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TRENDS IN KIDS- &
FAMILIE-MARKETING
GERDA VAN DAMME
DREAMMACHINE KIDS (HEAVEN CAN WAIT / CRONOS)
#TrendsInKidsMarketing
WE LOVE KIDS
#MillennialMumsWantFun #WeLoveKids
video	on	next	slide
#KidsAreTheFuture #KidsCentricSociety
KIDS GROW OLD YOUNGER
#KidsCentricSociety #KidsGrowOldYoung
THE MAKER MOVEMENT
#TheMakerMovement #KidsGrowOldYoung
video	on	next	slide
#TheMakerMovement #KidsGrowOldYoung #CodeMania
#TheMakerMovement #STEM #CodeMania #CreateYourOwnPlay 11
COCREATION
#CoCreation
video	on	next	slide
#CoCreation
3D PRINTING
#3d-printing #CreateYourOwnPlay
VIDEO
#YoutubeRules #Minecraft
#NewHeroes #YoutubeRules #Collectibles
CONNECTED DOLLS
#ConnectedDolls
STORY TELLING
#StoryTelling #TheInclusiveExperience
video	on	next	slide
#StoryTelling #UserGeneratedMarketing #Unboxing
IT’S ABOUT THE EXPERIENCE
#EndOfOwnership #LiveTheExperience #HelpfullBrands
video	on	next	slide
#EndOfOwnership #LiveTheExperience
video	on	next	slide
HELPFUL BRANDS
#EducatingBrands #ResistanceAndGrowingRegulation
video	on	next	slide
#EducatingBrands #ResistanceAndGrowingRegulation
#HelpfulBrands #KGOY
NEW READING
EXPERIENCES
#EBookListings
video	on	next	slide
#LeaveThePageBehind
video	on	next	slide
DIVERSITY
#Diversity
#Diversity
#Diversity
HEALTH AND CULINARY
EDUCATION
#CulinaryEducation #Health
#CulinaryEducation #Health
COLLECTIBLES
#Collectibles #Minecraft
SMART TOYS
#SmartToys #CoCreation #Fame 45
#DisconnectTheKids #SmartToys
video	on	next	slide
video	ghast	
#Drones & #Robots #SmartToys #Minecraft
video	on	next	slide
DIGITAL IS BAD
49© Dreammachine - p
Global Kids’ Top 10 Favorite activities
Source: The Marketing Store, Jan 2013
27%	
24%	
21%	
15%	
15%...
#DigitalIsBadForOurKids
video	on	next	slide
VIRTUAL REALITY
#VirtualReality
#VirtualReality
AUGMENTED REALITY
#AugmentedReality
KID CULTURE
#KidCulture
#KidCulture
STE(A)M
#STEM #GirlPower
ECO & AUTHENTICITY
#EcoToys #Authenticity
video	on	next	slide
VIRTUAL CURRENCY &
FINANCIAL EDUCATION
#FinancialEducation
#FinancialEducation #YoungAdults
SENSORIAL EXPERIENCES
#Edible #Sensorial #Health
video	on	next	slide
#Edible #Sensorial
#Edible #Sensorial
FAMILY POWER
#InclusiveExperiencesForFamilies #HealthyFoodEducation #YoutubeFame
video	on	next	slide
#InclusiveExperiencesForFamilies
#InclusiveExperiencesForFamilies #DisconnectTheChild
#InclusiveExperiencesForFamilies
#InclusiveExperiencesForFamilies
THE NEW FAMILY
77© Dreammachine - p
MOVING AWAY FROM THE FORMER
‘NUCLEUS’
video	on	next	slide
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 s...
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
judg...
86© Dreammachine - p
87© Dreammachine - p
... ‘imperfect’ mums
video	on	next	slide
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
th...
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 ...
MOBILE FAMILIES
95© Dreammachine - p
Digital mums own
30 to 40% more devices than
the average Belgian population
Source: Egerie Research
CONVENIENCE
video	on	next	slide
THE WIRED KID
#TheWiredKid
video	on	next	slide
#TheWiredKid #ConnectedDolls #StriveForPerfection
#TheWiredKid #ConnectedDolls #StriveForPerfection
#StriveForPerfection
NOSTALGIA
#Nostalgia #CreateMemories
video	on	next	slide
RECAP
Family Power
Kids get influence
Empower the kid
It’s a smart & connected world
It’s about the experience
Pressure fo...
Pre-announcement
The Digital Kids Marketing Congress +
The Digital Family Marketing Congress
2 full days
September 2016
@GERDAVANDAMME
				
	
www.digitalkidsmarketing.com
gerda@dreammachine.be
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Trends in kids & family marketing

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Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Presentation given by Gerda Van Damme at Book Ville 2016 in The Loop, Antwerp, Feb 29 2016.
Overview of trends in kids & family marketing early 2016.

Published in: Marketing
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Trends in kids & family marketing

