Kidfluence: The Marketer's Guide to Understanding and Reaching Generation Y Kids, Tweens, and Teens

Kidfluence: The Marketer's Guide to Understanding and Reaching Generation Y Kids, Tweens, and Teens

by Anne Sutherland, Beth Thompson
     
 

View All Available Formats & Editions

Americans born since 1980, often dubbed Generation Y, number nearly 100 million strong, and they influence their parents' purchase habits to an extent that has never before been experienced. More than any generation to date, these "power kids" know what they like, what they want, and how to get it. Companies that don't learn how to reach and communicate with this

Overview

Americans born since 1980, often dubbed Generation Y, number nearly 100 million strong, and they influence their parents' purchase habits to an extent that has never before been experienced. More than any generation to date, these "power kids" know what they like, what they want, and how to get it. Companies that don't learn how to reach and communicate with this lucrative market run the risk of losing the battle before they fire a single shot. Kidfluence provides marketers and advertisers with research-based strategies for effectively reaching members of Generation Y without turning them off completely. Combining the latest demographic, ethnographic, and sociocultural findings with case studies of successful marketers, this guidebook reveals: How today's kids think about -- and react to -- the world around them, Why technology creates an insatiable hunger for "more", How marketers are developing separate kid-directed lines, brands, and even stores, How to assess whether kids are direct, indirect, or secondary influencers of a purchase, Proven methods for building brand equity in the "tween" years and maximizing returns through cradle-to-grave marketing

Kidfluence also looks into the future to examine best practices for creating lifetime value that extends into the group's adult years. It details strategies for building brand loyalty today, while avoiding the negative connotations often associated with "marketing to children." From production to distribution to communication, companies today must be able to change course at lightning speed. Kids who expect such adaptability will reward marketers who can understand and meet their evolving needs. Kidfluence examines this dramatically new world and provides market-proven guidelines for attracting the attention and loyalty of the incredibly lucrative Gen Y marketplace -- today, tomorrow, and into their adult years.

Product Details

ISBN-13:
9780071416221
Publisher:
McGraw-Hill Companies, The
Publication date:
08/01/2003
Pages:
192
Product dimensions:
6.02(w) x 9.44(h) x 0.81(d)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >