Little Red's Big Ideas

Millenial Moms Devoted to Technology

As more and more Millennials become parents it will become increasingly difficult for camps and other youth-oriented organizations to ban or limit the use of cell phones and other wireless communication devices. 

 

Social Media Today reports on a new whitepaper by Mr. Youth, Millennial Moms, (those born after 1977) are quickly surpassing college students to become the most dependent users of the on-line and wireless communication tools. 

 

The report documents this segment of the population's ability to multi-task, utilize multiple devices and over share on popular social networks. Another interesting point is that this generation utilizes communities, or even creates communities when they are dealing with important life changes.

 

The blogosphere is exploding with "Mommy Bloggers," who cover everything from child-rearing and household finance to summer camps and youth sports.

These moms are young, digital natives who may feel entitled to a different type of connectivity than their Gen X predecessors before.  Further, they will respond, expect and, even welcome marketing messages delivered to them via social networking and wireless applications. 

 

How ready are you to speak their language?  Let me know your thoughts by commenting below.

CPRS - Talkin' 'Bout My Generation

Boomers and Xers outnumbered Millennials, who got a chance to havee their say during a recent workshop a the California Park and Recreation's 2009 Conference in Santa Clara.  The audience, seated from oldest (most mature as they preferred to be called) to youngest -- learned the difference between Milestone Marketing and Generational Marketing during a fast-paced session full of laughter and truth.  (It's funny how the two often go hand-in-hand.)  For those who attended, and those who didn't, I'm happy to post these handouts from the session.  Full of tips and strategies, to reach everyone across the generational spectrum, I especially encourage you to review the information with front-line staff and volunteers.

Download Talkin' 'Bout My Generation 2009

CPRS - Marketing to Diverse Audiences: 12 Cutting Edge Strategies

While speaking to an audience of about 150 park and recreation professionals from California's cities,   counties, districts and agencies - it occurred to me that, when it comes to the
Golden State, there's no such thing as a NON diverse community.  According to the California Department of Finance, it's estimated that by 2010, only 30%of all Californians will identify themselves as "Caucasian" or ethnically white.be  Multi-culturalism is part of California's rich history.  Making a commitment to program and promote to the diverse groups that live, work and play in your communities is no longer an option.  Rather it is the key to surviving and thriving in dynamic times such as these. 

Use the handouts below to review information shared at the recent California Park and Recreation Conference in Santa Clara. 

Download Diversity_NRPA_20083

Please comment below to share what your're doing in your community to embrace diverse audiences.  Are you going beyond translating brochures into second or third languages (a great step, indeed).

FREE Youth Marketing Magazine

In an earlier post I shared information from C & R Research, one of the nation's foremost authorities on youth attitudes, trends, preferences and interests.  They use an on-line panel of more than 10,000 children, teens and tweens to gather statistical and quantitative information which is used by all sorts of companies and organizations to better reach young consumers.  After spending some time on their website I found all sorts of great information, white papers and on-line magazines that I wanted to pass along to you.  While they offer extensive custom research options, the price tag might be a bit steep (starts at about $5000. A full year subscription to their YouthBeat panel syndicated research is about $20,000).  I have no doubt that for a multi-million dollar consumer products company, this is a great investment.  But for those of you who operate on a half of a shoestring budget I'm happy to tell you that C & R does have an fantastic on-line magazine which highlights key research findings.  And it's absolutely FREE.  Here's the link to KidsBeat Magazine.  Enjoy and and let me know what you think...

Growing Up Through Five Types of Play

Today, I attended a very informative webinar hosted by C&R Research called “Recess to Responsibility – Growing up Through Play.”  The information shared in this online seminar was based on research collected through C&R’s panels KidzEyes^® and TEENSEYES^® during the summer of 2007. 

While there were no big surprises in the data presented, one thing came across loud and clear.  Businesses wishing to build brand loyalty with children need to get their name, logo and message in front of young consumers during times of play.  C&R Vice President, Mary McIlrath, stressed that sponsorship is one of the best ways a company can build meaningful relationships with children of all ages.  When looking for sponsors for leagues, facilities, tournaments, events and other youth-oriented program make sure to speak to your prospects need to attract young customers who may become brand loyal for their entire life. 

The webinar separated “Child’s Play” into five categories.  Of course many activities may cross over into more than one category:

1. Imaginative Play – Included everything from dress-up and tea parties to playing house and superheroes.  Girls continue into imaginative play long after boys turn to other activities.
2. Rule-Based Play – Refers to, mostly, sedentary games (cards, chess, video games, board games, etc) in which rules are written or developed by the game’s creator (rather than the players themselves)
3. Artistic Play – Not only arts and crafts, but any type of play in which kids are allowed to express themselves.  Even food can become part of this category.  Think cookie-baking, self-serve yogurt, hamburger bars, build your own pizza, etc.
4. Freeform Play – Usually active play in which kids create their own rules and manage their own time.  Can include bike riding in the neighborhood, jumping on a backyard trampoline, swimming, playing tag, kickball, building forts and just about anything else a kid can imagine.  
5. Structured Play – Leagues, classes, lessons all fall into this category.  While sports leagues remain the most common, there are a growing number of ways a child, tween or teen can participate in organized activities.

