Who remembers singing "ring around the rosey" as a kid? Who remembers "row, row, row your boat"? I suspect many of us do. Interestingly, those fun kid songs have survived Y2K and the advent of real-time communication. Kids today are still singing them; along with "B-I-N-G-O, and Bingo was his name-o." Some things never go out of style.
When you remininisce about those happy days skipping around the neighborhood, playing hop-scotch on bumpy, broken sidewalks, or throwing a baseball around a homemade baseball diamond, what else comes to mind? Do you think about the fun of being a kid? Do cookies and milk come to mind? If so, who's serving those cookies and milk? I bet it's a Mom.
Kids live in a different world today, but deep down inside, they're still kids. They like cookies and milk. They like nonsense songs. Sesame Street, Big bird, Oscar the Grouch, the PowerPuff Girls, SpongeBob, SquarePants, it doesn't matter what the TV show is, or what character catches their attention, they just want to hop around and be a kid. Even when they're on the computer.
News Flash: Digital Marketing Services* says that 46% of kids between the ages of seven and 12, go online more than four times per week. As much as 20% of them go online daily. Of course, AOL is big with kids. AOL reports that the Tampa/St. Petersburg region shows 47% of kids between five and seven go online every week. Next comes Philadelphia, with 45.5% and New York with 44.6%. (*Source: America Online [AOL] Digital Marketing Services, Inc. [DMS], September 2003)
Grunwald Associates showed, in March 2003, that 35% of kids aged 2-5, were online. Of kids 6-8, 60% were online. What are they doing? According to AOL, they're playing games, listening to music, watching videos, movies or cartoons, looking for information on a favorite celebrity or on a favorite TV show or movie. Kids. Using the Internet to entertain themselves.
I'm not going to get into the social or moral aspects of whether or not this is a good thing or a bad thing. I merely want you to think about these stats and what they mean. Think hard. If the child is between 2-5, how do you suppose he or she is accessing the Internet? I am willing to bet it's in the company of an adult. A female adult. I bet it's Mom.
Want to sell things to Mom? Kid things? Clothes? Health and beauty supplies? Consumables? Well, now you know where she is--she's on the Internet with her kids. Sell to her. Use newsletters, search engine marketing, and good website content, and you'll reach the one with the money to spend. This isn't rocket surgery. Women are still the primary caretakers of the family. Women make many of the buying decisions in the family. Sell to them online by appealing to the Mom in them. Even women who are not Moms are nurturing and caring. After all, they probably have brothers and sisters who have kids, or cousins who have kids.
Kids are everywhere. Chances are, wherever you find a kid, you'll find a Mom, too. Speak to her in terms she can relate to--family oriented language, and you will begin a beautiful friendship.
What's not to like about that?