Archive for January, 2008

UK education group: keep the Wii out of PE class

Adam’s Comments: Have a read of this!  Fantastic article from the UK about Wii’s being used in phycial education classes!  I bought one the other day (some may say lucky to get!) and it certainly gives you a decent(ish) workout!! Given the appeal of the Wii to children and the benefit of moving around, it’s not surprising to hear that the Wii was being integrated into the classroom as part of a physical education program in the United Kingdom. However, that integration has come under fire by education campaigners who claim that the Wii is merely a “gimmick” that is “pandering to the physically idle.”

Late last year, five schools in Worcestershire, England began to integrate an award-winning program that used the Nintendo Wii “to improve attitude, behavior and attendance in schools across the partnership.” The program specifically targeted children who missed out on physical education, as well as those who opted out of participating in after-school clubs.

“School Sport Partnerships across the country are doing some ground-breaking work to increase participation levels amongst young people which is vital as we work towards our target of offering all young people five hours of sport a week. We’re proud of the way Droitwich and Worcester City School Sport Partnership are engaging young people to do more sport,” Steve Grainger, chief executive of the Youth Sport Trust, told the Worcester News last December.

However, the chairman of the Campaign for Real Education, Nick Seaton, has openly criticized the plan to Channel 4 News. “It looks like another gimmick. It’s pandering to the views of the physically idle,” he said. “Pupils would be far better doing serious competitive sports and games than this sort of thing.”

 A spokesperson for the Department of Health responded, saying that the government “welcomes the positive impact that innovations like these can have as a first step towards getting people to participate in a broader range of physical activities and to enjoy the many benefits of a physically active lifestyle.”  

A recent study out of Nintendo’s United Kingdom marketing arm Cake suggests that although there is a slight increase in energy spent during a game of Wii Sports, the increase is not significant to “contribute towards the recommended daily amount of exercise.”

Nevertheless, the thought of video games during gym class is one that many young students could get excited over. Previous integration of games like Dance Dance Revolution in physical education programs has had positive results, and the flexibility of the Wii as a platform could lend itself to further opportunities—especially when used in tandem with software like Nintendo’s upcoming Wii Fit, which includes exercises that run the gamut from old classics like push-ups to modern yoga and dance.

While active video gaming may not be the ultimate solution to physical activity for youngsters, it’s certainly a way to get them started.

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TRENDS | Shape up 2008

2007 was the year of social networks – Myspace, Facebook and the like. Many are now asking what are we in for in 2008? What should we looking out for in the digital media space in the year to come? Well, based on an international collaboration, we’ve identified a couple of key areas that should be on your radar for this year. 

Social networks hit Australia with extreme force between 2006 and 2007, with a saturated and loyal market (to a degree). Social networking via online applications will still be a prominent communications tool throughout the year ahead. We believe though in an age of digital convergence users will continue to trend towards using these social network platforms through other digital devices – ie. mobile phones. As a result the line between our online and offline lives is one that is blurring rapidly. With the increase in wireless instruments, the immediacy and accessibility of information is changing the way in which we interact socially and professionally. 

Be on the lookout for new technology designed with families in mind. Gaming technology a prime example of this – take for instance the Nintendo Wii, a console which is bringing families back into the lounge room engaging users at all levels. Similarly, the increase in parents communicating with their children through SMS, instant messengers and Voip based applications is staggering and an area that will grow within the coming year. 

Marketers need to move towards integration and interaction rather than intrusion. In the current environment of highly personalized and user generated content provided by social networks (Facebook, Myspace and the like), consumers have a heightened sensitivity to advertising. Users don’t want their online experiences disrupted by commercial messages. Smart marketers will move towards providing tools, information and environments that enhance online experiences through voluntary user participation.

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Unconventional recruitment strategies

0585099500.jpgMany of you will know as a Generation Y based marketing firm we duck and weave the topical ‘HR’ styled questions surrounding how employers can improve their retention of their younger staff members.  However, I was forwarded this linksurrounding the increase in ‘Unconventional recruitment’ using Facebook and word of mouth etc (thanks goes to Kate from Fresh).

The article (based on a study by the Recruitment & Consulting Services Association (RCSA)) goes on to discuss the ongoing trend in using unconventional medians to fight the ongoing ‘war for talent’ that employers face in a fiercely tight labor market.  It says that 90% of the respondents time and resources were spent on unconventional acts. 

Furthermore, three of four niche job boards offer ‘refer a friend’ type incentives as the popularity of passive recruitment through friends increases.

