Kids have been trading for years. The giants of the retail industry have realized that targeting children and gaining their loyalty can last a lifetime. In some cases, this lifelong client completes the entire course and reintroduces some of the same brands to their children. Creating marks in the minds of our children can be powerful.
I remember joining the Pepsi-Tiger fan club as a kid. For about $ 30, I got tickets to pick up Detroit Tigers games at the stadium, Pepsi armbands, a hot dog and drink, and photo signings with the Pepsi logo, all packed in a small Pepsi bag. My parents would take the kids from the neighbor and we would all go to the game. We were glad to be a part of this club and so it was no surprise that Pepsi was my favorite drink growing up. Membership at such a young age mattered as a child.
Children want to feel important in their lives and in the lives of their parents. Joining the Pepsi-Tiger fan club meant a lot to me as a child, creating a sense of accomplishment and acceptance as a member of the club. I was proud to be connected with Tigers and Pepsi has been the benefactor of my drink preferences for many years. Developing marketing programs that make kids feel relevant has a huge impact on future purchase patterns.
Here are some considerations for marketing to children:
Make it an adventure – kids love plots and adventures. Creating an educational experience that also informs kids about your products is a great way to engage their minds and loyalty. One of my favorite kids marketing adventures visited the Little Caesar shop. The children could see how the pizza was made and, in most cases, they were allowed to make the pizza themselves and then eat it with their parents. Always, Little Caesars became the pizza choice of the family because good memories of that trip were remembered. An excursion to Little Caesars was always high in my bucket.
It’s a digital world – it’s a different world today compared to when I was a kid. According to the National Consumer Association, “Nearly six out of 10 parents of so-called ‘tweeners’ (children aged 8 to 12) have bought mobile phones for their children. Only 4% of these start-ups have primary phones without Internet or Text access around half have cell phones with the ability to send text messages, 20% don’t have cell phones with the ability to send text messages and the web, and 27% have cell phones. ”Here’s a world It will continue to grow and marketers need to know how to Profit that instead of passive advertising will help stimulate memory.
Enter Your World – If you want to promote a child, think like a child. As the character of Josh Baskin in the movie Big, aged 12 and 30, he plays a crucial role in creating games for children because, in fact, he is still a child. Observing children’s interactions with other children or with products gives a huge understanding of how a child thinks. I often sit and wonder about how many clues kids give you as soon as you notice them. A child, like Josh Baskin’s character, will not consider his assessment of the product or its attributes. The child loves him or not and in his opinion is not necessarily politically correct. Watch, listen and learn.
Be a hero to your parents: Developing programs that benefit children and parents is a win-win. When I was at Little Caesars and Clark Retail Enterprises, I developed an effective coupon book program in which kids sold coupon books for us to raise money for their teams. It was an effective and easy-to-implement program that benefited teams, parents through fundraising, and my business. The objectives of the program included the following: a) ease of implementation. b) Reduce companies sponsorship costs. c) build a brand in your community; d) Be a generator of money for the teams. I did all four and the parents really enjoyed the show. In the end, the boys were happy and showed their affection to our companies.