Marketing to
Moms and Kids
Presented by:
Brendan O’Marra, Ryan Partnership
July 25th, 2006
Agenda

Marketing – The Simple Definition

Family Trends

The Moms Market


Understanding Today’s Kids


Reaching Moms
Top Trends
Mom/Kid Balance
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
2
What is Marketing?
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
3
Events
Advertising
Sampling
In-Store
Activity
Consumer
Promotion
Coupons
Licensing
Web
Presence
Public
Relations
Word of
Mouth
Endorsements
Brand
Management
Price Tactics
Direct to
Home
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
Selling
4
Behavior
Attitude
Communication
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
5
The Golden Rule of Marketing:
Know Your Audience
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
6
Definition
Moms are defined in most of this presentation as female parents with
children under 18 living in the home.
Another definition of “mom,” used to a lesser extent, is females aged 1544, or women of childbearing years, as defined by the U.S. Census
Bureau.
Source: Simmons Data as reported in the Mintel Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
7
Kid Age Segments and Life Stages
Kids are most often defined by their age and life stage – and always
aspire up (I’m 5 1/2!). The older they get, the more influence they have.
Age Segment
Name
Target
0-2 Years
Infant/Toddler
Mom
3-5 Years
Little Kids/Preschooler
Mom/Kid
6-8 Years
Kids/Grade-Schooler
Kid
9-12 Years
Tweens/Middle-Schooler
Kid
13-17 Years
Teens/High-Schooler
Kid
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
8
Moms and Kids:
Family Demographics/Dynamics
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
9
Family Marketing Trends:
Family Environment
21st Century Families Differ from Predecessors

1970: 90% were two-parent families
 2002: 70% were two-parent families
 12 million one-parent families
 2 million gay/lesbian HH with children
Unmarried Couples with Children

1960: 439,000
 2002: 4,898,000
Stay-at-Home Moms

1 in 4 kids under 15 has a stay-at-home mom (10.6MM)
 29 million kids have mom in workforce
 Married-couple families with kids have higher incomes
Source: Mintel Kids and Teen Eating Habits, 4/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
10
Family Marketing Trends:
Multicultural Families
Population Shows Exceptional Growth

Between 1990 and 2002, Latino kid population grew three times faster than kids
population (73.3% vs. 25.5%)

Black and Asian population also increased faster than white kids
“Minority” Kids Will Become Majority by 2020

Will account for 48% of total kid population

Versus only 38.7 of overall population
Multicultural Kids Live in Larger Families

Nearly 10 million kids have a foreign-born parent
Source: Mintel Kids and Teen Eating Habits, 4/0US Census Data6
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
11
Family Marketing Trends:
Multicultural Families
Economic Status

Asian American kids enjoy highest family income

Multicultural family income remains lower than average
Consumer Behavior

Multicultural parents are more brand conscious

Multicultural families more likely to shop in malls
Source: Mintel Kids and Teen Eating Habits, 4/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
12
¿Sabe?

20% of U.S. population under 10 years of age is Latino

Did you know how our target ethnicity breaks out?
6 – 11-Year-Olds
12 – 19-Year-Olds
General
Market
Mexican
Americans
General
Market
Mexican
Americans
Boys
12%
27.3%
12.8%
27.5%
Girls
12%
19.6%
12.4%
19.4%
Source: American Demographics 12/03 – 1/04
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
13
Family Marketing Trends:
Kids, Parents, and the Media
Parents Impose More Rules over Kids’ TV Watching

Between 1994 and 2000, parents with rules for watching TV rose to 64.4% vs. 54%
Families Skew Certain Networks/Shows

BET, Cinamax, Court TV, Lifetime, Soapnet, TBS

FOX and UPN more popular in kids’ HH

Reality shows also very popular
Family time on the Web

Moms with Internet access now use the Internet twice as much as they watch TV
(C&R Research)

43% of moms say it’s an activity they do with their kids
Source: Mintel Kids and Teen Eating Habits, 4/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
14
Family Marketing Trends:
Kids Crunched for Time
Today’s Kids Go To School Earlier

1970: One in four kids went to nursery school
 2002: 70% of kids spent part of their day in nursery school
Many Kids Are On Their Own after School

