The problem in marketing to children is how to make and impression on them, how to stand out. Children are bombarded by so much advertising that marketers have to find a way to avoid mediocrity. One way to do this is through “buzz marketing,” which is to utilize the most popular children to create “buzz” about a luxury product. The company provides popular kids with the product, asking them to wear it or use it. In other words, these popular kids are being asked to provide “street-cred” or “coolness” to the product. It is a form of viral marketing and is very effective, because it is easily translated to texting or twittering, and social networking sites.
Another avenue for successful marketing of luxury products is school. For example, Apple computers are supplied to the computer labs at elementary schools. Apple not only exposes children to its products, but adds to its reputation as a “caring” company. Justice, a luxury brand of children’s clothing, sponsors educational programs at schools. These programs provide elementary students with the opportunity to see and handle exotic animals. Since elementary students are at an age when they are very “animal aware,” the program connects with them emotionally. This connection carries over to the sponsoring brand.
Of course, the internet is an extremely effective method of marketing to children. It is part of their culture, which means they have never known anything else. The internet is part of their daily lives. Children spend hours online without any supervision. Added to this is the fact that most parents have no understanding of how much marketing occurs on websites for children. These websites provide the perfect matrix for creating and building brand loyalty. The most vital factor of online marketing to children might be this: it is easy to track and collect data for future marketing to the same children.
Music, movies, and video games are luxury products that all children grow up desiring. Marketing campaigns on television, radio, and the internet are very effective in targeting young people.