If your company or brand wants to reach the preadolescent market, this is our report for you.
Research/Study states that urban preteens and teens have easy access to technology, applications, websites and various online platforms more than their parents and older family members. This demographic aged between 10 -12 are the decision makers.
They have the power to choose, vote, like, comment and the ability to make a product/brand stand out. It is a fact that technology also has given the Gen Z huge spending power. After all they are growing up in the ‘Internet’ world, it has always been there for them. And unlike the Gen Y (born 1979 – 1987), tweens are very optimistic.
The Gen Z loves making money and being rich is actually one of the things they seriously think about. This young and lucrative market is full of buyers that are willing to build a lifelong bond/relationship with the brand. This brand preference positively impacts upon the purchase behavior of children.
Notice the ads these days? Socially, teens/tweens (10-12 years old) live in a truly multicultural and global world now. Ads have a great impact on branding; this can be witnessed in the amount of money that is spent on health drinks, banded fashion, shoes accessories, electronics and other lifestyle products.
As we know that media is the biggest influences the tweens have, the company/brand should be aware of their media habits.
The predominant media influences for 8- to 12-year-olds are TV, radio, magazines and video games.
Here’s what they spend the money on –
Video games, music, movies, books, videos/DVDs, video games, food/beverages, collectibles, branded clothing, shoes and accessories.
Here are the types of sites they visit –
Entertainment/media sites – Huffington Post, E!, Filmfare, Hollywood and Bollywood News/Page 3
TV channel sites – Adventure/ Travel, Online streaming for TV shows (HBO, History, BBC)
Music sites – Indian Idol, Dance shows, Comedy Chows
Video-sharing sites – You tube, Myspace, Vimeo
Movie sites – IMDB, Rotten Tomatoes, youtube – trailers/watchmojo
Magazine sites – Travel, Photography, lifestyle
Sports sites – IPL, Football Primer leagues, World Cup
Here are a few examples that highlight the teen/tween market trends
Sharpie (Facebook, Youtube, Instagram)
Sharpie markers/felt pens got the teenagers doodling. The challenge given to the tween was to show how versatile and invaluable Sharpie’s are as a craft/art tool. The brand gave the freedom to know how crafty you can be with them.
Sharpie used Facebook to showcase art that was frequently updated as a cover photo. These striking Sharpie-drawn designs caught their teenage fans’ eyes.
Sharpie’s other social media channels include –
Instagram to showcases drawings and product made in-house. Take a look at the number of followers on the far right corner.
Sparpie’s marketing team also promoted a teens-centric effort called “Start with Sharpie Challenge,”
Consumers visited the Sharpie Facebook page listen to “Purple,” a song by the indie pop band California Wives. Participants were anticipated to listen to Purple by California Wives for inspiration. Their artworks should be made using a Sharpie marker/felt pen. After completion, they uploaded a picture of their creation. A 60 second video spot aired at the 2012 MTV Video Music Awards featured artwork from fans. Take a look at this spectacular show here
Here is a great example on how tween unpredictability works.
Pepsi decided to make everyday commute fun. And this time was with a fantasy world created at a bustop in London. For this ad campaign, Pepsi used augmented reality to turn the bus shelter wall into a false window that takes you through meteorites and aliens, robot attacks, lions and balloons. The busy bus stop fitted into a seamless augmented reality experience for the people who happen to stop by but it only managed to get the attention of a few.
Tween/Teen Market in India
In the recent past, Indian children have attracted considerable attention from marketers because the market for children’s products offers tremendous potential. This rapidly growing market is pegged at Rs. 5000 cr and is still growing. According to available industry data, chocolate and confectionary market is estimated at Rs. 1200 cr, the garment market at Rs. 470 cr and kids footwear at Rs. 1100 cr. Source: IJMRA Study by Khandai and Agarwal
Indian Market Case Study
Flipkart (Youtube, TV, Facebook)
Flipkart changed the way India shopped. Initially started as two member e-commerce comparison website, the marketing duo had to change it as there were not may sites to be compared with. Now more a 50, 000 member company, their story is not about mind numbing success but about redefining the way India shopped.
