Sam Foxman – Contemporary Production
Targeting Young "Tastemakers" Through Events and PR

^{July 20, 2004 - At the Junior League of St. Louis}What is a "tastemaker," you may ask. By definition, a "tastemaker" is one who determines or strongly influences current trends or styles, as in fashion or the arts. According to Contemporary Productions senior partner Sam Foxman, Young "Tastemakers"– individuals from ages 25 to 35 - are influencing special events throughout the St. Louis metropolitan area. The key to a successful event relative to your public relations campaign is attracting this new market.

What do they want? Young "Tastemakers” in our area want exclusivity. They are interested in celebrity events that are by invitation only. They are very interested in civic organizations – places where they can make a difference in the community.

How do reach this group? Well, 40% are magazine readers, 51% engage in music – they attend concerts or go to clubs. Know your list! These individuals respond to email messages but be sure to make your invitations very specific to an individual’s interests. Consider reaching them through a new method - text messages on cellular phones. Utilize ticketing systems when attracting them to your event. Try to get nonpaid placements in media outlets.

What are the challenges in reaching this market? You can’t "pitch" to them because they already know what is going on in the community. They are opinionated but you can add to the opinion. You must treat them individually, not with a mass media approach. They get turned off by events where they detect a gimmick, offer something for free which really isn’t of value, you advertise with a paid placement in print, and they don’t typically respond to radio advertising.

What makes a special event successful with Young “Tastemakers?” Have a theme or "hook" that is easily broadcast; carefully choose your venue consider some place that is new, has some "buzz" in the community or is unique; consider utilizing a celebrity (local or national); make the message clear by intertwining the event with a nonprofit organization; and have your product available at the event.

Utilizing special events as part of a public relations campaign can be quite successful. So, do your research and try to adapt a current event or create a new event that reaches out to the Young "Tastemakers" in the St. Louis area.

^{Kathy Siddens, Director - Reviewer}