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A Shout Out: Brand Response Marketing Workshop Testimonial Video

As a small creative agency owner, attending the occasional marketing workshop is a necessary investment, and I understand the value of marketing as a tool to reach my customers and grow my company to the next stage. However, like many marketers and entrepreneurs out there, I also know how important it is to continue my own education and to learn from the best out there. As such, partnering with and learning from people who have different and deeper experience with marketing is super important for me.

My partner and I have been attending a series of seminars and marketing workshops from Speaking Empire, a leading company that helps speakers and entrepreneurs figure out new and innovative ways to market their brand, and to become best-selling speakers and presenters in their niche. Their holistic system is based on selling from the stage, be it live at speaking events, or virtual stages via webinar, and the community they have built is full of entrepreneurs that have launched multi-million dollar businesses as a result of partnering with Speaking Empire.

During the last year we’ve attended multiple 3 day workshops and have been fortunate to meet and learn from many of these successful and inspiring people. Talk about JV opportunities, this alone has made being a member worthwhile.

What Is The Speaking Empire?

Speaking Empire Marketing Workshop LogoSpeaking Empire is a joint venture by Dustin Mathews and Dave Vanhoose to teach speakers, business owners and marketers to achieve their goals. From where I am sitting, they provide some of the best information out there regarding marketing, and Speaking Empire is a company that is committed to helping business owners and their companies reach their full potential.

Dustin and Dave founded Speaking Empire because they  believe that everyone has a message inside, and to help people find that message and then structure it into a way that communicates.

When you understand both the Signature Presentation Formula™ combined with Irresistible Offer Architecture™ you’ll have a powerful message.

By utilizing real-world tested methods and laying everything out in a simple and easy-to-understand manner, the team at Speaking Empire can help anyone achieve their goals.

A Marketing Workshop With a Difference

For my partner Robyn and I, investing in the time to attend the “Group Power Day” was one of the best ways to get started. We’ve also been to the “Presentainer”, where we learned presentation techniques and webinar formulas that entertain – but also help you sell in the process. You can check out this and some of their available seminars at speakingempire.com to see what they can do for you. They helped us immensely, and I know that other entrepreneurs and marketers like us can benefit from their services.

The last and most recent in the trifecta of workshops is we attended was the “Brand Response Marketing Workshop”, and I wanted to give a shout out to Dustin Matthews, the CEO of the whole thing, and Emerson Brantley, the copywriting workshop lead for the team. Here is what I got out of everything.

Dustin Mathews, CEO of Speaking Empire

Dustin Mathews at the Brand Response Marketing WorkshopWhen most people think of a CEO, they imagine some guy sitting behind a desk who can’t be bothered with day-to-day operations. Dustin, however, is very much a hands-on person who wants to make sure that everyone who attends his events is not only having a good time but is getting the most value out of the service. After all, if we are here to learn something, we want to make sure that we walk away more knowledgeable than when we arrived.

Marketing wTo that end, Dustin was excellent and provided not only advice and brainstorming ideas while we were working, but a host of tools and templates that we could use at our disposal. In the end, it really felt like he was there for our benefit, not the other way around.

PS, Dustin just launched his new book, called “The no B.S. Guide to Powerful Presentations”, check it out here.

Emerson Brantley, Copywriter and Workshop Lead

Emerson Brantley at the marketing workshop of the Speaking EmpireWhen it comes to implementing new marketing tools, many people are so eager to try them out that they don’t step back and examine the overall strategy behind it. Why are we using this tool to reach out to our clients instead of something else? What value are we providing for our customers that will make them come to us instead of the competition?

Thanks to Emerson, I started thinking critically about how marketing can be utilized as well as the role that copywriting has in the whole process. I liked that he laid everything out in a simple manner that focused more on the customer’s experience rather than the uniqueness of the tools we could use. That way, we ensure that our clients are happy and coming to us in the future. Emerson has had some amazing experience and results when it comes to copywriting and marketing, you can check him out at Web3Direct and see some of the amazing marketing case histories. Emerson helped me see things from a different perspective, which is why I appreciated his input and recorded a separate video testimonial about the workshop experience with him here.

The Upcoming Amplify Event

Amplify is the follow up event to the brand response marketing workshop By the way, there is an amazing upcoming conference called “Amplify” I can highly recommend.

If you want to craft a message that resonates, deliver that message with power, and build a platform that reaches the world then Amplify is for you.

