How to market to 'tweens'

By Rieva Lesonsky

Q: As we all know, times are tough. I'm ready to launch a new business. Is there a market that's recession-proof? I've heard that the kids market is still going strong. True?

A: You've heard right. At the moment the kids market is holding up pretty well. Parents don't want to deprive their children, so they're spending less on themselves and their homes, but still splurging on their kids.

There are three distinct segments of the children's market: younger children, tweens and teens. Many smart marketers are targeting the nation's tweens, since there are about 26 million of them and they've become a spending powerhouse. Definitions vary, but generally tweens range from eight or nine to 12 or 13 years of age. Being a tween is not just an age, but an attitude. Experts say that by the time a child reaches 5th grade (most 5th graders are 10- years- old) they're transitioning from childhood (no more toys) and aspiring to being a teenager (buying music and makeup like their teenage counterparts).

Now you may be thinking, how much money can a 10- year- old really spend? Well, a lot. According to Alloy Media + Marketing, a youth marketing company, tweens themselves spend $51 billion annually, while an additional $170 billion is spent on them by parents and other family members.

Girls have long dominated tween spending (young girls are natural viral marketers), so if you're seeking a niche to exploit in the youth market, you might look to tween boys, who spend a lot on fast food, clothes and fun (i.e. skateboarding).

Since we're still in the midst of a new baby boom, the size of this generation alone will have a lasting impact on the marketplace. There will be millions of tween influencers for years and years. Many businesses are going beyond just selling products to this group, but trying to establish a relationship between their brands and tweens as well. The earlier you make inroads into this demographic, the better your chances of building lasting brand loyalty.

What do tweens want? Surveys have shown that tweens are concerned with style, brand names and the latest fashions. In other words, they're status conscious. Tweens are vulnerable to peer pressure and "fitting in" is very important to them. According to a report from Packaged Facts, tween boys are into sports and both boys and girls love to shop. Most have Internet access. Surprisingly these kids have a global perspective and are increasingly socially conscious. Entrepreneurs targeting this market need to understand that tweens continuously balance their desire for individuality with their need for conformity. And above all, do not treat them like kids.

So how do you reach this lucrative market? Marketing research firm eMarketer reports that as tweens become teens they increasingly turn to online socializing to communicate. They're into instant messaging, texting and joining social networks. Tweens (and teens for that matter) are easily bored, so be sure to change your message often. Try reaching them through their favorite blogs. Check www.technorati.com to find the bloggers with big tween followings.

Perhaps most important, tweens become teens with even more disposable income. Teenage spending is expected to reach nearly $209 billion by 2011.