Marketing to a “Bundle of Contradictions”
I’m a parent of two teen girls. They’re great daughters, but I often wonder how I will keep my hair from turning gray between now and 2015 when the youngest graduates from high school. Both girls are absolutely obsessed with their cell phones and maintaining their extensive network of friends through texting, MySpace and Facebook.
In fact over the weekend, I was at the Verizon store twice. The first time was to repair a phone that wasn’t working, causing my oldest to panic over the number of text messages she was missing. Her Facebook status cited that her phone was broken so all of her contacts were aware she was out of texting commission. The other Verizon visit was for a phone upgrade for the younger daughter - and not just any phone would work. It had to have certain features and benefit to be acceptable, and to give her thumbs their daily workout.
So when I read a new white paper this morning, “The Teenage Girl as Consumer and Communicator,” released by Euro RSCG Worldwide PR, I wasn’t too surprised.
The white paper confirmed something I’ve seen in my two girls - and in every teen girl I know - they go online to maintain their friendships. In fact, 71 percent are online with friends, not just surfing randomly. And their value-minded moms seem to be influencing them with 77 percent more likely to buy sale-priced items than one at full price. This is great to hear, considering how fickle teen girls seem to be with their tastes and preferences changing all the time.






That’s the tagline we want every woman in central Ohio to remember and live by. Fahlgren recently launched our first brand campaign with The Charles Penzone Salons, and we’re excited to see our creative hit the market.
“This Best of Show award reminds us that TV continues to be a powerful medium for connecting with target audiences. Traditional advertising is not dead; it’s not an either/or. It’s about the art and science of selecting the right mix of channels to run great, engaging creative that connects and engages your target audience,” said Pete McGinty, President, Fahlgren Advertising.

