How to Market to Kids

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. You need to market to them carefully because the final decision makers tend to be mom or dad.

One of the strengths of companies that market

successfully to children is remembering that, despite modern innovations in technology, the basic wants and needs of kids have not changed very much over the years. Kids want to fit in with their peers, be popular, and be entertained.

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.
• Positive Not Preachy: Although you want to have positive, kid-friendly characters and marketing, you do not want to be preachy. There are many fun ways to reach kids.
• Be Responsible: Review your marketing to make sure you're not sending a negative message. Double and triple check that the wording and photographs will not be misconstrued. Many product lines have been pulled from the shelves because something had a questionable appearance.
• Think "Mom and Dad": Kids have to sell mom and dad on the product. This means being cost-sensitive and demonstrating good value.

It also goes without saying that in marketing to kids, you need to be particularly safety-conscious. This refers to both the product and the manner in which the product is being advertised or promoted.