Marketing to kids in difficult times

From The Bookseller:

Many months ago, when we all sat in our meeting rooms, sipping coffee and bouncing campaign ideas around, I don’t think any one of us marketing folk could have predicted just how much our plans would be forced to change. The effects of the national lockdown on marketing campaigns and the publishing industry in general has been monumental, but when it comes to children’s books, there’s a whole extra layer of complexity. 

In the current climate, how can we ask parents to find the money to spend on books? What about those who don’t have time to read their kids a bedtime story? How can we reach kids and their parents in a sensitive, positive way? Many marketeers in publishing houses (or their own houses) will be wondering where to start. Here are some ideas for what seems to be working well right now.

1. Think audio

There are some new opportunities that have presented themselves during lockdown. Individuals are spending more time than ever with digital audio. Fun Kids Radio launched their ‘Stuck at Home’ podcast during the first week of lockdown, and have observed a 44% rise in streaming, with webpage views are up 126%. This is because they are creating useful, entertaining content for children, occupying them and which providing parents with a snippet of free time.

I’d highly advise creating an audio ad and distributing it across a network of interest-based children’s podcasts. Better yet, if you can get your author to record the audio (even on their smart phone) they can capitalise on their author brand, making the ad more sentimental and genuine. By utilising interest focused podcasts, you are sure to speak to your listeners at a time when they’ve chosen to engage. This is a tactical way to maximise on pester power.

Francesca Simon, the author of the wonderful Horrid Henry series, is also featuring on a podcast all about her title character. Her involvement will encapsulate children, those who are familiar with Henry’s adventures will relish in it, and the few that are yet to encounter his mischief will be begging their grown up to buy it for them.

Link to the rest at The Bookseller

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