Download Benefits of Marketing to 7-10 year olds

FUN Company
Memo
To:
MARK WEATHERS, FUN COMPANY CEO
From:
[Click here and type name]
CC:
[Click here and type name]
Date:
4/29/2017
Re:
Target Marketing Campaign Electronic Educational Toys
Dear Mark Weathers:
Thanks for suggesting that we explore psychographics as well as demographics. Base on the
following report, using psychographics as well as demographics will not only help the FUN
Company reach its target market for the electronic toys but also cultivate brand loyalty from
these 7-10 year old consumers. The research substantiates your contentions.
ELECTRONIC EDUCATIONAL TOY MARKETING
Marketing educational toys in an emerging and highly competitive market need not be as
ambiguous and overwhelming as it seems. Using market demographics and psychographics,
the marketing department can successfully engaged the children aged 7-10, appeal to their
sense of inquiry and love for learning through doing ( Sullivan, 2011; Wilson, 2009; John,
1999). More importantly, perhaps, using these marketing demographics, psychographics and
segmentation, the FUN Toy Company can successfully pique interest and sales from the
parents, and grandparents. In fact, the informational side of the ads, the product descriptions
and the supplemental information can assure effective and efficient marketing (John, 1999;
Williams & Page, 2010).
Target marketing
Knowing your target market is critical, but understanding your target customers gives the
FUN Company a competitive edge. After all, Wilson (2009) demonstrates that smart
marketing not only harnesses this information but discerns the demographic and
psychographic differences therein. Utilizing the subsets, marketing can develop the
personalized messages for the target groups. After all, customers are not one-size-fits all. This
is especially true for the FUN Company electronic educational toys.
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Selecting Target Demographics
Since the FUN Company products are designed for children aged 7-10, this represents one
demographic. Part of the group known as Gen I or Gen Z, these children were born into the
Internet and technology age (Wilson, 2009; Williams & Page, 2010). Since their Gen Y
parents are also technology savvy, process information quickly and are especially brand loyal,
marketing to the children in the middle class will inspire sales (Williams & Page, 2010, p. 7).
While Wilson (2009) reveals that few theories exist to explicate successful marketing
techniques to Gen I (Gen Z) because they are emergent, FUN Company will use its tried and
true techniques for marketing to these children. It will employ a synthesis of the
developmental stages, the motivations for ownership and appeal to the children’s sense of
inquiry and desire for more independent learning (John, 1999).
After all, Erik Erikson and Piaget hold that children during this stage become increasingly
independent and seek ways to resolve questions relative to construction, confidence and selfefficacy (John, 1999, p. 190; Marketresearch.com “Kids”). Since they are becoming
increasingly independent and less reliant on their parents, peer groups play a more prominent
role. For this reason, marketing to the 7-10 year olds in the middle class will not only cultivate
demand but also inspire the “me, too” trend of ownership.
Benefits of Marketing to 7-10 year olds
According to MarketResearch.com published by Package Facts in 2000:
 Kids 5-14 have buying power
 In 2000 this market segment equated 39 million
 This market is becoming increasingly diverse
More importantly, perhaps, MarketResearch.com(2000) also reveals:

Kids are natural consumers

Kids select their own Cereal, Toys, Snacks, and More

Kids Establish Shopping Independence

Kids establish where they shop

Kids’ retail preferences change with age.

Kids are generally Brand- Kids Influenced by TV Advertising and internet advertising.

Kid Accommodation Now Mainstream Practice
For all of these reasons, the FUN Company must market to the kids aged 7-10.
They are independent and consumers with buying power. More importantly, kids are brand
conscious. Therefore, purchases now will inspire brand loyalty in the future. Moreover, the
children of Gen I will most likely follow their parents’ actions by example. Even though this
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pattern continuation would be subconscious and extend from acculturation, target marketing
cannot ignore its effects.
Middle Class kids 7-10 years old Demographics (MarketResearch.com, 2000, “Kids”)

Middle class kids have more purchasing power.

They tend to live in homes that are purchased instead of rented.

Attend schools with technology.

These kids are more independent because they have more options.

They more regularly make decisions relative to products.

Their exposure to electronics and electronic toys greater than that of the lower class.

