Buzz Marketing Group CEO Tina Wells shares her insights on the latest trends among teens.

1. Buzz
Marketing
Group
What Teens Want
!""#
Tina Wells$ CEO
Buzz Marketing Group

2. !Established in %&&'
!Created network of &$"""( buzzSpotters®
!Focused on research$ events$ and promotions
!Known for monthly buzzReport
!Clients include: St) Martin*s Press$ Johnson &
Johnson$ Procter ( Gamble
!Buzzspotter)com launching in Q+)
BuzzMG Quick Facts

3. !Monthly Trend Reports
!Consulting
!Online Polls & Surveys
!Trends & Insights Presentations
!Youth Panel
!Access to buzzspotter)com$ coming Fall
bMusic Quick Facts

4. !Global Panel of &$"""( buzzSpotters®$
representing !" countries outside of the U)S)
!BCB , Buzz Consultant Board
!BYI , Buzz Youth Institute
!Blue Pulse , monthly polls
!bGlobal , ' global partners -Brazil$ Finland$
The Netherlands$ UK$ France$ Spain.
!bTween , Partnership w/ Call+Ally)com$
Tween board comprised of +""( kids in '
distinct markets
BuzzMG Methodology

5. Buzz
Marketing
Group
Exploring Trends

6. Expression most
important
Conformism
Functionality
most important
Innovation
Techies
Independents
Preppies
Early adopters
Trend setters
Alternatives
Late adopters
Early adopters
Teen / Tween Market Segmentation
How we identify different tribes.

7. Wharholism
! Youth know they can have
their %0 min of fame
instantaneously)))
! All it takes is some
creativity$ a video camera$
and an internet connection!
" Examples: MySpace$
YouTube$ 1My Grammy
Moment2 contest$ reality TV)
" Online video sites like
YouTube and blogTV allow
youth to post clips of
anything
" Social networking sites like
Facebook allow youth to
network$ post clips$ and play
games
" Places to publicize their
own music$ like MySpace
Music

8. Massclusivity
Youth want exclusive products designed for the masses)
" Examples: iPod$ NikeiD)com$
Levi*s
" Retailers like Target and
H&M feature limited edition
designer clothes at
a3ordable prices
" iPods come in an array of
colors and models ranging
from the iPod shu4e to the
iPod touch
" Google constantly comes
out with new features that
allow you to customize your
email$ home page$ and RSS
feeds

9. Technoholics
! Youth thrive o3 new technology)
! Teens are being more and more
tech,savvy and crave the newest
cutting edge technology!
! Our annual survey states that
&&5 of our teens own mobile
phones!
! &"5 own digital cameras & #05
have a desktop computer at
home)
" Examples: iPhone$ Wii$
PlayStation$ Skype phone$
digital cameras
" It6s the year of the iPhone
G7$ once again!
" Text messaging and other
forms of instant messaging
are as common as actual
phone calls
" Youth demand that mobile
phones feature messaging
capabilities
" It6s now chic to be geek

10. Global-Mobiles
!Teens are globally connected
!The world is big and portable
!Anything spotted by a teen from
one part of the world can
instantaneously be spread to
another
!What can your company do to
keep up with the Global, Mobiles?

11. ! Teens consume content
instantaneously
! Teens demand
immediate forms of
communication:
! Teens are tech,savvy
and messages need to
appear anywhere and
everywhere to reach
them
Insta-Messengers
"AIM
"Text Messaging
"Facebook
"Google
"Downloadable music
and video clips

12. • 1Transculturalism is the
merging and
converging of cultures)2
-Fernando Ortiz.
• Culture$ style$ and
trends are global
• Culture is universal$ but
trends appear in unique
variations
• American youth are
inspired by cultural
trends from other parts
of the world
• Youth will put their
own spin on these
trends
Transculturalism

13. Overview
"&""" buzzSpotters®
"!" Countries
"Annual On,line Survey
"Ages %7,%#
"0"/0"
Male/Female

14. Buzz
Marketing
Group
What*s Hot & What*s Not:MUSIC

15. Top Music Artists
!Chris Brown
!Rihanna
!Beyonce
!Kanye West
!Usher
!Lil Wayne

16. Top 5 Songs
"1Lollipop2,Lil Wayne
"1Bleeding Love2,Leona Lewis
"1Love in This Club2,Usher
"1Take a Bow2,Rihanna
"1Forever2,Chris Brown
Top iTune album downloads…
!Cold Play: Viva la Vida
!Lil Wayne: Tha Carter III
!Katie Perry: One of The Boys
VS)

17. Preferred Genre
13Other
0Jazz or Classical
1Country
4Indie Rock
49Hip Hop, R&B
16Pop
15Rock and Alternative
PercentagesResponses
If you could pick two artists to
collaborate, who would you choose?
Beyonce and Chris Brown
Alicia Keys and Beyonce
Which genre of music do you listen to the most?

18. New Music
# Teens do not want to waste
time when it comes to getting
new music)
# +#5 of teens immediately
download music from iTunes
and !05will download on any
other site for little or no cost at
all)
# Only %75 will buy the entire
CD!

