VERBATIMS

What do you see as the greatest untapped opportunity in marketing to kids?

A ban on junk food advertising.

Responsible eating--make it as fun as the fast food joints make their fare appear. Milk has kind of started this trend (Some of the chocoltae milk ads are winners!), but more marketers need to hop on the bandwagon and put some money into combatting our overweight younger generation.

Local efforts via engaging kids in sports (and the affiliated sponsorship opps)

to find a connection between an internal self-action based on independency and fun

marketing to smart kids, marketing to geeky kids who will one day grow up to be Bill Gates.

POP candy

capitalizing on their intelligence. Don't talk down to kids. don't market to parents through kids.

Working on ethical issues , familiy and school involvment.

Girls and instant messaging/online chats

marketing to kids that's in the kids, not the advertiser's, best interest

Outdoor sports

Hispanic kids. Growth is unparrelled....

Videogames. Retailers. Entertainment.

marketing books and educational tools

I think this is a dangerous way to think. Kids should not be targeted at all since they are not old enough to comprehend the concept of Marketing nor are they old enough to form rational decisions. Furthermore, kids do not have the resources to obtain the things Marketers push at them. So why not target parents of children instead? - A rhetorical question, of course.

Sports- There need to be more sports that are marketed to kids- and more dollars behind it. Mainstream sports are declining in popularity- and these kids grow up to be adults having no ties to the leagues- especially hockey.

Health & Beauty Aids

The greatest untapped opportunity is the one where marketers appeal to kids' better instincts--to help and care about others, to do things for the greater good rather than for selfish reasons.

retailers

action sports

Retail: hard to collect names for 1 to 1 marketing which is so successful to kids: they love getting their own mail, their own stuff.

Ask the people at 540. They know what's up. They have been assisting Ollie Pop in reaching kids. Their web-site is www.fiveforty.com. Also, check out Ollie Pop at www.olliepop.com

Financial industry - the importance of establishing checking accounts, savings accounts, etc.

vacation spots--many parents ask their kids where they want to go

Sampling to children.

The internet

Children under the age of 12 are developing intellectually, emotionally, physically and socially. They are not equipped with the knowledge or maturity necessary to evaluate and protect themselves from advertising. NO marketing should be directed at kids. There are, however, untapped opportunities to appeal to their parents.

Don't market to them! Direct messages to parents, the people who fork over the money in-store, or who make post-purchase decisions.

They are all tapped, over tapped and tapped out.

children magazine... they do read!

To tap into more of the family values, and just being a kid angle.

reading programs

print vehicles. We say children don't read but what are we really offering them in terms of magazines

Treating kids with respect and intelligence...expecting them to rise to the occasion

Using video games as another form of paid media - working product placement into them as is done in television and film.

Playing to values and not to trends and pseudo-images. Too many poor brands play to coolness and not develop marketing fundamentals that they would do to adults or B2B targets.

1 / Leave them in peace and allow them to grow up at their own speed. That is tricky to translate in marketing strategies but the marketers who agree with me will find a way. 2 / Link with their schools, but in a respectful, non-agressive way.

The home furnishings/room decorating sector.

Professional Services. Start a relationship now, for loyalty later. Need name recognition. Need to establish your presence, ethics, lifelong commitment to the community.

speaking truth

Virtual participation in programs/sweeps

professionsl athletics

Almost everyday brand for adults use as well by kids on a regular basis could be declined into a kid version. As long as it feels like the kid is as important as the adult in the fullfilment of his needs.

In-school researching and concept-testing.

Healthy eating

supporting the things that should be most important to children in their development, including building confidence

I can't tell you-I'm working on it. Social expression products. Grocery stores. --

marketing in schools and community settings

Getting the tweeners - those 9-12 years old.

Education

good-for-you food and beverage that tastes great

Tendency to resort to predictable colorful graphics and zany images on the Web and other communications as if that's what resonates with kids Too many agencies still overcomplicate the message, delving into behavioral attitudes, psycho-babble and perceived mindsets in an effort to understand what kids are all about and what interests them. Makes matters way too complex. Not overcommunicating. Simpler is better

Cause-related Learning/wellness environment

They are inundated already! (This is the mother talking not the ad exec!)

Getting kids to exercise (get Nike or other aspirational athletes involved)

Stuff to make school - which is a very kid UNfriendly place - easier.

providing an educational message or expressing other values beyond just another product vying for a child's attention.