Use these these five categories, to enhance everything from pre-school curriculum, after-school programs, day or residential camps.  Consider developing a schedule that allows a child to experience each of these types of play throughout his or her day or week.  You may even be able to develop a theme such as Pirates, Circus, Heroes, etc. and use the five categories to build activities into your program.  Share your programming ideas here.

Six Types of Boomers

When it comes to Baby Boomer Marketing, many make the mistake of grouping the huge 78 million person, demographic into one consumer group.  But, remember that the boomers' generational identity is only one of the facets that impact their behavior.  Characteristics such gender, income, education, parental status, geography and ethnicity may trump boomer status when it comes to behavior.  In addition, while boomers share many experiences and values, many further divide boomers into segments based on their personality, motivators and lifestyle. 

Like so many others, Nancy K. Schlossberg, is helping us make sense of baby boomers.  Schlossberg,  a professor emeritus at the University of Maryland and the author of Retire Smart, Retire Happy: Finding Your True Path in Life," divides baby boomers into six main types. She explains that some people may fit into more than one category, and over time, people will likely shift from one type of boomer to another.  The six types are:

1. The Easy Glider takes each day as it comes. These are the boomers who just bought a condo near the beach, for example, and are happy to relax there with their spouse, take walks in the morning and cook dinners together. They enjoy every day and have no interest in going back to work. Easy gliders are usually financially secure and do not have to worry about long-term retirement costs.
2. The Adventurer makes daring changes with his or her life. They may have retired from one career, then gone back to school and started another career. The longtime teacher who becomes a massage therapist is a good example, or the accountant who earns a culinary arts degree and begins catering parties. Adventurers may be motivated by financial needs. If they have not saved enough for retirement, they need to figure out another source of income.
   
   Adventurers often love to travel. The grandma you hear about who went on a trip to India, or the senior who took a cross-country trip on his Harley-Davidson to go to the big motorcycle rally in Sturgis, S.D., are adventurers.
3. The Continuer continues to use existing skills, interests and activities but modifies them to fit retirement. The math professor who retires from the university but continues to tutor students in math, for example, or the realtor who sells her busy and demanding practice but continues to occasionally list houses for friends or relatives. A continuer could be someone who worked as a preschool teacher who now baby sits young children.
4. The Searcher tries out different careers or hobbies to find something that will bring him or her happiness. Perhaps they've started making pottery through a ceramics class, but then find themselves drawn to a class about writing mystery novels. Maybe they're taking up fishing again, or some other activity they haven't had time for in years.
   
   This searching also occurs on a spiritual level. Retreats involving prayer, meditation and a deepening of faith appeal to searchers, who are reflecting on what they have learned in their lives, and how they want to spend their remaining years. Most boomers will have a "searching" phase during or after retirement.
5. The Involved Spectator cares deeply about the world. They love their family members, feel connected to their faith and care about their community. However, because of illness or other circumstances, they are not as involved as they used to be. Someone who has been very involved in her church for many years, but now can only manage spending a few hours a week helping on Sunday mornings, is one example. Another is a grandfather who was always very involved with his grand-children's lives, but who sees them less now because of his health concerns.
6. The Retreater is the only negative category of the six types, Schlossberg says. They are confused and upset about retirement. The change may have been traumatic for them. They miss their former coworkers and have not been able to make new friends. Instead, they have retreated to their home to watch TV, withdrawing from friends and family. Although a person might be in the "retreat" category for a while, he or she can also transition from this into a more positive stage and become a "searcher."
   
   As you develop programs for your over-fifty customers, make sure you offer options that appeal to each of the six personality types.  Please share your examples by COMMENTing below.

Youth Marketing Mega Event

The Youth Marketing Mega Event is coming to Newport Beach March 2 -5 and promises to be one of the year's educational extravaganza's for anyone interested in reach today's young consumer.  The conference includes: lots of networking or "meet markets," focus groups with real, live kids and parents, a wide selection of workshops about everything from avatars to advergaming, my space to You Tube and everything in between.  Speakers from companies such as Royal Caribbean, Frito Lay, You Tube, Quiksilver and Do Something will share real-world experience, examples and solutions.  While the cost to register is steep, this conference will shorten your learning curve and help you avoid costly mistakes as you implement new media to reach your youth markets. 

Click here to take a look at the agenda at a glance.

FREE Newletter - Youth IN THE KNOW

An FREE E-Newsletter called Youth IN THE KNOW offers links to studies related to young consumers from toddlers to college students.  While the info may be a bit outdated, sources are always included allowing you to learn more about methodology and recent updates.  Also, information from 2004 is better than no information at all.  In some cases, such as Harris Interactive, you may have to create a quick account to access the full white paper.   But that's a small price to pay in comparison to the high-quality data.)

