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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart (精装)
by Gene Del Vecchio
| Category:
Marketing, Marketing for kid products, Sales |
| Market price: ¥ 248.00
MSL price:
¥ 218.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Don’t miss out on this "marketing professionals’ must- read" if you market to kids. |
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AllReviews |
1 Total 1 pages 7 items |
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Pat Wyatt (President, Licensing and Merchandising, 20th Century Fox), USA
<2007-01-01 00:00>
A smart and practical guide to understanding the essence of...marketing to kids... |
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Heidi Sinclair (Managing Director, International Creative Management), USA
<2007-01-01 00:00>
If you think you know kids, think again and read this book. |
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Judith Jewer (MSL quote), Canada
<2007-01-01 00:00>
Are you looking for a secret formula to guide your kid focused marketing decisions? Gene Del Vecchio's book - Creating Ever-Cool A Marketer's Guide to a Kid's Heart is truly insightful. It is the closest thing to a secret formula that I've come across.
Ever-Cool is a book that answers a seemingly simple but actually quite complex question... Why do some brands in the kids marketplace remain the favorites of children year after year - generation after generation. Exactly what gives these brands their staying power? Ever-Cool answers this question in a well written and entertaining style.
The book has 4 sections: '"The Introduction," "The Child's Psyche," "A Kid's World and Culture" and "Marketing to a Child's heart."
In 'The Child's Psyche' section Del Vecchio examines the timeless and underlying needs of childhood. From the differences between girls and boys, to their fears and fantasies.
'A Kid's World and Culture' investigates children in the world today. Their self awareness, shifting family structures, and universal (hopefully) experiences of childhood such as going to school, and living in the neighborhood.
The "Marketing to a Child's heart" section contains lots of advice and suggestions on how to utilize these insights.
I found the concept that there could be "Kid Psyche Gaps" in the market place to be particularly intriguing. Del Vecchio explains it in the following way: Psyche Gaps are "that part of the child's psyche that is not currently being satisfied by a competitor" (pg. 221.) Clearly identifying what these gaps are and strategically developing a product to fill the gap is very sound marketing.
Another really cool part of this section is the "Kids' Idea Matrix." Del Vecchio provides a creative idea development aid that works in the following way: "By forcing our eyes to see relationships, we help our brains consider the ideas that are born from them. This can be accomplished with a system I call Matrixing a simple process of putting various categories of items in front of our eyes, side by side, in a fashion that will help us to easily mix and match them. The items we will force together are those that we have discussed throughout this book." (pg. 185) Del Vecchio essentially is showing us how to use his ideas.
Del Vecchio also briefly covers advertising, setting up a research program, and ethics. All in all I personally have no hesitation in recommending this book. I found it to be highly insightful and an enjoyable read. |
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A reader (MSL quote), USA
<2007-01-01 00:00>
Short version: Buy this book now, and get it shipped to you overnight!
This book is the secret weapon for anyone who markets to kids or wants to. Gene Del Vecchio manages to make the subject entertaining and engaging while teaching you a pile of indispensable techniques to capture a kid's heart.
Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids. |
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A reader (MSL quote), USA
<2007-01-01 00:00>
Buy it for the 25 pages on kid psyche. The rest is bonus (special bonus offer: 90% more free!). Damn insightful bonus. I constantly refer back to the kid psyche section. Every time I work on a creative strategy. Every time I look at a new toy. I can't tell you how valuable this book as been for me and my group. Five stars+++ (An American reader) |
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A reader (MSL quote), USA
<2007-01-01 00:00>
People who want their products to excel in a child's world get a unique insight as to what triggers children. Del Vecchio shares his extensive experience with the reader in a language which is down-to-earth. Add to this an extensive use of case materials which sets it all into perspective, and you have a book which is of interest to any marketer. |
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A reader (MSL quote), USA
<2007-01-01 00:00>
This is required reading for anyone who hopes to effectively market to children. Unlike professorial/scholarly treatises, this author has actually been in the trenches, and it shows. The real world applications is what puts this book above all others dealing with this topic. |
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1 Total 1 pages 7 items |
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