If you’re a high-level business owner and you want to get your company to the next stage, then you most likely want to attend this exciting and worthwhile event. It’s a collection of the top minds and leaders in the industry coming together to help everyone succeed to their full potential. As such, you need to reserve your space now as they are limited. Find out more about the event and how you can participate here.

 

How To Start A Podcast As A Content Strategy

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Last updated: May 2017

You might not think tips on how to start a podcast have anything to do with content strategy…

But before you laugh, for the right sort of business, launching a podcast can be an amazing content strategy driver…

How to start a podcast - Google trend statistics

Google Trends Interest Over Time Graphic

Sure, podcasts have been hotting up in the last couple of years, as articles in the Wall Street Journal and Washington Post point out.  Breakout shows like “Serial” and “Start-Up” were responsible for increasing awareness of podcasts, and most terrestrial radio stations, and their advertisers, are launching podcasts as part of their digital strategy. Alex Blumberg of PBS just left his well paying job as host of “This American Life” and “Planet Money”, and raised $1.6M+ for his new podcast venture “Gimlet Media“.

Here are some recent market size statistics to consider as of 2016/17:

  • 21 million people listen to podcasts.
  • The same number of people as are on Twitter.
  • As of 2016/17, podcast listening increased by 25% per year in the United States.
  • Weekly podcast listeners consume an average of 5 episodes per week.
(Stat Reference and some insights about the above at: Convince & Convert)

Impressive stats, wouldn’t you agree? But the success of this approach is more pragmatic. Assuming you want to launch an interview show with thought leaders in your space, the show notes accompanying each episode can be huge traffic generator for your site, and lead to Google rank increases, since it is in the interest of the thought leaders to cross promote each episode.

How to start a podcast - launch effect on Alexa rankings

Podcast Launch Effect On Alexa Rankings
(click to see a larger version of the graph)

We produced and launched a podcast for our client “Positivity Strategist” and as a result the site sky-rocketed in Alexa and Google ranking within the following three months, and their email list is growing exponentially, solely due to a successful podcast strategy.

The attached Alexa Ranking comparison chart shows the effect of positivitystrategist.com (in blue) as well as one of its competitor sites (in green) launching a podcast late in 2014.

POdcasting as Content Strategy List GrowthAnother example of how successful podcasting as content strategy can be was for a client podcast that followed our launch and content strategy called “the MFCEO Project“. It built an email list of over 17,000 within 1.5 years, and their 1.5 year old website gets 35K visitors monthly. It should be noted that there was a substantial social media presence on instagram before we started, but that is the point: Podcasting as a content marketing strategy when done right can convert anonymous followers into more concrete email list subscriber, and most marketers recognize both the importance and difficulty of this.

In his awesome article how recent Google patents are shaping the future of SEO, Neil Patel predicts both the rise and fall of podcast’s popularity as  tied to driverless cars. While podcasts are a form of content that is currently taking advantage of commute time for drivers, he predicts that eventually other forms of content will become popular once hands free driving allows us to consume video and visual content while driving.  (Neil even kindly linked to this post in this article, a big thanks!)

One additional content marketing benefit is that there is no shortage of topics to write about, since the show’s guests and schedule pretty much sets a highly relevant agenda for show content and related posts.

And while we love building a loyal listenership, this article is not just about how to start a podcast, it’s about how to start a podcast as a content marketing strategy for your business and web site.

It’s not for the faint of heart, and it is a long tail type play, but for organizations with a host “personality” and a point of view, it can be a hugely successful way of generating valuable content for both listeners and web site visitors.

Benefits of an interview style podcast

Some of the  benefits of an interview style podcast with thought leaders in your area of business are:

  • Meeting, collaborating and establishing working relationships with thought leaders in your space. Each episode of your podcast gives your guests a chance to talk about their experience, products, books or latest offerings. So you are essentially promoting them on your podcast, which is why it is beneficial for them to be on your show. Therefore most of the time getting guests is relatively easy, and we have seen lasting relationships come out of supporting each other in this way.
  • How to Podcast As Content Strategy BenefitsBecome an authority in your field. Often the intent of an inbound content marketing strategy is to establish your business and your web sites as authorities in your industry segment. There are few better ways than to have a regular podcast interview show to establish this authority not only in your own mind, but in the mind of your listening audience as well as your web site visitors.
  • Google page rank, domain authority and overall SEO for your site. These factors are driven by having high quality incoming links. SEO is an ever changing field, and what worked in years past no longer works today, most SEO experts agree that high quality content and inbound links are the gold standard here. And since your show notes will promote and feature links to your guests site and latest products, it is a fair exchange to ask that they feature your episode on their site, as well as cross promote it on their own social media channels. So 50 episodes into your show, you will have 50 high quality inbound links, as well as all the traffic and social media mentions these episodes generated.
  • Self generating topics of discussion for posts on your site. Sure, you will need to prepare to think about guests and invites for your podcast strategically, but usually what emerges from each conversation is highly relevant content, easily turned into long form show notes that will constitute a large percentage of your content strategy.

