On the web
Australian Financial Review - BOSS Magazine
They earn nothing, have no money in their pockets and are an increasingly influential consumer group. Kids. So how do we market to them? MIRIAM HECHTMAN scans the web for advice on what kids want.
In his book Brandchild, branding guru Martin Lindstrom discovered some astonishing things about today’s kids and their relationship with brands. Though more a shopfront (buy the book, buy the book) than an information portal, the website does offer visitors access to further information about Lindstrom as well as a link to Millward Brown, the consultancy that undertook the research, and its research instrument Kidspeak, plus tips on marketing to that age group.
This blog will keep you up to date with the latest trends in branding, with links to relevant articles, favourite blogs and associated research. It’s easy to navigate, with helpful external links accessible from each news feed. From information on girls burning their Barbie dolls to ending the promotion of junk food, the category Toddlers/Kids cites various attention-grabbing reports, creating a chronology of interesting and unusual data about the kids’ market.
Feel free to argue: this website encourages a good old-fashioned brand debate. Links to brand-related books and articles will keep you informed, as will access to a brand directory of consultancies, designers and speakers. A simple search function allows you to filter subject matter, and there is a good section on kids-related branding. Although US-centric, the site also includes a job listing section and an events calendar that covers Sydney. And for those visitors who need help with the lingo, a brand glossary will set you up. Because often it’s not what you say but how you say it.
www.allbusiness.com/articles/StartingBusiness/1965-25-1819.html#
This one is not a website - just a useful article with seven clear points you need to take into account when marketing specifically to kids. They include using cool packaging and speaking in kid-friendly language.
