Advertisers' new target : Children !

 

Nowadays the industries target a very particular customers : the children. Indeed, young people view more than 40 000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools. It is a fact that companies will do anything it takes to add a child to the list of their loyal customers.

Example of a product especially made for children

Why Children? 

Industrialists noticed that the development of customers loyalty must be made from the youngest age because children identify and memorize logotypes of the various brands. It is unconsciously that the children will buy products known in their childhood: a logo memorized from the age of 2 years is never forgotten. In addition, research has shown that young children-younger than 8 years-are cognitively and psychologically defenseless against advertising. They do not understand the notion of intent to sell .

Example of a children magazine

Advertising and Children in figures :

- Print media : According to the Consumer's Union, more than 160 magazines are now targeted at children. 

- Movies and Video games : A 2000 FTC investigation found that violent movies, music, and video games have been intentionally marketed to children and adolescents (cf Alexandre's article about product placements).

 - Television : Children and adolescents view 40 000 ads per year on TV alone.

 - The internet : An increasing number of Web sites try to entice children and teenagers to make direct sales. And according to figures it works very well. Teenagers account for more than $1 billion in e-commerce dollars,and the industry spent $21.6 million on Internet banner ads alone in 2002.
- In schools, advertisers have slowly infiltrated school systems. More than 200 school districts nationwide have signed exclusive contracts with soft drink companies.

Marketing techniques : 

Today's kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids know very well about what  they want their parents to buy, and they impose it to them . In addition advertisers use parents' desire to provide the best for their children, and play on any guilt they may have about not having enough time for their kids.

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.
- Fun and Friendly : Although you want to have positive, kid-friendly characters and marketing, you do not want to sermonize them. There are many fun ways to reach kids. 
- Think "Mom and Dad" : Kids have to sell mom and dad on the product. This means being cost-sensitive and demonstrating good value. 

But today, advertisers are in possession of a very powerfull tool : the internet. In fact, Interactive technology may allow them to collect vast amounts of of information about children's viewing habits and preferences and target them on the basis of that information (cf Kevin's article about targeted marketing).

Children ads :

  This article explain very well why 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. But you need to market to them very carefully because the final decision makers is often going to be mom or dad.

Sources :
http://www.allbusiness.com/marketing/segmentation-targeting-niche-marketing/1965-1.htm

http://www.media-awareness.ca/english/parents/marketing/marketers_target_kids.cfm
http://pediatrics.aappublications.org/content/118/6/2563.full

Célia