The Power Of Marketing To Youth: Hip Images, Music and More
Written: Jul 28 '01
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Product Rating:
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Pros: Carson Daly has become a phenomenon; Scholastic staff know tap into it
Cons: Dig into own private life
The Bottom Line: If you want to know what's hip and what teenagers are listening to and watching, you want to check this show.
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| charles's Full Review: |
If there is one thing that MTV knows very well, it's its power over the millions of teens with large discretionary incomes. MTV executives and producers know that they are willing to spend on anything as long as they know what's out there. This is the beginning of what has become a marketing phenomenon that has reached most industries. TRL: Total Request Live, a MTV show dedicated to teenagers and hosted by Carson Daly. By the thousands of screaming kids/guests, you can tell that the show is a new marketing force to reckon with. It's all about eye balls and grabbing attention.
Teens like hanging out. The format of the show is such that everybody feels like they are hanging out meeting people, talking, dancing and listening to the music of their choice. With the invitation and apparition of stars who are more than willing to come to the show to plug their latest cds, movie and gigs, the show seems to have found the right formula to become the turn-of-the century marketing force. Teens are pretty influential. That's the truth that many marketers have come to understand. They can get the money from their grown baby boomers. Either they hold jobs allowing to come up with spending money or they get their allocations from their parents to buy clothes, cds, dvds and cosmetics. What's certain is that every week, there is no scarcity of teens willing to participate in the live taping and requesting of special songs. If you pay attention to most teens, you will understand that most of them enjoy being with others listening to music, playing games on computers and doing nothing else other than enjoying their time together.
With a good production crew, the show has had various formats and venues. Whether it's a taping on the beach or a concert at a park, the fans will show up screaming. Surprise guests, teen idols such as AJ, Christina Aguilera, Sisqo, The Rock, Eminem, Britney Spears, Bon Jovi, Samuel Jackson, groups such as N'Sync, Backstreet Boys etc come hanging out at the show to talk about their works. The format is very simple. Sometimes, it's a question and answer kind of format. Nothing appears to be taken too seriously. It's a laid-back atmosphere.
Host has become a huge celebrity himself
Carson Daly has become larger than most stars themselves. Soon the fans start digging into his life. For the past few months, they wanted to find out whether Christina and he were a pair. He had to do something. He showed his girlfriend to the world. There were talks of marriage, but both of them are pretty busy with their career and don't seem to have time for a strong commitment yet. There is no doubt that this show has brought life back to MTV. Back in the 90s, it was the hottest thing on the air. But by the end of the 90s, there was a lack of focus. Something needed to be done. Total Live Request is the show that connects with a major segment of the market place. Teen consumers do have economic power. This show unleashes it to business owners with a price!
TRL, A TimeSquare Show That Is Getting Attention: Scholastic Staff Have Recognized the Force Of The Machine
MTV is back where it belonged all along. The show producers find out what their consumers, teens want and feed it back to them in TRL. Live taping has its ups and downs. Uncensored actions, words, and pictures may pass through. There is no time for rewrites and reviews. Carson Daly seems to know how to handle and work the crowd. He is good at interviewing anybody and getting the gist for his fans. This may explain why writing a book about him is a good idea. Scholastic markets to young kids. A biography of Carson Daly is a sure bet. It's all about business. And so far, it has worked. Any way, the format is pretty interesting in that young viewers get to request songs by their stars. That sells cds in stores too! It's a whole education process. Viewers who are at home can become acquainted with the products and services. TRL puts them on live TV. It's the idea of being seen by friends and millions of viewers all over the country. What it all comes down to is the number of sales of certain products such as cds in their drive toward being # 1 on the show. Teens help sell cds! Any stars recognize this truth and thank them for their contribution to their pocketbook!
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Recommended:
Yes
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charles
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Location: CA, USA
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