Trends in kids & family marketing
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Transcript of Trends in kids & family marketing
![Page 1: Trends in kids & family marketing](https://reader031.fdocuments.in/reader031/viewer/2022022201/5887f13d1a28ab7d5c8b6129/html5/thumbnails/1.jpg)
TRENDS IN KIDS- & FAMILIE-MARKETING GERDA VAN DAMME DREAMMACHINE KIDS (HEAVEN CAN WAIT / CRONOS)
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#TrendsInKidsMarketing
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WE LOVE KIDS
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#MillennialMumsWantFun #WeLoveKids
videoonnextslide
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#KidsAreTheFuture #KidsCentricSociety
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KIDS GROW OLD YOUNGER
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#KidsCentricSociety #KidsGrowOldYoung
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THE MAKER MOVEMENT
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#TheMakerMovement #KidsGrowOldYoung
videoonnextslide
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#TheMakerMovement #KidsGrowOldYoung #CodeMania
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#TheMakerMovement #STEM #CodeMania #CreateYourOwnPlay 11
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COCREATION
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#CoCreation
videoonnextslide
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#CoCreation
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3D PRINTING
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#3d-printing #CreateYourOwnPlay
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VIDEO
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#YoutubeRules #Minecraft
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#NewHeroes #YoutubeRules #Collectibles
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CONNECTED DOLLS
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#ConnectedDolls
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STORY TELLING
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#StoryTelling #TheInclusiveExperience
videoonnextslide
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#StoryTelling #UserGeneratedMarketing #Unboxing
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IT’S ABOUT THE EXPERIENCE
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#EndOfOwnership #LiveTheExperience #HelpfullBrands
videoonnextslide
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#EndOfOwnership #LiveTheExperience
videoonnextslide
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HELPFUL BRANDS
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#EducatingBrands #ResistanceAndGrowingRegulation
videoonnextslide
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#EducatingBrands #ResistanceAndGrowingRegulation
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#HelpfulBrands #KGOY
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NEW READING EXPERIENCES
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#EBookListings
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#LeaveThePageBehind
videoonnextslide
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DIVERSITY
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#Diversity
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#Diversity
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#Diversity
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HEALTH AND CULINARY EDUCATION
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#CulinaryEducation #Health
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#CulinaryEducation #Health
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COLLECTIBLES
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#Collectibles #Minecraft
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SMART TOYS
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#SmartToys #CoCreation #Fame 45
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#DisconnectTheKids #SmartToys
videoonnextslide
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videoghast
#Drones & #Robots #SmartToys #Minecraft
videoonnextslide
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DIGITAL IS BAD
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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
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#DigitalIsBadForOurKids
videoonnextslide
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VIRTUAL REALITY
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#VirtualReality
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#VirtualReality
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AUGMENTED REALITY
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#AugmentedReality
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KID CULTURE
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#KidCulture
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#KidCulture
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STE(A)M
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#STEM #GirlPower
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ECO & AUTHENTICITY
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#EcoToys #Authenticity
videoonnextslide
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VIRTUAL CURRENCY & FINANCIAL EDUCATION
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#FinancialEducation
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#FinancialEducation #YoungAdults
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SENSORIAL EXPERIENCES
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#Edible #Sensorial #Health
videoonnextslide
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#Edible #Sensorial
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#Edible #Sensorial
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FAMILY POWER
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#InclusiveExperiencesForFamilies #HealthyFoodEducation #YoutubeFame
videoonnextslide
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#InclusiveExperiencesForFamilies
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#InclusiveExperiencesForFamilies #DisconnectTheChild
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#InclusiveExperiencesForFamilies
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#InclusiveExperiencesForFamilies
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THE NEW FAMILY
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77 © Dreammachine - p
MOVING AWAY FROM THE FORMER ‘NUCLEUS’
videoonnextslide
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DAD MARKETING
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79 © Dreammachine - p
MARKETING TO DADS
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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%
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THE FAMILY TRIBE
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82 © Dreammachine - p
SPRITE: THE ‘FRAMILY’
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83 © Dreammachine - p
JETBLUE: ‘BIOLOGICAL TIES ARE OPTIONAL.’
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PRESSURE FOR PERFECTION
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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.”
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86 © Dreammachine - p
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87 © Dreammachine - p
... ‘imperfect’ mums
videoonnextslide
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88 © Dreammachine - p
LG: #MomConfessions
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THE SOCIAL FAMILY
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90 © Dreammachine - p
Demographic targeting used to be straightforward...
Female Married 25-44
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91 © Dreammachine - p
The family as a consumer – new dynamics of influence
Female Married 25-44
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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
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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
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MOBILE FAMILIES
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95 © Dreammachine - p
Digital mums own
30 to 40% more devices than the average Belgian population
Source: Egerie Research
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CONVENIENCE
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videoonnextslide
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THE WIRED KID
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#TheWiredKid
videoonnextslide
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#TheWiredKid #ConnectedDolls #StriveForPerfection
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#TheWiredKid #ConnectedDolls #StriveForPerfection
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#StriveForPerfection
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NOSTALGIA
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#Nostalgia #CreateMemories
videoonnextslide
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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
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Pre-announcement The Digital Kids Marketing Congress + The Digital Family Marketing Congress
2 full days September 2016