Finding your passion and your voice

One caveat: You, or someone in your organization, needs to have a passion for your topic of choice. So if the ONLY overall reason you want to start a podcast is to increase page rank and generate traffic for your site, then this may not be not enough. Starting a podcast should not be a chore, it needs to come from the heart, and it needs to show passion.

  • How to podcast, bored listenerAudio is an interesting medium in this way. Your enthusiasm, or lack of it, will instantly shine through to your listeners, and be either a turn-on or turn-off. The effort required to launch a podcast is high, as are the rewards, but if it does not come from the heart, and if you don’t feel you can find something of value to share, don’t even start. I would argue the same is true for writing and blogging, but in audio format it is way more apparent.
  • Be clear about your value proposition to your listeners. Just like when writing blog articles, the listener experience should be front of mind. We love doing Value Proposition Design workshops for our clients when building web sites, and similarly the exercises we help our clients with apply here: clarity around who your likely listeners are, what they are interested in, what they can gain from listening to your show, or what pain relievers to their issues and problems you can provide.
  • Niches are good, up to a point. In thinking about topics for your show and episodes, the more narrow the niche of your topic is, the better. This may seem counter-intuitive, but there are many examples of extremely small niches doing well in podcasting, and establishing a loyal listenership. But if you are launching a podcast for your business, the focus should be on what best serves your particular audience.

Focus on concept and content more than the equipment

You might think that starting a podcast is all about high quality sound and production value, and therefore you will need to focus on getting the right equipment.

  • Great Expectations. It is true that with the rise in popularity of podcasts there are increased listener expectations around having great sound, but there are many great sites that offer tips on how to start a podcast from a technical perspective, as well as how to do it affordably. No matter what budget, starting a podcast is relatively affordable in terms of money, but it can consume a fair amount of time.
  • What To Focus On. Having great equipment won’t automatically make you a great podcast host or producer, so the focus should go into the planning, concept, and automating the production process. Statistically speaking, most podcasts shut down after only 7 episodes. There are many reasons for this, and my own guess is that people under-estimated the time and dedication it takes. In order to see results in terms of a content marketing strategy, obviously your podcast needs to last longer than 7 episodes, so don’t over-focus on equipment, go with basic equipment for low cost to start with. If your podcast makes it past 25 episodes, reward yourself with a nice microphone upgrade:)

Find strategic guests with an existing platform

When inviting guests for your podcast, there is a strategic way to look at this:

  • podcast episode show posts are a giftIt is a good idea to set expectations with your guests up front. Be crystal clear about the fact the this is a mutually supportive endeavor and win-win gift exchange, where you create a piece of great content that promotes your guest, and that in return you expect a blog post or resource-link back to your site and the episode post in return, as well as active guest participation in sharing the episode on social media.
  • Having a platform.  Of course you want to pick your guests to be interesting and entertaining for your audience, but ideally your guest should also have a popular site, with a Google page rank of 4+, as well as a large social media presence. It may sound harsh, but otherwise getting links back from a dormant or low value site is of little SEO value, and guests with little or no social media following are not likely to help share your episode widely.

Write great long form show notes

how to podcast with long form shownotesLong form content is better in terms of SEO, while 300+ words are required from an SEO perspective, 700 words plus is better.