  1. 1. TRENDS IN KIDS- & FAMILIE-MARKETING GERDA VAN DAMME DREAMMACHINE KIDS (HEAVEN CAN WAIT / CRONOS)
  2. 2. #TrendsInKidsMarketing
  3. 3. WE LOVE KIDS
  4. 4. #MillennialMumsWantFun #WeLoveKids video on next slide
  5. 5. #KidsAreTheFuture #KidsCentricSociety
  6. 6. KIDS GROW OLD YOUNGER
  7. 7. #KidsCentricSociety #KidsGrowOldYoung
  8. 8. THE MAKER MOVEMENT
  9. 9. #TheMakerMovement #KidsGrowOldYoung video on next slide
  10. 10. #TheMakerMovement #KidsGrowOldYoung #CodeMania
  11. 11. #TheMakerMovement #STEM #CodeMania #CreateYourOwnPlay 11
  12. 12. COCREATION
  13. 13. #CoCreation video on next slide
  14. 14. #CoCreation
  15. 15. 3D PRINTING
  16. 16. #3d-printing #CreateYourOwnPlay
  17. 17. VIDEO
  18. 18. #YoutubeRules #Minecraft
  19. 19. #NewHeroes #YoutubeRules #Collectibles
  20. 20. CONNECTED DOLLS
  21. 21. #ConnectedDolls
  22. 22. STORY TELLING
  23. 23. #StoryTelling #TheInclusiveExperience video on next slide
  24. 24. #StoryTelling #UserGeneratedMarketing #Unboxing
  25. 25. IT’S ABOUT THE EXPERIENCE
  26. 26. #EndOfOwnership #LiveTheExperience #HelpfullBrands video on next slide
  27. 27. #EndOfOwnership #LiveTheExperience video on next slide
  28. 28. HELPFUL BRANDS
  29. 29. #EducatingBrands #ResistanceAndGrowingRegulation video on next slide
  30. 30. #EducatingBrands #ResistanceAndGrowingRegulation
  31. 31. #HelpfulBrands #KGOY
  32. 32. NEW READING EXPERIENCES
  33. 33. #EBookListings video on next slide
  34. 34. #LeaveThePageBehind video on next slide
  35. 35. DIVERSITY
  36. 36. #Diversity
  37. 37. #Diversity
  38. 38. #Diversity
  39. 39. HEALTH AND CULINARY EDUCATION
  40. 40. #CulinaryEducation #Health
  41. 41. #CulinaryEducation #Health
  42. 42. COLLECTIBLES
  43. 43. #Collectibles #Minecraft
  44. 44. SMART TOYS
  45. 45. #SmartToys #CoCreation #Fame 45
  46. 46. #DisconnectTheKids #SmartToys video on next slide
  47. 47. video ghast #Drones & #Robots #SmartToys #Minecraft video on next slide
  48. 48. DIGITAL IS BAD
  49. 49. 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% Play video/computer game Watch TV Explore internet Go to movies Playing outdoors Riding bikes Play with toys Play a sport Outdoor acGviGes (e.g., hiking) Reading
  50. 50. #DigitalIsBadForOurKids video on next slide
  51. 51. VIRTUAL REALITY
  52. 52. #VirtualReality
  53. 53. #VirtualReality
  54. 54. AUGMENTED REALITY
  55. 55. #AugmentedReality
  56. 56. KID CULTURE
  57. 57. #KidCulture
  58. 58. #KidCulture
  59. 59. STE(A)M
  60. 60. #STEM #GirlPower
  61. 61. ECO & AUTHENTICITY
  62. 62. #EcoToys #Authenticity video on next slide
  63. 63. VIRTUAL CURRENCY & FINANCIAL EDUCATION
  64. 64. #FinancialEducation
  65. 65. #FinancialEducation #YoungAdults
  66. 66. SENSORIAL EXPERIENCES
  67. 67. #Edible #Sensorial #Health video on next slide
  68. 68. #Edible #Sensorial
  69. 69. #Edible #Sensorial
  70. 70. FAMILY POWER
  71. 71. #InclusiveExperiencesForFamilies #HealthyFoodEducation #YoutubeFame video on next slide
  72. 72. #InclusiveExperiencesForFamilies
  73. 73. #InclusiveExperiencesForFamilies #DisconnectTheChild
  74. 74. #InclusiveExperiencesForFamilies
  75. 75. #InclusiveExperiencesForFamilies
  76. 76. THE NEW FAMILY
  77. 77. 77© Dreammachine - p MOVING AWAY FROM THE FORMER ‘NUCLEUS’ video on next slide
  78. 78. DAD MARKETING
  79. 79. 79© Dreammachine - p MARKETING TO DADS
  80. 80. 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%
  81. 81. THE FAMILY TRIBE
  82. 82. 82© Dreammachine - p SPRITE: THE ‘FRAMILY’
  83. 83. 83© Dreammachine - p JETBLUE: ‘BIOLOGICAL TIES ARE OPTIONAL.’
  84. 84. PRESSURE FOR PERFECTION
  85. 85. 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. 86. 86© Dreammachine - p
  87. 87. 87© Dreammachine - p ... ‘imperfect’ mums video on next slide
  88. 88. 88© Dreammachine - p LG: #MomConfessions
  89. 89. THE SOCIAL FAMILY
  90. 90. 90© Dreammachine - p Demographic targeting used to be straightforward... Female Married 25-44
  91. 91. 91© Dreammachine - p The family as a consumer – new dynamics of influence Female Married 25-44
  92. 92. 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. 93. 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
  94. 94. MOBILE FAMILIES
  95. 95. 95© Dreammachine - p Digital mums own 30 to 40% more devices than the average Belgian population Source: Egerie Research
  96. 96. CONVENIENCE
  97. 97. video on next slide
  98. 98. THE WIRED KID
  99. 99. #TheWiredKid video on next slide
  100. 100. #TheWiredKid #ConnectedDolls #StriveForPerfection
  101. 101. #TheWiredKid #ConnectedDolls #StriveForPerfection
  102. 102. #StriveForPerfection
  103. 103. NOSTALGIA
  104. 104. #Nostalgia #CreateMemories video on next slide
  105. 105. RECAP Family Power Kids get influence Empower the kid It’s a smart & connected world It’s about the experience Pressure for perfection
  106. 106. Pre-announcement The Digital Kids Marketing Congress + The Digital Family Marketing Congress 2 full days September 2016
  107. 107. @GERDAVANDAMME www.digitalkidsmarketing.com gerda@dreammachine.be

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