marketing to moms and kids presented by: brendan o’marra, ryan partnership july 25th, 2006

Marketing to Moms and Kids

Presented by:

Brendan O’Marra, Ryan Partnership

July 25th, 2006

2PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt

Agenda

Marketing – The Simple Definition

Family Trends

The Moms Market

Reaching Moms

Understanding Today’s Kids

Top Trends

Mom/Kid Balance


What is Marketing?


Advertising

Consumer Promotion

Public Relations Brand

Management

Web Presence Word of

Mouth

Direct to Home

In-Store Activity

Events

Selling

Sampling

Licensing

Endorsements

Price Tactics

Coupons


Behavior

Attitude

Communication


The Golden Rule of Marketing:Know Your Audience


Source: Simmons Data as reported in the Mintel Marketing to Moms Study 2005

Definition

Moms are defined in most of this presentation as female parents with children under 18 living in the home.

Another definition of “mom,” used to a lesser extent, is females aged 15-44, or women of childbearing years, as defined by the U.S. Census Bureau.


Age Segment Name Target

0-2 Years Infant/Toddler Mom

3-5 Years Little Kids/Preschooler Mom/Kid

6-8 Years Kids/Grade-Schooler Kid

9-12 Years Tweens/Middle-Schooler Kid

13-17 Years Teens/High-Schooler Kid

Kid Age Segments and Life Stages

Kids are most often defined by their age and life stage – and always aspire up (I’m 5 1/2!). The older they get, the more influence they have.


Moms and Kids:Family Demographics/Dynamics


Source: Mintel Kids and Teen Eating Habits, 4/06

Family Marketing Trends:Family Environment

21st Century Families Differ from Predecessors 1970: 90% were two-parent families 2002: 70% were two-parent families 12 million one-parent families 2 million gay/lesbian HH with children

Unmarried Couples with Children 1960: 439,000 2002: 4,898,000

Stay-at-Home Moms 1 in 4 kids under 15 has a stay-at-home mom (10.6MM) 29 million kids have mom in workforce Married-couple families with kids have higher incomes


Source: Mintel Kids and Teen Eating Habits, 4/0US Census Data6

Family Marketing Trends:Multicultural Families

Population Shows Exceptional Growth

Between 1990 and 2002, Latino kid population grew three times faster than kids population (73.3% vs. 25.5%)

Black and Asian population also increased faster than white kids

“Minority” Kids Will Become Majority by 2020

Will account for 48% of total kid population

Versus only 38.7 of overall population

Multicultural Kids Live in Larger Families

Nearly 10 million kids have a foreign-born parent



Family Marketing Trends:Multicultural Families

Economic Status

Asian American kids enjoy highest family income

Multicultural family income remains lower than average

Consumer Behavior

Multicultural parents are more brand conscious

Multicultural families more likely to shop in malls


6 – 11-Year-Olds 12 – 19-Year-Olds

General Market

Mexican Americans

General Market

Mexican Americans

Boys 12% 27.3% 12.8% 27.5%

Girls 12% 19.6% 12.4% 19.4%

Source: American Demographics 12/03 – 1/04

¿Sabe?

20% of U.S. population under 10 years of age is Latino

Did you know how our target ethnicity breaks out?



Family Marketing Trends:Kids, Parents, and the Media

Parents Impose More Rules over Kids’ TV Watching Between 1994 and 2000, parents with rules for watching TV rose to 64.4% vs. 54%

Families Skew Certain Networks/Shows BET, Cinamax, Court TV, Lifetime, Soapnet, TBS

FOX and UPN more popular in kids’ HH

Reality shows also very popular

Family time on the Web Moms with Internet access now use the Internet twice as much as they watch TV

(C&R Research)

43% of moms say it’s an activity they do with their kids



Family Marketing Trends:Kids Crunched for Time

Today’s Kids Go To School Earlier 1970: One in four kids went to nursery school 2002: 70% of kids spent part of their day in nursery school

Many Kids Are On Their Own after School 24.5% of kids in 4th-8th grades are on their own for some or all their time after

school

Sports Highest on List of After-School Activities 39% of 4th-8th grade-kids participated in sports after school; 27.1% in lower grades

Family Meals Rare One in three kids age 6-11 have breakfast with parents Dinners are more common, although 50%+ do not have dinner with

parents every day.


