VOLUME
28
Feature Story
Kids
Tweens
Teens
Moms and Families
Feature
Story Who's Your Momma?
Most companies
approach kids marketing as influencer marketing or word-of-mouth
marketing. Their
goal is to convince the kid to influence the mom into buying
the product the kid wants. This ‘nag factor’ has been
the backbone of kids marketing for the past two decades. However,
that is an out-dated, old-fashioned way of thinking. Parents
and children now interact in much different ways. Different
families exhibit different family communication styles. Marketers
must understand this in order to target communication effectively
and gain maximum results. One of
the most critical variables in determining parent/child consumer
interaction is the degree of permissiveness/restrictiveness. Proprietary
WonderGroup analysis, in conjunction with Simmons Market Research
Bureau data, has resulted in the emergence of six distinct
segments that differ in terms of the permissiveness/restrictiveness
of their parenting style. Today's Mom Segments The new segments are arranged
along a continuum from left to right of most permissive
to most restrictive parenting styles. 
An interesting finding
of this research was the prevalence of the restrictive
segments. While traditional kids marketing
is most effective at reaching the permissive segments
of moms (42% of the population), marketers can no
longer ignore the restrictive segments (58% of the
population) and must learn how to better position
brands, develop new products, and communicate directly
with these restrictive moms while not turning off
the audience of permissive moms. Below, we briefly
highlight some of the key findings. Permissive Segments (common
characteristics):
- View the world with
a more relativistic perspective and judge each
situation on its own merits
- Tend to be more impulsive
in their decision making
- Tend to be responsive
to outside influences such as other people, media
and brand images
- Are more indulgent
and responsive to their kids
P1 (7%
of the population): ‘Life is a stage’ for
this mom who seeks attention, acceptance and validation
from others, including her kids. P2 (10%
of the population): ‘Life is good’ for
this mom whose home and family are the center of
her world. P3 (25%
of the population): ‘I can have it all’ is
the outlook on life for this mom who balances family
and career, and has the income to indulge her children
though she tends to use a collaborative parenting
style. Restrictive Segments (common
characteristics):
- Exhibit a higher level
of control over their kids
- Tend to have a world-view
that is more absolutist and often judge other people?s
conduct based on standards endorsed by authority
- More deliberate decision
makers and therefore, more purposeful shoppers
- Less responsive to
outside influences, even to point of resenting
influences on themselves and their children
- Tend to be less responsive
to their kids? requests and less indulgent
R3 (21%
of population): ‘Mom knows best’ is the outlook
of this mom who strives to have children who are
smart and responsible citizens. She is more ‘worldly’ with
the education and financial resources to travel
and experience other cultures. R2 (22%
of the population): ‘I am a victim of my circumstance’ is
the outlook of this mom who tends to be financially
strapped and may be living paycheck to paycheck.
She seeks simplicity in her life in order to live
within her means. R1 (15%
of the population): ‘Let me be me’ is
the motto of this mom who is either socially or
culturally isolated. She believes in very traditional
family roles, including traditional expectations
of child obedience.
Using the Millennial
Mom Segments Understanding these segments
of today's moms will allow marketers to more effectively
target their messages and be certain that they aren't
missing key consumer segments. Understanding both
the similarities and differences between these segments
can provide for better research, positioning, advertising
strategy and even new product development.
