trends in kids & family marketing
TRANSCRIPT
TRENDS IN KIDS- & FAMILIE-MARKETING GERDA VAN DAMME DREAMMACHINE KIDS (HEAVEN CAN WAIT / CRONOS)
#TrendsInKidsMarketing
WE LOVE KIDS
#MillennialMumsWantFun #WeLoveKids
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#KidsAreTheFuture #KidsCentricSociety
KIDS GROW OLD YOUNGER
#KidsCentricSociety #KidsGrowOldYoung
THE MAKER MOVEMENT
#TheMakerMovement #KidsGrowOldYoung
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#TheMakerMovement #KidsGrowOldYoung #CodeMania
#TheMakerMovement #STEM #CodeMania #CreateYourOwnPlay 11
COCREATION
#CoCreation
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#CoCreation
3D PRINTING
#3d-printing #CreateYourOwnPlay
VIDEO
#YoutubeRules #Minecraft
#NewHeroes #YoutubeRules #Collectibles
CONNECTED DOLLS
#ConnectedDolls
STORY TELLING
#StoryTelling #TheInclusiveExperience
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#StoryTelling #UserGeneratedMarketing #Unboxing
IT’S ABOUT THE EXPERIENCE
#EndOfOwnership #LiveTheExperience #HelpfullBrands
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#EndOfOwnership #LiveTheExperience
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HELPFUL BRANDS
#EducatingBrands #ResistanceAndGrowingRegulation
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#EducatingBrands #ResistanceAndGrowingRegulation
#HelpfulBrands #KGOY
NEW READING EXPERIENCES
#EBookListings
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#LeaveThePageBehind
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DIVERSITY
#Diversity
#Diversity
#Diversity
HEALTH AND CULINARY EDUCATION
#CulinaryEducation #Health
#CulinaryEducation #Health
COLLECTIBLES
#Collectibles #Minecraft
SMART TOYS
#SmartToys #CoCreation #Fame 45
#DisconnectTheKids #SmartToys
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videoghast
#Drones & #Robots #SmartToys #Minecraft
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DIGITAL IS BAD
49 © Dreammachine - p
Global Kids’ Top 10 Favorite activities Source: The Marketing Store, Jan 2013
27%
24%
21%
15%
15%
15%
14%
14%
11%
11%
Playvideo/computergame
WatchTV
Exploreinternet
Gotomovies
Playingoutdoors
Ridingbikes
Playwithtoys
Playasport
OutdooracGviGes(e.g.,hiking)
Reading
#DigitalIsBadForOurKids
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VIRTUAL REALITY
#VirtualReality
#VirtualReality
AUGMENTED REALITY
#AugmentedReality
KID CULTURE
#KidCulture
#KidCulture
STE(A)M
#STEM #GirlPower
ECO & AUTHENTICITY
#EcoToys #Authenticity
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VIRTUAL CURRENCY & FINANCIAL EDUCATION
#FinancialEducation
#FinancialEducation #YoungAdults
SENSORIAL EXPERIENCES
#Edible #Sensorial #Health
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#Edible #Sensorial
#Edible #Sensorial
FAMILY POWER
#InclusiveExperiencesForFamilies #HealthyFoodEducation #YoutubeFame
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#InclusiveExperiencesForFamilies
#InclusiveExperiencesForFamilies #DisconnectTheChild
#InclusiveExperiencesForFamilies
#InclusiveExperiencesForFamilies
THE NEW FAMILY
77 © Dreammachine - p
MOVING AWAY FROM THE FORMER ‘NUCLEUS’
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DAD MARKETING
79 © Dreammachine - p
MARKETING TO DADS
80 © Dreammachine - p
Men looking for back-to-school content
Yahoo, February 2014, Acing the 2014 back-to-school shopping season
Yahoo: half of the visitors on their back-to-school content are men.
50% 50%
THE FAMILY TRIBE
82 © Dreammachine - p
SPRITE: THE ‘FRAMILY’
83 © Dreammachine - p
JETBLUE: ‘BIOLOGICAL TIES ARE OPTIONAL.’
PRESSURE FOR PERFECTION
85 © Dreammachine - p
copyright: instagram.com/siskaschoeters
Searching for judgement-free zones
91% of mums have ever judged other mums (5% up for Millenials) Yahoo/Ipsos 2015 ‘Momfessional-study’)
“Als ik de kinderen in bed leg, denk ik soms: 'Yes! Ik ben zeven uur van die kleine fuckers verlost.”
86 © Dreammachine - p
87 © Dreammachine - p
... ‘imperfect’ mums
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88 © Dreammachine - p
LG: #MomConfessions
THE SOCIAL FAMILY
90 © Dreammachine - p
Demographic targeting used to be straightforward...
Female Married 25-44
91 © Dreammachine - p
The family as a consumer – new dynamics of influence
Female Married 25-44
92 © Dreammachine - p
Kidsfluence
Yahoo, February 2014, Moms’ Online Habits and Preferences
91%
of mums say kids influence their grocery
store purchases
27%
of mums say kids are very
influential
93 © Dreammachine - p
The old adagio: Market to kids and get them to nag to mum to buy.
1990
The new adagio: Market to the concensual family nucleus and get them to chose your brand together.
2015
MOBILE FAMILIES
95 © Dreammachine - p
Digital mums own
30 to 40% more devices than the average Belgian population
Source: Egerie Research
CONVENIENCE
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THE WIRED KID
#TheWiredKid
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#TheWiredKid #ConnectedDolls #StriveForPerfection
#TheWiredKid #ConnectedDolls #StriveForPerfection
#StriveForPerfection
NOSTALGIA
#Nostalgia #CreateMemories
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RECAP Family Power Kids get influence Empower the kid It’s a smart & connected world It’s about the experience Pressure for perfection
Pre-announcement The Digital Kids Marketing Congress + The Digital Family Marketing Congress
2 full days September 2016