Indian consumers do not like to shop online as compared to the West. They are cautious about divulging credit card details. The clever ‘cash on delivery’ service helped a lot of traditional consumers turn to online shopping. Their commercial featuring 8-14 year old kids dressed as adults with adult voice-overs was a huge hit with the audience on television and went viral on YouTube. The online megastore is still the top rated site despite its competitors. The credit goes to their creative branding.
India Wants to know –
Fashion has a new address –
7 Up campaign (Augmented Reality & YouTube)
YouTube and Television Ads still do their magic. Consumers believe in seeing it first and making it available for them makes all the difference. To be the first one to know about the latest sensation is trending and producing and broadcasting a high definition commercial is a business norm today.
Ads featuring celebrities, popular tunes, animation seem to be all the rage. Augmented Reality using celebrities is a hit amongst consumers. For their campaign 7Up’s objective was to connect with the youth. Their innovative creative featured actor Allu Arjun, an icon for dancing at that time. 7Up built on both technology and celebrity image to leave a lasting impression but it only reached only 14.8% urban consumers.
But advertising/branding to children presents a lot challenges as they are indecisive and unpredictable. They are not sophisticated consumers yet. Since we know very little about their ever changing needs and preferences, how does a company use economic resources rationally to satisfy them? Here are a few tips to help your brand.
Browse Through Their Behavior
Since they have grown up with media and advertising, it is their strong hold. The number of opinions and information exchanged between them at any given hour is faster than how an ad/marketing worked during the cable TV days. Internet is their power tool. You see them playing
online games while chatting and sharing information with their friends. They share, watch and opine on what they want and when they want and to get their attention, ( Youtube channels and other video streaming channels) entertainment/educational platforms push (intrusive) and interactive ads. This has proven to work best.
Where They Brood
Hang outs, malls, concerts, sporting events, movies, and even events in school curricula are the best places to reach out to them. Because of the emphasis on visual communication, micro-sharing apps are also great for showcasing new products. Giving tweens the opportunity to interact and develop YOUR product will give you a chance to shape your product/brand.
Make it personal
Its all about what is in, happening and trending. If you want to market successfully, keep in mind that you DON NOT comprehend the way teens/tweens see the world. They respond best when your marketing strategy involves a game, an offer or highly interactive media.
For instance, special occasions (Valentine’s Day, Women’s day, IPL) are a huge opportunity to target the youth market. It is crucial to reach this market early if you want to be included on their personal wish lists. Additionally teens/tweens are influential in their parents’ purchasing decisions as parents usually rely on the tween’s research these days.
Messages and Apps
Messaging (Instant Message, e-mail etc.) is ideal for reaching them directly. Messages offer an opportunity to use eye catching graphics, provide crucial information to the intended audience. It is important for brands to be cool and savvy and the message honest while having the power to make an emotional connection.
Mobile apps and Flash Deals are what most tweens respond to now. Because of the main emphasis on visual communication, micro-sharing apps are great for showcasing new products or offers from your company/brand. You only need 6 seconds share a coupon or a free offer. Visually sharing exclusive giveaways or promotions makes it easy to track, gauge the number of customers and return of investment of these types of apps.
Because the emphasis on the quick and instant is the main focus, making deals that have time conditions only plays into natural platform for intended use.
Since teen behavior is extremely contradictory when it comes to decision making and brand loyalty, it is important that the Marketing approaches differ with each target group and product. Study shows the older teens (14-19 years) respond much better to understatement, while the younger ones love aplomb. As a marketer you need to make the message have some sort of activity. Make it easy for them to obtain your product or service easily, give ‘feedback’ section on your web page. Giving tweens the ability to make a decision makes them feel in control and wise.
For Adults Only
There is all sorts of bad influences doing the rounds on the media and cyberspace. Adult supervision is crucial. First of all, most Gen Z kids live in a single-parent household or with two working parents. Between work and managing lives, both parents and children are under an incredible pressure for saving some time for each other. This has served as catalyst for a cultural change in which children participate much more in family decision-making than in previous generations. From making dinner choices to leaning how to make a model for a science project, there are endless choices. Parents need to keep an eye open for inappropriate content, images, and advertisements and also what the information is being used for. It is also important tweens comply with parents’ approval to interact and engage. (The United States has COPPA, an act that makes sure Tween interaction is safe )