialogue Involve your beachhead in the process BeachHeads by Graham D Brown of WhatYouthThink.com 14

15. ACT BeachHeads by Graham D Brown of WhatYouthThink.com 5. Co-Create 15

16. Download This Powerpointand more… BeachHeads by Graham D Brown of WhatYouthThink.com MobileYouthNet.com 16