6/15/2013
Today’s 7-to-13-year-olds are practical, driven, curious, and self-sufficient, according to the Intelligence Group’s Cassandra Report. They began having conversations with brands even before many companies were legally allowed to advertise to them. The Intelligence Group identifies several key insights into their personalities:
Leverage their entrepreneurial spirit: Tweens want to make a difference, and brands should encourage this path by enabling them to submit their product or advertising ideas.
Real-life dialogue: Tweens’ multitasking, multithinking mentality means companies need to keep up with their expectation of a 24/7 dialogue. The old pattern that it takes a few days to respond to a customer inquiry is irrelevant and will likely alienate tweens.
Try before they buy: Tweens expect to be able to test products before they purchase them. Thus, companies should provide opportunities to try, play, and experiment, both virtually, through augmented reality, and physically, through trial products and sample offerings.
Digital convergence: Tweens see little distinction between their digital and physical worlds. Companies need to integrate their digital and physical communications, create products, content, and games that feature both tangible and virtual elements.
Provide security: Tweens have grown up in a post-9/11 world where scary and dangerous events happen without reason. As such, companies should feature marketing messages that “speak to them and their parents’ desire to feel safe and secure” and partner with the right causes to remind them that the brand is “working to make the world a better and safer place.”
Fuel their altruism: Tweens consider it a necessity to recycle, conserve, and make green choices. Most participate in some type of community service activity. Companies should become a resource for this type of information and motivate tweens to improve their schools, communities, and the world.
Start selling early: With trust and transparency as important factors for tweens, companies need to earn their trust. They can do so by speaking to them at their level, even if this dialogue doesn’t result in a sale.
Be happy: Tweens may be realists, but they desire and respond to messages of hope and optimism. Companies should emphasize the brighter side of life and experiences in their marketing initiatives.
Source: Intelligence Group, Jamie Gutfreund, Chief Strategy Officer, 2000 Avenue of the Stars, Los Angeles, CA 90067; 424-288-3738; www.cassandra.co. Also, Haley Gray, 424-288-2895; jamie.gutfreundassst@intelg.com.
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