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Joann Marks and 22 Other Experts Share Advice on How Your Brand Can More Effectively Reach Today’s Media-Savvy Tweens

Posted by Joann Marks on Wednesday, February 19th, 2014

FashionPlaytes Tween Marketing ExpertTween Fashion Company, FashionPlaytes, reached out to 22 advertising and marketing experts to hear their advice on how to more effectively reach tweens in today’s high tech world. Joann Marks, Founder and CEO of Cosmetic Promotions, shares her knowledge and expertise on the subject. Cosmetic Promotions has conducted Beauty Marketing for Mass brands such as Revlon, Maybelline and CoverGirl. Cosmetic Promotions knows tweens/teens well through its experience over the past 5 years designing and managing a major drug chain’s teen marketing program.

1) How are brands effectively interacting with tweens?
Many of the beauty brands are using younger Tween-loved celebrities to promote their
products and even develop color stories- if not full lines – for them. For example, Taylor Swift and Cover Girl, Justin Bieber and OPI polish. The Justin Bieber partnership is called The One Less Lonely Girl nail polish collection for Nicole by OPI and was sold exclusively at Walmart, who reported that within a few weeks of its debut, all six of the line’s launch colors sold out at more than 3,000 stores across America. His fragrance partnership with Elizabeth Arden includes a “Someday” fragrance for women as well as a unisex fragrance called “My World.”

2) What are some of the challenges companies face in advertising to tweens?
Companies have to be careful not to use the word tween or teen in any advertising. They don’t want to think they are “kids”, they want to believe they are mature and making decisions on their own. A company that can get good word of mouth going and have “brand ambassadors” wearing their logo to school will fare better than ones who deal in traditional methods of promotion – Tweens/teens are not watching TV commercials. The one thing they still do LOVE are magazines (such as Seventeen) but even Seventeen has expanded its reach to more APPS and social media to keep them engaged. Both Tweens and Teens also are actually budget conscious as well, so direct sampling and couponing work very well. If they get the product for free the first time and love it, they tell their friends and the company has more reach then via traditional marketing. Our company has a direct sampling program at Teen Concerts where a variety of manufacturers team up to be in a bag we distribute after those concerts. The manufacturers have reported huge lifts immediately following our sampling dates.

3) How is this generation (GenerationZ) different in their attitudes towards consumption of media, and advertising?
Companies who understand social media and technology have a better time engaging them. Traditional TV commercials won’t work – they want InstaGram, Twitter and Vine. They
love to text and basically have better developed thumbs then the rest of the population. Tweens have to be attached to their friends (and therefore their phones) all the time. This age group also wants to be accepted and more interested in what their peers think more than other age groups.

4) Where are tweens reached most effectively?
Their schools, through their friends and on social media. In addition, there are a ton of very young beauty bloggers that have tons of followers and smart companies are sending these bloggers information and product samples. My 12-year old niece follows a you-tube blogger who shows her how to do craft projects.

5) Are there brands that parents feel particularly good about\for their tweens?
Yes, parents feel good about healthy snacks that are not filled with sugars and artificial ingredients, they are willing to buy those items for their kids. They also are willing to be talked into products that are not too trendy, give them a chance to interact with their kids (such as craft projects) and encourage any form of education.

6) How savvy are kids about being messaged to?
Very savvy – again, they don’t want to feel like the product is for a TWEEN but rather something their older sibling would want. They want products that celebrities use and what their friends have and are texting about.

Read the entire article on the FashionPlaytes website.

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Cosmetic Promotions: Retail Beauty Marketing
Cosmetic Promotions, Inc.
2111 W Pine St. Orlando, FL 32805
Phone: 407-310-4839