Trends in kids & family marketing

TRENDS IN KIDS- & FAMILIE-MARKETING GERDA VAN DAMME DREAMMACHINE KIDS (HEAVEN CAN WAIT / CRONOS)

#TrendsInKidsMarketing

WE LOVE KIDS

#MillennialMumsWantFun #WeLoveKids

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#KidsAreTheFuture #KidsCentricSociety

KIDS GROW OLD YOUNGER

#KidsCentricSociety #KidsGrowOldYoung

THE MAKER MOVEMENT

#TheMakerMovement #KidsGrowOldYoung

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#TheMakerMovement #KidsGrowOldYoung #CodeMania

#TheMakerMovement #STEM #CodeMania #CreateYourOwnPlay 11

COCREATION

#CoCreation

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#CoCreation

3D PRINTING

#3d-printing #CreateYourOwnPlay

VIDEO

#YoutubeRules #Minecraft

#NewHeroes #YoutubeRules #Collectibles

CONNECTED DOLLS

#ConnectedDolls

STORY TELLING

#StoryTelling #TheInclusiveExperience

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#StoryTelling #UserGeneratedMarketing #Unboxing

IT’S ABOUT THE EXPERIENCE

#EndOfOwnership #LiveTheExperience #HelpfullBrands

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#EndOfOwnership #LiveTheExperience

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HELPFUL BRANDS

#EducatingBrands #ResistanceAndGrowingRegulation

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#EducatingBrands #ResistanceAndGrowingRegulation

#HelpfulBrands #KGOY

NEW READING EXPERIENCES

#EBookListings

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#LeaveThePageBehind

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DIVERSITY

#Diversity

#Diversity

#Diversity

HEALTH AND CULINARY EDUCATION

#CulinaryEducation #Health

#CulinaryEducation #Health

COLLECTIBLES

#Collectibles #Minecraft

SMART TOYS

#SmartToys #CoCreation #Fame 45

#DisconnectTheKids #SmartToys

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videoghast

#Drones & #Robots #SmartToys #Minecraft

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DIGITAL IS BAD

49 © Dreammachine - p

Global Kids’ Top 10 Favorite activities Source: The Marketing Store, Jan 2013

27%

24%

21%

15%

15%

15%

14%

14%

11%

11%

Playvideo/computergame

WatchTV

Exploreinternet

Gotomovies

Playingoutdoors

Ridingbikes

Playwithtoys

Playasport

OutdooracGviGes(e.g.,hiking)

Reading

#DigitalIsBadForOurKids

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VIRTUAL REALITY

#VirtualReality

#VirtualReality

AUGMENTED REALITY

#AugmentedReality

KID CULTURE

#KidCulture

#KidCulture

STE(A)M

#STEM #GirlPower

ECO & AUTHENTICITY

#EcoToys #Authenticity

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VIRTUAL CURRENCY & FINANCIAL EDUCATION

#FinancialEducation

#FinancialEducation #YoungAdults

SENSORIAL EXPERIENCES

#Edible #Sensorial #Health

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#Edible #Sensorial

#Edible #Sensorial

FAMILY POWER

#InclusiveExperiencesForFamilies #HealthyFoodEducation #YoutubeFame

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#InclusiveExperiencesForFamilies

#InclusiveExperiencesForFamilies #DisconnectTheChild

#InclusiveExperiencesForFamilies

#InclusiveExperiencesForFamilies

THE NEW FAMILY

77 © Dreammachine - p

MOVING AWAY FROM THE FORMER ‘NUCLEUS’

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DAD MARKETING

79 © Dreammachine - p

MARKETING TO DADS

80 © Dreammachine - p

Men looking for back-to-school content

Yahoo, February 2014, Acing the 2014 back-to-school shopping season

Yahoo: half of the visitors on their back-to-school content are men.

50% 50%

THE FAMILY TRIBE

82 © Dreammachine - p

SPRITE: THE ‘FRAMILY’

83 © Dreammachine - p

JETBLUE: ‘BIOLOGICAL TIES ARE OPTIONAL.’

PRESSURE FOR PERFECTION

85 © Dreammachine - p

copyright: instagram.com/siskaschoeters

Searching for judgement-free zones

91% of mums have ever judged other mums (5% up for Millenials) Yahoo/Ipsos 2015 ‘Momfessional-study’)

“Als ik de kinderen in bed leg, denk ik soms: 'Yes! Ik ben zeven uur van die kleine fuckers verlost.”

86 © Dreammachine - p

87 © Dreammachine - p

... ‘imperfect’ mums

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88 © Dreammachine - p

LG: #MomConfessions

THE SOCIAL FAMILY

90 © Dreammachine - p

Demographic targeting used to be straightforward...

Female Married 25-44

91 © Dreammachine - p

The family as a consumer – new dynamics of influence

Female Married 25-44

92 © Dreammachine - p

Kidsfluence

Yahoo, February 2014, Moms’ Online Habits and Preferences

91%

of mums say kids influence their grocery

store purchases

27%

of mums say kids are very

influential

93 © Dreammachine - p

The old adagio: Market to kids and get them to nag to mum to buy.

1990

The new adagio: Market to the concensual family nucleus and get them to chose your brand together.

2015

MOBILE FAMILIES

95 © Dreammachine - p

Digital mums own

30 to 40% more devices than the average Belgian population

Source: Egerie Research

CONVENIENCE

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THE WIRED KID

#TheWiredKid

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#TheWiredKid #ConnectedDolls #StriveForPerfection

#TheWiredKid #ConnectedDolls #StriveForPerfection

#StriveForPerfection

NOSTALGIA

#Nostalgia #CreateMemories

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RECAP Family Power Kids get influence Empower the kid It’s a smart & connected world It’s about the experience Pressure for perfection

Pre-announcement The Digital Kids Marketing Congress + The Digital Family Marketing Congress

2 full days September 2016

@GERDAVANDAMME

www.digitalkidsmarketing.com gerda@dreammachine.be