Comparison Shop with your marketing dollars!

While full page glossy ads and carefully selected words look wonderful in a magazine, how many people are really paying attention to your ad?

When using a book to market to kids, you also reach the parent. This is the parent who cares about the well-being of their child. A parent who reads to their children is more likely to remember the name of a company who cares about their child, then one who is only trying to get their money.

Imagine this scenario: You go to your mailbox and receive an oversized envelope addressed to you from a major corporation. You open the package and find it contains a delightful and colorful children’s book! What a delight and surprise to find the company is presenting a message to children to: brush their teeth, save their money, eat healthy, exercise, be polite, be safe, etc. (or whatever happens to be your passion). Even if you don’t have children in your house, you would pass the book along to your children, neighbors, relatives or friends who do have kids. And you would say, This company sent me a book telling my kids to brush their teeth, save their money, eat healthy, exercise, be polite, be safe! How great is that! You would remember the name of that company!

Or you can place a fancy, glossy, costly-to-produce ad in a magazine and hope people read it and respond. Of course, you can also send out a specially designed, strategically written direct mail piece and hope it gets read before it gets tossed into the circular file.

The choice is yours to make.

Cost comparison
Woman's Day Magazine ad/full page $225,000
3,800,000 readers .06 per impression
Ladies Home Journal ad/full page $228,000
3,800,000 readers .06 per impression
Local daily paper 1/8 page ad $13,500
100,000 readers.13 per impression
Average price of children's book which gets read over and over again with a targeted message
(Based on 100,000 units) $.90 each

Marketing to kids

Did you know?

  • Kids spent $35.6 BILLION Dollars in 2000 (of their own money)
  • Kids influenced $188 Billion of parental spending in 2000
  • Kids influenced $110 Billion of food and beverage purchases in 2000
  • Kids are a primary market
  • Kids are an influence market
  • Kids are a FUTURE market
  • Children between 4 and 12 make around 15 requests on a typical visit while shopping with parents
  • There are only two sources of new customers: Grow them or steal them
  • Supermarkets were listed in the top three of a child’s favorite store in ages from 2-12
  • Parents are generally willing to pay more for products and services that promote the health of their children
  • Over 80 percent of kids clubs report they contribute to their company's bottom line while growing new customers

When do children become customers?

  • Median age of a child’s first store visit is 2 months. By 18 months, many children recognize products on the shelves of food stores
  • By 24 months kids are gesturing, pointing or requesting products. At that moment kids make a connection between gestures and a product (reward) –Often a recognizable brand, color or symbol.
  • And so begins the Gimme age

Successful marketing to kids includes:

  • Marketing to kids an parents
  • Make the products “just for kids”
  • Satisfy as many needs for kids as possible with each product
  • Make sure the product will be loved by both parents and children
  • NOTE: Parents want to see their kids happy, healthy, having fun, being silly, laughing, but they also want them safe, healthy, learning and not squandering money.