Marketing To Kids
I’m on my way to tackle one of marketing’s most controversial issues: Marketing to Kids.
Much has been said about it, whether it is ethical or not, or whether the amount of repetition marketers use to make the idea stick to kid’s heads is right, or whether advertising to them increases the chances of them getting involved in “consumerism” early on. However, it is a fact that kids want and deserve marketing attention and that they are indeed a very juicy and profitable segment.
Why market to Kids?
Kids are just as marketing-open as any other human creature on this world. Perhaps we can even argue that they are harder to reach because of they’re limited availability, and their shorter attention span (not to say adults have a large one, many cases prove the contrary). Ultimately, kids need more and more products and services and their parents are willing to purchase them to make them the happiest kid alive, this on its own makes it a great market that needs to be serviced.
The mom chooses, not the Kid.
How many times have you heard this? …10….? Chances are maybe even more. We are taught this in business school marketing 101 courses and we end up having a pre-conceived idea of this buying mechanism. The truth is there is no law that dictates who is the sole decider on what to buy. And although the mother might be the one actually buying (performing the action), the kid has so much influence power that the decider title just might go to him/her.
How to get an idea to the Kid.
Just as with teens and adults, getting an idea or brand to stick in a child’s mind is no easy task. However, there are ways to improve your chances. I’ll give you, what I think to be, the three most important ones:
- Make it clear and important - A child is just developing his/her analytical skills. Give it to them in simple words, phrases, and through visuals that connect the information with a subtle story. Like many psychologists have found kids tend to ground information through stories. Make it easy for them to do that, present a story for them to solve out in their heads.
- Interact through dynamic content – This doesn’t mean you must get them online or in second life, this means that there are techniques (through visuals) that you can implement to make the child take part in the story you are telling, even if its just for a quick 30-second spot, you can grab the attention by getting them to participate.
- Repetition is Key – Unlike other segments (with apparent more developed minds), kids don’t hate repetition. Actually they even enjoy it if it is done in a way that they get something new out of it every time they watch it. Consider that and put it into your next ad.
Kids 2.0
Finally, another important area to consider when marketing to kids is that they are now online. Children age 2 or 3 and up are starting to be very computer-savvy and are using software and websites dedicated for them. A great way to make a more holistic campaign for kids is through websites, connecting the dots for them. However, as I’ve said before, it is key that what you are advertising is clear and relevant to them, otherwise you won’t even get a glance out of them.
It would be great to hear from all of you marketers that have implemented branding strategies for kids, please leave your message via comments.
I am really curious to know where the fact is stated that kids WANT marketing attention. Also I cannot believe that there is a fact that supports that they DESERVE marketing attention. It sounds more like a statement from someone wanting to counter criticism of being unethical.
Hello Pepita, and thanks for visiting again. You sure are a curious mind.
Let’s see. “…Kids WANT marketing attention…” & “…they DESERVE marketing attention…” are both personal experience comments that I have found. Kids are amazing marketing players, they have keen minds in spotting marketing messages and responding to them. As I said, they have big influence within their family as to what will be purchased or not (what mother wants a crying baby for 1 hr while she finishes grocery shopping? – If only by pressure, they DO decide what’s bought for them). By the simple fact they’re a profitable and juicy market for companies selling products for kids, they do deserve that marketing attention and exposure.
As well, I’ve found seen that Kids, unlike adults, are open to marketing messages and actually enjoy watching them. They’re just growing up and developing their mind capabilities and so each message gives them something new and interesting for them to put together into their “world image”.
Do you have any children of your own, or in the family? Take a close look at them while they’re watching TV, their attention span is usually concentrated in short spots of interesting and relevant data for them, sometimes turning away and getting distracted, but as soon as the ads come up they stare like a hawk. Try it, even if just once, you’ll see what I mean.
Thanks for dropping by. I enjoy your comments so much, they add so much to my blog and challenge my mind to the top.
Cheers,
Ron E.
Ron,
I do have to agree that advertising (especially on TV) appeals to youngsters. When you mentioned, in the above comment, “as soon as the ads come up they stare like a hawk,” I thought immediately of my grandson who becomes glued to the TV when the advertisements appear. He can describe and quote ads he’s seen when we adults have long forgotten them. Advertisers probably realize this.
Hi Ron,
If I understand correctly it is YOUR experience and opinion that kids WANT and DESERVE marketing attention. I am sorry to break the news to you but one’s experience or opinion doesn’t turn something into a fact or truth. Unfortunately:-)
Of course kids are more open to marketing attention then adults. To the kids it is a form of entertainment. They do not realize that they are used as a tool to convince their parents to buy stuff. So you are absolutely right that aiming marketing attention at kids is a controversial issue. How does it match with authentic, socially responsible behavior and brands?
Kids deserve marketing attention because they are such a profitable target, you say. So it is the companies that decide that kids deserve something? It seems a bit paternalistic to me. Especially since kids are too young to make these choices for themselves.
So I enjoy the dialogue because I totally do not agree with your statements. (If I completely took over your point of view no dialogue is needed.) Kids are not asking for marketing attention and there is a long kist of things they deserve. Marketing attention is not one of them.
Basically the way you address the issue still leads to controversy. I am curious to know your ideas on ethical and socially responsible kids marketing.
Hey Pepita, just a few comments on my side.
1) I’m sorry for my mistake. Indeed, I used bad wording when trying to describe my personal experience. I stand corrected and thanks for pointing it out. By no means I implied that what happens to me should be considered a “fact”. Thanks!
2)I haven’t said a word on my PERSONAL belief on what marketing should be/do to kids. You made me sound as if I didn’t care for kids and tried to make them into the perfect underage consumer, that’s not what I’ve implied or what I even believe. I do stand by my beliefs and social responsibility.
3) I don’t believe marketing uses kids (or anyone for that matter) as tools. Perhaps that is the most evil and cold way to describe marketing. Maybe I’m naive but I believe marketing is about a two-way relationship, trying to satisfy a need or desire one side has, by making a profit on the other side. (aka. business making)…
4)…if you do believe that marketing uses kids as tools to convince their parents, then how does it make that more un-ethical than convincing adults of buying things they don’t need either? -Actually, from my PERSONAL EXPERIENCE, I’ve seen that kids certain ages (when they become “marketing aware”) are more discriminating than adults, they understand what they want and what they don’t give a cent for; something that tends to get blurry in many adults when they’re exposed to repetitive marketing messages.
I will go into the ethical/un-ethical side of marketing to kids in a future post, I’ll let you know when it’s out. You might be surprised with what my position is.
Thanks for commenting & visiting,
Ron E.