  • Create standard headers and footer. We follow a recipe  for creating a standard header and footer segment for each episode. We use automation tools like Text Expander to create show notes footers, with standing subscribe links to the podcast on iTunes and Stitcher; a standard section on how to share the podcast; where to find links to books or sites mentioned in the episode.  This helps in creating longer form notes post.
  • Create some standing segments for questions you ask each guest.  You might also find that you have some standing questions you ask each guest, and you can prepare a show notes template that already includes the <H2> titles for each segment.
  • Use a Transcription Service, or Dragon Dictation software: We have had some pretty good luck with using Dragon Dictation software to process our podcast recording and to transcribe the content into a text file. While this process does not produce punctuation, it is helpful in creating summary notes or themes for show notes segments. There are transcription services that will do a better job, and turn around a full transcript of each episode in about one day. The only drawback is that this approach is a bit more expensive.
  • Include a nicely formatted audio player bar for each episode. We have found that many of our listeners visit the web page and listen to the entire episode there, using our built in web player. This is great in terms of getting high Google analytics engagement and time on site scores, as well as very low bounce rates.
  • Invest 1-2 hours to learn the basics of SEO for podcasters, using our free 5 part SEO for podcasters tutorial series.

Invest in your sound quality and the editing process

Make sure you make your guests and yourself sound great. The better and more professional your podcast and each episode sounds, the more likely your guests will see it as an asset they are eager to share on their site, their social media and as part of their PR kit.

  • Sound Editing Resources. If you are editing the episodes yourself, there are several resources to help producing high sound quality regardless of  your software of choice. One of the best is Ultimate Vocal Formula, a generous course run by Rob Williams, which offers great editing tips, a terrific cheat sheet for correct use of equalizers and compression to shape your show’s sound to be broadcast standard.
  • Remove “Ums”, “Ahhs”, “You Know” and “Lip Smacks”. Unless your guests are totally fluent public speakers, if you are like us you may be surprised to notice just how many of these flubs are in the un-edited field for each episode. I can’t stress how important the editing process is in shaping the overall listener experience.
  • Be Ruthless. We not only try to remove flubs, but we may at times even delete irrelevant or repeating and rambling parts of a longer conversation, in order to create a better and more concise episode.
  • Sound Tracks and Segments. Having a great sound track and theme intro, even having repeating show segments with their own theme music can make your show stand out and sound professional and broadcast ready.

Promote and build your e-mail list

How to start a podcast email list buildngWhen people visit your show notes page, they should have an easy way to subscribe to podcast episode reminders via email.

  • Mention an easy to remember show-notes URL during each episode. Use tools like “Easy301 Redirects” or “Prettylink” to create short URLS in addition to your long episode specific URLs. This is because you want to mention an easily accessible URL during the episode to encourage listeners to visit there, find out more about the guest, or download special offers and lead-magnets. So for example, instead of “myshow.com/long-podcast-episode5-description”, create a short URL for episode: “myshow.com/5”, which is easy to remember for listeners.
  • Offer a way to subscribe via email. Make sure visitors have an email opt-in to be notified for each episode. We use a Mailchimp based automated RSS driven email campaign to send email notifications out for our podcasts. Most other marketing automation engines can generate RSS triggered emails. However, even if your platform does not offer this in an automated fashion, think of creating manual email notifications to your list as an advantage: It allows you to be more specific and personal in each email you send out.
  • Email notification do’s and don’t’s:  Be careful not to provide the entire show-notes within your email. Your email is meant to alert your subscribers to the fact that a new episode is available, and to raise some curiosity about it. And then get them to visit your site, that should be the primary goal and single CTA. Plus, who reads long emails anymore.
  • Promote opt-ins and give aways. Where applicable, create downloadable content for each episode, and allow clients to opt in for these using tools like LeadPages.

How much time will it take, and are there good ways to save time?

how to podcast - saving timeI’ve heard experienced podcasters agree that that the overall time it takes to produce a podcast episode is about 4-5 times the amount of time of  the actual episode recording length. I would say that this is a conservative estimate, coming from people who have their workflow down to a finely honed art, with templated processes and automation.

Overall, the steps involved are

  • Guest Management. Identifying guests, inviting them and scheduling pre-interviews and the actual interview
  • Recording. Recording the actual episodes sound files.
  • Producing. Editing the audio files in audio software, outputting the .mp3 files, tagging the .mp3 files with show information, uploading to your podcast hosting service, and preparing episode titles and summaries, as well as scheduling each episode for release and distribution on feeds and social media.
  • Show Notes Production & Promotion. Writing a blog article to accompany each episode, with links to your guest’s site and resources, as well as managing social media shares.