24.5% of kids in 4th-8th grades are on their own for some or all their time after
school
Sports Highest on List of After-School Activities

39% of 4th-8th grade-kids participated in sports after school; 27.1% in lower grades
Family Meals Rare


One in three kids age 6-11 have breakfast with parents
Dinners are more common, although 50%+ do not have dinner with
parents every day.
Source: Mintel Kids and Teen Eating Habits, 4/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
15
Family Marketing Trends:
Size & Growth of the Market
Family Expenditures Key Component of Kids Market

In 2008, expenditures on 3-12-year-olds will total $175.6 billion, an increase of
16.4% over 2003
Kids Buying Power Will Top $25 Billion in 2008

The fastest growth from kids segment

Tweens account for 83% of buying power
Source: Zenithmedia Kids and Tweens Strategic Media Resources, 2/05
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
16
Moms in the U.S.
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
17
Demographics of Moms in the U.S.
There are around 82.5 million moms of all ages in the U.S., accounting
for 55% of the total female population in 2005 (Census Bureau definition,
which includes women in childbearing years 15-44 and women aged 45+
who have had children).

Women aged 20-35 are considered to be in the prime childbearing age, accounting
for 75% of all births.

Women between the ages of 20-39 are responsible for 87% of all births.
Source: Mintel: Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
18
Demographics of Moms in the U.S.
Women postponing childbirth

In 2000, the average age for an American woman having her first baby was almost
25, up nearly 4 years from 1970, when the average first-time mom was just 21
years old.

Women are also waiting longer to have a second child — the average age of
second-time mothers is 28, up 3.6 years since 1970.
Source: Mintel: Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
19
Demographics of Moms in the U.S.
Growth in minority mom populations

The most important change that the mom market is going through is the growth of
minority populations, especially Hispanics. The birth rate among blacks, Hispanics,
and Asians has exceeded their respective percentage in the total population.

The spending power among minority women has also exhibited a steady increase
and is expected to be in the vicinity of $973 billion by 2008.
Source: Mintel: Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
20
Demographics of Moms in the U.S.
Single parents vs. married-couple households with children

Married couples with children accounted for a majority (72%) of total households
with children.

Single mom and single dad households with children accounted for 22.6% and
5.4%, respectively.
Source: Mintel: Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
21
Demographics of Moms in the U.S.
Generations

Baby boomer moms have given rise to the “soccer mom” phenomenon, where
moms made efforts to fulfill every expected role of mom and in the process were
nicknamed “supermoms.”

Gen X moms tend to be more individualistic, rather than following the stereotypical
ideal about parenting, and hence marketers should try not to target Gen X moms
with the soccer mom image.

In addition to the size and spending power of Echo Boom moms, they are much
more ethnically diverse than other generations of moms.

Moreover, this generation of moms is more likely to put off work to take care
of the family.
Source: Mintel: Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
22
The Moms Market:
The Working Mom

Currently, 70.7 percent of women with children work.1

In 1975, only two out of every five mothers with a child younger than 6 held a paid
job.2 As of 2004, 62.2 percent of women with children under 6 years of age were
employed, and 57.3 percent of mothers with children under 3 held jobs.3

Between 1970 and 1990, the number of single-parent families in the United States
doubled, contributing to the greater demand for child care.4

More women are going back to work sooner after having a child. In 2004, the labor
force participation rate for mothers of children younger than a year old was 52.9
percent.5

Three out of four working mothers work more than 30 hours per week.6

Over 90 percent of their families use some kind of child care, with children
under 5 spending (avg) 36 hours each week in some type of child care
arrangement.7,8
Sources:
1U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May 2005. (http://www.bls.gov/cps/wlf-databook2005.htm).
2Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 4.
3U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May 2005. (http://www.bls.gov/cps/wlf-databook2005.htm).
4U.S. Census Bureau Public Information Office. "Family Composition Begins to Stabilize in the 1990s, Census Bureau Reports." May 28, 1998.
(http://www.census.gov/Press-Release/cb98-88.html).
5Bureau of Labor Statistics. Employment Characteristics of Families. 2002. (http://www.bls.gov/news.release/famee.toc.htm).
6Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 4.
7Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 2.
8U.S. Census Bureau (2005), Who's Minding the Kids? Child Care Arrangements: Winter 2002 (Current Population Reports, P70-101).
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
23
The Moms Market:
Spending Power of Moms

