Axel Dammler rief und wieder kamen sie alle. Bei der zwölften Jugendmarketing-Konferenz “iconkids & youth” trafen sich führende Köpfe der Branche um Neuigkeiten zu erfahren, alte Bekannte zu treffen und neue Kontakte zu knüpfen. Die Fachvorträge sowie die begleitende Ausstellung “Young Communication” offenbarten einen schönen und lehrreichen Exkurs durch die facettenreiche Jugendmarketing-Landschaft.
Als Brachentreffpunkt wurde einmal mehr die Tonhalle in München gewählt, die vorzüglich zum Thema der Veranstaltung passt. Neben der kleinen Messe “Young Communication”, auf der rund zehn Aussteller ihre Kompetenz im Jugendmarketing präsentierten, fand auf der großen Bühne vor ca. 400 Branchenkennern eine abwechslungsreiche Vortragsreihe statt.
Besonders erwähnenswert war zum Beispiel die Präsentation „Das hab ich von meiner Oma gekriegt“ von Karin Henneberger. Frau Henneberger untersuchte Großeltern und Verwandte als Zielgruppe für Kinderprodukte. Hier wurde vor allem die unterschiedliche Kaufintention von Familienangehörigen bei Geschenken für Kids betrachtet. Eine Untersuchung dieser Art und Tiefe dürfte bisher einzigartig sein. Toll.
Des weiteren berichtete Ingo Barlovic über eine neue Zielgruppendefinition für das Jugendmarketing: “Von jungen Hedonisten und postmodernen Weltverstehern”. Diese Klassifizierung in vier Gruppen ermöglichte interessante und erhellende Einblicke unter anderem in das Konsum- und Mediennutzungsverhalten von Jugendlichen unterschiedlicher Bildung, Herkunft und Perspektiven.
Axel Dammler referierte alsdann zum Thema “Lizenz als Marke – Marke als Lizenz”. Aus den verschiedenen Sichtwinkeln von Lizenzgebern und -nehmern wurden Chancen und Risiken verschiedenartiger Lizenz-Kooperationen an mehreren Beispielen anschaulich ausgearbeitet.
Zum Abschluss versuchte Denise Ullrich die Möglichkeit einer gleichzeitigen Adressierung der Zielgruppen Kids und Mütter zu erläutern. In “Von jung bis alt: Intergenerative Werbung für Kinderprodukte” entwickelte sie einen Kriterienkatalog, der dies möglich zu machen scheint.
Für mich einziger Wermutstropfen der ansonsten äußerst gelungenen Veranstaltung war der Beitrag „Ich kauf mir was“ von Eva Förtsch. Frau Förtsch referierte an sich äußerst trefflich zum Thema “Mit Shopping Blogs und Video Tours auf der Spur junger Shopping-Welten.” Nur wurden im Laufe der Präsentation willkürlich einige Thesen aufgestellt und Ratschläge erteilt, die mir äußerst fragwürdig erschienen. So wurde beispielsweise den Jugendzeitschriften eine noch immer sehr hohe Durchdringung der jungen Zielgruppe zugestanden, ein Plädoyer für Fernsehwerbung gehalten oder dem Internet eine wesentliche Bedeutung im Kaufprozess von Jugendlichen aberkannt. Äußerst gewagte Thesen, die bereits wiederholt, oft und mehrfach widerlegt wurden.
Dieser kleine Schönheitsfehler konnte die ansonsten fachlich und organisatorisch beachtenswerte Veranstaltung kaum stören. Einmal mehr konnten Axel Dammler und iconkids & youth ihre Kompetenz in Sachen Jugendmarketing unter Beweis stellen. Vielen Dank dem ganzen Team. Ich bin schon sehr gespannt auf das kommende Jahr.
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