Chicago : Euro RSCG Discovery, the North American customer relationship and behavioral marketing agency network of Euro RSCG Worldwide, and its American Student List (ASL) affiliate today announced the availability of “ASL Teen Segments,” the first actionable behavioral segmentation of teens designed to help marketers more effectively target teen consumers and their families on a one-to-one basis. The segmentation groups teens according to characteristic gender, social and behavioral differences, enabling marketers to more effectively communicate and resonate with each teen.
“Historically, brands have always treated teens as one homogeneous audience, when in fact, teens are a constantly evolving group that is comprised of various consumer tastes and behaviors,” said Zain Raj, CEO of Euro RSCG Discovery. “We can now give marketers direct access to a more robust student database that individually identifies teens according to their unique and dynamic consumer behaviors, not just their age and geography.”
The comprehensive segmentation identifies 11 distinct segments of teen consumers, six male and five female. Overall findings of the segmentation include:
The full list of female teen segments includes: In-Style Socialites, Jockettes, Most Likely to Succeed, Style Meets Thrift and Traditionalists. The male segments are: Big Man on Campus, Red-Blooded Boys, Technosapiens, Tuned Inward, Under Construction and Young Metrosexuals.
“Brand marketers that target teens have so many variables to consider, including their interests, brand loyalties, shopping behaviors and Internet usage,” said Don Damore, CEO of ASL. “This segmentation breaks down not only what teens are interested in, but where and how they shop, and how they respond to direct mail, digital advertising and in-store marketing. It also shows how teens use different forms of traditional and new media.”
Marketers interested in “ASL Teen Segments” and other ASL services can contact Bruce Wilkinson at 312-640-3228. Euro RSCG Discovery pooled 5,000+ nationally representative survey respondents from MRI’s 2007 and 2008 Teenmark® surveys to develop and apply its proprietary ASL segmentation system