This past weekend I was very fortunate to spend time with my entire family at the Connecticut shore. I was surrounded by aunts, uncles, cousins, & grandparents. Everyone under the sun in my family was there… including the youngest members, the toddlers.
My first foray into entertaining young children turned out to be a fantastic time in the sand for them, and an even better continuing education advertising moment for me!
We’ve heard the rumors that supermarkets place sugary products marketed towards children at their eye level. Let me tell you a little advertising secret: those rumors are true. Little did I know that young children’s exposure to brands is not limited solely to supermarket aisles. One of my relatives asked my youngest cousin to sit still while she applied sunscreen to her back. Without missing a beat, the first words out of the toddler’s mouth were “if it’s not Banana Boat, I don’t want it”.
Whoa. Hold on for one second. Was that a brand name and a small moment of brand loyalty that just came out of a toddlers mouth? Why yes. Yes, it was.
I thought loyalty just applied to fast food chains, sugary products, and flashy toys. There is actually a deeper tactic that marketers use to sell products to toddlers.
Think about it. A three year old can’t walk into a McDonald’s to pay for a own meal without parental assistance. Why is it that children recognize the golden arches before understanding their own name? The answer starts with segmenting target audiences and target markets.
The target market is a demographic tool that explains who is purchasing the product. The target audience is the segmented group to which the advertisements are geared. This practice is often called influencer marketing in which one person influences the purchasing decision of another person. The influencer can be friends, celebrities, or even children! Advertisements encourage children to ask their parents to purchase products by name on their behalf.
Advertisers and marketers work hard to define their target audience and understand what makes them tick. This strategy is used when developing a creative campaign that often targets our children without adults even noticing. That is until they roll and scream on the floor for candy (see here for a laugh)!
Garrett Meccariello is an aspiring brand manager based out of NYC. In his free time he can be found building the next great brand, exploring the city, and eating a lot of cured meat and cheese.