Marketing to children? Miss the parents and you miss the point!
Written by Marliese Andexer 02 / 05 / 2014
If the aim of your marketing campaign is to increase ticket sales, then clearly you need grab the attention of the people with the cash! So, when marketing to children, use these design tips that will appeal to the parents as well as their little darlings.
GET THEIR ATTENTION
Children, particularly younger children, are attracted by playful illustration, cartoon figures and animals. Use this type of imagery, but also think about using a more mature style of design to appeal to the parents. Think about colour. Of course, bright colours are important, but colours can have different effects: greens, blues and purples tend to be soothing and calming; reds, yellows are oranges tend to excite and attract attention. Good fonts are crucial too and often overlooked.
A fantastic example is the 2013 winner of Impact’s competition for ‘Best Printed Publicity’ in conjunction with the Brighton Fringe – Colossal Crumbs Theatre Company.
SIMPLE YET INFORMATIVE
Simplicity in design is key for children – clear and playful use of wording that children can easily process and relate to. For the parents, include all relevant information, but don’t clutter the page – parents are busy people. And don’t forget to include any sponsors logos, endorsements or recommendations – parents want to know they’re taking their children to a reputable show.
THINK OUTSIDE THE BOX AND LEAVE THEM WANTING MORE
Think about different methods of achieving the same goals. Colossal Crumbs Theatre Company used illustrations of their puppets, rather than the more obvious choice of a photograph of one of their puppets or of the stage. It can add a sense of mystery as well as excite the imagination before they’ve even arrived. And including a QR code is fun and intriguing for the technic-savy parent as well as the Kool Kid.
Impact offers a range of creative, targeted marketing services which are proven to be effective. To find out how we can help your organisation to spread the work to the right audiences drop an email to firstname.lastname@example.org