A sentimental journey
MarketTools research reveals a strong connection and loyalty to the brands that panelists grew up with as children. Crayola, Fisher-Price and American Girl are all enduring brands with reputations for quality and durability. As one Mom reminisced, "As a little girl, the (original American Girl) catalog was my dream book; I waited impatiently for the twice-a-year issue that came in the mail. My grandmother bought me Kirsten for my 11th birthday, and I still have her…If I ever have a daughter, I will pass down my treasured Kirsten to her."
Parents find it rewarding to share with their children the same toys and books that they enjoyed and see them be just as engaged and enchanted by them. Parents will happily embrace the things that invoke fond memories of their childhood.
Listen and learn
Marketers, take note: If there's one thing a parent can't stand, it's the implication that they don't know what's best for their children. They balk at perceived governmental interference in their parenting, such as spanking laws and breastfeeding restrictions. A well-meaning busybody on the street is likely to get an earful from any Mom if there's an implication she's not a good mother just because her son's not wearing a hat!
When crafting a message to parents, remember, Mother AND Father know best.
Parents today are less likely to listen to experts than their own peers. They are skeptical and savvy to marketing messages, but that doesn't mean they're not receptive to them. For example, some Moms don't mind character-branded products as long as they positively motivate their children. As one Mom said of her daughter: "She just now started liking pasta, and if she'll eat it because Shrek is on it, then so be it."
Another Mom mentioned bonding with her daughter over their mutual crush on Johnny Depp and buying "Pirates of the Caribbean" movie merchandise for his picture. Character marketing and other tactics that create buzz will get parents talking and comparing notes. That's a golden opportunity for marketers to listen and learn.
The bottom line: parents and marketing
The bottom line is that parents will respond much more positively to messages that acknowledge they are the experts when it comes to their children. Companies should play up their brand strengths, whether it's safety, education, nostalgia, or something valuable that will appeal to parents. Also, give parents a forum such as an online community to express what they like and don't like, and then show them that you're listening. Pay attention to the things that are important to them, and address their concerns. Most importantly, give parents the tools to make informed choices on behalf of their children and they'll be much more open to what you have to say.
Carole Newton McManus is product manager for Insight Networks and ZoomPanel Moms Community at MarketTools, Inc. Read full bio.