1. The document discusses strategies for effectively marketing to children and parents. It focuses on a toy factory event and TV show. 2. Key strategies highlighted include making activities fun, timing marketing around holidays, having a 360-degree marketing approach across different channels, linking the TV show and in-person event, and enabling exploration at events. 3. Research on the toy factory event found high rates of success in boosting brand awareness, recognition, and activation for advertiser partners through the different marketing strategies.

1. THE TOY FACTORY
ATTENTION
EXPLORE
360°
FUN
BRIDGING
Sofie Rutgeerts
Advertising Researcher
MEDIALAAN

2. Who’s a master in PesterPower?
A B

3. Kids marketeers are associated with PesterPower
#PesterPower #NagFactor
the tendency of children,
who are bombarded with marketers’ messages,
to unrelentingly request advertised items

4. How to reach kids & parents
In a positive & effective way

5. How to reach kids & parents
In a positive & effective way
940

6. How to reach kids & parents
In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION

7. 1. Fun is the basis

8. How to reach kids & parents
In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION

9. 2. Timing is everything
September October November
Wishlist*
Holidays = playtime!!
*Source: SPIM+ The Toy Factory 2015

10. How to reach kids & parents
In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION

11. BE THERE
WHERE KIDS ARE
In the shop
At school
On event
Online
Smartphone
& tablet
3. 360° approach
On TV

12. 3. 360° approach
Brand exploration stimulates brand preference
Source: SPIM+ The Toy Factory 2015 – Q: Did you already make up your wishlist for Sinterklaas?
24
38
51
Sign difference ct non-viewers
Non-viewers VTMKZOOM-viewers VTMKZOOM-viewers
& TTF-visitors
X 2

13. How to reach kids & parents
In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION

14. 4. Bridging TV and Events
The TV campaign of The Toy Factory stimulates visiting the event
Sign difference ct non-viewers
Source: SPIM+ The Toy Factory 2015 – Q: Did you visit + do you intent to visit The Toy Factory?
53% 18%
VTMKZOOM-viewer Non-viewer

15. 4. Bridging TV and Events
The daily presence of ‘television’ on the event stimulates watching the TV-program of The Toy Factory
Sign difference ct non-viewers
Source: SPIM+ The Toy Factory 2015 – Q: Did you watch episodes of The Toy Factory on VTMKOOM?
41% 28%
Event visitor Non-visitor

16. How to reach kids & parents
In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION

17. 5. Enable exploration
The Toy Factory is highly appreciated thanks to the exploring possibilities
Source: SPIM+ The Toy Factory 2015 – Q: Did you visit + do you intent to visit The Toy Factory?
7,2 /10
Tof dat kinderen actief aan bod kwamen en
effectief alles konden meedoen.Kinderen kunnen speelgoed dat ze niet kennen
uittesten en zo ontdekken of het iets voor hun is.
Het is leuk ook om nieuwe dingen te ontdekken!
Zo hebben we ook weeral wat ideetjes opgedaan!

18. The effectiveness of The Toy Factory
High success rates of the advertisers’ campaigns on the brand uplift
Source: SPIM+ The Toy Factory 2015 – % of partners that benefit from an uplift among VTMKZOOM viewers on the respective parameters
The partners
6/ 6 campaign recognition
6/ 6 brand activation
3/ 6 brand awareness
2/ 6 brand image

19. How to reach kids & parents
In a positive & effective way
1. FUN IS THE BASIS
2. TIMING IS EVERYTHING
3. 360° APPROACH
4. BRIDGING TV & EVENT
5. ENABLE EXPLORATION

20. Sofie Rutgeerts
Advertising Researcher
sofie.Rutgeerts@medialaan.be