Source: Zenithmedia Kids and Tweens Strategic Media Resources, 2/05

Family Marketing Trends:Size & Growth of the Market

Family Expenditures Key Component of Kids Market

In 2008, expenditures on 3-12-year-olds will total $175.6 billion, an increase of 16.4% over 2003

Kids Buying Power Will Top $25 Billion in 2008

The fastest growth from kids segment

Tweens account for 83% of buying power


Moms in the U.S.


Demographics of Moms in the U.S.

There are around 82.5 million moms of all ages in the U.S., accounting for 55% of the total female population in 2005 (Census Bureau definition, which includes women in childbearing years 15-44 and women aged 45+ who have had children).

Women aged 20-35 are considered to be in the prime childbearing age, accounting for 75% of all births.

Women between the ages of 20-39 are responsible for 87% of all births.

Source: Mintel: Marketing to Moms Study 2005



Women postponing childbirth

In 2000, the average age for an American woman having her first baby was almost 25, up nearly 4 years from 1970, when the average first-time mom was just 21 years old.

Women are also waiting longer to have a second child — the average age of second-time mothers is 28, up 3.6 years since 1970.





Growth in minority mom populations

The most important change that the mom market is going through is the growth of minority populations, especially Hispanics. The birth rate among blacks, Hispanics, and Asians has exceeded their respective percentage in the total population.

The spending power among minority women has also exhibited a steady increase and is expected to be in the vicinity of $973 billion by 2008.




Single parents vs. married-couple households with children

Married couples with children accounted for a majority (72%) of total households with children.

Single mom and single dad households with children accounted for 22.6% and 5.4%, respectively.



Generations

Baby boomer moms have given rise to the “soccer mom” phenomenon, where moms made efforts to fulfill every expected role of mom and in the process were nicknamed “supermoms.”

Gen X moms tend to be more individualistic, rather than following the stereotypical ideal about parenting, and hence marketers should try not to target Gen X moms with the soccer mom image.

In addition to the size and spending power of Echo Boom moms, they are much more ethnically diverse than other generations of moms.

Moreover, this generation of moms is more likely to put off work to take care of the family.



Sources: 1U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May 2005. (http://www.bls.gov/cps/wlf-databook2005.htm). 2Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 4. 3U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May 2005. (http://www.bls.gov/cps/wlf-databook2005.htm). 4U.S. Census Bureau Public Information Office. "Family Composition Begins to Stabilize in the 1990s, Census Bureau Reports." May 28, 1998.

(http://www.census.gov/Press-Release/cb98-88.html). 5Bureau of Labor Statistics. Employment Characteristics of Families. 2002. (http://www.bls.gov/news.release/famee.toc.htm). 6Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 4.7Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 2. 8U.S. Census Bureau (2005), Who's Minding the Kids? Child Care Arrangements: Winter 2002 (Current Population Reports, P70-101).

The Moms Market: The Working Mom

Currently, 70.7 percent of women with children work.1

In 1975, only two out of every five mothers with a child younger than 6 held a paid job.2 As of 2004, 62.2 percent of women with children under 6 years of age were employed, and 57.3 percent of mothers with children under 3 held jobs.3

Between 1970 and 1990, the number of single-parent families in the United States doubled, contributing to the greater demand for child care.4

More women are going back to work sooner after having a child. In 2004, the labor force participation rate for mothers of children younger than a year old was 52.9 percent.5

Three out of four working mothers work more than 30 hours per week.6

Over 90 percent of their families use some kind of child care, with children under 5 spending (avg) 36 hours each week in some type of child care arrangement.7,8


Sources: Mom Power 2004; BSM Media; Association of Coupon Professionals, CMS Trends 2000 Planning Guide

The Moms Market: Spending Power of Moms

Mothers control 80% of all household spending

Mothers represent $1.6 trillion in spending

Single mothers alone account for $174 billion in spending

Consumers clipped and redeemed 4.6 billion coupons, for a savings of over $3 billion at the register


Sources: Mom Power 2004; BSM Media

The Moms Market: Balance of Family Life Important to Mom

Balance is an important touch point for mothers

Search for balance includes simplifying one’s life, growing spiritually, or just feeling good

61% of Americans would be willing to trade money for family time by giving up some pay for more time with children or other family members

43% of moms have one hour or less of personal leisure time on a typical weekday

Weekends don’t necessarily bring much- needed relief

64% do what they have to do

98% do chores around the house and yard

67% of working moms have not taken a weeklong vacation away from the home within the past year



The Moms Market: Mom’s Core Values

Focus on One of the Core Messages That Speak to All of Them

Family health and safety

Saving time/convenience

Value

Child enrichment

Balance and simplicity



The Moms Market:Core Needs of Moms

The prime concern for a mom is the safety and health of her child. As such, moms are typically quite discriminating about information they allow to influence their decisions relating to these.

