1. ESU AMA
November 16, 2015

2. What is a Market Segment?
- dividing a broad target market into subsets of consumers, businesses, etc. - have common needs, interests and priorities.

3. Children as a Market Segment
Speak to Children.
Show Children in Groups.
Show Diversity.
Packaging.
Positive Not Preachy.
Be Responsible.
Think “Mom and Dad.”

4. Speak to Children
Use age-appropriate language, use current phrases, and do not talk down to children. Otherwise, they will catch on and you’ll lose them.

5. Show Children in Groups
Kids like to fit in with the crowd.

6. Show Diversity
All kids are not the same. Include overweight, tall, short, and ethnic children in your marketing.

7. Packaging.
Kids like colorful things, interesting boxes, and shapes. Be creative.

8. Positive Not Preachy
Although you want to have positive, kid-friendly characters and marketing, you do not want to be preachy. There are many fun ways to reach kids.

9. Be Responsible.
Review your marketing to make sure you’re not sending a negative message. Double and triple check that the wording and photographs will not be misconstrued. Many product lines have been pulled from the shelves because something had a questionable appearance.

10. Think “Mom and Dad”
Kids have to sell mom and dad on the product. This means being cost-sensitive and demonstrating good value.

12. Negative Perceptions
Consider food advertising to be a leading cause of the increase in overweight children
10.6 food commercials are shown per hour
Focus on insecurities in tweens and teenagers

13. Source Information