By ignoring PANKs, brands are losing money
Google Translate (Dutch)
'Door PANKs te negeren, laten merken geld liggen' / By ignoring PANKs, brands are losing money
By Robert Heeg, Candid Platform
Many women postpone motherhood but do have children in their lives. PANKs (Professional Aunts No Kids) spend a lot of money on their nieces and nephews. It's a target audience that marketers should understand better, says PANK creator Melanie Notkin.
Sufficiently searched and forced target group terms, but with PANK Melanie Notkin hit bullseye in 2008. Notkin, who previously worked in the US marcom and publishing industry, saw PANKs pamper the children in their environment with gifts and "days out." Lucrative consumers, for example, for amusement parks and toy stores...