Small Change Creating a Tween Oasis at the Mall

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Small ChangeCreating a Tween Oasis at the Mall
Great start. I immediately know where youre
going.
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Too much.
Background
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 targets 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 whats new?
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Reading Between the Lines
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?
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This could maybe just have been Mum not cool
Lesson 1
Lets face it if Mom suggests a particular
store, it just couldnt possibly be cool enough
for a tween.
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Lesson 1

• Maybe they could advertise specific stuff like
  eye shadowmy mom doesnt really want me to wear
  makeup but is lip gloss really makeup?
• When asked why a respondent disliked the spot
  My Mom liked it, it sounds like music she
  listens to
• My mom says that if it was the same stuff they
  sell in like Target only cheaper we would go
  there. (But) if my friends were going to listen
  to this it would definitely need a good song or
  maybe some kind of sports player because that is
  what they like

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Lesson 2
Tweens loves to accessorize and individualize,
and Small Change has all the stuff to help them
do just that.
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Lesson 2

• I want to go see what makeup they have and what
  posters for my room cause Im doing room over
  soon
• (That stuff is important) b/c it shows who we
  are and what we like. As far as accessories go
  (they are) a must to distinguish yourself
• Its just fun to be creative
• (I would like to hear that the store has) random
  things that other people dont have

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Lesson 3
To a tween, cool way outranks value in terms
of importance in their lives.
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Lesson 3

• The (Back-To-School) commercial was for back to
  school stuff and school stuff is boring
  sometimes
• It also named a lot more things that would
  interest people like the napoleon dynamite book
  bag and the glittery pen
• The Napoleon Dynamite part was goodit made the
  store seem cool because the movie was cool
• (Hearing about) hair stuff, fun hats scarves,
  crafty stuff/scrapbooking stuff (would make Small
  Change sound cool)

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Lesson 4
In the Epic Struggle of boys vs. girls. its
still boys vs. girls
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Lesson 4

• (It) was too girlythey should do an ad for the
  guys
• Maybe they could advertise stuff likecell
  phone accessories in girly colors
• Just like the makeup will get the girls
  attention, sports will get the guys attention
• I really like the makeup part
• (the part about) the poo for the principal was
  good tooguys think poo is funny

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So what does this all mean for Small Change?
We must revisit and protect the integrity of
the original retail concept. And that means
leaving Mom out in the cold.
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Stop right there. We already know what youre
thinking.
Leaving Mom out in the cold??? Never. There may
well come a time that we will recommend a tiered
marketing strategy that allows for specific
communication directly to Mom. But while we are
in a brand building stage with a limited
marketing budget, our greatest strength will come
from making our core audience- the tweens
themselves- our evangelists.
Spreading our resources too thin will only weaken
our brand in the minds of our crucial target.
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Specifically

• Use a pull-through, tween marketing strategy to
  keep the cool.
• Streamline GRPs, messaging and attitude to target
  tweens only dont split media weight between
  them and their Moms.
• Appeal to kids desire to express themselves
  creatively.
• Draw kids into the store by driving the products
  that enable them to make a personal statement
  while allowing the value message to be conveyed
  by everything from 1 to 5.
• Leverage the opportunity to focus on more
  appealing items for each boys and girls
  separately pranks and sports for boys, make up
  and accessories for girls.

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Conclusion
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. Lets 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.
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Thank You
I know this is based on a project youd already
done and it kind of shows because youre making
reference to other stuff - like commercials. This
makes it slightly hard to follow. The
thinkings good. The strategy seems sound. The
insights about the kids are good but it could all
have been shorter, more direct, more impactful.