Product, branding, marketing, and advertising are heavily intertwined in markets, so it is quite difficult to consider one topic without detaching it from all others. Therefore, everything is too convoluted in such matters, especially for those who use marketing.
This means that too much needs to be said for the reader to stop dreaming about the unattainable, not to clutter their head with nonsense that marketing figures constantly generate, and most importantly, to understand the entire logic of the process and at the same time be able to effectively influence the adult person.
The clear eyes of young consumers always conceal a lot of cunning. It may also seem that working with children is quite simple: just create bright packaging, take a place in the checkout zone, and thereby the cute creatures will simply cause a lot of trouble for parents, demanding everything that catches their eye, as shown by marketing analysis. Such a story knows many refutations of this approach. Children are little people. They have the entire set of adult needs, except of course sexual ones (which psychologists may argue about, but here we can limit ourselves only to the sphere of consumption).
Very often children build hierarchies – almost the same as adults. They can explore the world, care (though not so adequately) for those close to them. They are characterized by hedonism, and also are not averse to saving their energy (or, in other words, laziness). Accordingly, every strong brand (if it is truly a brand, and not something incomprehensible lying on the shelf) must integrate into the motivational system of little people; the result here should be commitment to the purchase itself, or an attempt to force parents to buy what they want.
However, you should not create a brand according to accepted standards or run an advertising campaign for adults. Then failure awaits you. The motivation is actually "adult," but the path for realizing motives here is completely different. Childish. Even large manufacturers have often gotten burned on this.
What is the reason here? In the emotions themselves. The main thing is to build a chain of need realization, which should later lead to choice or desire to purchase; in children, the role of emotions is completely hypertrophied, and this completely changes everything.
Source: 7statey.ru
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