Use these statistics to better understand your young customers as well as educate staff and decision makers about this key demographic.  More importantly, use the information as a wake-up call to change and update your markeing mix.  This months studies...

KIDS - DID U KNOW?
Nearly all children (99%) live in a home with a TV set, half (50%) have three or more TVs, and one-third (36%) have a TV in their bedroom. Nearly three  out of four (73%) have a computer at home, and about half (49%) have a video game player.
(http://www.kff.org/entmedia/loader.cfm?url=/commonspot/security/getfile.cfm&PageID=22754)

TWEENS - DID U KNOW?
Half of tweens (52%), versus only 34% of teens, say that talking to their friends online makes them feel cool.
(http://www.harrisinteractive.com/services/pubs/Youth_WhitePaper.pdf)

TEENS - DID U KNOW?
Two-thirds of online 13-17 year olds report that they have an influence over the purchase of the family car, truck and/or van.
(http://www.harrisinteractive.com/services/pubs/Youth_WhitePaper.pdf)

Millennials Go to College -- The Must-read Book

I recently bought and read this incredible book called, Millennials Go to College co-written by THE Millennial expert, Neil Howe, who I heard speak at the American Camp Association in Austin earlier this year.  Oh my gosh, I loved this book.  As a mom of a young millennial (my son's eight, and Millennials are those born between, approximately 1982 and 2001).  I found this book it to be the best parenting guide in the world.  Now I know what not to do to help my child succeed in college and beyond based on what's going on with the older Millennials (who have now graduated from college and are entering the professional work world.)  I don't want to give it all away, but let's put it this way, "Parents, let your children go! It's not your job to debate college professors over grades and accompany your grown children to job interviews.")

According to the publisher's website (where you can instantly order a copy of this, as well as lots of amazing resources related to demographics, consumer behavior and all types of marketing topics.  And, no, I'm not working on commission, here -- I just love the collection of books Paramount offers),   Millennials go to College is geared toward those who "deal with today's students as a marketer, college faculty member, administrator, parent, or high school counselor."  It goes on to say -- and I agree -- "this hands-on guide is a necessary addition to your bookshelf. The new, updated edition features the latest data on the Millennial Generation and how they are changing--and will continue to change--college life." 

I also have to say that this book offers critical insight to better understand the parents of these kids -- young Baby Boomers and older GenXers. (But more on that later as I'm on deadline for my own book related to Baby Boomer parks and recreation programming and marketing.)

Millennials work for you and participate in your programs.  Invest in this book and you will have a much better summer!  And let them know I sent you. 

Rejuveniles and Recreation

I first heard the term "rejuveniles' during an interview with author Christopher Noxon on NPR in 2006.  I was riveted and remember thinking how darn clever the word was as it describes a new type of grown-up that doesn't really want to grow up. 

At the time I was living with a rejuvenile who, in his early 40's was still going to rock concerts on the weekends with his buddies.  He reveled in the idea that he hadn't changed in 25 years and that he still had the same tastes as he did in Jr. High.  As I soon learned, I was not alone.  There are millions of these rejuveniles in every community across the country.  This new kind of grown-up, explains Noxon in his book appropriately titled, "Rejuveniles -- Kickball, Cartoons, Cupcakes and the Reinvention of the American Grown-up," lives for fun, fun fun.  Noxon's website has a section called, "Playground" that highlights all sorts of organizations and groups dedicated to things like skipping, dodgeball, amusement parks and skateboarding moms.  His blog has a link to England's Hide and Seek Festival and New York's Come Out and Play Festival. 

As I picked up my copy of Noxon's book tonight I realized that every park and recreation professional needs to read this book which is full of insight and ideas to better understand this adult customer.  While the first chapter of the book focuses on some historical perspective, Chapter Two is called, "The Rejuvenile at Play." 

As baby boomers continue to retire in historic quantities, a large percentage will hope to rediscover their inner child, their inner youth, their inner teen.  As people go through this rediscovery process they will be looking to fill leisure hours, days and weeks with all sort of nostalgic and brand new activities.  They will want to connect with others who share their desires and interests.  They'll want to try something they've always wanted to try, do so something they've never had time to do, and learn something they never thought they would know. 

Never before have we seen such amazing opportunities to program for such an active group of adults.  Savvy park and recreation professionals will begin to balance their product inventories to insure that they are offering as many programs and products for grown-ups (forget the term "senior") as for children.  After all, grown-ups deserve to pursue happiness just as much as kids.  This is good business.  After all, every citizen has the right to recreation -- but only grown-ups have the right to vote.

While adult sports and fitness programs are a good start, rejuveniles are looking for connections on and off the playing field.  Think about all of the clubs and extracurricular activities offered in high school.  There was something for everyone -- chess players, linguists, athletes, politicians, debaters, writers, photographers -- you name it.  For most teenagers, school was at the core of community.   Successful recreation agencies will position themselves as the place for grown-ups to find everything from fun and fitness to friendships and fulfillment.

Please share you story.  Click on COMMENTS below to share ways you are engaging or re-engaging grown-ups in your community.