Age targets vary by brand, product - The Packer

Age targets vary by brand, product

08/07/2014 10:56:00 AM
Melissa Shipman

Columbia Marketing InternationalColumbia Marketing International's Hero brand is marketed to elementary school children. Steve Lutz, vice president of marketing for Columbia Marketing International, said that the company has found that kids are receptive through consumer testing and working with schools.Companies seek different segments of the family niche with various targeted brands.

Steve Lutz, vice president of marketing for Columbia Marketing International, Wenatchee, Wash., said the company’s Hero brand is targeted to grade-school children.

“We’ve found in consumer testing and though our work with schools that kids that age are really receptive to the message, and their parents are supportive as well because the message is targeted, but healthy,” he said.

Mac Riggan, marketing director for Chelan Fresh Marketing, Chelan, Wash., agreed kids age 4-12 are a good age to target.

The company is participating in the NFL Fuel Up to Play 60 campaign, which is directed at children under 12.

“They are exposed to the program at school and when watching games on Sunday afternoons with their families, so they recognize those logos and respond well,” Riggan said.

The product itself also affects what ages are targeted.

“The age group is going to vary depending on the product, but for bananas, we think the Sesame Street age is perfect,” said Mayra Velazquez de Leon, president of Organics Unlimited, San Diego.

Crunch PakCrunch Pak works with both Marvel and Disney to market to children. Tony Freytag, senior vice president of sales and marketing for Crunch Pak, says that the Marvel products reach boys ages six to 10 and the Disney products reach children from three-five.On the other end of the spectrum, toddlers aren’t ready for some popular fruits and vegetables.

“We can’t target kids that are too young because apples might be difficult to eat, so we’re focused on pre-school-aged kids and up,” said Brianna Shales, communications manager for Stemilt Growers LLC, Wenatchee, Wash.

However, Shales said parents are actually the most important group to reach.

“Ultimately, we’re targeting parents. If their kid has a great experience with the product, they will probably repeat that purchase,” she said.


Marketing methods

Depending on the age group, some tactics may work better than others.

Tony Freytag, senior vice president of sales and marketing for Crunch Pak, Cashmere, Wash., said the company has two age groups to target.

“The relationship between Marvel and Crunch Pak reaches boys ages 6-10 years old, who need better product choices in the healthy snacks category, while our relationship with Disney reaches kids aged 3-5,” he said.

For younger children, companies have seen a lot of success in simply making their products more appealing to children.

“While kid-friendly packaging is a must if you are trying to reach families with little ones, I don’t believe you have to engage popular characters to do so,” said Trish James, vice president of Produce for Kids, Orlando, Fla.

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