Kids represent an important population to marketers. A reasonable number of brands earn a good amount of profits from sales, which are actually driven by kids. They influence their parents’ buying decisions and also are the future buyers of the product. And parents are also buying them products due to factors like smaller families and dual incomes. Many factors can influence a child’s decision-making and to reap maximum benefits, marketers are employing various marketing techniques. Here are a few of them
One of the most potent and powerful weapons that engages children, the television is viewed by each and every child today. And children are attracted towards graphics and ads, thereby giving marketers a wide scope to advertise their products directly to kids.
Also, incorporating children in advertisements, raises the interest of those watching them. Infact some products like automobiles and bank insurance, which are not exactly children-related, are also reaping benefits of utilizing children in advertisements these days.
Internet surfing is a very important part of the youth culture. Generally, parental supervision is lacking while doing so. And marketers use this medium to collect information and also advertise their products to them. Marketers create an environment that is interactive for kids, which helps build brand loyalty from an early age.
3. Brand Licensing
These days, a number of merchandise or other day-to-day products have images of kids’ favorite cartoon characters or superheroes. This method of enticing kids into purchasing those products that have such images is called brand licensing and they consistently remind kids of which brands they want to buy.
4. Marketing in Schools
With promotions in schools and ads appearing on school buses and book covers, marketers are using this medium to convey maximum information and drive maximum engagement with children. For example, various art competitions held since years by Camel.
5. Experiential marketing
Various entertainment centers and theme parks collaborate with many brands these days to drive sales. It’s a win-win situation for both the sides. For example, Kidzania collaborated with Parle-G a few years back.
6. Interactive Marketing
Brands involve kids to interact with them, thereby making a positive association with each other.
As compared to previous generations, today’s kids have more autonomy and say in the decision-making process of the family. Marketers need to create ‘pester power’ which is the ability of kids to nag their parents into buying something for them. They just have to capitalize on what makes kids tick and the above strategies can help them get their products across to kids in an attractive manner