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Families? Isn't that too amorphous a target we left behind in the 1980s? Haven't we gotten a lot more sophisticated in targeting individual cohorts within families (e.g., kids, teens, or moms) and granular in how we create brands to serve them? Not from where we sit. Consider the following:
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- Families with a child under the age of 15 represent over 120 million consumers in the U.S. alone -- the single largest discreet demographic by a factor or two.
- Today's families travel and decide as a pack, seeking single highest common ground solutions for those that serve their collective needs rather than individual solutions for each family member.
- Families are arguably the new epicenter for many of modern culture's more powerful trends, including holistic wellbeing, collaborative decision making, and sustainable living.
- Families are the fulcrum on which some of the most sensational new products of the last decade have been squarely founded (think Wii).
- Families share remarkable similarities globally, making them the ideal candidate for global brands.
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Family Camp is an on-site innovation hot-house designed to immerse you in the rapidly shifting realties of this massive consumer group and put you on the scent of a range of game-changing strategic and conceptual opportunities for your brand/organization. Over the course of two days, participants will:
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- Discover a totally new construct for understanding and innovating on kid and family brands based on The Family Room's bold new Family Dynamics™ model and the new world of collaborative decision making in which we live.
- Explore the family dynamics of your category and/or the assets and liabilities of your brand through The Family Room's new Kid Influence and Family Brand Compass studies (250 brands covered).
- Develop a range of strategic innovation platforms capable of inspiring new products, messaging, events, and targeting with the help of two of The Family Room's senior strategists and product designers.
- Interact with a group of creative mom/kid pairs to pressure test your ideas and explore new alternatives. Co-create concept nuggets that turn your best strategic platforms into testable propositions.
All with a significant dose of fun... family style.
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