If you would like to
learn more details about the new mom segments
or understand how WonderGroup can help your
brand better target today's moms for maximum
profit and results, please contact Greg Livingston
at 513.357.2950 or theshadow@wondergroup.com Back to Top
Kids Video Games Rule
A study completed by the NPD Group® finds
that boys aged five to 12 spend more time each week playing video
games than playing with traditional toys. One-third of boys surveyed
play video games more than six hours a week. Traditional toy
categories such as action figures and building sets are suffering
as a result. The study also found that girls spend just as much
time playing video games as with traditional toys. All kids in
the age group (both boys and girls together) average playing
video games for over four hours a week. WonderGroup's Perspective
Marketers
of all products and services ‘especially traditional
toys’ can learn a lesson from the tremendous
success of video games. Video games incorporate all four
major kids‘ motivators (Fun, Freedom, Power and Belonging)
and more specifically mastery, amusement, creativity, control
and imagination. To
compete more effectively, marketers should examine the appeal
of video games and find ways to incorporate similar motivators. Better than a Vacation to Bikini Bottom
Holiday
Inn® and
Nickelodeon® have joined
up for a two-year partnership to promote the SpongeBob
SquarePants Movie and DVD release. The partnership begins
with the debut of the ‘Bikini Bottom Bites’ kids'
menu featuring Squidward Cereal, Plankton Pancakes, Mindy's Mac & Cheese,
Patrick Pizza and more. Kids will also get a Bikini Bottom Kids'
Corner activity sheet with their meals. In
addition to new kids' meals, Holiday Inn's participating
properties will feature ‘Krabby Korner’ and
‘Bikini Bottom Splash.‘ Krabby Korner is a themed
activity area in the lobby complete with a SpongeBob play tent,
activity table and chairs, TV, DVD player and Sony Play Station
2. Bikini Bottom Splash pool area will have SpongeBob music and
inflatable rafts and kickboards. There will even be SpongeBob
ice cream at some participating locations. WonderGroup's Perspective
The partnership extends a relationship
that began late last year when Holiday Inn and Nickelodeon announced
the development of the world's first Nickelodeon Family Suites
by Holiday Inn. Holiday Inn isn't the only chain undertaking
kid appealing initiatives (Embassy Suites/Spider- Man 2, etc.)
Hotel chains are beginning to see the payoff of taking advantage
of the amount of influence that kids possess.
Back to Top
Tweens Got Sports Drinks? It's
summer dehydration season. It is not uncommon for
tweens to lose a quart of sweat during two hours
of activity on a hot day. Most tweens and their parents
know it is important to drink plenty of fluids during and after
physical activities. However, research commissioned by Defeat
the Heat, a public safety campaign, shows that a majority of
kids are dehydrated before they even begin their activities.
Dehydration is a serious condition and can lead to a variety
of illnesses. Besides drinking plenty of fluids during
and after physical activity, doctors recommend pre-hydrating
before any activity even begins. So,
what fluids are best to drink? Studies show that if kids
and tweens are given water, they will only drink about 50%
of what they actually need. However,
if they are given a flavored sports drink, they will drink 90%
more than water and stay better hydrated. WonderGroup's Perspective This information presents many interesting
opportunities for sports drink marketers. Tweens and especially
their parents will be more likely to spend a couple of bucks
to buy a sports drink instead of using free or bottled water
if they are aware that tweens will drink more and be better hydrated.
Tweens are also likely to drink more sports drinks if they know
that pre-hydrating can better help them keep a peak level of
performance. Plus, the findings that suggest kids and tweens
are dehydrated before they even begin activity shows that kids
aren't getting enough fluids in general and are prone to dehydration
whether they are active or not. This opens the door for sports
drink marketers to promote sports drinks as a healthier alternative
to sodas and other drinks as a means to give kids and tweens
the hydration they need on a daily basis.
Tweens Are Sultans of Cell Phones Despite
costs and possible health risks cited by medical researchers,
cell phone users are getting younger. The Center for Culinary
Development® (no, I don't see
the connection either) reports that over 1/3 of all 10-to-13
year olds now use a cell phone more than once a day. As one would
expect, ownership of cell phones increases with age. Four percent
of 10-year olds and 34% of 13-year olds own a cell phone. When
it comes to cell phones, there is a lot for tweens to choose
from. There is a plethora of prepaid cell phones that tweens
can buy right off the shelf and activate without signing
up for a plan or using a credit card. Carriers aren't shy
about targeting younger users, either. Some companies are
stepping up ‘family plan’ offers where a family
shares minutes and can call each other's cell phones for free.
Carriers like Virgin Mobile® and
Boost Mobile®, are even exclusively focused on the youth market.
(If you haven't seen the popular Boost Mobile commercials, it's
worth it to check them out. Go to BoostMobile.com and choose ‘Watch Boost Commercials’ from
the menu on the left.) WonderGroup's Perspective
Look
for more cell phones to get in the hands of younger users
in the near future. They are
becoming cheaper every month and help busy parents and tweens
keep in touch. Plus, parents and tweens feel that cell
phones provide added safety and security. As cell phone
users become younger, cell phones aren't the only thing that
will increase in sales. There will be opportunities for
companies to develop new products to capitalize on the cell-phone-accessory
market. Tween-appealing decorative faceplates, light-up
key pads and blinking antennas are just a few accessories that
already exist. There are also big opportunities for brands
to put together successful promotions incorporating cell phones
and accessories Back to Top
Teens
Summer Vacation Have you decided where your family
will spend summer vacation this year? Or, I should say, has your teenager decided
where your family will spend summer vacation this year? A
recent Yankelovich® study has determined that over half of teenagers
help their parents choose a family vacation spot. A quarter of
teens even help select the hotel. Those in the travel industry
are beginning to take notice. Hotels are creating promotional
partnerships with key entertainment properties, cruise ships
are expanding kid areas complete with the latest videogames,
and a lot of resorts and hotels are even beginning to introduce
spa treatments for kids, tweens and teens.
