ReSoMe Blog

26
DEC
2013

Kids These Days: Talking directly to your customer

I’ve noted here before that smart marketers are talking to moms because women tend to hold the majority of the buying power in families. Children’s advertising is, of course, designed to encourage kids to ask their parents for certain products.

 

A lot of companies in the business of selling their product to children– or getting the kids to make the ask – are moving into social territory. These companies may want to take heed of some lessons learned by bigger companies who have taken the plunge.

 

Some kids these days are pretty smart, and are being taught that they are allowed to ask tough questions too. Child activists are using the new world of social media to make their voices louder.

 

No company is immune.

 

ReSoMe Kids These Days

Kids These Days!

McDonald’s is, potentially, the biggest of them all when it comes to marketing to kids. At a 2013 shareholders’ meeting the CEO of the fast food giant faced a 9-year-old girl at the microphone. She told him he should stop tricking kids into trying to eat McDonald’s food all the time, he came back with a non-response. Guess who got all the publicity in that exchange?

 

When Lego decided to create pink products to market to girls, moving away from the gender-neutral multi-coloured blocks they faced a tirade from feminist media all over the world. What of that battle got the most attention? Letters from young girls. The problem was not with the pink and purple blocks. These girls had a problem with what these new Lego sets let girls do – instead of using their imagination to build whatever they felt like, the new pink Friends set stuck them in specific scenarios.

 

Any decision a company makes can bring them under fire in the world of social media, and when a kid is the one asking the questions there is almost guaranteed worldwide news coverage.

About the Author
Shawna Tregunna
Usually found with a cup of coffee in my hand, laptop on my lap, dog at my feet & jazz in the background. I have been lucky enough to discover that my passions for learning, technology and meeting amazing people can all be experienced and made better with social media. Discovering this means I will never work another day in my life, this is all fun now! Tweeting professionally as part of @ReSoMe (^ST) and socially as @ShawnaActually

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