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Different Promotional Methods For Different Age Groups

2010/11/2 13:11:00 102

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Target Group Promotion Strategy For Children'S Clothing

Promotion

Production or business operators convey information about goods and services to consumers through persuasion and sales of non personnel, persuade consumers to buy a series of marketing activities, and consumers experience the process of "understanding - understanding - interest - action".

In this process, promotion has two functions: first, to cause sales; two, to understand the needs of consumers.

For example, the famous Russian brand GLORIAJEANS rents large square, theaters and gymnasiums for children's wear every month, specially invites 500 children whose mothers are between 2 and 12 years old to comment on various styles of children's clothing, and finally presents a nice little gift.

This can not only effectively understand consumers' opinions, but also deepen the understanding of products in the fairs.

Promotion strategy

It includes personnel promotion, advertising, business promotion and public relations.

To a large extent, the success or failure of sales work is restricted by advertising promotion.

As a consumer group, children have a relatively special consumption pattern. They not only have no economic income, but also rely on their parents for all consumption, which is a real "consumer".

For this particular consumer group, children's advertising orientation and creativity are very important.

Children's advertisements have something in common with other advertisements. A good advertisement must be targeted and must aim at the target consumers accurately. This is what the advertising community calls "KENMAN", that is, "those who influence the final decision maker".

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Children's Wear

There are two types of "KENMAN" in Advertising: one is the direct consumer of children's clothing, that is, the children themselves, the other is not the children of children's clothing, but they have the right to decide in the purchase decision-making process, that is, parents.

The different types of differentiation of "KENMAN" in children's clothing advertisements are caused by the characteristics of children as a special consumer group.

Children's market is not single. Therefore, when planning children's clothing advertisements, we should adopt targeted advertising appeals according to different children's psychology and groups. Children's groups can be divided into four groups according to children's psychological and group characteristics and the importance of "KENMAN".

Target group

(1) preschool children aged 0 to 5 are almost entirely dependent on their parents' decisions.

When advertising children's clothing advertisements, advertisers should take their parents as the main target, and tell them that your products can make babies grow faster and healthier, so that they believe that buying your products is a right choice.

(2) 6 to 9 years old.

It's a group of people who like to be popular, and also the most heavyweight TV audience.

With the growth of age and the rising of consumption status, their ability to influence their parents' shopping behavior is stronger and stronger.

If advertisers want to take advantage of this group, they must know whether they like "Radish" or "green vegetables", and build the basic framework of advertising appeal on their consumption psychology and consumer behavior needs, with their recognition and acceptance.

(3) 10 to 13 years old, a group that loves to imitate young people. At this stage, children's consumption ability is enhanced. In many cases, they not only participate in purchasing decisions, but also gradually become the main decision-makers of family buying.

At this stage, children deliberately imitate the appearance and behavior of adults.

If there are stars in mind, they will buy large quantities of related products and make them eager to enjoy popularity with teenagers.

When planning children's clothing advertisements at this stage, we should design their styles, colors and packages according to their hobbies and understand their psychology, and communicate with them in the way they do their best.

(4) at the age of 14 - 16, this group has become the main decision-maker of the family, not only for its own consumption decisions, but also for household consumption, such as household appliances, computers and daily necessities.

Mainly because they receive fast information and wide knowledge.

Consumption also tends to reason, like fashion and freedom.

It can be seen that parents play a decisive role in the decision-making process of family buying, and children's market is not single. That is the only way to understand and understand children's psychological characteristics and consumption behavior.

Domestic children's clothing advertisements only catch the psychology of children's curiosity, imitation and convergence. The faces of the same happy children fill the entire TV screen.

Compared with the advertising faces of the same "happy children" in China, some successful children's clothing advertisements abroad have given us some valuable experiences which are worth learning from their unique sales proposition, profound cultural brands, and winning by surprise.