YMS Analysis Tools
In this section you will find a
sampling of a few of the key Models and Tools utilized by Youth
Market Systems Consulting in the
process of determining marketplace viability and in the
maximization of products,
packaging, characters, programs, marketing strategies and concepts
of all kinds. You'll find:
● The YMS Product and Program MATRIX
● The YMS Product and Program EFFECTIVENESS CRITERIA
● YMS CONSUMER IMPACT PRINCIPLES
● YMS PRODUCT CATEGORIES / AVAILABLE
MEDIUMS
Over the more than 25 years of working with about every
type of entity that markets to youth,
what has emerged as the most helpful and accurate
analysis model is the YMS Product and
Program
MATRIX.
©
2000 YMS / The Character Lab
/ Innertainment Inc.
Using the MATRIX
Beginning with the center RECEIVER
circle which represents the psychodynamics of the consumer,
each of the aspects of the YMS
MATRIX needs to be looked at in the analysis process. In order to
both access the "Big Picture" of
the marketing project as well as its microcosmic aspects, it's
necessary to systematically
inquire into each of the MATRIX' elements:
• RECEIVER/CONSUMER:
What age are they? What stage of development? (Assumes an
in-depth
understanding of the different stages), What is going
on vis a vis their
brain "system"?, What is their learning style? What "structure" of the
brain is in place? Which dimensions are in play - Physical, Mental,
Emotional, Social, Ethical, Spiritual? Which gender - single, dual, bias?
• MEDIUM................... The
Category of product (shoes, food, games, etc.), program (TV, film,
videogame, etc.), marketing effort (ad, promotion, packaging,
etc.)
•
CONCEPT..................The Strengths and Weaknesses of the core concept…the actual
impact on the
intended consumer of the Concept and the Concept’s name .
•
CONTENT.................
The Concept’s Visual (images) and Verbal (words) Impact
•
CONTEXT..................What is the physical/geographical setting of the Concept
and how will this
impact the consumer target?
Also, what is the time period? Is it Past
oriented, Present, or Future?
•
CHARACTER.............
If a Character or Characters are used, Are they on target with
the consumer’s
age and stage
of development? Are the Characters Powerful?
•
PROCESS.................
“Process” is the way the target consumer will be likely
to interact with the
Packaging…from seeing it, to opening it, to perhaps using it
in some way.
Includes what is commonly referred to as “Play Patterns”.
•
POINT OF VIEW.......
Refers to the property’s degree of liberalism or
conservatism, e.g.: “Soft” or
“Edgy”
or
somewhere in between.
•
ATTITUDE/STYLE... Refers to the
Graphics Style of the Packaging and Content. Also could include
such an aspect as musical style.
● The YMS Product and Program
EFFECTIVENESS CRITERIA
In order for any product, program, character or
marketing effort to be successful,
it
must not only catch the potential consumer/user's Attention, but must
Engage
and
Involve them through satisfying their needs/wants and ideally connecting
with
them Emotionally. As a "check" on the relative
power of any concept or character,
YMS utilizes this Effectiveness Criteria Model:
|
ATTENTION |
The degree to which the concept/product/program/character
"grabs" the Attention of its intended purchaser or user.
|
|
COMPREHENSION |
How easy is it for
the intended consumer to understand the
concept?*
|
|
INVOLVEMENT |
How deeply engaged is the purchaser/user likely to become with
the concept? To what degree does it meet his needs and involve
him emotionally?
|
|
YIELD |
What is the
purchaser/user's degree of positive attitude formation toward
wanting to purchase/have/view/become involved in the concept?
|
|
ACTION |
To what degree is
the target consumer likely to take the action of purchase or
asking for the item, character or program?
|
|
REACTION |
After having used
the product, or having viewed the program, what is the likely
degree of satisfaction? How likely is the user to return to use
it/view it again and again?
|
|
COMMUNICATION |
To what degree is the purchaser/user likely to be so satisfied
as to communicate about and recommend this product or program to
others? (Positive word of mouth).
|
*
The ability of a target individual to understand something
is not necessarily essential to their
Attraction and Involvement.
©
2000 YMS / The Character Lab
/ Innertainment Inc.
● YMS CONSUMER IMPACT PRINCIPLES
Depending on the age and stage of
development of the individual, there are powerful
impactors which can serve to grab their
ATTENTION and INVOLVE them. Some examples:
DIMENSION
DIMENSION
•
Hot (tv) Vs. Cold (print)
•
State-Related: Rational or
Emotional
|
•
Name Impact
•
Tie-In With Popular Concept
•
Personalization
• Frame Break - Uniqueness
•
Personal Power
• Combining Elements
|
|
• PROCESS
•
Transformation, Magic
• Control/Choice
•
Immediate Vs. Delayed
Gratification
|
• Unique Graphics
• Musical Style
|
|
•
CONTENT:
• Centration
•
Overcuing
•
Edge
•
Billboard Effect
•
“Cool Cues”
•
Emotional – Love, Safety,
Excitement, Embarrassment,
Pleasure, Surprise
•
Fear Factor (Approach-Avoidance)
•
Symbol Power
•
Consumer Superiority
•
Problem/Solution
•
High Energy
|
•
CHARACTER & PERSONALITY
•
Identification Types
•
Emulation
•
Anthropomorphism
•
Borrowed Equity
•
Disidentification Power
|
©
2000 YMS / The Character Lab
/ Innertainment Inc.
●
YMS PRODUCT CATEGORIES /
AVAILABLE MEDIUMS
In marketing your product, program or message to
young people it's important to focus
on which categories (mediums) of products and
programs are available to them.
There are a defined number of
MEDIUMS available:
|
• TOYS |
• PACKAGED
GOODS |
| • TRADITIONAL
GAMES |
• SCHOOL
SUPPLIES |
| • ELECTRONIC
GAMES |
• PERSONAL
HYGIENE ITEMS |
|
• ELECTRONICS |
• COSMETICS |
| •
TELEPHONE/COM. DEVICES |
•
PUBLICATIONS |
| • FOOD &
BEVERAGES |
• ROOM DÉCOR |
| •
CANDY & SNACKS |
• TV & FILM |
| •
MUSIC |
• ADVERTISING |
| •
APPAREL, JEWELRY |
• PROMOTIONS |
| •
SPORTS EQUIPMENT |
• RESTAURANTS |
| •
RADIO |
• THE INTERNET
|
|