19. Buzz
Marketing
Group
What*s Hot & What*s Not: TECH

20. Top Tech Items
59%
72%
35%
53%
56%
34%
22%
41%
90%
99%
60%
85%
Wireless Internet
High speed internet
MP3 player other than iPod
iPod
Any Apple product
Blackberry, iPhone or any smartphone
TIVo
Camcorder
Digital Camera
Cell Phone
Laptop Computer
Desktop Computer
PercentagesResponses
Most requested cell phones…
!iPhone
!iTouch
!Sidekick
A whopping !!" of
teens own a cell phone!

21. Purchasing Habits
7%6+
21%3-5
65%1-2
7%None
PercentagesResponses
'05 of Teens are planning to
purchase %,! tech items this summer!

22. Purchasing Habits
# When it comes to school shopping
it*s not only about the clothes
# '#5 of teens will be purchasing
%,! tech items for back to school!
# Only %"5 said they were 8ne with
what they already have

23. Purchasing Habits
# '!5 of teens will spend over 9%"" on
certain must,have tech items
# !'5 of teens will spend between
90",9%""
#Popular tech items are costly but
teens will 8nd a way to purchase them

24. Purchasing Habits
1%Only when I receive as a gift
54%Whenever I can afford to buy them
29%When something new & trendy comes out
15%Only when I need a replacement
PercentagesResponses
When do you purchase tech items?

25. Buzz
Marketing
Group
What*s Hotter??

26. What’s Hotter:
Internet or Television ??
"&75 of teens polled
preferred Internet over
TV

27. Mac or PC ??
What’s Hotter:
"'05 of teens would
rather use a Mac!

28. What’s Hotter:
Facebook or Myspace??
"The results are in
0:5 of teens prefer
Facebook!

29. What’s Hotter:
AIM or Texting ??
"Overall$ :%5 of teens would
rather text than IM their
friends

30. What’s Hotter:
Magazines or Blogs ??
"While the internet is the place to 8nd
all your information$ '&5 of teens still
prefer magazines!

31. Buzz
Marketing
Group
Case Study

32. Case Study: The Hills vs. Gossip Girl
Why does The Hills consistently
draw double the audience of Gossip
Girl?

33. Case Study: The Hills vs. Gossip Girl
The Stars
Lauren Conrad Serena Vanderwoodsen
•Average,looking girl from the
suburbs
•Has a fashion internship and
takes classes on the side
•Has friend$ roommate$ and
boy troubles; she can be any
other teen!
•Gorgeous and glamourous girl
from Manhattan
•Still in high school
•Troubles include having a wild
past$ going to rehab$ and the
contributing to the death of a
stranger due to hard drugs

34. Case Study: The Hills vs. Gossip Girl
The Friends
The Hills Gossip Girl
•Audrina & Lo: Lauren’s
roommates and close girl friends
•Whitney: Lauren’s friend and
Teen Vogue coworker
•Heidi: Lauren’s rival and ex-BFF
•Blair: Serena’s spoiled and devious
best friend
•Dan: Serena’s boyfriend who is
her polar opposite
•Georgina: Serena’s party-crazy
friend from her past who
blackmails her in an attempt to win
her back

35. Case Study: The Hills vs. Gossip Girl
The Clothes
Lauren Conrad Serena Vanderwoodsen
•Affordable brands
•Can be purchased from online
sites like ShopBop.com
•Flirty, fun outfits, appropriate
for girls in early 20s
•On occasion seen with gifted
Chanel bag!
•High end, haute couture
designers, $30,000 an outfit!
•Can be only be purchased at
high end fashion boutiques
•Overly sophisticated
•Not appropriate for girls in high
school, only the super elite!

36. Case Study: The Hills vs. Gossip Girl
The Plot
Typical$ daily activities of
teens and young adults:
•Lauren Conrad is an average girl
from the suburbs who has a
fashion internship and takes classes
on the side
•She lives with her two
roommates$ Audrina and Lo
•When she goes out$ she hits local
clubs or drinks beer from plastic
cups with her friends at house
parties
Atypical$ unrealistic activities
of high school teens:
•Serena Vanderwoodsen is still in high
school$ but has already been to rehab
for her wild past$ which involved the
death of a stranger due to hard drugs
•Serena lives with her mother$ who is
currently in a love a3air with the
father of Serena*s boyfriend
•Serena*s parties involve Cosmos and
classy$ upscale service

37. Case Study: The Hills vs. Gossip Girl
MTV understands and employs cultural
permeation, attacking every aspect of pop culture,
including:
•Virtual world: online episodes are easy to access
and in HD
•TV: Laguna The Hills Spin-off shows
•Retail: Lauren Conrad, Heidi Montag, and
Whitney Port have their own clothing lines that
are affordable and accessible
•Celebrity status: Lauren and Heidi are constantly
on the covers of US Weekly and other celebrity
magazines
Why did it work?
Teens want to live the brand!

38. Case Study: The Hills vs. Gossip Girl
Recap:
•Based show on real people
•Characters are easy to relate to
•Wharholism attracts many viewers
and fans
•Produced a marketable brand on
many levels
•Virtual MTV, your own avatars
who can dress, act, and play in the
real Hills virtual world
•Watch The Hills episodes anytime:
mtv.com/the_hills
•Based on fictional, dramatic
characters-not as easy to relate to
•Maintained brand solely on
television
•Dissolved on-line episodes making it
inaccessible to the demo target:
Teens

39. Contact
Buzz Marketing Group
1018 Laurel Oak Rd.
Suite 1
Voorhees, NJ 08043
856.346.3456
Tina@BuzzMG.com