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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

MEDIUM

 

  Hot (tv) Vs. Cold (print)

  State-Related: Rational or

         Emotional

 

CONCEPT

 

  Name Impact       

  Tie-In With Popular Concept

  Emotional / Rational

  Personalization    

  Frame Break - Uniqueness

  Personal Power    

  Combining Elements

 

• PROCESS

 

  Transformation, Magic

•  Control/Choice

  Immediate Vs. Delayed

    Gratification

 

• ATTITUDE/STYLE

            

•  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

  Good Vs. Evil

 

 

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

           

                                                   

 

 


 
 
     
   

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