Are you keen to develop a marketing campaign that appeals more to a family audience? Then you should start by rethinking your strategies.
One of the vital steps in marketing and designing any digital product is determining your target audience.
In the case of products and services addressed to parents and their little ones, you should represent the needs and preferences of this audience and find methods to advertise accordingly.
Children – even those 6 to 8 – attach great importance to details and are able to remember how products expressing their interests are advertised.
That’s because this generation of kids has increasingly gained proficiency in the usage of smart devices and understands how marketing works.
To successfully pitch your wares to this target audience, you first need to get a clearer picture of who it is and what it expects from you. Here’s a round-up of facts that you might find helpful in the long run:
Kid appeal
If you run a business that addresses products related to kids, you should take into account their perspective – it’s logical.
Thus, try to understand what these children want based on various age groups, and once you get that grasp, design your digital product to meet their wishes.
Here’re some interesting facts about several age groups that you can use to boost your digital presence and grow your brand:
icon-angle-right 2 to 5 years
This age group shouldn’t go unnoticed just because it’s the youngest of them all. It usually relates to children in preschool, kindergarten, and first grade.
If you’ve developed products for this specific age group, you should design your digital product to appeal to their level of understanding.
These kids’ thinking usually relies on pictures and graphics, including huge images. These kids don’t have too much patience, so it would be advisable to create apps that run fast.
icon-angle-right 6 to 8 years
Most kids at this age can read so you can make use of written content. However, don’t exaggerate about this, as these children are likely to disregard written instructions and look instead for CTAs.
Your wording should be simple, straightforward, and explicative for the little ones to get it right.
icon-angle-right 9 to 12 years
Kids in this age group are now more exposed to technology than ever, so take advantage of this fact and design your digital product to address an audience already familiar with terms such as AI (Artificial Intelligence), AR (Augmented Reality) and GDD (game design document).
Some of these kids are extraordinarily skilled at various tasks, and some are even into programming. That’s right – some kids between 9 and 12 (pre-teens) are able to code, either due to their enrollment in STEM camps such as the camps in Queen or due to their own love for technology.
Whatever the case, when advertising for these kids, you should pay special attention to the design of your digital product and make it suitable for a generation of children who are already knowledgeable of gadgets and applications.
icon-angle-right Above 12
This age group is more than familiar with tech devices – they master them. Some are even more experienced in technology usage than many adults out there, still wondering what’s the distinction between a website and an app.
Well, how could you reach this audience and gain their trust? With social media, of course. Kids above 12 are present on social media channels such as TikTok and Instagram, so consider getting your brand there if you haven’t done it yet.
At the same time, this audience appreciates catchy ads, which uniquely appeal to their youth interests.
Parent appeal
Parents’ needs can’t be categorized as being in the same boat as those of their kids, although exceptions can be found.
So, what do parents expect to see and receive? Well, most parents worry about the educational value of a mobile application, as well as its addictiveness and security.
They should trust your digital product in such a manner that they can leave their little ones alone with it for a couple of minutes.
Before downloading, purchasing, or subscribing, parents will ensure your product is safe, valuable, and qualitative.
And they won’t be afraid to look at the reviews of other parents because, yes, parents are like a large group of individuals advising and listening to each other when the good of their kids is at stake.
Be interactive
Developing interactive content is one of the best methods to reach family audiences. You show families that you care about the same matters as them. No idea how to do that? It’s simpler than you imagine.
If you’re on social media, ensure you generate polls of opinions and promise them that you’re about to use these ideas in the development of future products.
Another method to engage families is to use nostalgia as a tool in your marketing campaign. You can, for example, ask audiences to share their family memories, whether in the form of images or videos.
Not only does this allow you to know them better, but it also shows them that you care.
Be genuine
It’s clear as day that you should run a genuine business as, otherwise, you’re likely to lose customer trust.
Therefore, if you promote your organization as child-friendly, ensure that you really sell child-friendly products or services.
You will ideally provide families with products such as baby changing facilities, parent and baby parking spaces, playground equipment, etc.
Of course, this applies to physical, tangible goods, but what should you do in the case of digital products?
Be genuine, too! Don’t offer more than you can afford, and don’t hide anything from your audience – kids may not observe this, but parents are real falcons who take notice of every detail.
Build trust
Families attach great importance to what a business promises to offer and what it really delivers.
So, be sure you’re honest about your products and, if possible, share other parents’ testimonials about their experience with your products to help potential clients make an informed decision.