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How to
Market to Kids
Kids are a unique market. They
have a significant impact on the success of many businesses despite the fact
that they spend little or no actual money. You need to market to them carefully
because the final decision makers tend to be mom or dad.
One of the strengths of
companies that market successfully to children is remembering that, despite
modern innovations in technology, the basic wants and needs of kids have not
changed very
much over the years. Kids want
to fit in with their peers, be popular, and be entertained.
It's important to follow
several guidelines when marketing to kids:
·
Speak to Kids:
Use age-appropriate language, use current phrases, be succinct, and do not talk
down to children. Otherwise, they will catch on and you'll lose them.
· Show
Children in Groups:
Kids like to fit in with the crowd.
· Show
Diversity: All
kids are not the same. Include overweight, tall, short, and ethnic children in
your marketing.
· Cool
Packaging: Kids
like colorful things, interesting boxes, and shapes. Be creative.
· Positive
Not Preachy:
Although you want to have positive, kid-friendly characters and marketing, you
do not want to be preachy. There are many fun ways to reach kids.
· Be
Responsible:
Review your marketing to make sure you're not sending a negative message. Double
and triple check that the wording and photographs will not be misconstrued. Many
product lines have been pulled from the shelves because something had a
questionable appearance.
· Think
"Mom and Dad":
Kids have to sell mom and dad on the product. This means being cost-sensitive
and demonstrating good value.
It also goes without saying that in marketing to kids, you need to be
particularly safety-conscious. This refers to both the product and the manner in
which the product is being advertised or promoted.
(Business Week)
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