"For the beauty-care industry, the teen and tween demographic is a new category for them - low-hanging fruit," Groppe said.įor example, hair-coloring products traditionally have been pitched to adult women with slogans such as "Because I'm worth it," or "Hate that gray? Wash it away!" For young women to whom hair coloring is a fashion accessory, the pitch has to change. Companies that previously focused only on adults are eager to expand their markets to younger customers with buying power. "If 6,000 girlfriends are partying on the same night, they can potentially spread the word of mouth to 300,000 girls." "We work with them online to plan snack and game ideas" for the party to help promote the product. To make the girls feel special and important, GIA will send them "an exclusive trailer or something personal from the talent, to make a strong emotional connection," Groppe said.
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We send them a `slumber-party in a box' so there are branded pieces with games and activities built around, for example, the theme of a movie or free samples of various beauty or skin care products." "We do a minimum of 500 parties, with each girl inviting 10 or 11 girlfriends. "They check in with us every week, and we do surveys and polls and personality quizzes and introduce them to new products, concepts and ideas," she said. GIA has 40,000 "secret agents," each pre-qualified to fit specific marketing-related criteria, sorted by age, interests and "body care ritual" preferences. "Our main way of providing marketing services is through slumber parties hosted by tween and teen girls," Groppe explained. We understand how these kids communicate with each other, what messaging turns them off, and we make recommendations to our client about the best way to position products so you get strong word of mouth," Laura Groppe, the company's CEO, said in an interview. "In today's market where teens and tweens are using so much media, it's really hard to get through the clutter. Similarly, Girl's Intelligence Agency is a marketing and research firm specializing in selling to girls and women ages 8-29. Tremor asks for feedback, but more important to them is the cool factor their products gain thanks to the "influential" teens. Procter & Gamble's in-house "Tremor" program has identified a quarter of a million "influential" teens, the ones who are likely to be perceived as trendsetters, and gives them free samples, CDs and movie passes. So, to get some of that $175 billion, companies take a lower-key approach. They like to express their developing sense of individuality with their purchases and are resistant to any efforts to sell to them that appear to be too corporate. Teens spent $175 billion in 2003, an average of $103 per week, according to a January 2004 report by Northbrook-based Teenage Research Unlimited. This is particularly useful - and particularly unconscionable - when it comes to those much-valued consumers, older children and teenagers. That sums up the latest tactic for selling products: "viral marketing," encouraging people to spread the word to their friends, who then spread the word to more friends.Īds on television and in print are clearly identified as such, but viral marketing is a form of stealth advertising in which one party knows that there is a commercial purpose to the conversation but the other does not. If we are less susceptible to the advice of the pretend friends in ads, they reason, maybe we will listen to the advice of real friends. That's why business is doing its best to eliminate the middleman. But even kids are skeptical, learning very young that commercials are made by people who want to sell us things and, unlike friends, they may not always have our best interests at heart. Very often they show us a person with a problem being counseled by a wiser friend who explains that new and improved Yummy-Yums are just what we need.
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Once you learn how to fake that, you have it made."Īds try to speak to us in the voice of friendship, urging us to buy products because of what they will do for us - making us younger, thinner, more fragrant, more confident, more popular.
Selling products through advertising is like what George Burns said about acting: "The most important thing is sincerity. Stealth advertising puts products and pitches everywhere.
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