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How to appeal to a teen audience and achieve marketing coverage with no media budget?

Project Aims:

    * To increase registrations

    * Create a cool PR worthy story

    * Acquire mass media coverage without expenditure

Background:

A user centric website will undoubtedly become more successful than one that doesn’t consider its users. This for me is the most important premise of marketing. A community site especially must aim to listen to the needs and desires of the community in order to continue delivering a product that is relevant and as attractive as possible to the target audience. Research conducted by Sulake Ltd shows that across the board music is the most popular interest in the teenage market and therefore it is crucial we cater for this need.

In order to achieve this we polled the community and continue doing so regularly to pick up new trends.  We are aiming at weighting the visits based on the genres our users tell us they like the most on top of this so the celebrities we bring into Habbo are a reflection of the community’s tastes exactly.

Achieving media coverage at no cost:

We have made this a top story in music news to date by producing a package that is highly attractive to record labels promoting their artists and now labels are approaching us to run visits for them…As celebrity gossip is so attractive to teen media titles I have approached them to give us 1 page of editorial to cover the event. Using different titles each time ensures we reach a larger section of the teen audience. A media pack is also sent to the label to promote the events in their media channels e.g. fansites and newsletters to encourage registration.