Marketing to Children

Despite all of my previous posts, this blogs main intention is to discuss marketing to kids. I feel that this is an important topic because of how easily influenced children are by the world around them. I work at an elementary school and I see on a daily basis how they are manipulated by their environment. One day a student walks in with a pair of Heelys shoes or a brand new tamagotchi and the next day every student has one. Marketers understand the potential of this market, however, I don't always feel that they are as sensitive as they should be when dealing with children.

Marketing to children is a $15 billion market, and continually growing. Marketers understand the size of this group and the rewards they can get from targeting them. That is why 80% of global brands employ a "tween strategy" to reach this market. This is an important market for advertisers because they understand that if they can make their product the "it" product, then it will fly off the shelves. Children are constantly helping marketers by using word of mouth to promote their product. If marketers can get children talking about their product then they are likely to see sales increase shortly after that.

Despite the potential marketers see in marketing to children, they must also be aware of how easily influenced children are by their advertisements. Issues marketers are currently facing are child obesity, depression, sexual issues, etc. A marketers worst nightmare would be to see reports that their product or advertisement has attributed to one of these issues. Being attributed to exploiting on of these issues will quickly change parents opinions on purchasing the product for their children. Marketers must constantly think about these issues and be aware how their product and advertisements come across to their markets. Marketers also can use these issues to capitalize on their product. If they sell healthy food alternatives for children then they can exploit products that don't or simply sell their products based on being healthier for children.

When marketing to children advertisers must combine a sense of responsibility while accomplishing their goals, to reach that audience. It is important to make their product look appealing, while being ethical in this process. Children are very vulnerable and can be persuaded very easily, however the parents make the final decision on whether the children receive the product. Taking all of this into consideration, it is important for advertisers to make their product appealing to children while making sure parents feel comfortable making the purchase for their children.

Information for this post came from Facts About Marketing To Children