Families are key customers for most companies, and appealing to that ever-changing demographic is a fundamental part of any company's strategy. To ensure continued success, businesses need to gain the loyalty of families, which is why appealing to all ages, hosting events and even offering family-friendly business opportunities are key parts to marketing to the family demographic. If you’re smart, your company and its products appeal to every family member — even across generations — as something they can enjoy together for years. For some businesses, appealing to children and teens is enough to attract parents. Some businesses in the entertainment industry offer family-centric activities that allow adults to participate in the fun, while others focus on the kids and allow the adults a chance to sit back and connect to Wi-Fi, relax at a cafe, watch television or enjoy other amenities. Food-based companies often offer fun activities like handing out crowns or hosting balloon artists to keep families entertained while waiting for their food. Some even encourage dressing up for free meals. Here are some other strategies to keep in mind:
Family interaction and everyday activity strongly influence how television advertisements are experienced and interpreted at home, according to a new study in the Journal of Consumer Research. "It is common to link advertising viewing at home to increased levels of materialism and domestic tension stemming from 'pester power' (children getting parents to buy something by asking for it repeatedly until they get it). While these are serious issues, we have found that creative and skilled viewers of television advertising in the family living room can overturn and personalize commercial advertising meanings for family and household benefit. The authors placed video cameras in the living rooms of eight suburban family homes to study viewer behavior during television advertising breaks. They followed up with family group interviews where these consumers were shown excerpts of their recorded advertising response behavior and asked to comment and provide deeper context to their behavior. The authors consider advertising response from a viewer-centered perspective, cautioning against conceptions of advertising response, engagement, and interpretation organized solely through broadcast media contexts and from a message processing perspective. The normal and routine situations and contexts that motivate advertising experiences, responses and engagement at home are uncovered in precise detail and demonstrated to significantly impact the process of advertising response and engagement. They also locate the presence of family interaction during the television program break, which challenges traditional perspectives of audience behavior in studies of advertising response.
The digital age has made parenting much different than it used to be. Now there are ads on kids’ games, ads targeting Millennial parents, ads targeting Gen X parents and so much more. Marketing to parents has never been easier, and there are so many brands that are doing it right. If you’re creating kids’ products, or even products or services that just make parenting easier, your brand needs to know how to properly create a strategy for social media marketing to parents.
A parent might want to purchase a product that limits harm for their child due to their emotional attachment to the child, and emotional and psychological persuasion are popular advertising strategies. Family affects audiences at the psychological level, the level at which advertising is most effective.
Social persuasion appeals to one's role in a group and one's corresponding expectations; it appeals to reference groups, social class, culture and subculture. The family symbol is socially persuasive, appealing to one's role in the family and their corresponding expectations. There is emotional pressure, due to psychological attachments in family relationships. Psychological persuasion in advertising appeals to motivation, attitudes, and personality.
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