Their parents are more likely to have disposable income.
By marketing to the middle class kids 7-10 years old, this cultivates brand-loyalty. It inspires
consumption among a group with more disposable income. It also starts a trend for
consumption. Since this group constitutes approximately 12 million, this not only makes
children and appropriate target market but also inspires peers to consume the same products
(MarketResearch.com, 2000, “Kids”).
Psychographics
Psychographics are important, too. Just as the product is designed to cultivate demand,
psychographic-oriented marketing develops target market campaigns based on lifestyles,
behaviors and psychology (All Business, 2008; Sullivan, 2011). It explains why the target
consumers buy what they buy (All Business, 2008).
7-10 year old, Middle Class Psychographics (MarketResearch.com, 2011,
“Kids”)

Kids in this target market segment:

Are more independent because they live in homes where both parents work.

About 50% receive allowances.

Kids embrace the internet.

Kids embrace technology.

Kids want to belong.
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
Kids are more global oriented.

They look up to their parents.

They look to their peers.

They are increasingly interested in more complex technology and electronic toys.

Kids realize that humor can illustrate products.
Based on these psychographics, kids aged 7-10 would buy electronic toys by the FUN
Company because they are more technology oriented. They like its appeal and have been
cultivated in a technologically-based environment. In fact, Williams & Page (2010) contend
that these youngsters are increasingly independent and “[…] accustomed to high-tech and
multiple information sources, with messages bombarding them from all sides.”
For Generation Z (also known as Generation I), peer acceptance is particularly important
(Williams & Page, 2010, p. 7). Therefore, consuming a product one’s peer has coauthors a
sense of belonging. However, these children increasingly make purchases themselves, exerting
a sense of independence and pride in ownership. However, this generation is bombarded by
choices. Therefore, Generation tends to consider purchases longer before they make their
selections (p. 7). Like their parents, they tend to purchase quality (p. 7).
Summary
In conclusion, the target market for the new line of FUN Company electronic educational toys
should be the 7-10 year olds in the Middle Class. Because they comprise more than threefourths of the 7-10 year old demographics and have the purchasing power, this segment is
appropriate (MarketResearch.com, 2000, “Kids”). Additionally, of course, tailoring ads to
cultivate demand by appealing to the global nature of the learning the electronic educational
toys promote, the ways purchases would initiate children into their peer groups and inspire
greater independence and self-efficacy reflect the psychographics of this market segment
(Sullivan, 2011).
Recommendations
Based upon the research conducted, the Fun Company should develop its marketing campaign:

Using that target market segment, 7-10 year olds in the Middle Class

Engaging the appropriate psychographics, tailoring content and messages to appeal to
the reasons why this segment buys.
It should conduct further research relative to the appropriate media format for its advertising
campaign.

More than likely these will include teen magazines. After all, “tweens” want to belong
to the next group.

Channels might also include TV ads and the Internet or YouTube videos.
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After researching its options, the FUN Company should test its marketing in a small population.

If the results are suboptimal, the marketing messages or mediums may need to be
altered (Wilson, 2008).
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References
All Business (2011 Aug. 8). What demographics and psychographics mean for small business
marketing. Retrieved from http://www.allbusiness.com/marketing/market-research/4261.html#ixzz1aFGyLFoM
John, D.R. (1999). Consumer socialization of children: A retrospective look at twenty-five years
of research. JOURNAL OF CONSUMER RESEARCH, Inc. 1999 (26): 183-213.
Retrieved from http://www.sfu.ca/media-lab/archive/2007/426/Resources/Readings/
readings%20kidcult/course%20readings/320readings/cmns320_06/readings/
roedder_john_consumer_socialization.pdf
MarketResearch.com (2000, Mar.) The kids market. Packaged Facts. Retrieved from
http://www.marketresearch.com/map/prod/143502.html
(2000) Marketing to the internet generation. Packaged Facts. Retrieved from
http://www.maricopa-sbdc.com/Research%20Reports/Online%20Reports/
Marketing%20Online%20Generation.pdf
Sullivan, L. (2011, Feb.) Psychographic, demographic, or geographic ad targeting. Behavioral
Insider. Retrieved from http://www.allbusiness.com/marketing/market-research/4261.html
Wilson, E. (2009). Know your target market. Entrepreneur. Retrieved from
http://www.entrepreneur.com/marketing/article202334.html
Williams, K.C. & Page, R.A. (2010). Marketing to generations. Journal of Behavioral Studies.
Retrieved from http://www.aabri.com/manuscripts/10575.pdf
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