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Pitching it to Kids/Web Plays Vital Role in Marketing Push

Pitching it to Kids/Web Plays Vital Role in Marketing Push. Greg Walter 5-11-05. Current Trends. Internet Advertising is increasing Reaches a large audience Inexpensive Can be used in new interactive ways One Audience that is being targeted is kids

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Pitching it to Kids/Web Plays Vital Role in Marketing Push

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  1. Pitching it to Kids/Web Plays Vital Role in Marketing Push Greg Walter 5-11-05

  2. Current Trends • Internet Advertising is increasing • Reaches a large audience • Inexpensive • Can be used in new interactive ways • One Audience that is being targeted is kids • http://classes.bus.oregonstate.edu/ba499/elton/Articles/Pitching%20it%20to%20kids.doc

  3. Pitching it to Kids • Why are we advertising to kids? • $600 billion in family spending that children under 13 have a say in • Another $40 billion in pocket cash • The buying power is there but is it ethical?

  4. Ethics • Critics say the junk food ads are fueling the nations obesity problem. • Young children cannot tell the difference between advertisements and entertainment • 91% of youth marketers admit that kids are being pitched to in ways they don’t notice • Marketers believe it is ok to start advertising at age 7 • Children can’t distinguish between fantasy and reality until age 9 • Kids can not make intelligent buying decisions until the age of 12

  5. Examples

  6. Web Plays Vital Role in Marketing Push • The Web has become a key pivot point in marketing initiatives • Used in direct marketing and customer retention plans • Not just a small piece of the marketing plan anymore

  7. Mrs. Fields’ Cookies • Company started in 1977 • After 9/11 the company feared declining sales would continue • Sought out the services of Brown & Dutch Public Relations Inc. in 2002 to reposition the brand in the marketplace

  8. What Did They Come up With? • Teamed up with Days of Our Lives who had a character that was a baker • Character was soon to come down with leukemia • Started an amateur chef contest with the tag line, “Winning is Sweet– And So Are the Days of Our Lives” • To coincide with the leukemia storyline

  9. The Contest • People sent in there favorite recipes • The winner was featured at Mrs. Fields’ outlets in fall 2002 • Leukemia and Lymphoma Society received 5% of sales • Winner received a walk-on role on the Days of Our Lives • Recipes were received and posted for download on the Mrs. Fields’ website • People could see all the recipes • Vote for the winner

  10. The Results • The contest got a lot of publicity • In all the soap magazines • The Days of Our Lives got a ratings boost • Mrs. Fields’ sales stabilized and they attribute it to the contest • $15,000 was donated to the Leukemia and Lymphoma Society

  11. Conclusion • The internet is a powerful tool • Being used more and in different ways • We must be mindful of the messages our children receive • We must continue to think of exciting and innovative new ways to market using the new technology

  12. Sources • http://classes.bus.oregonstate.edu/ba499/elton/Articles/Pitching%20it%20to%20kids.doc • http://classes.bus.oregonstate.edu/ba499/elton/Articles/Web%20Plays%20Vital%20role%20in%20Marketing%20Push.pdf • www.neopets.com • www.candystand.com

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