Marketing to Kids

Are you currently marketing to kids...and if so, how can you get the most out of your investment?
I have found that many restaurant owners and/or operators often confuse investing in marketing to kids for an expense. So...what is Advertising then? Is it an expense or is it an investment? And does it really matter? What truly matters is how you put this investment or expense to good use.

If you spend/invest $0.10 for pack of crayons and a placemat or a $1.00 for the new electronic gadget that has kids talking during recess, you have already decided that kids are important to your business. Whether you look at it as an expense or as an investment, is irrelevant - you NEED to get the most out of this money transaction.

I am not going to repeat what you already know...the billions of dollars that are spent by kids weekly, the fact that kids are crucial in the decision making process of where to go out for lunch or dinner, etc...but what I want to focus on is "how you can turn the $0.10 or the $1.00 you have invested" into more traffic and repeated business for your stores.


Be kid-friendly
Treat kids as little adult customersTell them you appreciate their business and MEAN it! Tell them to come back over and over again...they will listen. So do not waste time and money. Make sure that on your next staff meeting your employees know they should address kids as what they are...paying customers!! Word of mouth advertising continues to be one of the most powerful tools in any business. Allow kids to carry your message.

Get down to their level
What I mean by this is simply that. If you are advertising your kids meal or kids menu (poster, POP, banner, etc.) you MUST target those that will have the decision power. You have already won half the battle. These little customers ARE already INSIDE the store. Now, how tall are your little customers? On the average, your target audience will be between 30 - 50 inches tall. Make sure your advertising elements for your kids menu offering and point-of-purchase displays are placed at their eye-level...and use clear, simple every-day language.

You can NOT want what you can NOT see
I am often told that there is limited space to advertise on a kids menu. While this stands true, you HAVE to be innovative. Use space within space. You have staff working your cash-registers right? Are they wearing hats, aprons? Will a small button that reads "Kids Rule!" or "Ask Me About A Great Toy!" completely throw off the décor and/or atmosphere of your store? Probably not. How about stickers...these are less expensive and can easily be switched as you rotate promotions.
Take advantage of what you already have implemented and in place: put it to work now!!!