Ypulse Mashup Sponsor Interview: Gregg Witt, Premise Marketing

Today’s Ypulse Mashup Sponsor Interview is with longtime Ypulse friend Gregg Witt, creative director and founding partner of Premise Immersive Marketing. Ypulse Youth Marketing Mashup attendees can meet (or re-meet) Gregg and the Premise Immersive Marketing team at their booth where they will be delighted to share their knowledge of the youth (and parent) consumer space and outfit you with a brand new t-shirt!

Also, catch more on the the do’s and don’ts of marketing to youth in the action sports world at our Reaching Youth Through Action Sports pre-conference led by action sports networking organization groupY.

Ypulse: What are the most radical changes we’re seeing in youth sports marketing today?

Gregg Witt: The most radical change is that multi-platform branded campaigns continue to become the norm. Successful brands have learned to strategically invest in multiple platforms and media that appeal to their target consumers. These companies then develop comprehensive, branded content experiences. It’s a radical new form of fan engagement when you consider that only 10 years ago, strategic sponsorships, events, tours and media buys, for example, were the primary focus for marketing in the youth sports space.

Winning properties and advertisers are all finding ways to continue the brand experience and retain their fan base through social technologies and more interactive programming in general. In my opinion, Red Bull sets the bar in the youth sports space with its massive multi-platform campaigns.

YP: A few years back you noted that “contrary to how innovative everyone thinks action sports culture is, it is actually quite slow to adopt technology in their marketing, etc.” and instead was relying on more mainstream online spaces like Facebook. Do you think that still holds up…

 
 

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The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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