However, there are ways to save time:

  • Establish a schedule and stick to it. John Lee Dumas of the highly successful “Entrepreneur on Fire” podcast shares that he sets aside one day a week to schedule, record and produce content for a month. In our experience, this is no small feat, and podcast related activities tend to bleed into the rest of the week. This is, of course, subject to your resources.
  • Automate as much as possible. When producing podcasts we have templated everything, from guest invite emails to basic show notes structure, episode footers and other lead magnet downloads. This greatly decreases the amount of time to produce show notes.  (I will share our process for applying some great automation tools in the near future).
  • Get help. If your business has the resources, you can easily farm out some of the more time consuming aspects of doing a podcast. For example, you can assign interns to handle guest scheduling and invites. Or, you can take advantage of podcast production packages like the ones we offer here at Polymash, where the only thing a host has to worry about is the actual recording of the interview, and where everything else from editing to basic show notes and publishing of each episode is taken care of.

 

Market & Launch your podcast

This resource guide includes gear guides, platform tips and guidance on how to market and grow your digital presence using podcasting as content strategy.

podcasting as content strategy

Where can we send your guide?

Last Tip: Define what success means for you

When first launching a podcast, it is easy to get caught up in your download stats. Don’t.

You can set your own goals and ways to measure success.

For example, building a loyal listener base can matter, or maybe it’s establishing lasting relationships with peers and clients.  There is intrinsic high value in having people want to listen and visit your site because they are truly interested in the topic. Our bounce rates on podcast episodes are below 20%, sometimes in the low teens. And our email sign-ups have skyrocketed.

This is a longer term strategic investment, but as you can see from the Alexa ranking graph at the top of this post, the reward can be massive.

  • If you’ve made it this far reading a long post about how to start a podcast as content strategy, then chances are it might be a good fit for you.  I’d love to hear your perspective, please leave a comment!

World Appreciative Inquiry Conference App

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Available now: iTunes, Android marketplaces.

The 2012 World Appreciative Inquiry Conference in Ghent, Belgium held in April is available for download from iTunes and Android markets.

Enhancing Attendees Experience

The app is the hand-held concierge of the conference. We had fun designing features to enhance the experience of conference goers that can’t be done in a standard conference program, particularly one that is traditional print.

Anticipation and Imagination

In the Appreciative World, we seek to discover the best of humankind, to build on strengths, to celebrate the talents of all participants, to anticipate and imagine what more can be done to make a situation, a person, a product excel.  We used that perspective in designing this app for the World Appreciative Inquiry Conference.

Sustained Connection and Learning

The Conference app is available before, during and after the event so that the learning and engagement continues well beyond the event itself.

Conference-app-system

For a more detailed view of the features set, please visit our conference-app-system website.  The app is a native universal app, designed for iPad and iPhone. No persistent wifi connection required to access the conference program, presenters, sponsors, venue, transportation information and animated maps.

Instant access to Papers and Presentations

Attendees can easily search and filter presentations, papers and abstracts in context as part of the session detail information and provide information as needed during the event.

Sharing and Networking

The Facebook, Twitter and LinkedIn integration enables attendees to share interesting sessions with their peers and extend the reach for presenters and event organizers.

Real-Time Updates and Reminders

Attendees receive just-in-time notifications regarding news, scheduling and program changes, made visible on the home screen.

Rich Experience and Paperless Events

The Conference-App-System can make your conference truly paperless, with the integration of slides and pdfs.  The app has a note taking feature, enabling participants to create a personalized and valuable reference app to be used long after the conference and can be emailed to others in the spirit of collaboration.

App Features:

  • Search feature to find presenters, their bios, their photos, their session outlines and room locations
  • Personal session builder to build your personal conference program with an intuitive color coded program view based on themed tracks
  • Notetaker to take your own notes, edit them, collate them and link them to other other notes relevant to the same theme
  • Email individual notes and insights during the sessions, or a a summary report of all notes taken at any time
  • Share your notes with others to co-create entries for blogs, papers and other publications
  • Presenters’ slides and presentations can be uploaded for participants to read
  • Provide feedback to others via notes features
  • News and notifications keep you informed about latest updates, program changes, newly scheduled events and meetings
  • Conference blog feed
  • Participate in live Twitter streams about the conference
  • Share news on Facebook and connect to others on Facebook
  • Sponsors’ information and links
  • Around town: interactive maps with POIs, restaurants, sights and entertainments (iOS only)
  • Local information about the International Convention Center (ICC), the town and its attractions, and transportation

 

App Support:

Feel free to contact us with any feedback and app support questions using our contact page

 

Atlantic Highlands Farmers’ Market App

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Available now on iPhone, iPad and Android:

Atlantic Highlands Farmers’ Market app serves its local community.