Mothers control 80% of all household
spending

Mothers represent $1.6 trillion in
spending

Single mothers alone account for $174
billion in spending

Consumers clipped and redeemed 4.6
billion coupons, for a savings of over
$3 billion at the register
Sources: Mom Power 2004; BSM Media; Association of Coupon Professionals, CMS Trends 2000 Planning Guide
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
24
The Moms Market:
Balance of Family Life Important to Mom

Balance is an important touch point for mothers

Search for balance includes simplifying one’s life, growing spiritually, or just
feeling good

61% of Americans would be willing to trade money for family time by giving up
some pay for more time with children or other family members

43% of moms have one hour or less of personal
leisure time on a typical weekday

Weekends don’t necessarily bring muchneeded relief

64% do what they have to do

98% do chores around the house and yard

67% of working moms have not taken a weeklong vacation away from
the home within the past year
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
25
The Moms Market:
Mom’s Core Values
Focus on One of the Core
Messages That Speak to All of
Them

Family health and safety

Saving time/convenience

Value

Child enrichment

Balance and simplicity
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
26
The Moms Market:
Core Needs of Moms
The prime concern for a mom is the safety and health of her child. As
such, moms are typically quite discriminating about information they
allow to influence their decisions relating to these.
Influences on Moms’ Purchases of
Products for Their Children, 2004
Doctor’s Recommendation
98%
Opinions of Other Moms
96%
Free Sample
92%
Established Brand Name
84%
Coupon
82%
Opinions of Own Mother or Mother-in-law
81%
Advertisement
69%
Source: Mintel: Marketing to Moms Study 2005
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
27
The Moms Market:
Connecting With Moms
Moms Seek Relationships As Consumers

Moms value a company that can change with
their life stages and roles

Moms are moved by emotion and an inherent
sense of nurturing

Communicate to moms in a way that is real

Remove the “fluff” when speaking to women

Give them facts

Provide buying details that make it easy for
them to make a decision
Sources: Mom Power 2004; BSM Media: Parent Symposium 2004
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
28
The Moms Market:
Connecting With Moms
To Connect to Moms, You’ve Got to Walk in Their Shoes –

“You have to remember when you are dealing with mothers that you can’t cut them
off at the neck. You have to appeal to their brain as well as their hearts. Their logic
is as important as their emotions.”
— Dr. Gail Gross in “Marketing to Moms”
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
29
The Moms Market:
Marketing To Moms
Some Advertisers Are Missing the “Mom Mark”

> 75% of mothers report that their needs as mothers aren’t acknowledged,
recognized in advertising

> 55% of mothers say they see ads often that send the wrong message to mothers

30% of mothers say they see ads that offend them
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
30
The Moms Market:
Talking to Moms
Radio

Moms drive at least 66 minutes a day

Eight out of 10 moms are radio listeners

Uncluttered airwaves

Content

Entertainment
Opportunities

Custom programming

Information

Solutions
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
31
The Moms Market:
Talking to Moms
Online

Seekers, not browsers

Moms go to the Internet seeking solutions (health, parenting, travel, and finance
rank high)

88% rely on the Web for parental guidance and ideas

Moms embrace technology to keep family together (cell phones, e-mail, etc.)
Opportunities

Content distribution

E-newsletters

Content destinations
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
32
The Moms Market:
Talking to Moms
“Word of Mom”

Mothers overwhelmingly report they are very likely to purchase a product that a
friend recommends
 For purchases for home and self, > 55% of moms rely on recommendations …
64% if purchase is for children
Opportunities

Lifestyle behaviors / “virtual communities”

Create sub clubs
 Remember your best customers
 Walk the talk of your moms

Customer service
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
33
The Moms Market:
Talking to Moms
Public Relations

Capture the attention of moms with newsworthy events

Tie-in to causes (especially child related causes)
Magazines

Moms read on average 3.1 magazines a month

Long shelf life

Content vs. ads

Two titles home-delivered monthly
Sources: Mom Power 2004; BSM Media
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
34
The Kids Market
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
35
The Kids Market: Population

