03 Dec Kids PR agency.
Kids PR – What would you call a consumer who wants your products and doesn’t care how much it costs? A marketer’s dream? No, a child.
The truth is, from birth we bombard children with marketing. It could be the books that use branded sweets in the imagery, TV programs that sell replica toys, happy meals, product placement in films, sports stars sponsoring brands… the list goes on.
In fact, it’s nigh on impossible to escape advertising and it’s no wonder more three year olds recognize the McDonalds golden arches over their own name.
Children are a perfect target for Kids PR and Marketing. Not only do they have more pocket money than ever before, but statistically kids have a significant influence over family purchases. The best example is cereal. This seemingly innocuous item is chosen by children more than anyone else in the household. That’s right, under 16’s hold the purchasing power.
The marketing term is ‘the nag factor’ or ‘pester power’ – the uncanny ability kids have to badger their parents into buying something, be it a meal or a product. After all, a birthday or Christmas is never far away.
Because of this there’s dedicated sectors in many marketing companies specifically trained in promoting to children.
Ages and stages
Up to the age of four or five the clear majority of children do not realise that there is a difference between advertising and entertainment. Programs and adverts are watched with equal amounts of attention, therefore ads aimed at this age are usually based around ‘fun’ with smiling or laughing actors rather than the product itself.
‘Tweens’ – Kids between eight and twelve understand why adverts are there but are still very susceptible to them. Kids of this age are just starting to develop a sense of identity so ‘aspirational’ marketing plays to their desire to feel and look grown up and sophisticated.
Teens are trying to separate themselves from their parents and fit in with their friends. As a result of such marketing aimed at teenagers will make a point of challenging conformity and looks ‘cool’.
If you have a company that sells products that mainly target children, you can understand how difficult it can be to ethically comply with the guidelines as well as appealing to kids at the same time.
Why is kids PR and marketing difficult?
Firstly, there is a negative stigma attached to marketing to children. Many would argue that it, in many ways, is harmful to children. Which is understandable as marketing is based on targeting emotion above intellect. Although, you may not consider children when deciding your demographic, but they are in fact, very important.
Communicate with Parents
This is a vital key to effectively marketing to children. Essentially, parents are the people that will be purchasing the products. How do you do this exactly? Maybe highlight some safety features or the practicality of your products.
Think about it logically. Where do the younger generations spend the majority of their time? The answer is social media, spending hours aimlessly browsing the world wide web. The internet is probably the most effective medium to use when targeting young people. Unlike other forms of media, such as TV, radio etc. which have strict codes of conduct, the internet is unregulated. This means you are able to be more direct and free with your ideas. However, be aware that with these lack of regulations, you are also more susceptible to backlash should a campaign not be taken well by a particular audience as social media allows people to talk freely.
Make Your Website Interactive
If you’re wanting to build a reputation for your brand and establish long lasting customers, try making your website interactive. Well known kid’s brands such as Polly Pocket made their website interactive by introducing games and quizzes that was centred around their products. This is a great way to build brand recognition and promote your products at the same time.
Young people spend most their time in education. You may want to consider marketing to schools or arranging some sort of collaboration in the local area to boost interest in your brand.