Talk with them. Not at them
or over them. When marketing to kids address them, not just their parents. Kids
won’t endorse a brand that doesn’t speak to them. While parental consent is
important, especially for young children, kids have more influence than ever
over the brands their parents purchase for them. In fact, kids have an
increasing say over all family purchases in general.
As many of our readers know, I've written about the challenges we face in capturing the attention of kids many times in the past. However, given the rapid pace at which technology is evolving (even in their world), and how quickly and easily they take to new technological advances, I felt it was time to update our research on this elusive demographic, and revisit the topic in this issue of BOLT!. Feel free to chime in... your thoughts are always welcome.
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Most kids recognize 200 logos
by the time they’re in first grade, according to James McNeal’s “The Kids’
Market: Myths and Realities”. By age three, they can recognize brands by
package shape and color – long before they can read. By the age of five, 50% of
kids are asking for specific brands. So is there any doubt marketers need to
address kids as well as parents?
The venues marketers use to
reach kids matter a great deal. Choosing the proper online sites, television
networks and magazines is crucial to reach this audience. Make no mistake: even
young children are reached on multiple platforms today. Favorite web sites and
social networks filled with early adopters and peers are strong influencers.
To capture children’s
attention, and their endorsement, brands need to speak in an authentic voice or
kids will know they’re fakes in a second. When that happens, no amount of
coming clean and changing the message will save brands kids have already nixed;
they’ll always be wary of them. Genuine messaging needs to not only be
delivered directly to kids; it should be couched in their “voice”. Successful
brands use age-appropriate language to address their target audiences. Smart
marketers let favorite characters and licensed properties do the actual
“talking” in a creative manner to fully engage their audience.
Kids are highly imaginative,
so innovative marketing communication strategies are well received. Zany,
humorous, colorful or action-packed marketing ideas play well to young kids and
tweens. It’s important to get their attention in an engaging manner, since kids
are invariably doing more than one thing at a time. Their ability to multi-task
is truly amazing; they can message their friends while watching TV or scanning
their favorite web sites, doing homework or reading. It’s ever more challenging
to keep kids’ attention in this modern environment, so messaging has to be
inventive and spot on.
Marketing messaging is one
thing; showing is quite another, and it’s an even better way to engage kids.
When they see advertising depicting kids in their age groups having fun and
engaging with specific toys or games, for example, they respond. There are an
infinite number of ways to express happiness in a verbal or non-verbal manner
in advertising, and kids respond to emotional cues, just as adults do.
While their kids are looking
for fun, parents are seeking wholesome or educational values associated with
the brand. Appealing to both groups takes acumen and insights but speaking to
kids and their parents while
emphasizing brand values that both can endorse, helps seal the deal. Just as
long as the overall value proposition is strong.
Remember that consumers have
shifted since the recession; they’re actively seeking more value for each
expenditure so delivering that component as part of the overall message
continues to be very important. Of course when it comes to their children,
parents are more flexible. Still, those brands that position their products in
a value-conscious manner will garner more sales. Companies that deliberately
orient products at or below specific category price points encourage consumer
spending in this environment.
Remember too, that value
isn’t only about price for parents. It’s all about toys and games that promote
whole family entertainment as parents spend more time at home with their
children. Centering on redirected family values that are meaningful again like
shared time and shared entertainment matters.
For children, brands that
reach them in the ways outlined here have strength. When kicked up a notch,
brand values that encompass all of the things children care most about – what
they’re totally into from a pop cult perspective – become an integral part of
their lives. Using favorite sports, music and fashion as links to kids’ brands
strengthens them; cross pollinating brands with pop culture make them cool and
more desirable.
Marketing messaging lays the
groundwork for kids’ and parents’ acceptance of branded products. Making
the “kid connection” at this level leads to sales and brand loyalty. At this point in
consumer purchasing history, that makes all the difference.
