Small Change Creating a Tween Oasis at the Mall. Great start. I immediately know where you’re going. Too much. Background.
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Great start. I immediately know where you’re going.
Launched in 2002, Small Change is a new retail concept targeted at tweens. Emphasizing “extreme-value” and “trend-right” products, Small Change offers tweens a place to spend their own hard-earned money on cool, timely items-- all under $5.
In an effort to understand why recent a Back-To-School radio campaign for Small Change failed to impact sales, a combination qualitative-quantitative online study was completed. This methodology allowed for quick and inexpensive insight into the target’s frame of mind and a better understanding why the spots did not motivate. In the end, we were able to glean strategic and tactical feedback with which to improve the radio creative.
But we already know all of this. So what’s new?
Now that we have figured that part out, it only makes sense to review the feedback that came directly from our target audience to see what else they might be telling us.
And as we take another look at what these kids were actually saying, a bigger picture starts to emerge.
What can we learn from this study that might impact
our marketing strategy for the future?
Mum = not cool
Let’s face it: if Mom suggests a particular store,
it just couldn’t possibly be cool enough for a tween.
Tweens loves to accessorize and individualize, and
Small Change has all the stuff to help them do just that.
To a tween, “cool” way outranks “value” in terms of importance in their lives.
In the Epic Struggle of boys vs. girls….
it’s still boys vs. girls
Tweens are constantly being dragged by Mom to stores to get the stuff they “need” for a good value. But they have no where to turn for the stuff they “want”.
By speaking only and specifically to tweens, Small Change becomes their refuge from the boring shopping they do with Mom.
Let’s set our sights on getting tweens to beg Mom to take them to the mall so they can shop at Small Change.
When that happens, everyone wins.
Let Small Change be the cool place that “gets”
tweens and how they express themselves.
I know this is based on a project you’d already done and it kind of shows because you’re making reference to other stuff - like commercials. This makes it slightly hard to follow.
The thinking’s good. The strategy seems sound. The insights about the kids are good but it could all have been shorter, more direct, more impactful.