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

4.25 avg rating
( 4 ratings by GoodReads )
 
9780071416221: Kidfluence: The Marketer's Guide to Understanding and Reaching Generation Y - Kids, Tweens and Teens

"Kidfluence" provides research on the demographic and socio-cultural trends relating to the youth market and shows marketers and advertisers what works and what doesn't when it comes to communicating with this audience. It includes case studies of a variety of businesses and reveals the most successful trends in designing businesses for kids, marketing to kids and communicating with kids. The book also addresses several of the more sensitive issues surrounding this topic, such as how parents feel about marketing to their kids, and manipulation versus fair business.

"synopsis" may belong to another edition of this title.

From the Back Cover:

Strategies for reaching today's most important, influential market ­­the kids who drive family purchase decisions


Kids today possess product knowledge and buying influence far beyond their years, and marketers must adapt to this new reality or risk forever playing catch-up with their forward-thinking competitors. Kidfluence explores this new dynamic of marketing, and outlines how marketers and advertisers can better understand the "adultified" members of Generation Y.


This fascinating and thought-provoking book explores the integral role today's kids play both in family and society as a whole. Kidfluence features:


-Interviews with parents and children on the needs of today's kids­­and with marketers on how those needs are being filled
-Studies that reveal when kids begin purchasing and become lifetime consumers
- A generational look at parenting styles and the creation of the more democratic family favored by the Baby Boomers

The youth market is without question the primary driving force behind a wide range of family purchases, but reaching that market requires a revised set of skills, approaches, and techniques. Let Kidfluence introduce you to the foundations and requirements of this exploding marketplace, and show you how to consider kids in the development of your business plans.

"In the new family model, kids feel like a valuable part of the family unit and grow up believing they have the right to vote on all issues affecting the family. In fact, today's parents go so far as to say it is unfair not to include younger members of the family in buying decisions."
From Chapter 1


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
-Assessing 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

Much more than just tips for marketing to Gen Y today, however, Kidfluence 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.

About the Author:

Anne Sutherland is a strategeic planner and founder of Planning Ahead, a marketing consultancy. Over the past 15 years she has worked with many leading companies including Kellog's, Nabisco and Heinz. Beth Thompson is an award-winning journalist who has spent the last 20 years writing about family and health issues for numerous Canadian magazines and newspapers.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Anne Sutherland, Beth Thompson
Published by McGraw-Hill (2003)
ISBN 10: 0071416226 ISBN 13: 9780071416221
New Hardcover Quantity Available: 1
Seller
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description McGraw-Hill, 2003. Hardcover. Book Condition: New. 1. Bookseller Inventory # DADAX0071416226

More Information About This Seller | Ask Bookseller a Question

Buy New
31.58
Convert Currency

Add to Basket

Shipping: 3.18
Within U.S.A.
Destination, Rates & Speeds

2.

Sutherland, Anne; Thompson, Beth
Published by McGraw-Hill (2003)
ISBN 10: 0071416226 ISBN 13: 9780071416221
New Hardcover Quantity Available: 1
Seller
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description McGraw-Hill, 2003. Hardcover. Book Condition: New. book. Bookseller Inventory # 0071416226

More Information About This Seller | Ask Bookseller a Question

Buy New
35.20
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

3.

Sutherland, Anne
Published by McGraw-Hill (2003)
ISBN 10: 0071416226 ISBN 13: 9780071416221
New Hardcover Quantity Available: 1
Seller
Booked Again
(Summit, NJ, U.S.A.)
Rating
[?]

Book Description McGraw-Hill, 2003. Hardcover. Book Condition: New. New item. Bookseller Inventory # QX-003-62-7518007

More Information About This Seller | Ask Bookseller a Question

Buy New
52.59
Convert Currency

Add to Basket

Shipping: 7.96
Within U.S.A.
Destination, Rates & Speeds

4.

Beth Thompson and Anne Sutherland
ISBN 10: 0071416226 ISBN 13: 9780071416221
New Quantity Available: 1
Seller
Castle Rock
(Pittsford, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800714162211.0

More Information About This Seller | Ask Bookseller a Question

Buy New
100.87
Convert Currency

Add to Basket

Shipping: 3.18
Within U.S.A.
Destination, Rates & Speeds