Kid KustomersKid Kustomers

Kids as ConsumersKids as ConsumersP. SnivelyP. Snively

February 9, 2009February 9, 2009

Three Markets in OneThree Markets in One

• Current market: 4.2 billion/yearCurrent market: 4.2 billion/year• Children have needs; have money and are willing to Children have needs; have money and are willing to

spend moneyspend money

• Future marketFuture market• Future consumers to be cultivated nowFuture consumers to be cultivated now

• A Market of InfluentialsA Market of Influentials• Children influence their parents. [Ex. Cereals]Children influence their parents. [Ex. Cereals]

• Source: James U. McNeal, Source: James U. McNeal, From Savers to SpendersFrom Savers to Spenders

Direction of Children’s AdvertisingDirection of Children’s Advertising

• Marketer’s CommentsMarketer’s Comments• ““It’s not just getting It’s not just getting

kids to whine…it’s kids to whine…it’s giving them a specific giving them a specific reason to ask for the reason to ask for the productproduct

• Children as “surrogate Children as “surrogate salesmen”-Packardsalesmen”-Packard

• Aim: Get kids to nag Aim: Get kids to nag their parents and nag their parents and nag them wellthem well

Children’s Styles and AppealsChildren’s Styles and Appeals

• Pleading NagPleading Nag• ““please;” “mom…mom…please;” “mom…mom…

please”please”

• Forceful Nag – extremely Forceful Nag – extremely pushypushy• ““Well…then I’ll just ask Dad!”Well…then I’ll just ask Dad!”

• Pity Nag – claims child will Pity Nag – claims child will be heartbroken, teased, or be heartbroken, teased, or socially stunted.socially stunted.• ““Everyone is going to laugh at Everyone is going to laugh at

me”me”

Key: Buy into Universal ValuesKey: Buy into Universal Values

• ““The key is getting children to see a firm”The key is getting children to see a firm”• Firm = Mom, Dad, Grandpa, GrandmaFirm = Mom, Dad, Grandpa, Grandma• Buy into Universal Values: PatriotismBuy into Universal Values: Patriotism• Criteria for a Market GroupCriteria for a Market Group

• Need for the productNeed for the product• Authority to buy the product: child being permitted by Authority to buy the product: child being permitted by

those in charge to buy productsthose in charge to buy products• Ability to purchase the productAbility to purchase the product• Desire to use their buying powerDesire to use their buying power

Affecting Children’s BehaviorsAffecting Children’s Behaviors

• Learn their tastes: surveys, Learn their tastes: surveys, analyze artwork, focus analyze artwork, focus groups for childrengroups for children

• Study academic literature on Study academic literature on child developmentchild development

• Acuff: Acuff: What Kids Buy and What Kids Buy and Why [1997]Why [1997]• Stresses the importance of Stresses the importance of

dreamsdreams• 80% of children dream of 80% of children dream of

animals [Barney; Teletubbies; animals [Barney; Teletubbies; Disney charactersDisney characters

Questions to Consider:Questions to Consider:

• 1-In our present society, what do you think 1-In our present society, what do you think still motivates children to buy things?still motivates children to buy things?

• 2-Are children exposed to commercial 2-Are children exposed to commercial abuses?abuses?