1 Marketing doesn’t have to be complex. Listen to the customer. They will tell you what they want. Just ask.
2 Commit to the core. Your credibility and ultimate commercial success depend on it. Kids can recognize posers easily and quickly.
3 Invert the scarcity model. Every kid wants to be unique, just like their friends. Think about that one. If your product is too hard to find, is aspirational yet unattainable then you will lose the customer. Be accessible.
4 Create real opportunities to foster a relationship with your customer. Be present at surf and skate events. Have your product available to trial at a basketball court Saturday morning. Be available.