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2006 Clientk

2006 Clientk

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Publicado porKimberChin
The Best Of Clientk.com - 2006. Marketing, sales, and new business development tips.
The Best Of Clientk.com - 2006. Marketing, sales, and new business development tips.

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Published by: KimberChin on Jan 02, 2010
Copyright:Attribution Non-commercial

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04/28/2015

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Marketing to kids,
has moved from marketing via the gatekeeper
(i.e. mom)
to
marketing via the gatecrasher
(i.e. the kid).

Only a short few years ago,
marketers would target the kid
but also sell to the mom.
Tony the Tiger would be a fun cartoon character
but the voiceover would talk about nutrients
and being part of a kid's balanced breakfast.

The thought was that the kid might use the product
but the mom made the purchase decision.

Now, marketers don't bother with mom.
Sure they try not to piss her off
but they talk straight to the kids
with marketing pluses that kids find appealing.
The nag power
and kid brand awareness is all overpowering.

And it's working,
at least in the short term.
Sales bumped up with the switch.

The future will only tell
if it works in the long run.
Is the growing movement to ban advertising junk to kids
a result of ignoring mom?
Could be.

http://clientk.com/

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