The report also highlights the trend in recruiters turning to social networks such as LinkMe, LinkedIn and Facebook to help network jobs with potential candidates.  This area represented about 37% growth.

It certainly affirms that ‘flicking through the Saturday paper’ isn’t the sole way to reach employees – and that maybe more emphasis should be placed on developing these non-traditional methods.

I’d be interested to hear your thoughts.

 Adam Penberthy

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Baby Brazilians??

Ethical marketing to teens and tweens has become more prevalent than ever.  As marketing and communications people ‘playing’ in this space, we know the ethical road better than many.  I mention this in light of a recent article in The Age, that talks about a new product release by global brand Nair, makers of hair removal products aimed at girls between the ages of 10-15.  

Here’s a snippet of the article:

“…the Australian arm of the company [Nair] has claimed its target audience is slightly older, in an attempt to distance itself from the US campaign, which involves phrases such as “Pretty isn’t a look. It’s a feeling,” “Nair will leave your skin smooth and totally touchable!” and this pearler from Stacey Feldman, vice-president for marketing at Nair’s parent company, Church & Dwight: “When a girl removes hair for the first time, it’s a life-changing moment.”

Girl - a leading website for female teens and preteens (girl.com.au) has featured ‘Brazilian Waxes’ on their site, a site predominantly read by girls between the ages of 9 and 14.  Is this right?

This topic spurs on the topic is 10 the new 20?  Internally we believe Generation Y has a clear split those 20-28 and those aged between 13-19.  The divide between these two ages is startling, I almost want to say something like, “it wasn’t like that when I was 14″…. but will refrain!!  I stand by the belief that ethics in marketing towards tweens and young teens needs to be priority number one. I also feel that this product is seriously skirting the boarder of ethical marketing.  What is other people’s thoughts?

 Adam Penberthy

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How to reach teens? It’s all about the brand!

h1077.jpgTeens and early Generation Yers have always had a love – hate relationship with brands, whilst they can be brand loyal, many believe they are savvy enough to know they are being marketed too.  Nearly 46% of teens surveyed believe that they tend to stick to brands they really like, with 52% believing that brands were purely created by marketers to generate money. 

From the research, Apple iPod was announced to have the strongest brand, and was referred to by many of the survey participants that it was not only their favourite, but a brand that defined their generation. Further into the research, brand names were particularly important when it comes to; clothing and apparel, mobile phones, shoes and computers.   

Marketers need to understand this progressive teen dynamic, yet must not overlook one of the major influencers of teens purchase decisions – their parents, especially, for those ‘big ticket’ items.

Adam 

 

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Generation Y consumption

33% download music illegally
51% prefer to drink white spirits
83% make regular online purchases 

There are around 4 million Gen Y’s in Australia that spends upwards of $45 billion on self- gratifying purchases each year.   

Why are they choosing these hedonistic purchases over saving for a house or buying a new car, or investing in stocks?  A common concept we play around with is the idea of self ‘instant’ gratification, Generation Y want everything now – the dream job, the idyllic lifestyle, and they commonly subscribe to the thought me first, everyone else second.  

Generation Yers are ready to spend – with the big winners being Saturday nights out, travel and new fashion items.  But it needs to fit their ‘budget’ budget – they prefer a cheap thrill now, opposed to saving for the once in a lifetime experience.  When it comes to fashion – it doesn’t matter if it’s made in China or the Caribbean, as long as it looks good!  Also, beauty and beauty treatments auger well with Yers – body wraps, facials, fake tans etc are not a want, they are a demand. 

We are also finding that fear and uncertainty make for great travel.  For this generation travel destinations need to come attached with an exciting story.  Say HI to India and BYE to Indianapolis.

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Welcome!

Adam FaceWelcome to GenYGuy.com.au, a blog celebrating, discussing and sharing information and facts all about the elusive Generation Y demographic – from a marketing and communications perspective that is.  I run one of Australia’s leading marketing and communications agencies dedicated to helping companies, government agencies and other organisations engage and improve communications with this cohort of people, using fresh, unique and innovative approachs. 

Weekly I will be discussing different areas of research that we are finding applicable to this cohort of people, plus new ways and interesting articles surrounding how people can improve their communications with Yers, so make sure you don’t become a stranger and come back to check it out!

Whilst you’re here you may like to subscribe to b*Fresh our monthly eZine.  Or similarly jump on board as a fan of Fresh on our Facebook page.

Keep in touch (you will find all our contact details under Contact Us in the top right hand corner) as we love hearing from our readers!

 Speak soon

Adam Penberthy

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