Influences on Moms’ Purchases of Products for Their Children, 2004

Doctor’s Recommendation 98%

Opinions of Other Moms 96%

Free Sample 92%

Established Brand Name 84%

Coupon 82%

Opinions of Own Mother or Mother-in-law 81%

Advertisement 69%


Sources: Mom Power 2004; BSM Media: Parent Symposium 2004

The Moms Market: Connecting With Moms

Moms Seek Relationships As Consumers

Moms value a company that can change with their life stages and roles

Moms are moved by emotion and an inherent sense of nurturing

Communicate to moms in a way that is real

Remove the “fluff” when speaking to women

Give them facts

Provide buying details that make it easy for them to make a decision



The Moms Market: Connecting With Moms

To Connect to Moms, You’ve Got to Walk in Their Shoes –

“You have to remember when you are dealing with mothers that you can’t cut them off at the neck. You have to appeal to their brain as well as their hearts. Their logic is as important as their emotions.”

— Dr. Gail Gross in “Marketing to Moms”



The Moms Market: Marketing To Moms

Some Advertisers Are Missing the “Mom Mark”

> 75% of mothers report that their needs as mothers aren’t acknowledged, recognized in advertising

> 55% of mothers say they see ads often that send the wrong message to mothers

30% of mothers say they see ads that offend them



The Moms Market: Talking to Moms

Radio Moms drive at least 66 minutes a day

Eight out of 10 moms are radio listeners

Uncluttered airwaves

Content

Entertainment

Opportunities Custom programming

Information

Solutions




Online Seekers, not browsers

Moms go to the Internet seeking solutions (health, parenting, travel, and finance rank high)

88% rely on the Web for parental guidance and ideas

Moms embrace technology to keep family together (cell phones, e-mail, etc.)

Opportunities Content distribution

E-newsletters

Content destinations




“Word of Mom” Mothers overwhelmingly report they are very likely to purchase a product that a

friend recommends For purchases for home and self, > 55% of moms rely on recommendations …

64% if purchase is for children

Opportunities Lifestyle behaviors / “virtual communities” Create sub clubs Remember your best customers Walk the talk of your moms Customer service




Public Relations

Capture the attention of moms with newsworthy events

Tie-in to causes (especially child related causes)

Magazines

Moms read on average 3.1 magazines a month

Long shelf life

Content vs. ads

Two titles home-delivered monthly


The Kids Market


Source: U.S. Census

The Kids Market: Population

73 million kids <18 in the U.S. (25% of U.S. and growing)

About 20 million kids in each age group: 0-4, 5-9, 10-14

One-third of kids 2-11 are African-American, Hispanic, or Asian

1/5th of U.S. population <10 is Hispanic Population of Kids 3-12 Will Remain Flat through 2008

Baby boomlet will turn tables after 2010

Biggest growth among 0-4-year-olds

2.2 million more toddlers

841,000 fewer 10-14-year-olds


Core User GroupKids 6 – 9

Core User GroupKids 6 – 9

5 yrs 6 yrs 7 yrs 8 yrs 9 yrs 10 yrs

+25% -25%

You Need to Stay On Your Toes!

The typical kid brand with a 6-9-year-old core user group loses 25% each year: 9-year-olds –> 10-year-olds (-25%) 5-year-olds –> 6-year-olds (+25%)

Implication:

Constantly reintroduce the brand in ads/promotions—keep it fresh and relevant as target group changes over.


Industry Segmentation Little Kids 3-5 Kids 6-8 Tweens 9-12

Life Stage Preschoolers Grade school Middle school

Physical Learning about their bodies and the world around them

Developing skills,testing limits

Onset of puberty

Cognitive Sensorimotor Preparation thinking(fantasy, egocentrism)

Concrete operational, becomes logical thinker

Social & Emotional Who can I trust? Learning rules What am I good at?

