And I think it is Disney…….
Marketing has always been a major part of American culture,
but over the past two decades retailers have become savvier and realize that
the most effective marketing is the marketing targeting children. I would love to tell you that being aware of
this, the Cheney’s are immune to the effects, but that would be a big fat lie.
According to the 2008 YTV Kids and Tweens Report,
kids influence:
·
Breakfast choices (97% of the time) and
lunch choices (95% of the time).
·
Where to go for casual family meals (98% of
the time) (with 34% of kids always having a say on the choice of casual
restaurant).
·
Clothing purchases (95% of the time).
·
Software purchases (76% of the time) and
computer purchases (60% of the time).
·
Family entertainment choices (98% of the
time) and family trips and excursions (94% of the time). [1]
I find it funny to
think about how much we are influenced by the choices of our children, but it
really is true. We have traded in fancy
restaurants for Red Robin, Panera, or MOD Pizza (our family favorite),
vacations MUST have a swimming pool, and even our “style” is kid approved.
The thing I am
most amazed by is how a cleverly crafted commercial can launch the next big
thing. As Tinkerbell and Elmo have lost
some of their flare in the past few years, Disney decided to launch a
re-imagining of Minnie Mouse, they don’t need a “new” character, the old ones are
perfectly fine for their purpose. Gwen: hook.line.and.sinker. In fact, it is RARE to go a day without some
Minnie Mouse influence.
One of Claire’s
current interests is Brave. That one is
obvious, easy marketing and a great movie.
Lost tooth plug!
Her other, interest
obsession is Winx Club Fairies (sorry Disney, Nickelodeon won this time). Claire saw one single commercial, and was
determined to watch this show. It
targets girls phasing out of the toddler shows, but not quite ready for the
shows containing real people. The only
problem we have is that Winx is growing faster than its products. I hope they have dealt with this issue BEFORE
Halloween. Luckily, we were able to find
a couple dolls that we let Claire buy with her chore and tooth fairy money.
Why does Disney
owe us? Well, Disney, we buy A LOT of
your products. (I know, that’s the point)
BUT, the very best marketing you have is super cool kids, like ours,
walking around head to toe in Disney products.
Our kiddos make their little buddies obsessed with your products, even
if they have never seen your show.
Roy Disney, Contact me if you are looking for a place to send our check.
