Little Red's Big Ideas

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  While the info may be a bit outdated, sources are always included allowing you to learn more about methodology and recent updates.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.

Advergaming is Here to Stay

CBS News this week is airing a feature that looks at how marketers are reaching kids in the digital age.  The story focuses on "Advergaming" which translates to product placement via computer games. Kids, the article explains play online games bursting with blatant and subliminal ad messages.  Young players can keep score with Skittles, race with Chips Ahoy or hang out with SpongeBob.  (For those "old-schoolers like me, think Ms. PacMan chomping on Cheerios.  And, yes, Cheerios has a game site, too.

As a Mom of an eight-year-old, none of this was news to me.  Recently Spencer was invited to a birthday party for a school buddy.  When I asked Spencer what type of gift his friend might like, I prodded, "What's Conner into?  What does he like?  What should we get him?  After giving it two seconds of thought Spencer finally said, "I don't know Mom.  Don't you watch Nickelodeon?"  Okay, I get it.  If Nick doesn't sell it, Conner doesn't want it.  In all defense of Spencer and Conner, they have lots of interests beyond what they see on TV.  Both are gross motor kids and love to run and jump and chase each other. 

But, today's successful marketers, like ALL successful marketers of every generation, MUST use media that matters to their target audience.  Kids don't read activity guides, catalogs and text-laden brochure.  (as a matter of fact -- children under the age of eight don't read much beyond the first grade level.  Go figure.)  Even preschool children have sites such as PBS Kids and Fisher Price chock full of age-appropriate games to boost brand loyalty and recognition. 

Red Hot Idea  This year, when developing your marketing budget and updating your web site, maybe it's time to bring in someone who can help you create some custom online games and interactive activities.  At the very least allow young visitors to link to their favorite safe online gaming sites such as Webkinz, Club Penguin and others.  If you aren't familiar with this sites -- talk to parents of grade school customers to get some insight. better yet, check them out yourself -- but beware -- they are addictive.  By familiarizing yourself with these sites, you will get a first hand look at where your Millennial customers are hanging out after school and when they aren't at your activities.   

Click on COMMENTS below to share your favorite kid-friendly sites.  How are you using online gaming to increase your site's stickiness?

Millenial Job Seekers: Beware of Your Online Persona

After laughing my way through Careerbuilder.com's list of the most unusual resume blunders (my favorite was the candidate who proclaimed he worked well in the nude) I realized that one of the most common blunders of the day wasn't mentioned. 

Many of my clients hire young seasonal staff to work as camp counselors, lifeguards, recreation leaders and other front-line positions.  To be hired most complete applications and interviews.  Common sense dictates that prospective staff present themselves as trustworthy, reliable and dependable.  After all, recreation staff are often responsible for the safety and well-being of children.  Whether they know it or not, they will be role models.  Kids and teens will look up to them; they want to be like them and act like them.  So, while applications may paint the picture of the perfect employee -- today's employers are using the Internet to dig deeper.  Social networking sites such as My Space and FaceBook are as common to today's teen and young adult as the telephone (I'm talking about old school land line phones) was when I was growing up.  The difference between phone conversations of the 70's and 80's and My Space is that no one had ongoing, 24/7 access to my conversations (except for an annoying brother or sister picking up an extension every now and then).  Today's youth seem to forget that anyone -- parents, relatives, prospective employers and college admission counselors can access My Space, too. 

As a young adult I was a very motivated, conscientious employee.  But that doesn't mean I would have wanted my boss to see me in action on a Friday or Saturday night.  Sure, times have changed.  But there are certain rights of passage that are common to every generation.  So while "Girls Just Wanna Have Fun" and most of us, at one time or another, are "Born to Be Wild," it may be up to yesterday's hippies to teach today's youth the value of discretion and privacy.

What do you think of using the Internet to screen employees?  Click on COMMENT below to share your opinion.

Funerals that are Finales

It seems baby boomer's are reinventing just about every aspect of life -- and death.  USA Today reported a growing trend in funerals yesterday in which people are turning funerals into full scale theme parties complete with event planners and DJs. 

In the article, entitled, "Some Funerals Evolving Into Life Celebrations," Craig Hansen, owner of Hansen Desert Hills Mortuary and Memorial Park, describes some of the more unusual funerals, including one in which he transformed his mortuary into a makeshift casino to honor the deceased.  "In this multimedia age," the article states, "many [funeral] services are produced and staged; Power Point presentations, slide shows and video clips are edited to tell the story of a person's life."

A funeral is no longer a day in the life, Hansen said. "It's a lifetime in a day. They're well thought out, well-planned. We see more humor," he said. "Of course there is remorse and sadness. We have laughter and tears."

So what does this mean to you?  Those working in community or senior services, libraries and recreation are in a perfect position to help their citizens take charge of the inevitable. Baby boomers, who love to control every aspect of their lives, may also love the idea of planning their final hurrah.  Today, advance funeral planning is more than choosing a casket, burial plot or urn.  Today's aging boomers may want to take an active role in planning their own funeral. 

Perhaps the time is right for you to add a "Plan Your Perfect Funeral" workshop to your inventory of classes and workshops.  Imagine particpants attending a class in which they can create their very own "video goodbye" or PowerPoint autobiography.  Your class could also help people choose music and create a soundtrack for their services or life celebration.  In addition, a funeral planning class would be a way for people to write their own autobiography with words and pictures.