Kid Kustomers
In a market worth $4.2 billion per year, children are not just passive consumers; they influence their parents' purchasing decisions. Marketers strive to cultivate future consumers by tapping into children's preferences and establishing emotional connections. Strategies include appealing to universal values that resonate with kids, thus encouraging them to advocate for products. By understanding children's needs, authority to buy, and purchasing abilities, marketers can design effective campaigns. This exploration delves into the motivations behind children's buying behaviors and the implications for responsible marketing.
Kid Kustomers
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Presentation Transcript
Kid Kustomers Kids as Consumers P. Snively February 9, 2009
Three Markets in One • Current market: 4.2 billion/year • Children have needs; have money and are willing to spend money • Future market • Future consumers to be cultivated now • A Market of Influentials • Children influence their parents. [Ex. Cereals] • Source: James U. McNeal, From Savers to Spenders
Direction of Children’s Advertising Marketer’s Comments “It’s not just getting kids to whine…it’s giving them a specific reason to ask for the product Children as “surrogate salesmen”-Packard Aim: Get kids to nag their parents and nag them well
Children’s Styles and Appeals Pleading Nag “please;” “mom…mom…please” Forceful Nag – extremely pushy “Well…then I’ll just ask Dad!” Pity Nag – claims child will be heartbroken, teased, or socially stunted. “Everyone is going to laugh at me”
Key: Buy into Universal Values • “The key is getting children to see a firm” • Firm = Mom, Dad, Grandpa, Grandma • Buy into Universal Values: Patriotism • Criteria for a Market Group • Need for the product • Authority to buy the product: child being permitted by those in charge to buy products • Ability to purchase the product • Desire to use their buying power
Affecting Children’s Behaviors Learn their tastes: surveys, analyze artwork, focus groups for children Study academic literature on child development Acuff: What Kids Buy and Why [1997] Stresses the importance of dreams 80% of children dream of animals [Barney; Teletubbies; Disney characters
Questions to Consider: • 1-In our present society, what do you think still motivates children to buy things? • 2-Are children exposed to commercial abuses?