73 million kids <18 in the U.S. (25% of U.S. and growing)

About 20 million kids in each age group: 0-4, 5-9, 10-14

One-third of kids 2-11 are African-American, Hispanic, or Asian

1/5th of U.S. population <10 is Hispanic Population of Kids 3-12 Will Remain Flat
through 2008

Baby boomlet will turn tables after 2010

Biggest growth among 0-4-year-olds

2.2 million more toddlers

841,000 fewer 10-14-year-olds
Source: U.S. Census
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
36
You Need to Stay On Your Toes!
The typical kid brand with a 6-9-year-old core user group loses 25%
each year:
9-year-olds –> 10-year-olds (-25%)
 5-year-olds –> 6-year-olds (+25%)

Implication:

Constantly reintroduce the brand in ads/promotions—keep it fresh and relevant as
target group changes over.
Core User Group
Kids 6 – 9
+25%
5 yrs
-25%
6 yrs
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
7 yrs
8 yrs
9 yrs
10 yrs
37
Industry Age Segmentation Profiles for Kids
Industry Segmentation
Life Stage
Little Kids 3-5
Kids 6-8
Tweens 9-12
Preschoolers
Grade school
Middle school
Physical
Learning about their bodies and the world
around them
Developing skills,
testing limits
Onset of puberty
Cognitive
Sensorimotor
Preparation thinking
(fantasy, egocentrism)
Concrete operational,
becomes logical thinker
Social & Emotional
Who can I trust?
Learning rules
What am I good at?
Kids as Consumers
Starts to demonstrate brand recognition and
preference
Median age first store visit: 2 mo
First in-store request: 2
Median age first requested retrieval: 3 1/2 yrs
Shopping with mom
“Gimme Stage”
Consciously seeking/retrieving
products
Able to recall product messages
(packaging, advertising)
Shopping with mom
Median age first solo purchase: 8,
The average 10-year-old has memorized 300400 brands
92% of requests are brand-specific
No longer shopping with mom
Parent’s Role
Parent is gatekeeper, protector, purchase
decider
Parent is primary source of info,
intro to school widens world
Emergence of social locomotion
Trends
Play focused on: Pretend, fantasy, and
imitation
Internet usage starts at 2
Marketplace filled with preschool products
and TV shows—licenses abound
Music important
Heavy TV viewers
TV most popular medium
Talk to boys/girls same message
20 min/day on Internet
Enjoy spending time with friends
Basketball and swimming top
sports lists
Establish personal identity through purchases
and customization
Interactive lifestyle—way of the future
Most popular leisure activities: music, TV,
computer, sports
56 minutes/day Internet
81% own video game system
1/3 visit fast food every other day
Target
Implications
Kid requested/mom approved
Popular licenses have big appeal
Kid-driven
Make it entertaining
All about me
Tween-dDriven
Be relevant; age appropriate
Street cred key
Sources: Mintel June 2002, Nickelodeon Magazine, Research Presentation April 2003 2003 Yankelovich, Inc. Kids
Rock February 2001; Youth Market Alert Aril 2002
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
38
Kids Attitude Toward Moms
Toddlers: 0-2

Rely on mom/parents
Kids: 3-8

Close to mom/parents
Tweens: 9-12

Separating from mom/parents
Young Teens: 13-15

Trapped by mom/parents
Teens: 16-18

Free from mom/parents
Source: Mintel Kids and Teen Eating Habits, 4/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
39
Mattel Toys Age Segmentation

Mattel segments its portfolio of brands by age and markets them accordingly.