Kids as Consumers Starts to demonstrate brand recognition and preferenceMedian age first store visit: 2 moFirst in-store request: 2Median age first requested retrieval: 3 1/2 yrs Shopping with mom

“Gimme Stage”Consciously seeking/retrieving productsAble to recall product messages (packaging, advertising)Shopping with mom

Median age first solo purchase: 8,The average 10-year-old has memorized 300-400 brands92% of requests are brand-specificNo longer shopping with mom

Parent’s Role Parent is gatekeeper, protector, purchase decider

Parent is primary source of info,intro to school widens world

Emergence of social locomotion

Trends Play focused on: Pretend, fantasy, and imitationInternet usage starts at 2Marketplace filled with preschool products and TV shows—licenses aboundMusic important

Heavy TV viewersTV most popular mediumTalk to boys/girls same message20 min/day on InternetEnjoy spending time with friendsBasketball and swimming top sports lists

Establish personal identity through purchases and customizationInteractive lifestyle—way of the futureMost popular leisure activities: music, TV, computer, sports56 minutes/day Internet81% own video game system1/3 visit fast food every other day

TargetImplications

Kid requested/mom approvedPopular licenses have big appeal

Kid-drivenMake it entertainingAll about me

Tween-dDrivenBe relevant; age appropriateStreet cred key

Industry Age Segmentation Profiles for Kids

Sources: Mintel June 2002, Nickelodeon Magazine, Research Presentation April 2003 2003 Yankelovich, Inc. Kids Rock February 2001; Youth Market Alert Aril 2002



Kids Attitude Toward Moms

Toddlers: 0-2 Rely on mom/parents

Kids: 3-8 Close to mom/parents

Tweens: 9-12 Separating from mom/parents

Young Teens: 13-15 Trapped by mom/parents

Teens: 16-18 Free from mom/parents


Birth-2 yrsFisher Price Preschool Toys

3-5 yrsBarbieMatchboxHot Wheels

9-12 yrsGamesInteractive

6-8 yrsBarbie LifestyleDiva StarzTyco Radio Control

Mattel Toys Age Segmentation

Mattel segments its portfolio of brands by age and markets them accordingly.

Within each group, Mattel further refines its offerings by leveraging play-pattern insights.


13-17 yrsNick at Night

3-5 yrsNickJr NickJr.com NickJr.kids.us

9-12 yrsTEENick

6-8 yrsNick Nick.com Nick.kids.us

Nickelodeon Age Segmentation

Nickelodeon’s Kids Portfolio is segmented with specific product designed and marketed by age group


TEEN 13-17 yrsBig Pouch 11.25oz 3 unique flavorsIsland Refreshers aluminum bottle

SPORT 9-12 yrsSport 2 sizes 2 flavors

KID 3-8 yrsOn-the-Go 6.75oz 14 flavors

Kraft Capri Sun Age Segmentation

Kraft segments its Capri Sun business by age and occasion and markets accordingly


Source: Mintel June 2002, Nickelodeon Magazine, Yankelovich, Inc. 2003, Kids Rock Feb 2001

Kid Requests Develop Early On

Kids start asking for products as young as 2, but Mom is clearly in charge of purchase decisions at that young age.

First in-store request: age 2

Median age for first requested retrieval: age 3 1/2

Consciously seeking and retrieving products: age 6

Able to recall product messages (packaging/advertising): age 6

Median age of first solo purchase: age 8


Source: Ryan Research Dept; TV-Free America; CNN.com/2003/Health/parenting

Kid Requests Grow With Exposure

By 5, kids are exposed to new products in many ways:

At age 5, kids enter kindergarten and a whole new world of “gotta have it”

56% of kids 4-6 years old can read

25% of kids 4-6 years old spend more than 1 hour a day on a computer

Kids are heavy TV viewers, watching on average 28 hours per week, 4 hours per day

Kids see over 500 commercials per week

By the age of 5, kids are “very” brand aware and asking for products by name

Kids are consciously seeking/retrieving products

“Nag factor” becomes kids “word-of-mouth” referral to parents


Kids World Review

(Most trends noted refer to kids 8-11)


SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003 Youth Risk Factor Surveillance Study

Knowing Kids Means Knowing What They Like

Knowing kids means:

Knowing what they do during and after school

What they like in fashion

What sports interest them

What they do with free time

How they communicate

The world they are growing up in

Keeping on top of trends in these areas provides the best clues on how to reach them in the most relevant way.


