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Marketing to kids: Unveiling the secret

10-January-2013
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Marketing to kids: Unveiling the secret

Kids today are not the same as before and there is no blueprint to understand them either.  As a company which has done consistent work in the kids’ domain for the last 15 years, EduMedia understands children and their needs slightly better.

EduMedia to organise a conclave called ‘Decoding kids’. The theme this year is ‘Marketing to kids’. The following years will have themes such as content for kids, technology for kids, etc.

Speaking on the reasons for organising the conclave, Tabassum Modi, Executive Director, EduMedia said, “Having serviced the marketing community through our work at Krayon, we found that marketing professionals are often confounded and seeking insights into the kids’ world. That is when we realised that there was a sore need to disseminate our knowledge and expertise in understanding kids.”

Marketers often ask questions such as ‘Who are kids influenced by?’, ‘Do peers have a greater say in their lives?’, ‘What are the digital habits of kids?’, ‘What are their consumption behaviours?’, etc. Kids today are a significant target audience – whether the product is meant for them or not. Besides, statistics show that 30 per cent of our population is below 15 years of age – that is a considerably high number. 

Apart from the significant number, kids are also a segment that is very dynamic. What is correct today, might not work tomorrow. So one needs to be constantly in touch with their behaviour and needs as they are both the present and emerging consumers. With the increased emphasis on kids, EduMedia wanted to provide marketers a wholesome perspective by talking about all the relevant areas of knowledge to decode this segment.

The topics at the conclave will cover all aspects of marketing that a professional needs to deal with – right from research to advertising, activation to rural marketing and knowing responsible ways of marketing to kids. The immense opportunity that our country throws at us can be explored best by understanding nuances of rural marketing. Shaping gen-next will reveal how companies can start early and build a loyal consumer base with kids. Responsible marketing is important to understand where marketers are overstepping the boundaries when they aim to reach out to a sensitive demographic such as kids. So each topic is in keeping with the needs of the hour.

The conclave has a fabulous line-up of speakers, who have done exemplary work in the kids’ domain, to come together on one platform to share their experiences. Right from Bournvita Quiz Contest, Horlicks Wizkids and Chhota Bheem to HDFC Life Spell Bee and National Stock Exchange’s Funancial Quest, delegates will meet the brains behind some of the best campaigns and properties this country has witnessed.

Rajiv Chilaka, the creator of Chhota Bheem, believes that all the great achievers in the world are dreamers. “If we inspire kids to dream, they will automatically become achievers. I believe that the new-age Indian kids should grow up with positive thinking and self belief. They need to believe that they are the best in the world,” he said.

The eminent speakers in the panel discussion on responsible marketing to kids include educationist Lina Ashar, psychiatrist Dr Harish Shetty, TV and marketing professional Mahesh Samat and market research analyst Partha Rakshit, amongst others.

The conclave is relevant to not just marketing professionals and brand managers, but anyone who has any business revolving around kids. It is going to benefit product developers and innovators, advertising agencies, event agencies, PR professionals, TV professionals, researchers, educators, start-ups/entrepreneurs targeting kids and any other professional working in the kids’ segment. It will help them to understand kids better and become wholesome professionals who will work with greater insight in their business with kids.

The conclave will take place on January 16, 2013 in Mumbai

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