He is a 10 year old. He selects his own cereal when he goes grocery shopping with his mama. He chooses his toys after looking at some options on his father’s Ipad. He knows the latest songs and is eagerly waiting for “Monsters University” to be released so that he can go with his family to enjoy the movie. He learnt about the movie when he was playing a virtual world game with his friends.
He is a tween. He is the new consumer. He is the marketers’ latest love. Let’s take a look around us and we wouldn’t fail to notice that numerous communications are targeted at tweens.
Horlicks, Pepsodent, Lifebouy, Gluco, Tiger biscuits, Rooh Afza, there are a number of brands who are now focusing on the age bracket of 8 – 12 year olds.
Not only that but brands have specifically created products for tweens e.g. banks with their young saver’s accounts and cosmetic brands with their tween lines.
But why are tweens becoming so important for the marketers? Over the years, tween priorities have changed.
The tween today is more connected to his friends, is more influenced by his peer group, is more brand conscious and is more tech savvy. Chances are that he knows more about operating your smartphone than you. This tween is sharp and very future oriented. He is not only influential in his circle but has a hold over his elders as well.
The change in tween’s habits is good news for marketers. When previously tweens depended on parents, marketers had to look for avenues to attract parents before the child.
The influence that today’s tween has over others, has forced marketers to target them to sell their product.
Introducing a product for the tweens means creating early memories and creating a brand loyal consumer for life.
On the other hand, a tween might decide to switch to some other product in a flip of a second.
The problem is, tweens have a short memory span and a lot of activities to indulge in. Marketers not only have to give their message but also have to look for ways to keep the tweens engaged with the brand.
One such creative idea is depicted in the movie “Charlie and the Chocolate Factory” where a visit to the chocolate factory was something exclusive and engaged the tweens with the brand.
A tween might not be interested in a 10% off promotion, but she would feel happy if she happens to decide the shades for the next season’s lip glosses.
She will feel empowered, and would be willing to use something to which she herself has given an input. She needs an emotional connection with the brand. Marketers cannot get away with promises with this age group, they have to give the tweens something to trust and build a lifelong relationship.
All over the world, legislative forces are trying to curb marketers from targeting tweens while marketers continue to stress on them.
On one hand they have to create experiences for the tweens, on the other hand they have to devise ways around the legislations. Tweens have just become the most important consumer group and holding their attention is the secret to success for businesses today.