Er ist schon so etwas wie eine Pflichtveranstaltung geworden, der jährliche Kongress der iconkids & youth in München. Eine Pflichtveranstaltung für alle, die im Bereich des Kinder- und Jugendmarketing ihre Berufung sehen. Und so waren sie auch in diesem Jahr gekommen. Alle. Weitaus mehr, als in den vergangenen Jahren. 376 Teilnehmer aus 214 Unternehmen zählte die Gästeliste. Die Veranstaltung hat es nach nunmehr zehn Jahren endgültig geschafft, zum Branchentreffpunkt zu avancieren. Sicher auch, Dank der kompetenten Beiträge sowie einer kleinen aber feinen begleitenden Ausstellung “Young Communication”.
Als Treffpunkt in diesem Jahr wurde die Tonhalle in München auserwählt, die oft für Pop- und Rockkonzerte genutzt wird, daher also vorzüglich zum Thema des Kongresses passte. Einlass 9.00 Uhr, Smalltalk, Shake Hands, an der Ausstellung entlang schlendern. 10.30 Uhr Begrüßung durch iconkids-Chef Axel Dammler mit fließendem Übergang zum ersten Programmpunkt “What´s Hot 2008″, einer Zusammenfassung der Highlights aus der hauseigenen Studie Trend Tracking Kids 2008, die in einigen Wochen erscheinen wird. Dammler zeigt auf, wie sich TV-Formate, Sender, Charaktere oder Internetportale in der Gunst der Kids veränderten. Interessant, vor allem natürlich für die anwesenden Vertreter der TV- und Lizenzbranche.
Weiter ging es mit dem “Schmuckstück auf zwei Beinen”, einem Beitrag von Karin Henneberger. Sie widmete sich der Beziehung zwischen Müttern und ihren Kindern, zeigte verschiedene Muttertypen auf und entwickelte Thesen, wie diese durch Werbung zu adressieren seien. Für mich ein weniger interessantes Thema, wobei mir die Väter in ihrer Betrachtung auch deutlich zu kurz kamen. Ein Vortrag mit rund 80, teils dicht beschrieben Folien in knapp 50 Minuten ist zudem wirklich nicht dem Anlass angemessen.
“Ich will die Welt retten”, so das Thema von Denise Ullrich. Sie nahm an einigen positiven wie negativen Beispielen das Thema Corporate Social Responsibility unter die Lupe. Sie zeigte auf, welche Art von CSR-Maßnahmen bei Kinder und Jugendlichen ankommen und welche eher nicht. Ein sehr gelungener Einstieg in ein umfassendes und sicher an Bedeutung weiter gewinnendes Thema.
Weiter ging es mit Ingo Barlovic und seinem unterhaltsamem Beitrag “Auf der Suche nach der verlorenen Jugend“, der sich mit em Medienkonsumverhalten von Jugendlichen befasste. Barlovic versuchte aufzuzeigen, dass TV und Radio keinesfalls gänzlich am Ende seien, sondern besonders aus der heutigen, diffusen Medienlandschaft ihre Daseinsberechtigung zögen. Auch bekräftige er die Bedeutung neuer Techniken wie dem Targeting oder dem Mobile Marketing. So sehr mich dieser Vortrag erfreute, so standen die aus ihm hervorgehenden Thesen doch im deutlichen Widerspruch zu eigenen Studien und Erfahrungen, die TV und Radio im Medienmix der Jugendlichen in der Bedeutungslosigkeit verschwinden sehen.
Lustig wurde es im Beitrag “Witzig, witzig” von Eva Zaglmann und Ina Renz. Die beiden untersuchten, was Kinder witzig finden und zeigten anhand vieler unterhaltsamer Beispiele auf, dass unterschiedliche Altersklassen auch ein unterschiedliches Humorverständnis haben.
Den Schlusspunkt setzte wieder Axel Dammler, der in seinem Vortrag “Online Research Revisited” die Grenzen der Marktforschung durch Online-Befragung, übrigens nicht nur bei Kids, aufzeigte. Sein Fazit: “Viele Forschungsfragen können heute online sehr gut beantwortet werden – wenn man sich der Grenzen dieser Methodik bewusst ist und sich nicht nur auf wohlklingende Werbeversprechen verlässt.” Eine Statement, dem ich mich nur anschließen kann.
Gegen 15.00 Uhr war dann der offizielle Teil beendet. Sicher, nicht jeder Vortrag war in meinen Augen ein Volltreffer. Aber außer den meinen, blickten noch die Augen 375 anderer Gästen auf die Bühne. Allesamt im Jugendmarketing heimisch und mit verschiedensten Schwerpunkten. Ihnen allen gerecht zu werden, wäre schlicht unmöglich. Trotzdem möchte ich Axel Dammler und seinem Team Lob und Anerkennung zollen, mit viel Mühe und Kompetenz den wohl bedeutendsten Branchentreff für Kinder- und Jugendmarketing geschaffen zu haben. Respekt.
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