The best way to a parent’s wallet is through their children. Many parents will go through the depths to ensure that their children are given their heart desires and it’s no wonder why children influence the buying power in the retail market. Studies have shown that children between the ages of 6-15 spend over $200 billion dollars a year on personal items such as toys, clothing, sports, entertainment, etc. Experiential marketing is an industry which caters to all types of demographics and age groups so children are no exception. However, the experience and “WOW” factor that children give after trying a new product is priceless. It’s no wonder why parents are so hesitant in allowing their children to bee line straight to the nearest toy or gaming store upon entering the mall. But, how do brands that cater to children create Experiential Marketing programs that not only leave a lasting impression on the children but the parents as well? Many brands have been successful at creating programs around the holidays that engage with children in unique ways but also get the parents involved. T100 recently worked with and Experiential marketing agency to executed a program centered on children and the abilities to capture their senses in a unique and tangible way and we uncovered some findings that would be beneficial to any brand looking to engage with children.
- Concepts and programs must capture at least 2 of the senses. Whether it is visual, hearing, touch, taste smell, touch, children are drawn to tangible objects that they can play and experiment with. Visual objects are the most common and children take any opportunity to use their curiously to learn all they can about an object. This is most common in the gaming and toy industry.
- You employ staff members who know how to connect with children. This is key because it will create a non-abrasive atmosphere where children and parents can feel comfortable. As a result, your staff will be able to connect with children and explain the benefits of a product or service and the child will actually be attentive to the information that’s being given. This also has a positive effect on how the parents perceive the brand and its image.
- Engage, engage, engage, kids get bored quickly and like to be entertained; therefore it’s important that the attention of the child is kept while at your footprint. Ask for feedback as well their favorite product or gaming system. Children like to feel important and engaging with them while they are at your footprint is essential. This even includes making them feel a part of something bigger whether it is a contest or giveaways where everyone wins, it is important to give lessons that they could take away and apply for years to come.
While it may seem easy during conception and design, creating and executing the perfect children’s program must be strategically planned to ensure it captures a child’s senses. The memorable experience does not always have to be in the form of a sale, but the experience that the children has will leave a lasting memory that will create brand loyalty for years to come for both the parent and child. Remember to build up and encourage positive characteristics (respect, teamwork) at your footprint that children can incorporate in their daily lives.
Please review our expertise and work in the field and we would love the opportunity to bring your vision to life.