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To Know Kids, Get To Know Their Influencers
(WORLD) Check out this interesting post over on the Kid Power Xchange Blog. It's a discussion on how to avoid the phenomenon labelled "Marketer Losing Touch Faster (Than Kids)" and basically summises that to know kids you have to get to know their influencers (which are usually older siblings).
Here's a taster:
This laser-like focus on a kid in a bubble is part of how MLTF(TK) happens. Marketers keep their eye on the prize, their target SVC, be it boys, girls, kids, teens, tweens or moms. But we aren't paying attention to the influencers of this group. So all of a sudden we're surprised that tweens are demanding an iPod, or wanting to text message on their cell phone…after they've cleared the hurdle and acquired one. (BTW..Did you know that SpongeBob Squarepants sends out a daily "Deep Sea Thoughts" via text?). If you are trying to build credibility with your ideal kid consumer, doesn't it make sense to be there with them on the cutting edge?
Filed by DK on May 6 2006
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