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Target acquired 0 3 year olds


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Target acquired 0 3 year olds

  1. 1. Target Acquired: 0-3 Year OldsI read an article recently in which the author talked about marketing and how interestingly,marketers are very, very interested in reaching your infant. Yes, you read that correctly. No,they don‟t have buying power (yet), but they do have influence. In addition, studies have shownthat by the time they are 3 years old, they can recognize an average of 100 brandlogos. Essentially, it‟s more branding than it is actual marketing, but it‟s still influentialnonetheless. If studies are true, with 80% of children under the age of 5 accessing the internetweekly, then targeting these young ones may actually be an awesome idea.Brand awareness has always been a part of our lives, and as evidence by the world‟s recognitionof the Golden Arches, the Blue Oval with white cursive lettering, or the Pepsi Yin/Yang, it‟sengrained in our psyche. So why all the focus on 0-3 year olds? Well, to start, the luxe sector isripe with opportunity, as evidence by McLaren recently partnering with Dylan‟s Candy Store inManhattan. If you‟re a parent, you probably love to show off your child, and get them the nicestthings you can. Marketers know this and seek to capitalize on that.According to the article, by Brian Braiker,“[Brands] are going younger and younger all the time,” says Dan Acuff, a former marketingconsultant to Hasbro, Mattel, Nestlé, and others. “Babies don‟t distinguish between reality andfantasy, so they think, „Let‟s get them while they‟re susceptible.‟”Martin Lindstrom, a brand consultant whose new book, Brandwashed, was released last week,says, “Marketers are getting more and more desperate to generate sales, so we‟re slowly movingthe ethical lines. When it comes to families, parents are much more influenced by the kids‟ and
  2. 2. babies‟ preferences for brands.” And babies do have preferences. The Campaign for aCommercial-Free Childhood reports that by six months, babies are forming mental images ofcorporate logos and mascots, and that babies request brands as soon as they can speak. Otherstudies show that by the time an American child is 3 years old, he or she can recognize anaverage of 100 brand logos.”However, not everyone is on board with this type of marketing and branding strategy. As anyparent knows, kid‟s love technology gadgets. It‟s a far cry from when I was a kid and I had touse my imagination and the coolest toys on the block were action figures. Braiker‟s article goeson to say, “We‟re raising a generation of children who are bored unless they‟re in front of ascreen,” adds Susan Linn, director of the Campaign for a Commercial-Free Childhood. “There‟sno credible evidence that babies learn anything useful from screen media.” Certainpsychologists have even said that children who get computers at an earlier age are no smarterthan those that don‟t.It doesn‟t matter. As I mentioned earlier, and as discussed in the AdWeek article referencedabove, kid‟s will cheer and plead for Micky D‟s just based off the commercials they‟veseen. They will ask for Power Wheels or know to choose the Coke can over the Wal-Mart brandcola because they‟ve seen the cup on American Idol. They can use technology and if it‟sbranded, so what. In the end, if it makes a parent‟s job easier, and helps companies in theirmarketing/branding campaigns, so be it. Come to think of it, “I‟m thinking Arby‟s”… Be rightback.About SeedCornPPC: Seed Corn Advertising is an online Advertising Network based in LosAngeles, California committed to establishing new business development partnerships and togrow your search network and ours.Learn more about SeedCornPPC by visiting us at SearchEngine Pay Per Click, PPC Advertising and Search Marketing Engine