Yet again, another childhood icon is getting a face lift. Chuck E. Cheese’s famous mascot has gotten a drastic makeover, revamping his image to a hip, electric-guitar-playing rock star rodent, according to Fox News.
The updated Chuck E. will be the focus of a new advertising campaign set to launch soon. His new hip 3D image will better relate to kids and their parents, according to http://www.underconsideration.com/brandnew/archives/chuck_es_makeover.php#.UBAf9xPWzkA.facebook.
One of the many challenges marketers face is keeping up with our ever-changing society. We know that building a brand and communicating with the target audience is fundamental, and a brand’s identity is everything. This new Chuck E. fits the mold of today’s “cool kid” and hopes to capture its intended audience.
Chuck E. isn’t the first mascot to adapt to the quickly-changing times. Here are a few childhood icons that have changed over the years: (http://www.dailyfinance.com/2011/01/25/boy-how-youve-changed-9-big-mascot-makeovers/)
All of these brands have revamped their mascots to better connect with their target audience. As more children and tweens change their lifestyles and preferences, so should brands.
What do you think of these changes?
Thanks to the growth of Smartphones, tablets, and any new technology that may spring up before you are finished reading this, it is becoming more and more difficult for marketers to effectively communicate a message.
Ten years ago, when people sat down to watch TV, they sat down to watch TV. Today, people sit with the television on and a tablet or Smartphone in hand, dividing his or her attention between multiple mediums.
According to an article on Mashable, about half of U.S. mobile phone owners use their device while watching TV. Cell phone users not only look up information online in real time and keep themselves occupied during commercials via handheld devices, they are also interacting with friends.
Given this information, how can we really tell if our communications message is effective? We may be reaching them, but is our message actually getting through to the consumer?
The table below shows how media has changed over time. Back when advertisers only had the choice of “traditional media” - TV, radio, print, and outdoor. Today, marketers can reach an audience via everything from mobile apps to the front of public transit cards, as recently adopted by NY MetroCards (BusinessWeek.com).
Additionally, it is becoming increasingly more important for agencies to adapt to these new technologies and keep up with the changing media. Agencies must factor in the ever-fragmenting media when developing communications programs to reach an audience when and where they consume their media.
What do you think? Do you look at this as a challenge for marketers to capture the audience’s full attention, or an opportunity to more effectively reach them?
Would you believe me if I told you that Baby Boomers control $230 billion in annual sales? Incredibly Boomers contribute about 50% of the United State’s total sales overall. The next largest consumer groups are moms and low-income consumers, which caught me by surprise.
The current consumer group of 50+ which is already 100 million people, is expected to grow by a third over the next 18 years. Beth Brady, Nielsen’s leader for marketing effectiveness, warns advertising dollars are being funneled elsewhere: “It’s a missed opportunity.” I agree that it is a missed opportunity considering this consumer group will control 70% of disposable income in an estimated five years.
It is hard to gain the attention of the mom cohort because moms spend much of their time media multi-tasking. Rarely are they locked into one television show or website long enough to watch and evaluate a series of ads. On any given day, 67% of moms use the Internet while watching TV simultaneously. While away from the TV, more than 20% of moms with children are experimenting with mobile shopping. Marketers must differentiate themselves from the competition and find a way to get mom’s attention.
The low income consumers (people who make less than $30,000 per year) are the opposite of moms. This cohort watches the most television (especially daytime tv), watches the most online videos, and spends over nine hours per week on Facebook. Nielsen says: “They collectively represent a big part of the country’s total spend and are expected to grow in the future.”
Which consumer groups would you focus on, and why? Also, which cohort do you think would be the easiest to profit from?