Clicks, Bricks, and Brands

1. Tweens: A New Generation with Unprecedented Influence

Tweens have more personal power, more money, influence and attention than any other generation before them.

Defining tweens. Tweens, spanning the pre-adolescent years through to about fourteen, represent a generation born into a world of technology and information. They are more connected, direct, and informed than any previous generation. This "age of compression" has resulted in tweens growing up faster, with greater sophistication in their consumer habits.

Economic impact. Tweens wield significant economic power, spending over US $300 billion annually. More importantly, they influence an additional US $1.88 trillion in family purchases, affecting decisions on everything from breakfast cereals to cars. This economic clout has made tweens a primary target for marketers across various industries.

Characteristics:

• Born with technology: Comfortable with computers, internet, and mobile devices
• Information savvy: Exposed to 8,000 brands daily
• Financially aware: Many have investments and bank accounts
• Globally connected: Communicate with peers worldwide
• Brand-conscious: Strong influencers on family purchasing decisions

2. The Six Core Values Driving Tween Marketing Success

There are six distinct characteristics that go to make up the most successful brands and toys, worldwide.

Core values. Successful tween marketing strategies incorporate six fundamental elements: fear, fantasy, mastery, humor, love, and stability. These values tap into the emotional and psychological needs of tweens, creating products and experiences that resonate deeply with them.

Implementing the values:

• Fear: Incorporates thrills and challenges, like in video games or action figures
• Fantasy: Allows tweens to escape reality and imagine new worlds
• Mastery: Provides opportunities for tweens to feel in control and skilled
• Humor: Appeals to tweens' sense of fun and playfulness
• Love: Taps into the need for affection and nurturing
• Stability: Offers a sense of security in an uncertain world

Additional drivers:

• Mirror effect: Allows tweens to see themselves in adult roles
• Collection value: Encourages ongoing engagement through collectibles
• Gaming ability: Incorporates competitive elements and achievement

3. Building Brands Through Sensory Experiences

Building brands is all about appealing to the senses. The more senses you appeal to, the stronger the synergy you create between them.

Multisensory approach. Successful tween brands engage multiple senses to create a stronger, more memorable brand experience. This approach leverages the fact that tweens have keen senses and are highly responsive to sensory stimuli.

Sensory branding strategies:

• Sound: Create distinctive audio logos or themed music
• Sight: Develop eye-catching visuals and designs
• Touch: Incorporate tactile elements in products
• Smell: Use signature scents in stores or products
• Taste: For food products, create unique flavors

Integrated experiences. The most effective tween brands create cohesive experiences across multiple channels, blending online and offline elements. This integration allows for a more immersive brand experience, reinforcing the brand's identity and values through various touchpoints.

4. The Power of Peer-to-Peer Marketing for Tweens

Successful peer-to-peer marketing is all about building on a passion, appealing to a shared dream, talking the language of the audience and finally making that audience do the work of marketing the brands – to themselves.

Leveraging peer influence. Tweens are highly influenced by their peers, making peer-to-peer marketing a powerful tool. This approach taps into the natural tendency of tweens to share and recommend products they like, creating organic brand growth.

Key strategies:

1. Identify and target community leaders
2. Create shareable content and experiences
3. Encourage user-generated content
4. Facilitate easy sharing through social media and other platforms
5. Reward brand advocacy

Case studies:

• Jones Soda: Used customer-submitted photos on labels
• Abercrombie & Fitch: Employed popular tweens as in-store models
• FUBU: Built brand through community endorsement

5. The Rise of Virtual Worlds and Cyberspace in Tween Culture

It's important that marketers pay attention to the virtual world phenomenon. Virtual worlds may soon become one of the most important forums for tween interaction, alongside the telephone and e-mail.

Virtual reality impact. Virtual worlds and online gaming have become integral parts of tween culture, offering new spaces for interaction, identity exploration, and brand engagement. These platforms present unique opportunities and challenges for marketers.

Key aspects:

• Immersive experiences: Games like EverQuest create entire virtual economies
• Identity fluidity: Tweens often have multiple online personas or avatars
• Real-world crossover: Virtual items and currencies gaining real-world value
• Brand integration: Opportunities for in-game advertising and branded experiences

Marketing implications:

• Need for 24/7 brand presence across multiple platforms
• Importance of contextual, personalized marketing
• Potential for virtual product placement and branded virtual goods
• Challenges in maintaining brand consistency across real and virtual worlds

6. Revolutionizing Media Planning for the Tween Market

Intelligent Media Planning will gradually integrate many channels, a technique enabling us to customize messages instantly according to type of audience.

New media landscape. Traditional media planning is being transformed by the diverse and fragmented nature of tween media consumption. Marketers must adapt to a world where tweens engage with multiple channels simultaneously and expect personalized, interactive experiences.

Key strategies:

• Cross-channel integration: Ensure consistent messaging across all platforms
• Brand alliances: Partner with complementary brands to expand reach
• Contextual marketing: Deliver relevant messages based on time, location, and activity
• Interactive experiences: Create opportunities for tweens to engage with the brand
• Mobile focus: Develop strategies for the increasing importance of mobile devices

Emerging trends:

• Data Aggregation Agents (DAAs) for personalized marketing
• Increased importance of gaming platforms for brand exposure
• Rise of brand-owned media channels

7. Ten Essential Factors for Successful Tween Brand Building

There are 10 factors which make the tween audience unique. In order to succeed in appealing to this most critical audience, all these need to be taken into account.

Critical success factors. Building successful tween brands requires a nuanced understanding of this unique audience and their rapidly changing preferences. These ten factors provide a framework for developing and maintaining strong tween brands.

Key factors:

1. Emotion-driven branding
2. Brand consistency and reliability
3. Continuous product innovation
4. Strategic price management
5. Comprehensive portfolio management
6. Channel optimization
7. Effective perception management
8. Brand flexibility and adaptability
9. Interactive brand dialogue
10. Brand leadership in category

Implementation strategies:

• Develop brands with strong emotional appeal and authenticity
• Maintain consistent brand messaging across all touchpoints
• Continuously innovate to meet changing tween preferences
• Balance price points to reflect perceived value
• Create a diverse portfolio of products to cater to various tween segments
• Optimize distribution and promotion across multiple channels
• Regularly assess and manage brand perception among tweens
• Build flexibility into brand strategy to adapt to rapid changes
• Foster two-way communication with tween consumers
• Strive for category leadership to maintain tween interest and respect

Last updated: July 29, 2024