Within each group, Mattel further refines its offerings by leveraging play-pattern
insights.
6-8 yrs
Barbie Lifestyle
Diva Starz
Tyco Radio Control
3-5 yrs
Barbie
Matchbox
Hot Wheels
9-12 yrs
Games
Birth-2 yrs
Interactive
Fisher Price
Preschool
Toys
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
40
Nickelodeon Age Segmentation

Nickelodeon’s Kids Portfolio is segmented with specific product designed and
marketed by age group
3-5 yrs
NickJr
NickJr.com
6-8 yrs
Nick
Nick.com
Nick.kids.us
NickJr.kids.us
9-12 yrs
TEENick
13-17 yrs
Nick at Night
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
41
Kraft Capri Sun Age Segmentation

Kraft segments its Capri Sun business by age and occasion and markets
accordingly
KID 3-8 yrs
On-the-Go
6.75oz
14 flavors
TEEN 13-17 yrs
Big Pouch
11.25oz
3 unique flavors
Island Refreshers
aluminum bottle
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
SPORT 9-12 yrs
Sport
2 sizes
2 flavors
42
Kid Requests Develop Early On
Kids start asking for products as young as 2, but Mom is clearly in
charge of purchase decisions at that young age.

First in-store request: age 2

Median age for first requested retrieval: age 3 1/2

Consciously seeking and retrieving products: age 6

Able to recall product messages (packaging/advertising): age 6

Median age of first solo purchase: age 8
Source: Mintel June 2002, Nickelodeon Magazine, Yankelovich, Inc. 2003, Kids Rock Feb 2001
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
43
Kid Requests Grow With Exposure
By 5, kids are exposed to new products in many ways:

At age 5, kids enter kindergarten and a whole new world of “gotta have it”

56% of kids 4-6 years old can read

25% of kids 4-6 years old spend more than 1 hour a day on a computer

Kids are heavy TV viewers, watching on average 28 hours per week, 4 hours per
day

Kids see over 500 commercials per week

By the age of 5, kids are “very” brand aware and asking for products by name

Kids are consciously seeking/retrieving products

“Nag factor” becomes kids “word-of-mouth” referral to parents
Source: Ryan Research Dept; TV-Free America; CNN.com/2003/Health/parenting
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
44
Kids World Review
(Most trends noted refer to kids 8-11)
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
45
Knowing Kids Means Knowing What They Like


Knowing kids means:

Knowing what they do during and after school

What they like in fashion

What sports interest them

What they do with free time

How they communicate

The world they are growing up in
Keeping on top of trends in these areas provides the best clues on how to reach
them in the most relevant way.
SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003
Youth Risk Factor Surveillance Study
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
46
Sports
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
47
Sports

65% of kids 6-17 participate in sports every week; this actually represents a decline
in physical activity among kids



Kids in the U.S. today are less fit than they were a generation ago – slower in
endurance running and weaker
Extreme/action sports continue to be the fastest growing in terms of youth
participation

Snowboarding increased 214%, and skateboarding 111% in the past 10 years

Alpine skiing and in-line skating experienced the biggest declines, 44% and
40%, respectively
ESPN X Games was the second most appealing sporting event to
6-to-17-year olds, behind the Olympic Games
SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003
Youth Risk Factor Surveillance Study
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
48
Trends in Sports
Boys’ top five favorite sports stars:
1.
2.
3.
4.
5.
Michael Jordan
Derek Jeter
Dwayne Wade
Alex Rodriguez
Shaquille O’Neal
Girls’ top five favorite sports stars:
1.
2.
3.
4.
5.
Mia Hamm
Michael Jordan
Derek Jeter
Michelle Kwan
Shaquille O’Neal
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
49
Kids Are Playing Sports
Boy’s 8-12 favorite sports to play
1.
Basketball
2.
Soccer
3.
Baseball
SOURCE: The Zandl Group, April 2006 – Boys 8-12
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
50
Kids Are Playing Sports
Girls’ 8-12 favorite sports to play
1.
Soccer
2.
Basketball
3.
Volleyball
SOURCE: The Zandl Group, April 2006 – Girls 8-12
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
51
Kids Are Watching Sports
Boys’ and Girls’ 8-12 favorite sports to watch:
1.
Football
2.
Basketball
3.
Soccer
SOURCE: The Zandl Group, April 2006 – Boys & Girls 8-12
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
52
Fashion
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
53
Fashion

Children ages 7 to 14 spend $14 billion on apparel annually


Typically a 10-year-old will begin to take control over his/her wardrobe


86% of tweens are influencing clothing brand decisions
Brands critically important to tweens as they seek to fit in with peers


