Children are possibly the perfect consumer, as they do not understand prices or monetary restrictions; if they want something, they will do anything to get it, and this has a direct impact on their parents' consumption practices. It is estimated that from the age of 6 months, children register brands and logos and that brand loyalty begins as early as 3 years old. By the age of 6, children recognize hundreds of brands and logos and receive messages almost exactly, so they do not understand that someone is trying to sell them something; they do not differentiate between entertainment and advertising, which is fertile ground for marketing to children.
They are a priority target for brands because, in addition, they have a very important influence on family purchases. If a child asks 20 times a day for a week for a particular toy, there is a high percentage of probability that he or she will end up buying it. Until the age of four or five, most children do not understand that there is a difference between entertainment and advertising. They watch commercials and television programs with equal attention. New advertising aimed at this group relates the product or brand to fun and happiness, instead of talking about real facts about the product. In the eight to twelve age bracket, they begin to understand the purpose of the ads, but are still vulnerable to them. As a result, there is now a whole segment of the marketing industry dedicated to finding ways to sell things to children or to using the child to sell things to parents.
Symbols, designs, language, communication style, media, the feeling of belonging to a community, the creation of mascots or fictional characters are tools used today to achieve these objectives. This is what we call kids marketing and involves placing the child at the center of the message to achieve an objective, which can be very diverse: to sell a children's product (a specific toy), to sell a family product, to attract the family target to a specific place (a shopping mall or a fast food chain), to influence the choice of a product and that this product accompanies you for the rest of your life. This is why marketing today considers that one of the most successful ways to sell something to parents is to manipulate their own children.
Brands have become aware of the role of children as consumers and that is why children's marketing is increasing every day. Today's parents let their children choose the clothes and shoes they want to wear, where the family will go to eat and even where they will go on vacation. With such decision-making power, it is obvious that there must be specific marketing for children in order to know, understand and satisfy them and their parents.
The experience, positive or negative, that a child has with a brand when he or she is at home, surrounded by his or her key figures, remains forever. That explains why people remain loyal to certain products throughout their lives "because it's mom's brand" and that generates all the trust.
One concept that is important to develop and include in marketing is the meaning of friendship. For them, friends are an indispensable part of their lives. It is key to exploit this concept to the maximum in order to seduce children. During childhood, human beings learn that there are groups of people other than their parents. . They also feel the need to have friends, some of them special, this concept of friendship is important to exploit.
Marketing for children | Ecency
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