A teen simply doesn't have those considerations. Besides, today's teenaged consumer may develop into tomorrow's brand-loyal customer, and continue to buy from certain companies for years to come. The Sneaker Must Be Solid Winning lifelong allegiance, however, requires finesse and, above all, honesty, says TRU's Zollo. Teens may give the impression that image is everything, he says, but the fact is, they're looking for substance, not hyperbole. Whether it comes in the form of long-lasting taste in a chewing gum or performance and durability in a sneaker, the product has to have the features teens are looking for before marketing can begin.
Imagery is really critical to selling, but the two components go hand in hand.
Imagery alone can get kids to buy a product, but it will not bring a repeat sale. That's why Nintendo always includes a lot of game footage in its advertising, says Mark Westcott, the company's director of advertising and promotions. While the right music and a fresh approach are important, Nintendo devotes just as much attention to casting its commercials with credible teen actors, who are shown playing the games in a real-life setting. If we don't show a lot of the game footage, our consumers become skeptical. You can't take it over and try to manipulate it.