Clothing no longer the first intended purchase for own money. Electronics and
entertainment top personal spending.
What tweens lack in style sense vs. teens, they make up for in brand sense
Trend towards “mini replicas” of adult clothing

Sean John Kids, Juicy Couture Kids, Betsey Johnson Kids
Sources: DSN Retailing Today, NPD
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
54
What’s the Coolest Brand of Clothing?
Boys 8-11 years old:
1.
2.
3.
4.
5.
Nike
Abercrombie & Fitch
Under Armor
Gap
Old Navy
Girls 8-11 years old:
1.
2.
3.
4.
5.
Limited Too
Old Navy
Abercrombie & Fitch
Gap
Nike
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
55
What’s the Coolest Brand of Clothing?
Boys 12-15 years old:
1.
2.
3.
4.
5.
Nike
Abercrombie & Fitch
American Eagle
Dickies
Old Navy
Girls 12-15 years old:
1.
2.
3.
4.
5.
Hollister
American Eagle
Abercrombie & Fitch
Baby Phat
Rocawear
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
56
Girls’ Fashion
skater shoes
cargo pants
graphic tees
flared, ripped jeans
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
preppy
cropped tops
57
Boys’ Fashion
skater shoes
baggy jeans
caps
preppy polos
sport jerseys
vintage tees
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
58
The Coolest Brand of Shoes/Sneakers to Wear
Boys 8-11 years old:
1.
2.
3.
4.
5.
Nike
Heeley’s
Jordan
Sketchers
Converse
Girls 8-11 years old:
1.
2.
3.
4.
5.
Nike
Heeley’s
Sketchers
Converse
Puma
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
59
The Coolest Brand of Shoes/Sneakers to Wear
Boys 12-15 years old:
1.
2.
3.
4.
5.
Nike
Jordan
Adidas
Reebok
Vans
Girls 12-15 years old:
1.
2.
3.
4.
5.
Nike
Vans
Adidas
Converse
K-Swiss
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
60
Trends in Entertainment
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
61
Music
Boys’ top five favorite bands or singers:
1.
2.
3.
4.
5.
Green Day
AC/DC
Eminem
Black Eyed Peas
All-American Rejects
Girls’ top five favorite bands or singers:
1.
2.
3.
4.
5.
Green Day
Hilary Duff
Kelly Clarkson
Jesse McCartney
Aly & AJ
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
62
Television
Boys’ top five favorite television shows:
1.
2.
3.
4.
5.
SpongeBob Square Pants
Drake & Josh
Suite Life of Zack and Cody
Family Guy
Sports Center
Girls’ top five favorite television shows:
1.
2.
3.
4.
5.
Suite Life of Zack and Cody
That’s So Raven
American Idol
SpongeBob SquarePants
Full House
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
63
Movies
Boys’ top five favorite movies:
1.
2.
3.
4.
5.
Star Wars Series
Harry Potter Series
Scary Movie 4
King Kong
Pink Panther
Girls’ top five favorite movies:
1.
2.
3.
4.
5.
High School Musical
Chronicles of Narnia
Harry Potter Series
Madagascar
Scary Movie 4
Source: KidSay Trend Tracker, 6/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
64
DVDs
Boys’ top five favorite DVDs:
1.
2.
3.
4.
5.
Star Wars series
King Kong
Harry Potter series
SpongeBob
Chronicles of Narnia
Girls’ top five favorite DVDs:
1.
2.
3.
4.
5.
High School Musical
Chronicles of Narnia
Harry Potter series
Bratz movies
SpongeBob
Source: KidSay Trend Tracker, 6/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
65
Toys and Games
Boys’ top five favorite video games:
1.
2.
3.
4.
5.
Star Wars Battlefront series
HALO games
WWE/wrestling
Grand Theft Auto/SA
NBA Live 06
Girls’ top five favorite video games:
1.
2.
3.
4.
5.
Mario games
Halo
Pac-Man
SpongeBob SquarePants
Bratz games
Source: KidSay Trend Tracker, 6/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
66
Kids’ Favorite Toy or (non-video game)
Thing to Play With
Boys’ 8-11:
1.
2.
3.
4.
5.
Monopoly
Action figures
Board games
Chess/checkers
Football
Girls’ 8-11:
1.
2.
3.
4.
5.
Board games
Bratz
Doll
Stuffed animal
Monopoly
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
67
Kids’ Favorite Toy or (non-video game)
Thing to Play With
Boys’ 12-15:
1.
2.
3.
4.
5.
Monopoly
Basketball
Board games
Football
Skateboard
Girls’ 12-15:
1.
2.
3.
4.
5.
Monopoly
Board games
iPod
Stuffed animal
Playing cards
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
68
Technology and
Communication
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
69
Cell Phones
Growth of kids mobile phone market:

