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Six strategies marketers use to get kids to want stuff bad
Almost half of all kid targeted toys, games and gadgets sold this year will be bought in the final quarter.
Meanwhile, slipping toy sales have Pandora Valentine's Day Charms raised the stakes. Last year, sales dipped 2% to $21.9 billion, reports market researcher NPD Group. Some categories went down like a kid on a slide: plush toys by 14%, board games by 8%.
What's a toymaker to do? Advertise like mad.
Last year, marketers spent $1.4 billion per month marketing to children 15% more than the year before, McNeal says. "I call it 'surround selling.' "
Mattel Brands President Neil Friedman pandora murano glass beads 100% genuine says Mattel will spend half its ad budget estimated at $460 million by Advertising Age in the fourth quarter.
Hasbro won't divulge its ad plans, but it is ramping Pandora Valentine's Day up TV spots for hot toys such as its $299 life size, interactive miniature pony Butterscotch My FurReal Friends Pony. When making and placing ads, however, Chief Operating Officer Brian Goldner says, "We apply judgment as parents, not just as business people."
Critics pandora bracelets kays jewelry for sale don't buy that. The annual ad onslaught drives some crazy.
"It's greed," says Raffi Cavoukian, the kid music singer turned child advocate intent on protecting kids from commercialism. "These companies want to turn America's kids into sales agents to nag Mom and Dad."
In the next few weeks, marketers will try to nudge, prod and cajole kids into buying their stuff. Some techniques that have worked for years are still effective particularly, repetitive ads on kids shows. Among new ideas in 2006: a Wal Mart website for toy picking that critics have panned for putting kids in control of e mailed wish lists.
Holiday hype has reached a point where parents need pandora clips-sterling silver clearance a tip sheet to know what to watch for to shield their kids if not themselves.
Here it is: A list of six of the most effective techniques marketers are using this season to snatch the attention of youngsters.
1. Techie wish lists
Erin Willett wants Wal Mart to kill its toy wish list website.
The mother of 4 year old Carter and 1 year old Nolan, recently wrote Wal Mart's CEO that she'll do her shopping at Target until Wal Mart dumps the site. Applause is played when YES is selected. But it's silent if NO is selected. "If you show us what you want on your wish list, we'll send it straight off to your parents," promises one elf.
Several consumer groups have asked Wal Mart to close the site. "Wal Mart is encouraging kids to nag for toys," says Susan Linn, co founder of Campaign For a Commercial Free Childhood.
"This site is the lowest of the low," says Gary Ruskin, founder of consumer group Commercial Alert.
The site "helps create a culture of nagging," says Diane Levin, co founder of Teachers Resisting Unhealthy Children's Entertainment.
Even readers of ad industry trade journal Advertising Age find the site troubling. In a poll, 52% agreed that Wal Mart "goes too far with its holiday website."
Wal Mart says the site is a modern twist on an old tradition. "Making a Christmas wish list and sharing it with parents is a tradition that goes back as long as Santa," spokeswoman Jolanda Stewart says.
But some toys aren't on the site by accident. Some involve financial "sponsorships," says Stewart, though she declined to be specific. As for consumer complaints, she says, "We haven't received a significant number."
2. Repetitive TV spots
Despite the hoopla over the Internet, the vast majority of kid targeted ads for the holidays still will appear on one of seven TV networks: NBC, ABC, CBS, Fox, CW, Nickelodeon and Cartoon Network, says Paul Kurnit, founder of KidShop, a consulting firm.
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