Many advertisers will tell you that women are complicated. It can be tough to appeal to their sensibilities and tastes, as women are versatile, and as different as their fingerprints or handbags. An increasingly difficult sect of women to market to is young women, those between the ages of 15 and 25.

An article discussing ways and approaches to market to this booming young-female market was recently posted on BusinessWeek.com. The article was written by the women of 3iYing, a marketing firm that focuses on marketing to women ages 15 to 25. So needless to say the authors were spot on when describing problems with current advertisements targeting young-female consumers. Issues included arrogance, negligence and insensitivity.

And while they offered additional suggestions for marketing to young women, the key goal was missed, research.. Young women are a diverse group who have dissimilar interests, and can not be generalized into categories. Individualism is valued, but so is looking like the group. Complexity does not begin to describe the predicament.

This is where a company like BrainReactions is really allowed the chance to shine. BrainReactions has the power to research what young women want, straight from the target market. With Brainstorming sessions and idea generation, the BrainReactions team has the power to truly get inside the hearts and minds of this demographic. Companies could only be so lucky.

The missing piece to cracking the code on advertising to young women isn’t appealing to sensitivities necessarily, but rather research, brainstorming and interaction with the target market.

–Erin [erin.canty@brainreactions.com]

1 Comment | BrainReactions News, Generation-Y wants, Marketing to young women, Open Innovation | Email Article | Share on Facebook | del.icio.us | digg this

Hurricane Katrina ravaged New Orleans, once a bustling, cultural hotspot. When the hurricane and subsequent flooding occurred over 110,000 homes were damaged, or destroyed and approximately 80% of the historic buildings were ruined.

Members of the Urban Planning Commission gather on January 11 to present their vision and plans for the rebuilding process. The new city plans have been described as “controversial” and “ comprehensive.” The team has developed many innovative features including an overarching light rail system, as well as improvements to k-12 schools.

However, this plan is hinged on the future population of New Orleans as well as the number of attractions, events, and conferences that will be back in the city. One way to ensure both of these things is to involve college students.

New Orleans is home to many colleges including Xavier, Tulane and Drake. The Urban Planning Commission needs to take these residents into account. What better way to bring people back to the city? By re-designing the city as an educational as well as a cultural hotspot. Young people, especially young people seeking out college educations, will flock to the city. While some may leave after graduation, many will stay bringing a new diverse crowd to city. The demographic is large in number and spends more money than any other. It is necessary for the planning team to involve the young residents and college students of New Orleans in every step of the process.

–Erin [erin.canty@brainreactions.com]

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A study conducted by MIT suggests that teens are more optimistic about innovation and technology than adults. For example, 22 % of teens surveyed think desktop computers will be obsolete by the year 2015, whereas only 10% of adults think so. The data revealed that teens also think inventions and technology will be used to solve problems like famine, pollution and unsafe drinking water.

Though teens are optimistic about the power of innovation, very few of them want to take part in it first hand. Of those surveyed, 17% wanted a career in arts, and 17% in medicine. 14% of the teens surveyed listed engineering as a top choice.

It is no surprise that teens are forward thinking, and optimistic about the changing world around them. However, I am surprised that more students are not interested in designing it themselves. In the future, I think the gap between places like Japan and the U.S. will grow wider where innovation is concerned. There is no way American youth will be able to keep up with technological innovation if these trends continue. But what can be done to encourage the desire to dream, as well as make the dream come alive?

–Erin [erin.canty@brainreactions.com]

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Due to increased demand from countries all over the world, Innovation Trip is now open to global leaders. We already have sign-ups from multiple continents.

Innovation Trip was recently featured on the Fortune Innovation Blog and will also be featured on CNBC in the last week of January.

Here’s the pitch:
“Innovation Trip in U.S.A. is a program arranged for GLOBAL leaders to help them spark innovation and creativity in their organizations, revolutionizing work culture and reducing attrition. Tour includes workshops and places to explore the US innovation and research industry inside out. Innovation Trip will help leaders effectively execute and tap high-end work.”

Check it out! http://www.innovationtrip.com

- Anand [anand.chhatpar@brainreactions]

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Your company is marketing to college students. You have the perfect promotion and it is ready to execute, but what media do you employ to get the word out?

College students are growing immune to advertising. It makes perfect sense seeing as they have grown up around the rise and fall of banner ads, television commercials (including the fast-forwarding of them) and more recently mass e-mails and text messaging. It is all beginning to look familiar.

So what is the next big advertising medium? Below are some of my ideas. I encourage you to add some of your own. It is the spirit of BrainReactions to get a true brainstorm going.

*Video game loading screens- Use the loading screens to advertise for new games or other products. The screen is relatively short, but long enough to get an audio/visual message to users.

*Music downloads- When downloading music from music stores like iTunes or Napster, short audio ads can be placed on some of the songs. To deal with the inconvenience, the cds or songs are sold at half price.

What other media are out there? Let the brainstorm begin!

–Erin [erin.canty@brainreactions.com]

5 Comments | BrainReactions News, Generation-Y wants, Gen-Y ideas, Marketing to college students, New Concepts & Ideas | Email Article | Share on Facebook | del.icio.us | digg this