Sports


SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003 Youth Risk Factor Surveillance Study

Sports

65% of kids 6-17 participate in sports every week; this actually represents a decline in physical activity among kids

Kids in the U.S. today are less fit than they were a generation ago – slower in endurance running and weaker

Extreme/action sports continue to be the fastest growing in terms of youth participation

Snowboarding increased 214%, and skateboarding 111% in the past 10 years

Alpine skiing and in-line skating experienced the biggest declines, 44% and 40%, respectively

ESPN X Games was the second most appealing sporting event to 6-to-17-year olds, behind the Olympic Games


Source: KidSay Trend Tracker, 5/06

Trends in Sports

Boys’ top five favorite sports stars:1. Michael Jordan

2. Derek Jeter

3. Dwayne Wade

4. Alex Rodriguez

5. Shaquille O’Neal

Girls’ top five favorite sports stars:1. Mia Hamm

2. Michael Jordan

3. Derek Jeter

4. Michelle Kwan

5. Shaquille O’Neal


SOURCE: The Zandl Group, April 2006 – Boys 8-12

Kids Are Playing Sports

Boy’s 8-12 favorite sports to play

1. Basketball

2. Soccer

3. Baseball


SOURCE: The Zandl Group, April 2006 – Girls 8-12

Kids Are Playing Sports

Girls’ 8-12 favorite sports to play

1. Soccer

2. Basketball

3. Volleyball


SOURCE: The Zandl Group, April 2006 – Boys & Girls 8-12

Kids Are Watching Sports

Boys’ and Girls’ 8-12 favorite sports to watch:

1. Football

2. Basketball

3. Soccer


Fashion


Sources: DSN Retailing Today, NPD

Fashion

Children ages 7 to 14 spend $14 billion on apparel annually

Clothing no longer the first intended purchase for own money. Electronics and entertainment top personal spending.

Typically a 10-year-old will begin to take control over his/her wardrobe

86% of tweens are influencing clothing brand decisions

Brands critically important to tweens as they seek to fit in with peers

What tweens lack in style sense vs. teens, they make up for in brand sense

Trend towards “mini replicas” of adult clothing

Sean John Kids, Juicy Couture Kids, Betsey Johnson Kids



What’s the Coolest Brand of Clothing?

Boys 8-11 years old:1. Nike2. Abercrombie & Fitch 3. Under Armor4. Gap5. Old Navy

Girls 8-11 years old: 1. Limited Too 2. Old Navy3. Abercrombie & Fitch 4. Gap5. Nike



What’s the Coolest Brand of Clothing?

Boys 12-15 years old:1. Nike 2. Abercrombie & Fitch3. American Eagle 4. Dickies5. Old Navy

Girls 12-15 years old: 1. Hollister2. American Eagle3. Abercrombie & Fitch4. Baby Phat5. Rocawear


Girls’ Fashion

cargo pants

flared, ripped jeans

skater shoes

preppy cropped tops

graphic tees


Boys’ Fashion

baggy jeans

sport jerseys

skater shoes

preppy polos

vintage tees

caps


Who had Who had even heard of

even heard of Heeley’s Heeley’s 3 years ago?

3 years ago?

Who had Who had even heard of

even heard of Heeley’s Heeley’s 3 years ago?

3 years ago?


The Coolest Brand of Shoes/Sneakers to Wear

Boys 8-11 years old:1. Nike 2. Heeley’s3. Jordan 4. Sketchers 5. Converse

Girls 8-11 years old: 1. Nike 2. Heeley’s3. Sketchers 4. Converse 5. Puma



The Coolest Brand of Shoes/Sneakers to Wear

Boys 12-15 years old:1. Nike 2. Jordan 3. Adidas 4. Reebok 5. Vans

Girls 12-15 years old: 1. Nike 2. Vans3. Adidas4. Converse5. K-Swiss


Trends in Entertainment



Music

Boys’ top five favorite bands or singers:1. Green Day2. AC/DC3. Eminem4. Black Eyed Peas5. All-American Rejects

Girls’ top five favorite bands or singers:1. Green Day2. Hilary Duff3. Kelly Clarkson4. Jesse McCartney5. Aly & AJ



