Market Focus: Tweens
Understandably, because of this group’s age range, there is no such thing as direct marketing to tweens. Lists for the tween market typically are slugged at the household level or to the “parents of” the tween.
“There is a lot of heightened sensitivity to marketing to this audience,” says Harmeling, “so the safest approach is to talk to the tween’s family as a unit.”
You can use demographics, geographics and psychographics on the parents of tween children to more accurately target this market, says Harmeling. By looking at the parents’ education level, the magazines they subscribe to and their hobbies, for example, you can get an idea of their lifestyle and thus the lifestyle of the tween.
And don’t forget grandparents and other gift-givers who buy for tweens, says Donohue. This strategy works well for catalogers and education-related marketers.