Expansion of our ability to educate. The promise of avanced methods of communication available to us could be a tremendous tool in affording all children extensive opportunities for skill development, discovery and learning. The economic model we have does not fullfill that promise.

For me, the most companies that market successfully to kids are those that market to parents as well. Yes, kids have a lot of autonomy in purchases, but parents have the final say (no matter how old the kid is). If you can strike a balance between a kid thinking your product is "cool," but the parent also thinking the product is worthwhile, then you're golden.

Research, research, research. There's a lot of talk but very few brands spend enough time taking to their audience.

Getting them to buy into healthy foods. Education based playstation games.

Working harder to reach kids beyond the TV set. Other than the very large brands few companies are being innovative in reaching kids--very tied into TV or nothing.

text messaging and cell phoe usage in other countries takes every opportunity to persobalize messages and deliver in revelant ways. the US market has yet to capitazie on this potential...

Any opportunity to use their group--think mentality for good for either kids and their peers or the greater good.

Kids are more aware of odors and hygiene than we think. Footcare products for kids, kid scented hair gels, total body hygiene that includes deodorants, colognes, footcare all in one commercial.

More tailoring of products to different kinds of kids by demographics

Merging a corporation's bottom-line/desire to sell kids their stuff with a social/environmental side-benefit for all

Market to kids educationally...they love to learn and compete...sponsor chess tournements, spelling bees, young athletics, but w/out all the money and image...

talking to them at eye level

Youv'e got to be kidding! They are the most over marketed generation ever. Give 'em a break!

Right sized, functional, simple electronics

'Group Games ' for kids.

Action Sports market (ie. skateboarding, snowboarding, surfing) with it's growing numbers of participants and Juniors/Girls market with their huge buying power. Many companies (ie. Nike) have tried to tap into this market but have failed because of their approach (ie. buying their way in).

grandparents

Honesty

More interactive - my kids love going on line voting for things - like the recent Apple Jacks campaign - or the kids choice awards on Nickelodeon.

In school marketing - sampling, sponsorships Guerrilla Marketing

narcotics seriously, attaching any youth oriented brand to some level of social responsibility defined as respect, integrity and civilty. We need to do some parenting for those who have forgotton how.

Treating them like they have a brain

Not so much marketing to kids, but treating families as a target as opposed to kids or tweens or moms. This is an attitude that would apply to traditional kids products as well as categories as far off as auto, etc.

Involving kids in decisions about products and communication to other kids.

Tapping into their desire to help others and make the world and their neighborhood a better place.

Public Service tie ins. Kids want to be involved in constructive meaningful things.

I have a problem with marketing to kids. As Americans we say that we value our children and go out of our way to protect them from harm. To then find ways to turn those very children into consumers and to find ways to manipulate their behavior to choose products that promote status consciousness (fashion); violence (toys and entertainment) and poor health (food and beverage) seems antithetical to me.

Marketing products and experiences that represent growth opportunities and challenge; moving past the lowest common denominator and recognizing that kids want and need challenge. They're bored.

Marketing education and related stuff that usually targets parents.

education, free time,

Helping kids understand "value" as contrasted with "image." Something the advertising world only seems capable of doing for car brands and discount stores.

Being more socially responsible about it. It can't be just about selling more stuff to kids to make more money. How are you improving their lives or the state of the world and our future by marketing to kids?

EDUCATION,VALUES,FAMILY.

The Voice of the Customer. Allowing kids to tell us how to market to them.

Honesty Unhype Seek to understand them

Interesting just ran into a group called Youth Trust which is very actively promoting responsible marketing to children.

Appealing to their better nature, or higher human values rather than their immediate self gratification.

Utilizing technology to build relationships with kids-- internet, wireless, etc.

The inside of their desk at school? I don't know, I think we already bombard them with too many messages (and I'm a marketer). I wish there were a way to restrict the messages they receive to only ones that will make them better humans. But, that would be censorship.

Food: healthy snacks Entertainment: modeling responsibility and healthy lifestyle

Educational markeing to kids - making learing fun and making kids want to learn and read and do math! Marketers need to make this fun!

Educational markeing to kids - making learing fun and making kids want to learn and read and do math! Marketers need to make this fun!

prepackaged fresh meals

citizenship. this is not untapped, but there is a trend in this area that can be pursued.

"Kids Clubs." I haven't seen one yet

healthy foods

healthy, fun food

Value pricing pitches getting away from making your brand "cool"

Issues surrounding social responsibility.

Tween market