Television

Boys’ top five favorite television shows:1. SpongeBob Square Pants2. Drake & Josh3. Suite Life of Zack and Cody4. Family Guy5. Sports Center

Girls’ top five favorite television shows:1. Suite Life of Zack and Cody2. That’s So Raven3. American Idol 4. SpongeBob SquarePants5. Full House



Movies

Boys’ top five favorite movies:1. Star Wars Series2. Harry Potter Series3. Scary Movie 44. King Kong5. Pink Panther

Girls’ top five favorite movies:1. High School Musical2. Chronicles of Narnia 3. Harry Potter Series4. Madagascar5. Scary Movie 4


DVDs

Boys’ top five favorite DVDs:1. Star Wars series2. King Kong3. Harry Potter series4. SpongeBob5. Chronicles of Narnia

Girls’ top five favorite DVDs:1. High School Musical2. Chronicles of Narnia 3. Harry Potter series4. Bratz movies5. SpongeBob



Toys and Games

Boys’ top five favorite video games:1. Star Wars Battlefront series2. HALO games3. WWE/wrestling4. Grand Theft Auto/SA5. NBA Live 06

Girls’ top five favorite video games:1. Mario games2. Halo3. Pac-Man4. SpongeBob SquarePants5. Bratz games




Kids’ Favorite Toy or (non-video game) Thing to Play With

Boys’ 8-11: 1. Monopoly 2. Action figures 3. Board games 4. Chess/checkers5. Football

Girls’ 8-11: 1. Board games 2. Bratz3. Doll4. Stuffed animal 5. Monopoly



Kids’ Favorite Toy or (non-video game) Thing to Play With

Boys’ 12-15: 1. Monopoly 2. Basketball3. Board games 4. Football 5. Skateboard

Girls’ 12-15: 1. Monopoly 2. Board games 3. iPod 4. Stuffed animal 5. Playing cards


Technology and Communication



Cell Phones

Growth of kids mobile phone market:

Wireless providers are seeking to grow in a non-saturated category – these two categories are senior citizens and kids…hence the advent of Firefly Mobile, LeapFrog’s TicTalk, Disney Mobile, Hasbro’s ChatNow, Mattel’s MyScene Mobile, and Verizon’s Migo, cell phones/plans made just for children.

Currently, about 14% of 10-11-year-olds and 40% of 12-14-year-olds have their own cell phones (Source: NOP World Technology, September 2005)

Kids 12-15



Favorite Cell Phone Activity

Boys 8-11 Years Old:1. Games2. Text messaging3. Talking4. Music 5. Ring tones

Girls 8-11 years old: 1. Games2. Text messaging3. Talking4. Take pictures5. Ring tones



Favorite Cell Phone Activity

Boys 12-15 years old:1. Text messaging2. Games3. Take pictures4. Ring tones5. Music

Girls 12-15 years old: 1. Text messaging2. Games3. Take pictures4. Ring tones5. Talking



“Text Me”

More and more kids today are using cell phones for other activities. These activities are things that are relevant to their daily lifestyle.



Computer and Internet Usage

Online usage among kids

23% of kids ages 8-11 and 49% of teens aged 12-15 spend time online every day

What kids are doing on the Internet

Kids trends shows that there are two major activities that kids are doing while on the net. The first, playing games (35%), is primarily AGE influenced, with gender as a secondary influence. Boys 8-11 are particularly game obsessed, with nearly 60% stating it’s their main activity. Girls 8-11 also had playing games as their No.1 activity (44%).

Teens both had IM’ing as their No. 1

Girls 12-15 listed it at 56% of the time

Boys 12-15 listed it at 30% of the time




Finding out from friends

Every age and gender group says that FRIENDS are the best way to find out about new Web sites

Over 54% of kids find out from friends about new Web sites




Boys’ top five favorite Internet activities:1. Play games2. Chat/instant message3. Surf sites4. Download music5. Look up info for school

Girls’ top five favorite Internet activities1. Play games2. Chat/instant message3. Surf sites4. Download music5. Look up info for school




Boys’ top five favorite Web sites:1. Addictinggames.com2. Cartoonnetwork.com3. Google.com4. Miniclip.com5. Disney.go.com

Girls’ top five favorite Web sites:1. Disney.go.com2. Neopets.com3. Addictinggames.com4. Google.com5. Millsberry.com