Wireless providers are seeking to grow in a non-saturated category – these two
categories are senior citizens and kids…hence the advent of Firefly Mobile,
LeapFrog’s TicTalk, Disney Mobile, Hasbro’s ChatNow, Mattel’s MyScene Mobile,
and Verizon’s Migo, cell phones/plans made just for children.

Currently, about 14% of 10-11-year-olds and 40% of 12-14-year-olds have their
own cell phones (Source: NOP World Technology, September 2005)
Kids 12-15
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
70
Favorite Cell Phone Activity
Boys 8-11 Years Old:
1.
2.
3.
4.
5.
Games
Text messaging
Talking
Music
Ring tones
Girls 8-11 years old:
1.
2.
3.
4.
5.
Games
Text messaging
Talking
Take pictures
Ring tones
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
71
Favorite Cell Phone Activity
Boys 12-15 years old:
1.
2.
3.
4.
5.
Text messaging
Games
Take pictures
Ring tones
Music
Girls 12-15 years old:
1.
2.
3.
4.
5.
Text messaging
Games
Take pictures
Ring tones
Talking
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
72
“Text Me”
More and more kids today are using cell phones for other activities.
These activities are things that are relevant to their daily lifestyle.
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
73
Computer and Internet Usage
Online usage among kids

23% of kids ages 8-11 and 49% of teens aged 12-15 spend time online every day
What kids are doing on the Internet

Kids trends shows that there are two major activities that kids are doing while on
the net. The first, playing games (35%), is primarily AGE influenced, with gender as
a secondary influence. Boys 8-11 are particularly game obsessed, with nearly 60%
stating it’s their main activity. Girls 8-11 also had playing games as their No.1
activity (44%).

Teens both had IM’ing as their No. 1

Girls 12-15 listed it at 56% of the time

Boys 12-15 listed it at 30% of the time
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
74
Computer and Internet Usage
Finding out from friends

Every age and gender group says that FRIENDS are the best way to find out about
new Web sites

Over 54% of kids find out from friends about new Web sites
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
75
Computer and Internet Usage
Boys’ top five favorite Internet activities:
1.
2.
3.
4.
5.
Play games
Chat/instant message
Surf sites
Download music
Look up info for school
Girls’ top five favorite Internet activities
1.
2.
3.
4.
5.
Play games
Chat/instant message
Surf sites
Download music
Look up info for school
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
76
Computer and Internet Usage
Boys’ top five favorite Web sites:
1.
2.
3.
4.
5.
Addictinggames.com
Cartoonnetwork.com
Google.com
Miniclip.com
Disney.go.com
Girls’ top five favorite Web sites:
1.
2.
3.
4.
5.
Disney.go.com
Neopets.com
Addictinggames.com
Google.com
Millsberry.com
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
77
Computer and Internet Usage
Top five ways boys find out about new Web sites:
1.
2.
3.
4.
5.
Friends
Ads
Random searches
Google.com
Family
Top five ways girls find out about new Web sites:
1.
2.
3.
4.
5.
Friends
Ads
Random searches
Brother/sister
Family
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
78
Characters
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
79
Characters
Boys’ top five favorite cartoon characters:
1.
2.
3.
4.
5.
SpongeBob SquarePants
Bugs Bunny
Patrick Star
Tom & Jerry
Stewie Griffin
Girls’ top five favorite cartoon characters:
1.
2.
3.
4.
5.
SpongeBob SquarePants
Bugs Bunny
Tweety
Tom & Jerry
Patrick Star
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
80
What is your Character Q?
Top Character Q-scores:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Santa Claus
SpongeBob SquarePants character
Donkey
Shrek
Fairly Odd Parents
The Incredibles
Scooby Doo
Easter Bunny
M&M Yellow
Patrick (Sponge Bob)
Danny Phantom
Jimmy Neutron
Batman
Dora
74
67
66
66
63
62
61
59
58
58
47
41
26
21
Cartoon Q - The People Panel Spring 2006
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
81
School
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
82
School
Social Landscape:

