Cultural and Children Marketing
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Transcript of Cultural and Children Marketing
Why companies are spending more to
communicate to kids
martedì 11 dicembre 12
Kids are an important Demographic for Marketers
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As a consequence, Industry spending on advertising to children is increasing
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Brand Name Loyalty starts as Kids
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“Brand Marketing must begin with children, James McNeal, The Kids Market, 1999
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Due to budget cuts, school boards are beginning to allow corporations access to
students in exchange for money, computers and educational material
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Examples
• Kraft "healthy eating" kit to teach about America's Food Guide (using Kraft products).• Supplying schools with technology in exchange for high company visibility• Contests and incentive programs• Pizza Hut reading incentives program in which children receive certificates for free
pizza if they achieve a monthly reading goal.• Campbell's Labels for Education project, in which Campbell provides educational
resources for schools in exchange for soup labels collected by students.
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Therefore:An Opportunity
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Mission
Make meaningful learning experiences universally desirable and accessible
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• Excellence in learning is every day more critical for social advancement, from early stages to “Permanent Education”
• No excellence can be achieved without true passion
• School System no longer equipped to provide necessary tools for advancement but also unable to offer afternoon/summer tutoring
• Increased participation, and spending, in Cultural events (tours, festivals, workshops, courses, etc.) are becoming an interesting niche in the “leisure” industry
Why?Increased demand for
learning/tutoring services
for children, teens, young
adults, adults, seniors
Increased interest from
corporations for these
services as fringe benefits
and/or brand building
tools
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