The Great Tween Buying Machine: Capturing Your Share of the Multi-Billion-Dollar Tween Market

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Do tweens have economic power? At 20 million and growing, this group presents a serious opportunity for today's marketers, influencing as much as 20 percent of the $550 billion in household spending by the 8.7 million families in which they live. As part of Generation Y, tweens are the last offspring of the large and powerful baby boom generation and, like their parents, are a market force to be reckoned with.

No longer children and not quite teenagers, tweens-kids aged 8 to12 ...

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More About This Book

Overview

Do tweens have economic power? At 20 million and growing, this group presents a serious opportunity for today's marketers, influencing as much as 20 percent of the $550 billion in household spending by the 8.7 million families in which they live. As part of Generation Y, tweens are the last offspring of the large and powerful baby boom generation and, like their parents, are a market force to be reckoned with.

No longer children and not quite teenagers, tweens-kids aged 8 to12 years-are one of the fastest growing market segments for corporate America. With significant influence on household and family purchases, the four key motivating drivers for tweens are fun, freedom, power, and belonging. The Great Tween Buying Machine will demystify the newly discovered tween market using research findings and by discussing product development techniques and the latest marketing strategies in packaging, advertising, and promotions.

The Great Tween Buying Machine reveals key information on how to expand a company's marketing base now, recognizing that an early investment in the tween market is an investment in a company's future.


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Product Details

  • ISBN-13: 9780793185993
  • Publisher: Kaplan Publishing
  • Publication date: 5/28/2004
  • Pages: 240
  • Product dimensions: 9.00 (w) x 6.00 (h) x 0.51 (d)

Meet the Author

Dave Siegel has over 25 years of consumer packaged goods marketing and advertising experience under his belt. He has worked for category leaders Procter & Gamble, Cadbury Schweppes and Bristol-Myers Drackett. His role in launching and marketing the highly successful Super Soaker water toys earned him the American Marketing Association's National Award for Effective Advertising and Marketing - the Gold Effie.

 

Greg Livingston brings 16 years of advertising, direct marketing, and business development skills to the team. He has immersed himself in chocolate with the Nestle’s account and promoted family vacations for Sitmar Cruises. Greg speaks frequently around the country at youth marketing conferences and has been interviewed by numerous publications including Adweek and Advertising Age.

 

Tim Coffey's marketing career spans nearly 20 years and countless products and services. Today, he is CEO and Chairman of WonderGroup. As CEO, Tim has led the agency to become one of the fastest growing agencies in the country and has amassed a stable of national clients that reads like a "who's who" of brand marketers: Chiquita, Smucker's, Reebok, M&M/Mars, Kodak and Elmer's Glue.

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Table of Contents

Acknowledgments v
Preface vii
Part 1 Who, What, and Why of Tweens
1. Who Are These Tweens? 3
2. Why Bother with the Tween Market? 29
3. What Drives Tweens? 39
4. Tween Money and Influence 65
5. Tween Interests and Activities 79
6. Happiness Is Being a Tween 87
7. Tween Education Isn't What It Used To Be 93
8. Tween Favorites: Food, Music, Fashion, and Toys 109
Part 2 Marketing, Advertising, and New Product Development
9. The Old Media and the New Media 131
10. Advertising That Works with Tweens 143
11. How to Use Licensing 163
12. Finding Tweens at the Grassroots Level 167
13. Developing New Products for Tweens 183
14. Researching and Staying in Touch 201
Bibliography 207
Index 211
About the Authors 223
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