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HUNTINGTON BEACH, CALIF. Word-of-mouth marketing has grown in significance in recent years for companies targeting teenagers, but firms must master the psychological nuances of such relationships to harness their full potential.
So said Steve Knox, CEO of Procter & Gamble’s Tremor research division, and Kevin Roberts, global CEO of Saatchi & Saatchi, at this week’s Institute for International Research Youth Marketing Mega-Event.
Knox distinguished between teen “trend spreaders” and “trend setters.” Spreaders “stay cool by bringing ideas to their groups,” whereas setters “want to set the mark and be exclusive,” he said.
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