How to sell ridiculously unnecessary product: Parent and kid edition
Firm perfects smart marketing approach to kids and parents explains how the really smart marketers do it.
To begin, create a product line that isn’t needed or necessary: Skin care for children.
. . . a good niche product geared to a relatively new market with few competitors.
It’s a new market because this company (mysteriously not named in the article) made it up. They invented the market. Thy have no competitors because the Unnamed Company made it up first.
And now, the strategy. The Unnamed Company:
. . . speaks on a kid-appropriate level by using “fun” adjectives such as “friendly,” “sunny,” “happy,” and “funny” to describe the products . . . .
. . . appeals to kids’ sensibilities by packaging the products in bright colors and designs . . . .
. . . added entertainment value to the product line with a CD of silly rhymes and songs to serve as mnemonic devices for developing good skin-care habits.
. . . [created a website], providing a forum for learning more about the ingredients, including the “toxic bad guys” found in everyday products. . . . [and] printable checklists for kids to earn stars for performing their skin-care regimen.
Now that’s how you get kids to ask for and parents to buy a completely unnecessary product.
Here’s another one: How do you get a Mom to buy a knife for her toddler?
They strategically placed the words [Kiddy and cutlery] in discrete places where Moms aren’t likely to see them seeing as they are concentrating on getting out of the store before their kid has a melt down.
Katherine has a point: Even if it’s not sharp, why would Gerber even consider selling a little toddler knife?
Gerber and Kellogg’s must have attended the same product development workshop: Create and Market Products to Confuse Small Children for Fun and Profit.
October 8th, 2008 at 12:30 pm
Only in a country that invented and marketed “Lego Fun Snacks” could Sarah Palin be a viable candidate for the vice presidency.
And by the way, when did food become “fun”? Is the food itself fun, or is eating food fun? Is food that’s not called fun not fun? Like trout? Or lasagne? “Dad, what’s for dinner?” “I made a nice lasagne.” “What? I hate lasagne.” “Why.” Because it’s not fun.” “Actually, this is fun lasagne.” “Oh, okay.”
Maybe PEM should have a Creative Fun Product contest. In 50 words or less, describe what fun product should marketers develop next. The winner could get, like, a fun can of fun refried beans.
I wonder if those hungry kids you see in those sad commercials play with their food product. You know, for fun. Sure, they’re hungry, but they probably aren’t having enough fun, either. If you send them the Lego Fun Snacks, do you suppose they stack ‘em or eat ‘em?
October 25th, 2008 at 11:08 am
I have to disagree strongly with the linked poster that “you don’t give kids knives”. Toddlers can be well and truly ready to learn to use kitchen tools! My son started practising cutting his food, and helping prepare family meals by cutting soft items such as mushrooms and strawberries, at the age of two. The child-sized knife we had worked much better in his tiny hand than an adult-sized knife.
The reward chart for kiddie skin care, however, made me shudder.
October 25th, 2008 at 11:47 am
@lauredhel, thanks for reading. I have to say I’m impressed that you had your two-year-old cutting food. I think that’s terrific. I never would have had the stomach for it. I think my concern at the time, if I remember correctly, was that I didn’t want a regular knife being mistaken for a kid-safe knife. Your point is well taken, as I now have older kids who are just learning to use a knife properly.
October 25th, 2008 at 11:52 am
I was kinda amused to see this post nestling in there with your more recent post talking positive about Montessori. One of the key tenets of Montessori education is that children can learn to use adult tools from a much earlier age than our culture would typically allow; and that they need tools and equipment that are fitted to their small bodies.
I don’t mind the pictured cutlery at all. Bright plain colours, no cartoon characters or licensed advertising, and it looks functional.
October 25th, 2008 at 11:52 am
(That should be “positively”, of course. Time for bed.)
October 25th, 2008 at 12:00 pm
Of course — you’re right. Must be the ghosts of my own childhood — DON’T TOUCH THAT KNIFE OR YOU’LL CUT YOUR FINGER OFF!
Good night.