Guide to Marketing to Kids

Be kid-friendly

In order to successfully market to kids, you must first create a product that they’ll love. Kids tend to respond most favorably to products with which they can engage and which fuel their imagination; they like to feel grown up, to interact with their toys, and to bend the rules with interesting colors, flavors, etc.

I recommend: Focus groups are a great way to find out how real kids will respond to your product and your marketing. Springboard Marketing and Just Kid Inc. are two market research companies that specialize in finding out what kids actually think.

Pay attention to packaging

Despite the old adage, kids still judge books by their covers. If you want to sell something to them, make sure it comes in a pretty package. Kids respond well to bright colors, unique textures and interesting shapes.

I recommend: Consider hiring a graphic designer to help you create fun packaging that will grab children’s attention. You can connect with freelance designers, and get bids from them, at iFreelance.com, or you can hire a professional agency, such as Creation Network or WonderGroup.

Go where the kids are

It doesn’t make sense to market to kids in adult spaces. Instead, market within toy stores, movie theaters, theme parks and sweet shops—anywhere that kids might be most likely to encounter your message.

I recommend: Perhaps the easiest place to find kids is in schools. Partner with an in-school marketing firm such as Scholastic InSchool Marketing to find out how to responsibly and effectively put your message in front of students.

Mind your media

Study different media—Internet, television and print advertising—and spend your marketing dollars wisely in order to reach the widest audience of children (and parents) possible.

I recommend: Television persists as one of the most effective vehicles for advertising, particularly to children. Call your local cable provider—Comcast, for instance, or Time Warner Cable—to inquire about buying ads on networks such as Nickelodeon and Cartoon Network, or during children’s programming on network TV.

Build loyalty

Children are big on brands. As such, marketing to them will prove much easier and more effective when you aim to build brand recognition and loyalty among your youngest customers.

I recommend: Kids respond well to logos and mascots, which give your brand a visual identity and personality. Companies like Sosfactory specialize in creating characters and design concepts with which to illustrate your brand, while software solutions such as The Logo Creator help you do it yourself.

Market to Mom and Dad, too

Kids don’t have the cash; their parents do. So while you must sell the kids on the products, you must also sell their folks on the purchase. Do just that by being cost-sensitive and by communicating a good value in your sales pitches.

I recommend: Parents tend to get behind products that are not only fun for their kids, but teach them things, too. Take a cue from children’s experts at PBS Kids and Sesame Workshop and talk up the educational benefits of your product.

Be responsible

When marketing to kids, be especially sensitive to your message and manner of presentation. Using controversial words or images to sell your stuff to children will end up hurting sales more than helping them.

I recommend: If you’re marketing to children, consider committing to the Childern's Advertising Review Unit Self-Regulatory Program for Children’s Advertising (PDF file), a voluntary set of guidelines for ethically marketing to kids.