How to create ads for children: features of children’s marketing
Children are interesting to marketers: firstly, they influence the decision of parents to purchase goods. Secondly, advertising forms their consumer habits, which means that it makes them loyal to a certain brand in adulthood. Thirdly, children have pocket money that they spend with pleasure.
However, often advertising campaigns fail due to a lack of understanding of the target audience. To understand it, I will analyze three age categories – 1-3, 3-7, 7-10 years. This knowledge will help to formulate a promotional offer for children.
Elkonin age periodization
Soviet psychologist Elkonin Daniil Borisovich in the book “Child Psychology” (1960) described one of the best age periodizations. I will use it to explain the characteristics of the psychosomatic development of children.
For obvious reasons, I do not consider the period of infancy, since it is not of interest. Also lowered the teenage period (from 11 years): the understanding of advertising in these years occurs at the adult level.
The child learns objects with the help of adults, as he does not have enough knowledge to identify them. Motility, speech and social adaptation are actively being formed. Large and colorful objects attract attention: preference is given to what can be folded, laid on top of each other, tilted or squeezed.
A child under 4 years old perceives all things as their own, therefore, arranging a tantrum in the store, does it sincerely, does not manipulate. He does not understand why the aunt (seller) does not give “his” toy. There is stress comparable to the loss of a loved one.
Soldatenko Nadezhda Viktorovna, psychologist, head of the department of psychological support and social adaptation of children and youth W. H. Columbus, Yoshkar-Ola
To work out the psychosomatics of this target audience is only when creating a product. Advertising is pointless: the limited language of children excludes any possibility of understanding it. But it is worth paying attention to parents. The survey I conducted on VKontakte showed: 10 out of 16 people are willing to go about their child.
Daughters are almost 3. More often than not, her desire does not affect her purchase decision. Because at a particular moment the child needs this and that, and this, and this too. I buy toys as planned, and without the presence of my daughter. Food is easier. She picks something and asks if she can. I look at the composition, if it suits me, I allow it. For one trip to the store I buy no more than 1-2 unplanned snacks.
Alina Latypova, 26 years old
3–7 years old
The model of family relationships is changing: the child is entering the phase of situational role-playing games. Able to speak and read, interacts well with other children, complies with the rules. This means that he is able to perceive simple advertising offers with a social message (friendship, love, help).
According to the theory of “Phased formation of mental actions” by Peter Halperin, a child solves new problems without the help of adults, sets goals and achieves them in the game. With sufficient motivation, the goal may be to purchase a product that, in the opinion of the child, will satisfy his needs. For this, the baby addresses his parents, and skillfully manipulate them. In 2015, IOM Questionnaire conducted a survey and found out that 50% of children are asked to buy a product from advertising. Approximately 28% of adults agree and go to the store.
Children are attracted to advertising brightness and presentation. Elevated tones, extreme positive, promising messages and slogans that easily fit into children’s memory.
Tatyana Gileva, child psychologist, director of the psychological studio “Between Us” St. Petersburg
The ideal ad format for this age is video. The child does not understand the meaning of the message, but he is attracted by the dynamics. A study of the portal Toys. Segment.Ru confirms this: young parents said that the children most often initiate the purchase of toys after watching an advertisement.
Barry Gunter in his book “Advertising to Children on TV: Content, Impact, and Regulation” states: advertising gives a greater result during the Christmas period. For our country, the same statement is true, but adjusted for the New Year.
Use the tips to make a video that children like:
the perception of colors varies between parents and their offspring. Will have to balance between the two target audiences. For example, red is popular in children, as it is associated with movement. Adults perceive it as aggressive;
the same applies to sounds: children’s songs often annoy parents, but children are ready to listen to their favorite melody endlessly;
the child’s attention is unstable, quickly jumps from one object to another, so shoot short clips;
use the quatrains: children easily remember them and retell them to their parents. This is another reason to remind the older generation of your product;
children react to a smile – the more joyful emotions on the screen, the stronger the child wants to see them again;
Do not create advertising images based on children’s drawings. Children see the world without distortion, but paint it by virtue of skills.