The Great Tween Buying Machine: Capturing Your Share of the Multibillion Dollar Tween Market

by SIEGEL DAVID L.

• ISBN13: 9780793185993
• ISBN10: 0793185998
• Format: Paperback
• Copyright: 2004-05-01
• Publisher: Kaplan

Summary

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 Machinewill 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 Machinereveals 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.

Author Biography

David L. Siegel, Timothy J. Coffey, and Gregory Livingston are principals of WonderGroup

Table of Contents

Acknowledgments	v
Preface	vii
PART ONE WHO, WHAT, AND WHY OF TWEENS
1. Who Are These Tweens?	3	(26)
2. Why Bother with the Tween Market?	29	(10)
3. What Drives Tweens?	39	(26)
4. Tween Money and Influence	65	(14)
5. Tween Interests and Activities	79	(8)
6. Happiness Is Being a Tween	87	(6)
7. Tween Education Isn't What It Used To Be	93	(16)
8. Tween Favorites: Food, Music, Fashion, and Toys	109	(22)
PART TWO MARKETING, ADVERTISING, AND NEW PRODUCT DEVELOPMENT
9. The Old Media and the New Media	131	(12)
10. Advertising That Works with Tweens	143	(20)
11. How to Use Licensing	163	(4)
12. Finding Tweens at the Grassroots Level	167	(16)
13. Developing New Products for Tweens	183	(18)
14. Researching and Staying in Touch	201	(6)
Bibliography	207	(4)
Index	211	(12)
About the Authors	223