The numbers are befuddling, we're not sure just how much of the economy is driven by tweens (kids ages 9-14). Experts estimate between 50 and 150 billion annually that's a big range. Part of the confusion is based on the fact that while this generation doesn't actually make the purchases, it has influence on buying of everything ranging from computers to food to family vacations There is, however, no confusion that this group of consumers packs a wallop when it comes to spending. Many experts speculate that, along with Generation Y, the Tweens (also known as Generation Z) will play a major role in the country's economic recovery.
Tapping into the tween market in sporting goods is a challenge. We need to find out what this important group of spenders like and give it to them. Even in our uncertain retail climate, this is one group who will keep buying simply because they will continue to outgrow their clothing and equipment. Let's get to know them a little better.
According to market experts, tweens love to hang out and they want an environment that is accepting of them and that affirms their lifestyle. Who can't remember that awkward feeling of being hesitant to enter into situations? It's important to reach out to these customers by making them feel welcome and interacting with them on their level. Like all of the customer demographics that I've researched, they value authenticity. They know a phony when they see one. It's important to support them and to win their loyalty. According to Marketresearch.com, products that respect the tween as a valuable consumer segment with its own identity, win brand loyalty. By sponsoring clubs and events that they are involved in, we hope to convey the message that we are genuinely interested in them as customers and that we value what they value.
Tweens are intensely interested in learning new skills and hobbies, and use them as a way to express themselves and form their own identities. We are in a position to help them by creating and supporting rider development programs. Our region is fortunate enough to have produced some world class athletes like Tom (Do we really need a last name?) Wallisch and Kristi Leskinen but also some lesser known athletes whose love of skiing and boarding have taken them around the world. Some have returned and want to help foster a love of their sport right here. This season, we're teaming up with Seven Springs to create a program where young riders can be coached in an informal environment by young professionals who have volunteered their time because they want to arm kids with the confidence to get into the park, a working knowledge of the park etiquette and sense of camaraderie with their peers that will create a lifelong love of snow sports. While this program is still in it's infancy, we're hoping to get it up and running by December and sponsor some events and competitions. I'd love to hear from you if any of your brands have already successful programs or if you would be willing to send some of your athletes our way for a day or two. I'm planning three informal product-toss style rail jams for this program and hoping for the ever popular ride with a pro type events as well, please send me your love!According to a 2003 survey by Buzzback, LLC, a New York-based market research firm, younger tween boys were more likely to say brands used by famous people are cool. Seeing their favorite TV, music and athletic idols using a brand made 72 percent of tweens surveyed more likely to want to use it. As a mother to two sons, ages 15 and 13, I can attest to the power of role models. My home often smells like Axe. Axe, also known in my home as the official scent of middle school is promoted by none other than Ryan Scheckler (Pits to Chestie).
Celebrity endorsements are golden in the world of Tweens. Raising a family of skiers, I see it first hand. If local hero Tom Wallisch endorses a product, it's gonna wind up on my son's must-have list. It is my most sincere hope, both as mother and as event manager, that Tom's sponsors (Scott, Full tilt, Jibberish, etc...please, someone!) will send him here for a special event this season. I could score SERIOUS brownie points with my kids and their friends while at the same time hitting one out of the park professionally (get it? Nuttings/Pirates). You see, at Seven Springs, we have an unabashed love of all things Tom.
Before we had Tom, as a family, we were floundering. I ruefully recall the black and white pin stripped Burton Shaun White outerwear of four years ago. It was the only item on my son's Christmas list and hard to find (I didn't work at Willi's yet). I started in October and was very relieved to finally find it somewhere in Colorado in December. Should have been a red flag...on December 26th, we stepped out of the car into the ski resort parking lot with the rest of the Shaun White team. At least it looked like a team, what with all of the eleven year-old boys in matching pin stripped Shaun White outfits.
For many kids, traditional team sports mean a lot of coaching, rules, pressure, and competition. It's easy to see why some kids are attracted to the individuality and athletic self-expression that are the hallmarks of action sports. Once thought of as the bad boys of sports, action sport athletes are slowly emerging as an antidote to the over glorified, demigods of mainstream sport. Living in Pittsburgh, I've recently given a lot of thought to the causes of the bad behavior of athletes as the Big Ben scandal was overshadowed only temporarily by the Gulf Oil Spill. As is the way my mind works, one thought spilled into another and I started trying to recall scandals involving action sports athletes. Yes, there was that Scotty Lago thing but at least Lago managed to keep things out of the bathroom. Of course, kids are also attracted to extreme sports because they're cool. And who doesn't like being on the cutting edge? One thing that you can't do without in this business...the cool factor.
At Seven Springs, we're fortunate to have great USSA race and freestyle programs. The Western Pennsylvania Race Club (WPRC) has both a downhill and a freestyle arm. Willi's has been a staunch supporter of both programs, in fact both Klein kids participate in the race program. Both programs meet every weekend and train in racing, moguls and halfpipe. Coached mainly by parents, these programs give tweens the chance to bond with each other and their families. Local athletes have competed all over the nation in USSA sanctioned events. The WPRC hosts USSA events in both disciplines annually. Please let me know if you are interested in sponsoring any of their events and I will put you in touch with the powers that be.
In a nutshell, tweens are in a hurry to grow up, they want what’s cool and they want to fit in with their circle of friends. Wondering what this group will want next can keep retailers like us awake at night but what we do know for certain is that supporting their interests and associating our brands with their culture are good for business. Please get in touch with me if you are interested in this season's events and programs for tweens.
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