young audience marketing strategies
young audience marketing strategies

Recently, one of the biggest electronics cigarette companies in the United States, JUUL, has been facing various lawsuits from different US states for promoting products to minors.

Attorneys involved in these cases have been claiming that for many years the company has been targeting very young people including teenagers with the highly addictive E-cigarettes.

This has led to the company having to change many of its marketing strategies which have previously been aimed at people younger than 21 years old.

JUUL has been known around the country as one of the most popular electronics cigarette companies, with the sleek design of its products making it incredibly popular with young people.

Back in 2015, the company launched a very controversial marketing campaign titled Vaporized, that promoted the products using bright colors and models.

While these strategies were extremely effective, the company was still promoting unhealthy products to young people. However, plenty of other companies can learn from those promotional efforts.

Samples

One of the earliest marketing campaigns from the company were product sample events which were promoted through social media websites, as well as email invitations to the target audience.

To attract more consumers, the company utilized colorful branded T-shirts and centered those product sample events around youth themed events. The company allowed many people to try out different flavors for free and even featured popular actors and bands during the events.

Influencers

The company has always been using social media influencers in it’s promotional campaigns to inspire sales with the target audience.

Between platforms like Instagram and YouTube, the company has been working with social media influencers for a long time, and these campaigns manage to reach a large number of people.

Hashtags

Being an early adopter, the company managed to greatly expand its social media reach through utilizing hashtags on social media platforms.

Both the company, and its influencers used several branded hashtags which led to the target audience, as well as vendors using their own hashtags to promote the products later on.

The company also shared useful and funny content on social media that would appeal to younger audiences.

Flavors

One of the major selling points from the company was the diverse choice of flavors available to consumers.

In fact, according to research, plenty of young people have cited a diverse choice of flavors as one of the main reasons they started using electronic cigarettes in the first place.

However, instead of offering those flavors with generic names, the company took a very creative approach and named those flavors according to sweets or fruits that would appeal to younger people.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.