KidEntrepreneurs

Mary Mazzio has created a film on teen entrepreneurship, bless her. With few jobs for teens, it's more important than ever. And they're full of ideas like cake-on-a-stick and they're shooting for the moon. Even the trailer will make you choke up. It's called "ten9eight"

Daddy vs. Mommy sales effect

At the 2007 Youth Marketing Mega Event, two intriguing pieces of information made me crinkle my brow:

1. Wynne Tyree of Smarty Pants talked about DADS' influence on practically all the electronics purchases in the home.

2. The next morning Steve Knox of P&G's Tremor, shared a case history in which they tested a separate message to MOMS along with their normal "trend spreader" teens to sell an MP3 player.

The effect was to raise sales 300%--much higher than the 75% garnered by the teen message alone.

Assuming that Wynne is right (as I do), what's happening here? Are the Moms asking the Dads for advice? Cluing them in? Any theories?