How to use personalization as a family marketing tool
Thursday, August 22, 2019
Personalization is one of the biggest trends in online marketing right now, and that’s for good reason. The closer you can tailor your marketing approach to the specific needs of your audience, the bigger the bang you'll get for your advertising bucks — and the more ad revenue you'll attract.
Is your brand family-friendly? If so, personalization is an incredibly effective way to boost sales and loyalty. Try these scientifically tested tips to give your clientele what they want in a powerful way.
Show overt respect for your customers' privacy.
A study from the University of Tennessee, Knoxville found that "sharenting" — the act of moms sharing their children's developmental progress on Instagram — can endanger their kids' privacy unintentionally, but many moms still do it in order to get large amounts of likes.
If you have a real-time campaign that allows your audience to share information about themselves and their kids, assure your users clearly that their privacy is scrupulously protected on your site.
Monitor your technology so there is complete confidentiality for your audience to chat virtually and put a policy in place that your customers must accept before posting in terms of not sharing key identifying details about their children. This will preserve safety and halt liability on your side. Your customers will respect your stance and appreciate your honesty and protection.
Target kids correctly.
According to research from the University of Leicester, children's buying behavior is heavily influenced by the content they see on social media game sites.
Don't abuse this knowledge — stress the importance in any toy or game advertising of asking your parent to check out the benefits of your product with Mom or Dad before buying it. This way, your brand acts as a personalized partner to your adult customers, as you help them control their kids' purchasing habits. In turn, they'll see your brand as honest and family friendly.
Use health-driven imagery.
University of Liverpool researchers report that kids who see snack foods on vloggers' Instagram pages consume about 32% more calories that kids who don't view unhealthy foods. If you’re a food brand, parents will appreciate you emphasizing the fact that your food is both healthy and delicious to their kids.
Let your young audience know that eating healthy is cool, and post images that show kids eating healthy with their friends and being physically active. Moms and dads who exercise and eat well themselves will reward you with brand loyalty.
Partner with a retro brand.
If your company is fresh and modern, a collaboration with an old school trusted brand is an excellent way to attract both young, hip families and older parents with kids who want established quality.
Think you don't have the track record to make this happen? Try anyway. Sing your praises to successful tradition-steeped companies and aim for a limited partnership project at first. If you make it work, you're looking at a long-term fruitful association.
Ask lots of questions.
Encourage your customers to tell you what their family needs from your brand. Do in-store sample events with surveys to get grassroots opinion. Then, use the information you get to focus your personalized strategy even further.
Personalized marketing is based on an ebb and flow, so keep abreast of your consumers' changing needs and your brand will transition with them for a long, long time.
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