Top five ways boys find out about new Web sites:1. Friends2. Ads3. Random searches4. Google.com5. Family

Top five ways girls find out about new Web sites:1. Friends2. Ads3. Random searches4. Brother/sister5. Family


Characters



Characters

Boys’ top five favorite cartoon characters:1. SpongeBob SquarePants2. Bugs Bunny3. Patrick Star4. Tom & Jerry5. Stewie Griffin

Girls’ top five favorite cartoon characters:1. SpongeBob SquarePants2. Bugs Bunny3. Tweety4. Tom & Jerry5. Patrick Star


What is your Character Q?

Top Character Q-scores:1. Santa Claus 74

2. SpongeBob SquarePants character 67

3. Donkey 66

4. Shrek 66

5. Fairly Odd Parents 63

6. The Incredibles 62

7. Scooby Doo 61

8. Easter Bunny 59

9. M&M Yellow 58

10. Patrick (Sponge Bob) 58

11. Danny Phantom 47

12. Jimmy Neutron 41

13. Batman 26

14. Dora 21

Cartoon Q - The People Panel Spring 2006


School


School

Social Landscape:

Top 5 clubs boys participate in throughout the year:1. Baseball2. Basketball3. Boy Scouts 4. Chess5. Cub Scouts

Top 5 clubs girls participate in throughout the year:1. Girl Scouts2. Dance3. Drama4. Soccer5. Softball




“I want…”

Top five gifts boys will ask an adult to buy for them:1. Computer/video game2. Cell phone3. iPod/MP3 player4. PlayStation Portable5. Playstation 3

Top five gifts girls will ask an adult to buy for them:1. Cell phone2. iPod/MP3 player3. Clothes4. Pet5. Computer/video game


Boys 8-11 Girls 8-11

#1 Wal-Mart Target

#2 Target Wal-Mart

#3 JC Penney Limited Too


Favorite Discount Department Storesfor Kids



What are kids buying for themselves?

Kids at retail:

Top five things boys last spent their own money on:1. Computer/video games2. Food/candy/drinks/gum3. Other4. Game system5. Shoes

Top five things girls last spent their own money on:1. Food/candy/drinks/gum2. Clothes3. Other4. CD5. Shoes


Striking the Balance


And now: Shifting toward more traditional family values.

Will this affect how much influence kids have? How will we address new technologies with kids? Will mom let us?

The Kids Market: Paradigm Shifts

Back then… Mom as gatekeeper Mom plans family meals Parental power What’s tried and true “A” among moms needed for kid

marketing success

Seems like yesterday… Mom as EZ Pass Kid decides what’s for lunch/dinner Kid empowerment What’s new and innovative “A+” among kids needed for kid

marketing success



Source: Kid Power Conference Winter 2003

Kids < 5 years Mom is more firm Doesn’t give in often (unless product is good for them)

Kids 6-9 years Mom negotiates Will give in on some things Needs to be persuaded

Kids 10+ years Mom automatically accepts kid requests

Moms Give In As Kids Grow Up

Parents interact with their kids differently depending on their age:


1 2 3 4 5 6 7 8 9 10

Source: Just Kid, Inc.

No Influence

Total Influence

Mom

Kid

CrackersCheeriosJell-OFruitGoldfishApple Juice

OreosCheetosCup CakesCandyJuice DrinksFast FoodCereals

Age of Consumer

cross-over in these ages

Core User Age Group Helps Determine Who To Target

As kids get older, they influence more purchase decisions.


High Kid Appeal

Low Kid Appeal

High Mom Approval Low Mom Approval

Source: The Wonder Group, Kid Power Winter 2003

Kid Push

Mom Push Off Radar

Candy

Vegetables

Off Leash

Trix yogurt

SodaCookies

Salty snacks

Caviar

LiverLow-sugarcereals

Fruit

Fruit snacksCereal bars

Food Example: Appeal To Kids, Be Approved By Mom

Ideal placement for a kid targeted product is to achieve High Kid Appeal and High Mom Approval.


Recap

Know Your Audience

Stay on Top of Trends

Keep It Fresh, Fun, and Relevant


Questions?

Marketing to Moms and Kids

Thank you!

marketing to moms and kids presented by: brendan o’marra, ryan partnership july 25th, 2006

Documents