WonderGroup's Perspective Expect
more teen targeting from hotels, cruise providers, resorts and
even airlines. The key will
be not only coming up with the right offerings, but also getting
the message out and making these kids, tweens and teens aware
of what is available. Can You Feel the Love? Teens are getting along with their
parents better than ever. The New York Times recently
published an article showing how much this important relationship
has improved over the years. In 1974, only 50% of teenagers said
that they had ‘no serious problems’ with their parents. In
1983 this number rose to 75%. A study done in 1996 showed that
94% of teenagers were ‘very happy’ with their mothers and 81%
were ‘very happy’ with their fathers. WonderGroup's Perspective
As
this relationship continues to improve, teenagers' tastes
in clothes and music, as well as their political and social
beliefs, fit together more with those of their parents. The outside world is chaotic and stressful,
which draws teenagers back to the security and comfort of their
families and homes. Marketers will do well to understand
that parents have become less like adversaries that teenagers
want to rebel against and more like trusted advisors that they
look to for safety and support
Back to Top
Moms and Families Business Has Gone to the Dogs
The Boston Globe reports
that six out of 10 American households, or 64 million
families, own pets. For many Americans, pets are
considered fully indoctrinated members of the family.
That translates into big money for the pet products
and services industry. The American Pet Products
Manufacturers Association reports that, this year
Americans are expected to spend more than $34 billion
on everything from vet service to toys. That
amount is double what was spent a decade ago. There's
no shortage of products for pet owners to choose
from, either. There's microwave popcorn
for dogs, bone-shaped versions of Oreo® cookies,
pet nail polish, pet candies and even breath fresheners for dogs
and cats. For those with extra deep pockets, Gucci® even
sells a line of pet products. WonderGroup's Perspective Both
adults and kids alike enjoy pampering and taking care of
their pets. Just as kids have a big say in what kind of pet
families have, they can also influence what pet foods and
treats are bought. Don't be surprised if pet-product manufacturers
begin to talk to kids directly. Plus, with such a large amount
of money being spent each year, retailers are beginning to
jump on board. Besides seeing an increase in the number of
pet treats and other products, expect to see an increase
in the number of places where you can buy them. Some pet
treats are already available at checkout displays in Bed
Bath & Beyond®,
and in select Wal-Mart® locations, vending machines, gas
station convenience stores and grocery stores.
Baby Talk
There are already devices available
that can apparently translate your dog's bark and cat's meow,
so you knew it couldn't be long before someone invented something
that can translate a baby's cries. Lentek's WHY CRY® claims
to do just that. The WHY CRY is roughly the size of a PDA and
is battery operated. The device analyzes a baby's cry in less
than 20 seconds based on characteristics like pitch, intensity
and rhythm to determine if a baby is hungry, sleepy, bored, annoyed
or stressed/colicky. On the back, there is a symptomatic chart
that offers advice on how to make the baby feel better. Lentek
claims that its device has a success rate of up to 95%. WonderGroup's Perspective The real usefulness of this device
is debatable and at an MSRP of $149.99, this is probably an item
that most parents will choose to live without. However, it is
fascinating to see how far technology has come, and it is exciting
to dream about how far it will go. Undoubtedly, we will see more
applications of technology to the baby market in the near future. Drop Us a Line Thanks for reading! If you have any
questions or comments or would like to submit a possible idea
for an article in an upcoming issue of Youth University,
please email Adam Siegel at asiegel@wondergroup.com. Back to Top
We
hope you find Youth University valuable and helpful. WonderGroup,
a full-service youth marketing agency provides services including: Advertising,
New Product Development, Research and Promotions. You
can learn more about WonderGroup by clicking the wondergroup.com
link below, or by
calling Greg Livingston, theshadow@wondergroup.com, at
(513) 357-2950. If
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