{"id":20040,"date":"2020-09-30T20:40:00","date_gmt":"2020-09-30T20:40:00","guid":{"rendered":"https:\/\/www.verriberri.co.uk\/?p=20040"},"modified":"2020-09-30T20:40:00","modified_gmt":"2020-09-30T20:40:00","slug":"childrens-marketing-agency-in-essex","status":"publish","type":"post","link":"https:\/\/mk.pnkdesign.co.uk\/verri\/2020\/09\/30\/childrens-marketing-agency-in-essex\/","title":{"rendered":"Children\u2019s Marketing Agency"},"content":{"rendered":"\n

It\u2019s A Balancing Act<\/em><\/strong> – The Art Of Appealing To Two<\/em> Audiences, According To This Children\u2019s Marketing Agency<\/strong><\/p>\n\n\n\n

There are few things more difficult in life than trying to market something to two demographics at polar opposites to one another. But that\u2019s exactly what you have to try and do when you\u2019re marketing a children\u2019s brand.<\/a><\/p>\n\n\n\n

On the one hand, you need to appeal to the demographic with the purchasing power; in most cases this is the responsible (and worn down parent). On the other hand, however, you need to look at how you\u2019re going to hook the kids in, themselves. A 5-page pdf brochure explaining your business\u2019 salient USPs may win over the balding Dad looking for his next cordless lawnmower. However, you\u2019ll find that tactic doesn\u2019t work quite so well with a 7-year old bouncing off the walls, desperate to get back onto Fortnite<\/em>\u2026<\/p>\n\n\n\n

With that in mind, the team here at VerriBerri, a children\u2019s marketing agency in Essex, <\/a>wanted to examine how to best strike this balance.<\/p>\n\n\n\n

First And Foremost, Make Sure It Appeals To The Kids<\/em>\u2026<\/strong><\/h2>\n\n\n\n

As a general rule, kids find it much easier to badger their parents into submission through endless nagging, than parents do trying to logically argue that it\u2019s in the child\u2019s best interest to eat a new vegetable, say. In other words, when a kid wants something? They want<\/em> something. If your kids\u2019 brand isn\u2019t appealing to the kids, then you\u2019ve fallen at the first hurdle. Regardless of how much adults may admire what you\u2019re trying to do, some rules of marketing never change. Knowing your audience? That\u2019s very much one of them.<\/p>\n\n\n\n

Get Clever With Your Marketing<\/strong><\/h2>\n\n\n\n
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If you\u2019ve ever watched a Disney Pixar film, as an adult, then you\u2019ll probably have noticed something. Whilst your kids erupt in hysterics at a funny facial expression, or a bit of toilet humour, you\u2019ll find yourself picking up the odd euphemism or adult-targeted quip. What they\u2019ve managed to do is something very difficult \u2013 genuinely engage two disparate audiences. It\u2019s a difficult thing to do, but it\u2019s by no means impossible. Your tone of voice must be so particular when marketing a kids\u2019 brand, and factor in so many different considerations. It can be easy to get it all too wrong.<\/p>\n<\/div><\/div>\n\n\n\n

Baby Bear\u2019s Porridge<\/strong><\/h2>\n\n\n\n

You don\u2019t, for example, want to come across as patronising or overly<\/em> childish. (Especially if your brand is targeted at slightly older children \u2013 a brand that\u2019s a bit \u2018cooler<\/em>\u2019). Nor do you want to strike too mature a tone so that it doesn\u2019t engage the primary audience (as touched on before).<\/p>\n\n\n\n

Then, on the flipside of this, is the risk of coming across as arrogant or smarmy in your attempt to appeal to the adult with the wallet. Cleverness for the sake of it can be an alienating brand characteristic, and has been known to put people off from buying. We realise we\u2019re saying a lot of \u201chere\u2019s what not to do<\/em>\u201d at the moment, rather than specifying what to <\/em>do. The truth of the matter is, however, that there\u2019s no one winning formula when it comes to children\u2019s brands. There is no<\/em> baby bear\u2019s porridge! Which is a shame, come to think of it, because I\u2019m a sucker for a good bowl of oats. Your best bet is to get parents on-side by offering a subtle nod to their position as ultimate purchaser; whilst still prioritising how the product\/service will be received by the child.<\/p>\n\n\n\n

Get Broad<\/em> With Your Marketing<\/strong><\/h2>\n\n\n\n

Nowadays, the best way to market your business is to do so comprehensively. At least, that\u2019s what we advocate here at our children\u2019s marketing agency. By taking a multi-faceted approach to your marketing, you bolster your brand identity in the best, most effective way possible. What does a multi-faceted approach look like, in practice? Well, it includes the following:<\/p>\n\n\n\n