Build Community

An outcome of this app will be to build community around fresh local produce, while it serves local residents and farmers.  Atlantic Highlands, a harbor town just 40 minutes from Manhattan by fast ferry, boasts this local Farmers’ Market now in its fifth year.

Vendors

The app will facilitate exposure for vendors to strengthen connections with existing customers and attract new customers to the market. They get to show off and sell their produce to the local community.  And the community gets to enjoy Jersey fresh fruit and vegetables, freshly cut flowers and plants, freshly baked breads and pastries.  Dried fruits and nuts, pickles, olives, Polish and Italian specialties are all available at the Farmers’ Market open every Friday between May and October.

Sponsors

Local sponsors have the opportunity to showcase their products and services in the app and can sponsor events and vendors on a rotating weekly basis.

Mobile Marketing

With links to their websites, and social media pages, as well as email and telephone numbers, vendors and sponsors can promote their businesses within the app. It is active mobile marketing.

News Alerts

The AH Farmers’ Market app keeps you up-to-date with news at your Farmers’ Market on a weekly basis.  Great for customers, vendors, sponsors and visitors

App features:

  • Information about and messages from the vendors
  • QR coupons for loyal customers
  • GPS coupons for those in the area
  • Weekly special board
  • Sponsors’ specials
  • Build your own shopping list
  • Submit your own photos and comments
  • Keep up to date on Facebook:

 

App Support:

Feel free to contact us with any feedback and app support questions using our contact page

Please Notify Me:

Please notify me when the app becomes available.

Mobile Advertising Predictions for 2012 (via Website Magazine)

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Does your marketing plan for 2012 involve mobile advertising? If not, perhaps it should.

Website Magazine just published some predictions of how mobile marketing will be an increasingly big factor in advertising. The most interesting opportunities for brands come from the closer integration between mobile devices and everything else electronic. For example, you may have started to notice TV ads that incorporate QR codes  where smartphone users scan the QR codes to get more information. Or brands that offer their own mobile app with built in loyalty programs where users can unlock deals by scanning QR codes, rewards and coupons, or by using their mobile device to unlock GPS based deals when visiting the store.

As the New Year begins, resolutions and predictions are out in full-force, and many observers are expecting the biggest year yet for mobile advertising. Below are a few predictions from global content delivery network Mirror Image Internet that may help your online and/or mobile advertising plans.

    • Advertisers will use HyLoMo (hyper-local mobile) technology to offer consumers more engaging advertising options. The advertising options will be directly relevant to consumers, based on device type and user behavior, and will include interactive coupons and games.
    • Interactive TVs will be an important part of an advertiser’s marketing strategy. Because consumers will have the ability to make purchases and interact with ads from their living rooms.
    • Mobile devices like smartphones and tablets will interact more with home devices. And, therefore, will provide advertisers with new avenues to promote and sell their services. This will result in a shift of marketing dollars to online mediums because advertisers will rely on connected devices to reach target audiences.
    • More consumers will use smart devices in real-time to find deals while they’re out shopping. This will result in advertisers taking advantage of geolocation detection to reach customers closer to the point of purchase. This will directly impact the way marketers and brick-and-mortar stores interact with consumers. 
    • The growth of online videos will put a strain on websites. According to ComScore, U.S. Internet users watched an average of 20.5 hours of video online in November 2011, a total of 40.9 billion videos – more than 20 billion more videos than in November 2010. With the growth of this number in 2012, there will be an increased strain on websites, which will lead TV networks and video providers to look for new services that can deliver rich content faster and remain competitive.

GenY – Is Content Still King?

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According to an attitudinal research study completed by Resonate Research, 18-34 year olds purchasing behaviors are influenced by both the products value, the aspirational aspect of a product’s brand message, and also by it’s “cool” factor.

From the press release:

This group is more passionate about social issues like energy (36% more than the 35 plus online population), climate change (48% more) and animal rights (24% more). However, in general they are 15% – 25% less likely to make purchase decisions based on their issues of importance. Instead they look to products for external validation, meaning they buy products that convey and reward their success and personal achievement. When compared to the 35 plus online population, 18 – 34 year olds are more likely to purchase based on the following brand attributes: innovation, looks, popularity and prestige. In fact, they are five times more likely than their elders to purchase a product that is viewed as prestigious, and over twice as likely to buy a popular product or a product that is aesthetically appealing.

Read more