The Tiger Letter: Winter 2003

• Totally ’Tween Targeted • ICLA Winter Symposium • New Licensees • Men's Basketball 2003 Spotlight: • Gustin Golf Pro Shop

The Tiger Letter has been examining a buzz-worthy demographic with spending power of approximately $14 billion: ‘tweens. In the previous edition, we examined how University of Missouri licensees can target these 8 to 14-year-olds. Here we look at how retailers can attract ‘tweens.

Coolness counts. It’s what ‘tweens strive for and it’s what they purchase.

Packaged Facts, a market research firm based in New York City recently released a study on the ‘tween market. Their research found that retailers looking to target these young consumers need to understand what interests them.

“‘Tweens reject marketing messages that seem childish but tune out ads that are over their heads,” the 2003 report says. “The typical ‘tween lives a multi-tasking life in a media-saturated environment and can be difficult to reach with traditional marketing approaches.”

Welcome to the University of Missouri! NEW LICENSEES Ambrose Enterprises LLC Auggie Dog Promotions Balance Inc. Burlington Rug Corporation Dixie Seal & Stamp Co. Drew Pearson Marketing ER Concepts LLC Foamheads.com Infinity Headwear & Apparel Inc. Kaba Ilco Corp. Magnet Works Ltd. Marble Graphics Moonrise Marketing Group LLC Next Game Toys Nike Golf Old Virginia Candle Co. Right Thought Pens Ruppshirts Inc. West Coast Trends Woodco Turning Co.

Carrie Emert, University Services Coordinator with the Collegiate Licensing Company, recommends that retailers look to mainstream stores that are popular among 8- to 14-year-olds for inspiration.

“Go out in the marketplace and see what stores are doing for merchandising” Emert says. “ Look at their signage, what colors are used, the age of the models, height of merchandise and price point.”

These ideas can be adapted to Mizzou product displays. For example, bright colors and web graphics are popular and familiar with ’tweens. A ’tween-targeted display could play up a bright, Mizzou yellow and use web-inspired pop-up windows in signs.

Packaged Facts acknowledges that while ’tweens’ purchasing power has greatly increased in the past decade, parents still influence what products are bought.

“Tweens are most heavily influenced by other tweens and teens but still often shop and buy with their parents as part of a family unit,” the report says.

Jana Franz, Senior Manager of Apparel Marketing at CLC says that this is an opportunity to reach both demographics. “There may be opportunities to offer hook-up products whereby the product developed for an 8- or 9-year-old coordinates with the product targeted to the mom,” Franz says. “This could also make for a good presentation when a retailer looks to merchandise products on the floor.”

Hooking up ’tweens and their parents with cool Mizzou products relies on creativity and trend-watching.

Jim Knoesel, the A. L. Gustin Golf Pro Shop’s golf professional, says he likes to keep his finger on the pulse of his consumers.

From Mizzou-licensed products, to black and gold items, the Gustin Pro Shop caters to Tiger golfers.

The Pro Shop, located on the University’s golf course, caters to the general public as well as to a specific clientele—golfers, most of whom are alumni. The products featured in the 1,500 square-foot Pro Shop are tailored to its customers’ golf needs.

“We offer high quality products and price them reasonably,” Knoesel says.

The Pro Shop carries a deep line of University of Missouri apparel in 15-20 different styles, pulling from three high-quality manufacturers: Ashworth, Datrek, and Gear for Sports. Golfers can also stock up on their basic golf supplies from towels, to bags, to umbrellas.

One way that Knoesel keeps his finger on the pulse of his customers is noticing trends such as the upsurge in wind wear such as shirts or vests. “People are moving away from sweaters these days,” Knoesel says.

Trade shows such as the PGA merchandise show that Knoesel attends in January also influence the Pro Shop’s stock. At the trade show, if it’s black and gold, it catches Knoesel’s eye.

International Collegiate Licensing Association members will have the opportunity to gather with their colleagues at the ICLA second annual Winter Symposium.

Dates: Feb. 27 - March 2 Where: San Antonio, Texas Marriott Riverwalk and Henry B. Gonzalez Convention Center

The Symposium will take place in conjunction with the Campus Market Expo sponsored by the National Association of College Stores and will be hosted in San Antonio, Texas. Symposium programming will begin on Friday evening, February 27 and will run through the morning of Monday, March 1.

The ICLA Winter Symposium Program Committee, chaired by Steve Rich, Eastern Illinois State University, is planning a wonderful agenda for the Symposium. Highlights include a licensing basics session, educational sessions and round tables, where ICLA members can interact with other members to discuss real-world collegiate licensing experiences. For additional information, please visit ICLA’s web site at ICLANET.com.

The ICLA member registration price prior to January 5 is $280. After January 5, the registration price becomes $305. Included in the registration fee is the opportunity to attend the NACS/CAMEX educational sessions and tradeshow.

Hotel reservations may be made online via the link on the web site that says hotel information. The hotel rate for ICLA member registrants is $149 per night, plus tax.

The web site will have an updated agenda, hotel information, registration forms and general information pertaining to the Symposium and the host city of San Antonio.

The Marriott Riverwalk and the San Antonio Henry B. Gonzalez Convention Center, both located in San Antonio, Texas are the sites for the 2004 Winter Symposium.

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