Pester Power
Seminar 3
1. Give working examples of how retailers and brands use the influence of pester power in marketing products and services?
Meaning
“The power children have, by repeated nagging, of influencing their parents to buy advertised or fashionable items.”1
Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future.
Building brand name loyalty in kids
-Nike, Adidas, Tommy Hilfiger or even Coca Cola to name a few—which changed their primary corporate focus from producing products to creating an image for their brand name.
Many companies are using "buzz marketing"—a new twist on the tried-and-true "word of mouth" method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it.
Commercialization in education
Corporations realize the power of the school environment for promoting their name and products. A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system. • Supplying schools with technology in exchange for high company visibility.
• Exclusive deals with fast food or soft drink companies to offer their products in a school or district.
• Advertising posted in classrooms, school buses, on computers, etc. in exchange for funds.
-In a survey of 1,000 children and 1,370 parents carried out by Sainsbury’s for its Active Kids initiative, which provides exercise equipment and training for schools, 87 per cent of parents admitted that their children influence the food they buy.
Examples:
-McDonalds because of their heavy promotion of children's toys in their Happy Meals - a marketing tactic that is well known to encourage children to pester their parents to buy the product for the toy.
- Last year, Nestle put a book from the popular Roald Dahl’s children book series in their
1. Give working examples of how retailers and brands use the influence of pester power in marketing products and services?
Meaning
“The power children have, by repeated nagging, of influencing their parents to buy advertised or fashionable items.”1
Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future.
Building brand name loyalty in kids
-Nike, Adidas, Tommy Hilfiger or even Coca Cola to name a few—which changed their primary corporate focus from producing products to creating an image for their brand name.
Many companies are using "buzz marketing"—a new twist on the tried-and-true "word of mouth" method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it.
Commercialization in education
Corporations realize the power of the school environment for promoting their name and products. A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system. • Supplying schools with technology in exchange for high company visibility.
• Exclusive deals with fast food or soft drink companies to offer their products in a school or district.
• Advertising posted in classrooms, school buses, on computers, etc. in exchange for funds.
-In a survey of 1,000 children and 1,370 parents carried out by Sainsbury’s for its Active Kids initiative, which provides exercise equipment and training for schools, 87 per cent of parents admitted that their children influence the food they buy.
Examples:
-McDonalds because of their heavy promotion of children's toys in their Happy Meals - a marketing tactic that is well known to encourage children to pester their parents to buy the product for the toy.
- Last year, Nestle put a book from the popular Roald Dahl’s children book series in their