Focus on female customers
Posted: Sat Dec 21, 2024 4:19 am
In this niche, women are more likely to buy. This point should be taken into account, since advertising aimed at male and female audiences differs. We discussed this phenomenon in detail in one of our previous articles.
Public pages of young mothers on VKontakte are suitable for advertising many children's products. As our experience of working with them has shown , even in the era of the total attack of messengers on social networks, working with such groups remains relevant.
This does not mean that advertising to a male audience is impossible. Here, attention should be paid to the specifics of the product. For example, fathers are more inclined to make grand gestures. Buying a huge teddy bear that will take up half of the nursery is often a manly act. In short: what is purchased in the everyday routine is most likely to be bought by women, and something large-scale is often bought by men. Fortunately, a modern advertiser has access to user behavioral characteristics and segments in Yandex Metrica, so there is no need to limit oneself to gender targeting.
3. Strict restrictions
Since the psyche of minors has not yet had time to strengthen, and critical thinking has not yet fully formed, children's rights are strictly protected by several laws at once. Therefore, if your advertising is intended for a children's audience, it is important to remember that it falls under both the Federal Law "On Advertising" and the Federal Law "On the Protection of Children".
Thus, the legislator prohibits advertising in which:
adults and educators are discredited;
children are shown in dangerous situations;
the illusion is created that the advertised product/service is accessible to families with any income level;
children whose parents did not buy them what was advertised are presented as outcasts;
there is an appeal to convince parents of the need to purchase some product or service.
4. Expressed adherence to trends
Toy sellers are forced to constantly monitor what cartoons and movies children are currently watching. All little girls want Little Pony from the cartoon of the same name, and all boys cannot live without a Nerf blaster. Just as their parents once dreamed of Yo-Yo, Tamagotchi and raved about Mortal Kombat chips, modern children are constantly carried away by something new. Perhaps no other business niche is subject to such waves of demand. The explanation is simple - children and teenagers communicate very actively with each other, they are impressionable, in such an environment new trends gain strength with amazing speed.
Of course, huge corporations like Disney understand this and, in cooperation with toy manufacturers, launch new “waves”; popular cartoons are in themselves advertisements for many toys.
5. The designer's power is almost unlimited
Traditionally, in the field of advertising children's products, visual design plays a major role - the designer's power in the design of offline stores is almost limitless. Children pay more attention to a bright picture, they think in images. However, in online advertising, it is more important to support the design with convincing texts. After all, the main whatsapp phone numbers list recipients of online advertising are adults, often ready to read the description of the product to understand whether it will cause any harm to their offspring.
An example from the website we developed for the children's restaurant "Rimambel" . The tinsel, brightness and carelessness of the holiday are easier to convey with a picture than with words:
And the corresponding design of banners in YAN creates the necessary mood:
6. Division into household, entertainment and developmental products
Children's products themselves can be divided into at least three groups:
Household - without which it is simply impossible to support a child. The main purchasing advantages are price and practical quality. A striking example from this category is diapers. A child will not ask for a certain brand of diapers, here everything is decided by parents. The problem of duality of the target audience with such products is often absent. Although, as soon as the child grows up, he begins to take an active part in the choice of household goods.
Public pages of young mothers on VKontakte are suitable for advertising many children's products. As our experience of working with them has shown , even in the era of the total attack of messengers on social networks, working with such groups remains relevant.
This does not mean that advertising to a male audience is impossible. Here, attention should be paid to the specifics of the product. For example, fathers are more inclined to make grand gestures. Buying a huge teddy bear that will take up half of the nursery is often a manly act. In short: what is purchased in the everyday routine is most likely to be bought by women, and something large-scale is often bought by men. Fortunately, a modern advertiser has access to user behavioral characteristics and segments in Yandex Metrica, so there is no need to limit oneself to gender targeting.
3. Strict restrictions
Since the psyche of minors has not yet had time to strengthen, and critical thinking has not yet fully formed, children's rights are strictly protected by several laws at once. Therefore, if your advertising is intended for a children's audience, it is important to remember that it falls under both the Federal Law "On Advertising" and the Federal Law "On the Protection of Children".
Thus, the legislator prohibits advertising in which:
adults and educators are discredited;
children are shown in dangerous situations;
the illusion is created that the advertised product/service is accessible to families with any income level;
children whose parents did not buy them what was advertised are presented as outcasts;
there is an appeal to convince parents of the need to purchase some product or service.
4. Expressed adherence to trends
Toy sellers are forced to constantly monitor what cartoons and movies children are currently watching. All little girls want Little Pony from the cartoon of the same name, and all boys cannot live without a Nerf blaster. Just as their parents once dreamed of Yo-Yo, Tamagotchi and raved about Mortal Kombat chips, modern children are constantly carried away by something new. Perhaps no other business niche is subject to such waves of demand. The explanation is simple - children and teenagers communicate very actively with each other, they are impressionable, in such an environment new trends gain strength with amazing speed.
Of course, huge corporations like Disney understand this and, in cooperation with toy manufacturers, launch new “waves”; popular cartoons are in themselves advertisements for many toys.
5. The designer's power is almost unlimited
Traditionally, in the field of advertising children's products, visual design plays a major role - the designer's power in the design of offline stores is almost limitless. Children pay more attention to a bright picture, they think in images. However, in online advertising, it is more important to support the design with convincing texts. After all, the main whatsapp phone numbers list recipients of online advertising are adults, often ready to read the description of the product to understand whether it will cause any harm to their offspring.
An example from the website we developed for the children's restaurant "Rimambel" . The tinsel, brightness and carelessness of the holiday are easier to convey with a picture than with words:
And the corresponding design of banners in YAN creates the necessary mood:
6. Division into household, entertainment and developmental products
Children's products themselves can be divided into at least three groups:
Household - without which it is simply impossible to support a child. The main purchasing advantages are price and practical quality. A striking example from this category is diapers. A child will not ask for a certain brand of diapers, here everything is decided by parents. The problem of duality of the target audience with such products is often absent. Although, as soon as the child grows up, he begins to take an active part in the choice of household goods.