Wednesday, July 25, 2012

M³ – Mobile Millennial Marketing

According to the United Nations Department of Economic and Social Affairs, Millennials, currently the number one U.S. demographic group, by the year 2030 will outnumber non-Millennials by 22 million.  Marketing Alert: Prepare your brand for the mobile future!

Read On:
In the past thirty days I have attended two conferences and been afforded the opportunity to conduct two educational sessions.  The spine of my presentations has been about Millennials.  To me, this group typifies the early indicators of future trends and represents tomorrow’s consumer opportunities.  This much I know:

1.    Not all Millennials are “slackers” or “entitled.”  Back in April, the Boston Consulting Group surveyed four thousand Millennials (ages 16 to 34) and one thousand non-Millennials (ages 35 to 74).  Their findings set the record straight and revealed that companies will miss the opportunity of cultivating strong brand relationships by stereotyping this demographic group.  BCG went on to reveal that not all Millennials are homogenous, thus identified six defining brackets:

Defining Bracket
Personality Traits

Globally aware (“I can make the world a better place”), cautious consumer, heavy social media user – predominately female.

Millennial Mom
Wealthy, healthy, family oriented, tends to be in the older range of the age group.  Knowledgeable, mobile information hunter.

Only interested about themselves and family; not concerned about anything beyond their immediate community.  Conservative vs. thrill seeker. 

Gadget Guru
Male dominated, high income, confident, free-spirited.  Gizmos are the epicenter of their lives.

Clean & Green
Healthy, cause driven (“I take care of myself and world around me.”).  Most likely they are still in college.

Old School Millennial
Not wired, confident, tends to be older, cautious consumer.  “Facebook is too impersonal, let’s meet for coffee.”

2.    Millennials have been labeled “Digital Natives.”  On average they own 2.4 devices (source: JiWire) to stay connected.  Nielsen reported that 62% own a smartphone.  Currently one-third of the 54.8 million tablet owners are in this group.  Bottomline, they are a 24/7, wired generation.  Going mobile is their mantra!

Smart marketers, it is time to think about your brand’s future and better understand the consumer habits of Millennials.  By 2030 this group will be ages 34 to 52.  Remember, they will outnumber non-Millennials by 22 million.  Their purchasing power will be a huge driving force behind our future economy.  A great starting point is to research/identify their consumer touch points (note: subject of my June 22ndFARE Digest article).

Is your brand prepared to capture its fair share of the Millennials’ mobile wallet?

Wednesday, July 18, 2012

Kiddie Apps

Kraft just launched the Dinner, Not Art iPad app which has been designed for their consumers, primarily kids, to have a digital macaroni art experience.  Welcome to the new world of Kiddie Apps!

Read On:
It is no surprise that U.S. toy market leader Fisher Price is leading the charge.  Their most popular app, Laugh & Learn (Shapes and Colors Music Show) had an estimated three million downloads this past year.  The app, along with other kiddie technology products they are developing, is the result of a process they utilize called spelunking.  Spelunking is the simple act of observing children at play.  The spelunking process has been around since Fisher Price introduced PlayLab back in 1961.  The big hit that year was the Chatter Phone, a plastic big-eyed rotary phone.  Other toy companies are setting up spelunking labs and are working with digital media companies – LeapFrog, maker of the kiddie tablet LeapPad, as well as Hasbro and Crayola.

The Dinner, Not Art digital macaroni art app enables users to choose their own canvas, rotate and size noodles, as well as use a paintbrush to create a colorful art piece.  Digital macaroni masterpieces can then be easily glued to the app players’ family digital refrigerators.  Kraft in developing their app hired an agency that will also assist them with a fully integrated marketing campaign.  TV spots airing from now until October will direct consumers to either a Website ( or to the Apple store where the app can be downloaded.  Kraft will also engage with their consumers and promote the app via Facebook, Twitter, Pinterest and YouTube.  To add further topspin to the Dinner, Not Art campaign, Kraft has built in a cause-marketing element.  They will be donating 10 real noodles to Feeding America for every digital noodle used in the app.  

I strongly recommend purchasing Fisher Price’s Apptivity Case or BodyGuardz Clear Skins to protect your iPad against kiddie drool.

Tuesday, July 10, 2012

Angry Birds Are Flocking To China

Angry Birds the addictive video game first introduced in 2009 by Finnish company Rovio Entertainment Ltd. now ranks as the largest Global app success.  Move over Mickey Mouse, Angry Birds are about to flock to China.

Read On:
Angry Birds by the numbers:
  •             One billion downloads across all platforms (regular and special additions).  China, with 140 million downloads, is the second largest Angry Birds market behind the United States.
  •             Estimated company sales of $100 million in 2011 represented a ten-fold increase versus their prior year.  Consumer products (merchandising and licensing) accounted for 30 percent of Rovio’s total revenue. 
The future of Angry Birds?  China!  Last week, Rovio opened its first brick-and-mortar retail outlet outside of Finland in Shanghai.  This week they will be opening another store in Beijing.  Their game plan is to open outlets in 100 cities throughout China within twelve months.  This summer, to further expand their brand presence throughout the country, they will be partnering with Coca Cola China to support Chinese athletes at the London Olympics via an online game.   Their CMO Peter Vesterbacka also announced recently the scheduled opening of two Angry Birds theme/activity parks later this year.

Sounds like Angry Birds will be chirping loudly in Chinese Renminbi.