A Covert Marketing Tool For Parent Buyers The Kiddie Ride

A Covert Marketing Tool For Parent Buyers The Kiddie Ride



Choosy mothers choose Jif. But what do choosy kids choose? "Automobiles and electronics,​" says Mark Snyder,​ senior vice president of​ brand management for Holiday Inn. "Children very much get to​ participate in​ making those purchasing decisions." Let's face it. Anyone who has ever stood in​ a​ checkout line in​ the​ supermarket knows that kids have always had a​ say in​ purchasing toys,​ food and other smallish items. What's new is​ how far that influence now stretches—and how advertisers are reacting.

Let’s look at​ one tool the​ grocery industry uses to​ influence kids and ultimately to​ get parents to​ buy foodstuff at​ their location. This tool is​ beginning to​ be used by smart marketers in​ other industries as​ we’ll detail. the​ tool – a​ kiddie ride.

Every grocer wants to​ create a​ carnival type atmosphere to​ attract kids and their grocery-buying parents. Kiddie rides provide a​ great way to​ attract kids and their money-spending parents. Most every parent can tell you​ which grocery stores have kiddie rides because their kids alert them to​ the​ fact,​ and of​ course,​ which grocery store is​ the​ kid going to​ want to​ shop at​ when tagging along with Mom or​ Dad. of​ course,​ the​ one with the​ kiddie ride.

Let’s look at​ some other industries that are taking a​ page from the​ grocers of​ America and utilizing kiddie rides in​ their marketing efforts.

Pulte Homes knows that part of​ selling houses is​ selling the​ kids. "We always make sure we are marketing to​ the​ children,​" says Deborah Blake,​ the​ company's vice president of​ marketing for Arizona and Nevada. "We want the​ kids to​ say,​ 'I have to​ live here,​' as​ the​ parents are driving by the​ model homes." a​ fun and novel way to​ make a​ model home stand out to​ children is​ to​ have a​ kiddie ride in​ the​ living room. the​ stone fireplace may,​ or​ may not,​ stand out in​ the​ children’s minds. a​ kiddie ride sure will,​ though.

A very different example of​ the​ kiddie ride as​ a​ marketing tool is​ in​ the​ lobby of​ a​ pediatric doctor. Whether the​ doctor is​ checking a​ child's teeth or​ their warts,​ it​ is​ really hard for a​ doctor to​ differentiate himself from another doctor in​ the​ mind of​ his layman clients. One way to​ differentiate a​ practice is​ to​ create a​ fun carnival environment in​ the​ lobby with a​ kiddie ride. the​ kids,​ and parents for that matter,​ probably won't remember the​ dull office visit,​ but they most certainly will remember and want to​ return to​ the​ fun lobby. This is​ to​ say nothing of​ a​ doctor offering a​ "magic" token to​ operate the​ ride as​ good behavior during an​ examination. Think of​ the​ time a​ doctor could save over the​ course of​ the​ year if​ just one minute was shaved off each exam because of​ good behavior.

“What a​ great motivational tool our kiddie ride has been in​ our doctors office,​” said Linda Day of​ Pediatric and Teenage Dentistry in​ West Virginia. “The kids look forward to​ their office visits because they know an​ exciting ride is​ waiting for them at​ the​ end.”

Another great example of​ the​ kiddie ride as​ a​ marketing tool is​ at​ a​ car dealership. When a​ family with children walks onto the​ lot,​ instead of​ immediately taking them to​ the​ vehicles the​ salesperson takes the​ family to​ the​ kiddie ride. Out of​ his or​ her own pocket he pulls out a​ quarter to​ treat the​ young kids to​ a​ "free" ride. This harkens back to​ psychologist Robert Cialdini's seminal book "Influence",​ and his examination of​ the​ "click" and "whirr" of​ reciprocation. the​ salesperson has given the​ kids a​ free ride,​ now the​ parents will reciprocate giving the​ saleperson their time and attention,​ and quite possibly,​ the​ opportunity to​ match any offer of​ a​ competing dealership. This is​ to​ say nothing of​ the​ fact that the​ dealership with the​ kiddie ride will stand out in​ the​ children's minds and probably get talked about at​ the​ supper table.

While they were created originally as​ vending machines,​ the​ real earning power today of​ a​ kiddie ride isn't in​ how many quarters are in​ the​ coin box each week,​ but in​ how effectively marketers can use this classic amusement ride to​ build goodwill with kids and their money-spending parents.




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