Intercept Group specializes exclusively in the Canadian youth market. Headquartered in Toronto, we are a youth marketing agency that helps Fortune 100 brands and government organizations understand and reach this elusive demographic through an insights-driven and ROI-focused approach. Recognized by the Canadian Marketing Association, IAB MIXX Awards and Effie Worldwide, Intercept Group’s two award-winning youth marketing agency divisions – Campus Intercept and Consumer Intercept – help brands penetrate their point of market entry. Intercept Group designs and executes creative strategies that fuse online, in-store, events, partner co-op initiatives, video, above-the-line media, PR, mobile and influencers. Intercept Group operates one of Canada’s largest lifestyle networks; strategically leveraging high traffic venues which reach teen, students, youth and young adult consumers year round. Intercept Group Headquarters: 251 Consumers Road, 3rd Floor, Toronto, Ontario M2J 4R3
The youth market is constantly evolving. Our clients are looking to be one step ahead of their competitors, but often lack the in-house resources and intel to stay “plugged in”. As their youth marketing agency, we regularly conduct competitive landscape studies offering our clients insights into competitor activity, locally and globally. Based on best-in-class strategies and execution, our Campus Intercept division was recruited to hold the position of Canadian representative on the International Youth & Student Marketing Alliance council. This global network of leading youth marketing agencies was founded in Germany, and includes country representation from Denmark, Austria, Portugal, Italy and the United States. This international think tank allows us to truly stay plugged into global youth marketing and student marketing trends, offering clients access to an international network of youth specialist agencies for global programs.
At the heart of our youth marketing agency is a clearly defined core purpose and core values that drive us. Our core purpose is to “be better”. It is an obsession with never-ending improvement, and drives us to push boundaries and defy convention each and every day. We have 4 supporting core values: Spirited. Integrity. Invested. Ohana.
1/ Demographic Time Bomb. Major brands are facing a demographic time bomb; a) an aging consumer base with fading spending power, and b) limited relevance with today’s youth consumers. For many brands, winning the youth market means they will still exist ten years from now.
2/ Market Size and Spending. Today, Millennial consumers, aged 18 to 34, represent 1/3 of Canadians, making them the largest and most influential consumer segment in history. If you’re wondering, yes, this audience is larger than the Baby Boomers. By 2019, Millennials will be responsible for $2.5 trillion in spending power.
3/ Influencers. Youth directly impact major house-hold purchases; particularly the case for technology and automotive sectors. It’s estimated that for every dollar spent by youth, they influence another $3.50. This multiplier effect seen across many major industries makes youth the prime target for many marketers.
4/ Brand Loyalty. According to a recent study by Adriot Digital, 64% claim they’re just as loyal, if not more loyal, than their parents. Youth are highly experimental; they’re willing to try new things, including new brands. You’re going to see a lot of variability in brand consideration and preference amongst this segment; but don’t be mistaken, they are building brand loyalties.
5/ Consumer Advocacy. To youth, brands are social badges. Youth are willing to act as true brand advocates, creating a tremendous opportunity for brands to build lifelong fans. Some youth consumers have gone to the extent of tattooing their favourite brands on their bodies. According to our latest POME study, 82% of Canadian youth will share their brand preferences online.
6/ Creators. Youth are natural creators; both independent and collaborative. Look at the success of crowd-sourcing campaigns and financing, where youth consumers have directly selected new product SKU’s and kick-started new companies. Give the youth audience the right platform, and they serve to both create and amplify your brand messaging.
7/ Re-Shaping the Workforce. Forbes published an article titled, “10 Things Millennial CEOs Will Reimagine In America”. It provides interesting insight into the fundamental shifts in North America’s corporate culture. As the article states, “Like it or not, Millennials will soon be running the place.” In 10 years, they will comprise 75% of the workforce.
8/ Mobile Commerce. Youth are embracing mobile commerce, which represents the future of retail. This platform allows retailers to exponentially grow profitability, as shopping continues to shift from the confines of brick and mortar to the global online marketplace. To a youth consumer, their smartphone is their single most valued possession. Leverage it as a 24/7 – 365, path to purchase.
9/ Campus marketing. Today, 18 to 24 year olds account for the largest share of the Millennial audience. On-campus marketing opportunities represent high density locations to reach this audience. With over 100 university and college campuses across the Canada, there’s a plethora of brand integration opportunities from sampling to events to ambassadors to media to strategic partnerships.
10/ Embracing of New Business Models. Youth are embracing new business models allow brands to boost their overall profitability. Youth have allowed subscription-based, sharing-platforms, and private shopping communities to gain strong traction within today’s marketplace. This is the perfect demographic to pilot new business models, which may just revolutionize your brand and/or industry.
IG Head Office: 251 Consumers Road, 3rd Floor, Toronto, Ontario, M2J 4R3 Tel: 416.479.4200 Fax: 416.479.4220