Caza de adolescentes con escopetas

I've been guilty of bashing Manufacturing here in Indiana as much as the next guy. When I think manufacturing job, I picture a guy in coveralls doing some monotonous production assembly line work over and over again. My perception probably isn't different from teens nowadays, though.

Manufacturing and logistics aren't even exciting words. They're old. They're boring. It's difficult to picture them any other way! The truth is that manufacturing and logistics are anything but boring, though. Manufacturing equates to dynamic, high-speed automation. Logistics equates to complex software models combined with fascinating growing technologies like geographic information systems.

adolescentes7The question is how does an entire state change the way government, parents and children think about you when so many people don't realize what you actually are? Sure, branding campaigns, typical marketing to influencers like politicians and educators will help. But how do you target the very people you need to fill hundreds of thousands of jobs in a few years? That was a question posed to me this afternoon… what a doozy!

In a state like Indiana, where the hubris of the 4-year college has settled in (that's what we're known for, right?), how do you attract young talent to trade programs and 2 year trade colleges? I think it's a three-fold proposition:

  1. Ensuring influencers recognize the bitter reality of statistics. The majority of students that start at 4 year schools don't complete their degrees. And of the ones that do capture their bachelor's degrees… many are having a difficult time finding meaningful employment. An influencer who talks their C+ student into a 4 year degree program may not be doing them any favors. That's a tough pill to swallow!
  2. Garantir que os pais recoñezan as oportunidades de falalos cos seus fillos. Na miña son's school he was a mediocre student – so it was the military knocking on his door every day. Bill started at IUPUI instead and has now blossomed into a double-honors major in Math and Physics. He's also beginning to attract scholarships and works to tutor other students at the University.

    My point with my son is this – if we didn't have the resources for his schooling, he could have been easily talked into the military. I'm a veteran and don't regret the decision – but I didn't realize I had options at his age. He did (and does) have options! If the 4 year degree program hadn't worked out, he would have been an exceptional trade school prospect (why does that sound so negative?). He and I weren't aware of that, though.

  3. Absolutely key to any marketing effort is the target, itself. This is where the rubber hits the road. I don't care how well you impact influencers and market to Moms and Dads… if you're not getting these kids on board, you're going to fail. So where do you find them? Facebook? Twitter? Mobile? Video Games? At School? Youth Groups?

Yes, you find them everywhere. We've done a fine job at educating our kids to build their own identities, think differently, find happiness… so that's just what they're doing. You can find my daughter tomando fotos and sharing them. Katie's also testing out videos with her Flip camera. And of course, on Instant Messenger and her cell phone. Once in a while, she'll get together with her friends and play Rock Band.

My fillos blogs (sporadically), is on Facebook and joins his other musician friends on MySpace. Aside from that, you'll find him at his favorite hangouts, A Copa Bean (enganchoume) e Waffle House... si, Waffle House.

Teens have choices nowadays and are fighting for their own individuality. Very few, if any, of my son and daughter's friends are rebelling as we did when I was young. They're spoiled. They have toys. They have the Internet. They have each other. They don't like brands or being managed. They like green. They want to save the Earth… whatever that means.

Aproveitar a mocidade hoxe en día leva máis que algúns métodos de infiltración ben deseñados noutrora. Lembro cando todo o que Nike tiña que facer era dirixir os seus máis recentes saltos nunha película para conseguir vendas. Hoxe en día, os nenos queren atopar o par de zapatillas que ninguén ten.

If you're going to hunt teens, you better bring a shotgun. Dominating Google, youtube, Flickr, Facebook (pode ser demasiado vello), MySpace, a escena musical, o centro comercial, os videoxogos, os teléfonos móbiles e a cafetería local ou Waffle House poden ser un bo comezo.

O meu consello é que pode ser máis doado proporcionar un lugar para os adolescentes be en vez de ir onde eles son. I know how appreciative our kids were of regional and Church youth groups where they could hang out, talk, play video games, and still be told a great message. They didn't always come for the message, but they did come for each other! That place needn't be a brick and mortar establishment, it could be a great place online.

Os teus pensamentos? Imaxe e unha gran publicación en Teen Marketing atopado no blog de perspectiva.

4 Comentarios

  1. 1

    Estupenda publicación! Dáme máis que pensar, teño varios anos antes de que os meus dous fillos sexan adolescentes, pero sei que pasará voando antes de que o saiba. Creo que unha das peores cousas que facemos é empurrar aos nenos á universidade cando realmente non están preparados para iso. Hai outras opcións: militares, oficios, organizacións de servizos.

  2. 2

    Ademais, non todos queren estar nunha oficina ou nun laboratorio todo o día. Hai moitos nenos que estiveron encadeados nunha mesa durante os últimos 13 anos, que prefiren estar levantados e facendo algo máis que escribir. A fabricación non é só para estudantes de C. Coñecín a algunhas persoas brillantes en traballos comerciais que prefiren estar preparados e facer algo físico.

    Faime pensar en Office Space onde Peter está finalmente feliz traballando nun equipo de limpeza en vez de estar nun cubículo.

    • 3

      Michelle,

      Tes toda a razón e espero que non me atopei afirmando que dalgún xeito estes traballos eran para estudantes por debaixo da media. O meu punto é todo o contrario: estes traballos son excitantes, tecnoloxicamente avanzados, levan a carreiras moi ben remuneradas E NON requiren un título de 4 anos. Algúns deles nin sequera requiren 2 anos.

      É realmente só unha industria ignorada. Todo o mundo pensa que para ter éxito necesitas unha licenciatura na actualidade. Aínda que afirmaría que esa é unha boa "póliza de seguro", pode que non sexa a ruta máis agradable e fructífera para un mozo que desexa unha carreira desafiante e gratificante.

      Moitas grazas polos teus pensamentos.
      Doug

      PD: I LOVE Office Office!

  3. 4

    Estupendo post doug.
    Sendo un "milenario" defendo. concorda con todo o que dixeches aquí.

    Coñéceos onde están e tome unha liña de coque con esa escopeta. Vai precisalo.

    PC Cargue a letra que significa # $ @ #?

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