top tips for engaging tweens

1
TOP tips for engaging and influencing tweens At Playground we have a long history of working with leading tween brands and we understand how to research them. We have a range of products that put us at the heart of understanding the brand as well as opportunities to help develop them across the tween market. If you would like to find out more about our expertise please contact Charlotte Butterworth or a member of our Playground team. E: [email protected] T: +44(0)20 7843 9777 www.futurethinking.com For brands, embracing the tween market offers huge commercial potential. Tweens have a massive amount of spending power and as young consumers they are developing tastes and opinions on everything from fashion and music to sport. Influencing the tween is a brand’s biggest challenge. So what do brands need to understand to engage with tweens… #1 Defining tweens Whilst tweens may be defined by their age (8-12 years), they can really be defined by their attitude and behaviour. As they transcend from child to teenager they will become increasingly emotionally complex and their development behaviourally, physically, mentally and particularly in terms of maturity will be affected by a host of influences. #4 #5 What makes them tick? Tweens are influenced by a wide range of factors, but crucially the older the tween, the more they are defined by trends rather than their parents. For tweens it’s all about a desire to fit in. For brands it’s about being part of that trend and engaging tweens; through the influence of friends, media, advertising, celebrity and even parents. #3 The role of digital For tweens the digital world is the real world and expectations of technology are high. Whether playing, learning or socialising, tweens spend increasing amounts of time chatting, texting, sharing photos and video. Screen time is king and brands need to listen, understand and engage; through online and the latest apps; whether it’s Instagram or Snapchat, Tumblr, Kik, Vine, Pheed… Path to purchase journey Kids know what they want or “need” and generally it’s about what makes them cool in front of their peers. Whilst small ticket items require minimal saving time and have easier sell-in with parents, for more costly items it’s a more complex issue. Whilst pester power is not to be underestimated, with parents as gatekeepers, the in-store experience, advertising and merchandising all come in to play. #6 Drivers of fashion #7 #8 #9 Extending a brand’s success to create an iconic brand, one that’s cool and is a must have item with children, relies on creating an emotional link. Successful brands do this by developing a story and creating a bond which tweens engage with. Creating brand loyalty Maximising sector presence Innovation Celebrity is everywhere and whether parents like it or not they are powerful role models. From what they wear and the brands they are associated with, they can be hugely influential to a brands success. Remember, products can be hot one minute and not the next, so understanding why tweens’ tastes and attitudes change presents an additional challenge for brands. Media & advertising For many tweens traditional TV viewing is dead, but that doesn’t stop the average child seeing tens of thousands of ads a year, absorbing commercials, sponsorship and product placements. Viewing has shifted to streaming services (YouTube, iPlayer, Netflix) and campaigns need to focus on maximising their understanding of all media channels and optimising engagement. Capitalising on a brand’s potential is all about maximising presence by generating visibility of the brand through multiple touch points in terms of: retailer buy-in, advertising and sponsorship/ licensing opportunities across as wide a range of categories. Ultimately the more integrated the product is to the brand, the greater the propensity for tweens to engage. Today’s media age is probably the key reason why kids evolve faster these days. For marketeers this means that even within the tween category there are opportunities for brands to develop products and services that are specifically designed for different age groups within the tween market. Markets need to evaluate and innovate to ensure they maximise their potential. #2

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Page 1: Top Tips for engaging Tweens

TOP tips for engaging and influencing tweens

At Playground we have a long history of working with leading tween brands and we understand how to research them. We have a range of products that put us at the heart of understanding the brand as well as opportunities to help develop them across the tween market.

If you would like to find out more about our expertise please contact Charlotte Butterworth or a member of our Playground team. E: [email protected] T: +44(0)20 7843 9777 www.futurethinking.com

For brands, embracing the tween market offers huge commercial potential. Tweens have a massive amount of spending power and as young consumers they are developing tastes and opinions on everything from fashion and music to sport. Influencing the tween is a brand’s biggest challenge. So what do brands need to understand to engage with tweens…

#1 Defining tweensWhilst tweens may be defined by their age (8-12 years), they can really be defined by their attitude and behaviour. As they transcend from child to teenager they will become increasingly emotionally complex and their development behaviourally, physically, mentally and particularly in terms of maturity will be affected by a host of influences.

#4

#5

What makes them tick?Tweens are influenced by a wide range of factors, but crucially the older the tween, the more they are defined by trends rather than their parents. For tweens it’s all about a desire to fit in. For brands it’s about being part of that trend and engaging tweens; through the influence of friends, media, advertising, celebrity and even parents.#3

The role of digital

For tweens the digital world is the real world and expectations of technology are high. Whether playing, learning or socialising, tweens spend increasing amounts of time chatting, texting, sharing photos and video. Screen time is king and brands need to listen, understand and engage; through online and the latest apps; whether it’s Instagram or Snapchat, Tumblr, Kik, Vine, Pheed…

Path to purchase journey

Kids know what they want or “need” and generally it’s about what makes them cool in front of their peers. Whilst small ticket items require minimal saving time and have easier sell-in with parents, for more costly items it’s a more complex issue. Whilst pester power is not to be underestimated, with parents as gatekeepers, the in-store experience, advertising and merchandising all come in to play.

#6Drivers of fashion

#7

#8

#9

Extending a brand’s success to create an iconic brand, one that’s cool and is a must have item with children, relies on creating an emotional link. Successful brands do this by developing a story and creating a bond which tweens engage with.

Creating brand loyalty

Maximising sector presence

Innovation

Celebrity is everywhere and whether parents like it or not they are powerful role models. From what they wear and the brands they are associated with, they can be hugely influential to a brands success. Remember, products can be hot one minute and not the next, so understanding why tweens’ tastes and attitudes change presents an additional challenge for brands.

Media & advertisingFor many tweens traditional TV viewing is dead, but that doesn’t stop the average child seeing tens of thousands of ads a year, absorbing commercials, sponsorship and product placements. Viewing has shifted to streaming services (YouTube, iPlayer, Netflix) and campaigns need to focus on maximising their understanding of all media channels and optimising engagement.

Capitalising on a brand’s potential is all about maximising presence by generating visibility of the brand through multiple touch points in terms of: retailer buy-in, advertising and sponsorship/licensing opportunities across as wide a range of categories. Ultimately the more integrated the product is to the brand, the greater the propensity for tweens to engage.

Today’s media age is probably the key reason why kids evolve faster these days. For marketeers this means

that even within the tween category there are opportunities for brands to develop products and services that are specifically designed for different age groups within the tween market. Markets need to evaluate and innovate to ensure they maximise their potential.

#2