Top 5 clubs boys participate in throughout the year:
1. Baseball
2. Basketball
3. Boy Scouts
4. Chess
5. Cub Scouts

Top 5 clubs girls participate in throughout the year:
1. Girl Scouts
2. Dance
3. Drama
4. Soccer
5. Softball
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
83
“I want…”
Top five gifts boys will ask an adult to buy for them:
1.
2.
3.
4.
5.
Computer/video game
Cell phone
iPod/MP3 player
PlayStation Portable
Playstation 3
Top five gifts girls will ask an adult to buy for them:
1.
2.
3.
4.
5.
Cell phone
iPod/MP3 player
Clothes
Pet
Computer/video game
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
84
Favorite Discount Department Stores
for Kids
Boys 8-11
Girls 8-11
#1
Wal-Mart
Target
#2
Target
Wal-Mart
#3
JC Penney
Limited Too
Source: KidSay Trend Tracker, 9/05
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
85
What are kids buying for themselves?
Kids at retail:

Top five things boys last spent their own money on:
1. Computer/video games
2. Food/candy/drinks/gum
3. Other
4. Game system
5. Shoes

Top five things girls last spent their own money on:
1. Food/candy/drinks/gum
2. Clothes
3. Other
4. CD
5. Shoes
Source: KidSay Trend Tracker, 5/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
86
Striking the Balance
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
87
The Kids Market: Paradigm Shifts
Back then…





Seems like yesterday…
Mom as gatekeeper
Mom plans family meals
Parental power
What’s tried and true
“A” among moms needed for kid
marketing success





Mom as EZ Pass
Kid decides what’s for lunch/dinner
Kid empowerment
What’s new and innovative
“A+” among kids needed for kid
marketing success
And now:
 Shifting toward more traditional family values.
Will this affect how much influence kids have?
 How will we address new technologies with kids?

Will mom let us?
Source: Mintel Kids and Teen Eating Habits, 4/06
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
88
Moms Give In As Kids Grow Up
Parents interact with their kids differently depending on their age:
Kids < 5 years
 Mom
is more firm
 Doesn’t give in often (unless product is good for them)
Kids 6-9 years
 Mom
Kids 10+ years
 Mom
negotiates
 Will give in on some things
 Needs to be persuaded
automatically accepts kid requests
Source: Kid Power Conference Winter 2003
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
89
Core User Age Group Helps Determine
Who To Target
As kids get older, they influence more purchase decisions.
Total
Influence
Kid
Crackers
Cheerios
Jell-O
Fruit
Goldfish
Apple Juice
Oreos
Cheetos
Cup Cakes
Candy
Juice Drinks
Fast Food
Cereals
cross-over in
these ages
No
Influence
Mom
1
2
3
4
5
6
7
8
9
10
Age of Consumer
Source: Just Kid, Inc.
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
90
Food Example: Appeal To Kids, Be Approved By Mom
Ideal placement for a kid targeted product is to achieve High Kid Appeal
and High Mom Approval.
High Kid Appeal
Cereal bars
Cookies
Fruit snacks
Soda
Kid Push
Off Leash
Trix yogurt
Salty snacks
Candy
High Mom Approval
Low Mom Approval
Fruit
Low-sugar
cereals
Liver
Off Radar
Mom Push
Vegetables
Caviar
Low Kid Appeal
Source: The Wonder Group, Kid Power Winter 2003
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
91
Recap



Know Your Audience
Stay on Top of Trends
Keep It Fresh, Fun, and Relevant
PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
92

PROMO_02 / 2006 / CAMPBELLS / BSA / BSA_R4.ppt
Questions?
93
Marketing to
Moms and Kids
Thank you!