How To Master Marketing To Parents Without The Hard Sell

In today’s digital world, children are exposed to advertising everywhere they look. In response, a significant shift is occurring in how parents perceive – and respond to – marketing aimed at their children. Gone are the days when parents were okay with flashy, in-your-face ads made to capture their child’s attention and open their wallets. Welcome to the era of thoughtful, parent-friendly messaging that not only respects family values but also delivers impressive results for brands.

How Parental Attitudes Are Reshaping Marketing to Parents

Picture this: You’re a parent watching your child’s favorite show with them when a loud, aggressive commercial blasts through the speakers, urging your child to beg for the latest toy or sugary snack. Sound familiar? It’s no wonder that a staggering 59% of parents express concern about the content of ads their children view on commercial television networks.

So, what does this mean for companies in today’s market? Marketers should respond accordingly to this concern by pivoting to brand messages that inform the viewer, rather than resort to overly pushy or persuasive messaging. Brands that don’t adapt to this shift may face challenges. A significant 65% of parents say they have a negative opinion of companies that try to hard-sell products to their children. In an age where consumer loyalty is hard-won and easily lost, addressing parental concerns is critical for marketers aiming for long-term success.

Soft Sell Strategies for Marketing to Parents Effectively

So, how can marketers navigate this new landscape? Let’s dive into some strategies that can help create parent-friendly messages that still deliver results.

1. Focus on Brand Value and Mission Over Hard Selling: It’s not just about what you’re selling; it’s about who you are as a brand. By emphasizing your unique identity, values, and purpose, you can differentiate yourself from competitors, establish trust with your audience, and engage customers on a deeper level. This creates a connection that keeps them coming back, even when your product offerings change.
2. Address the Decision Makers – Parents: Even if you’re selling kids’ products, don’t craft your message to attract the attention of children. Instead, speak directly to the parents. After all, they’re the ones with the purchasing power and the final say on what enters their home. Show them how your product or service can make their lives easier, support their child’s development, or align with their family’s values.
3. Tone and Language: When crafting your marketing message, tone matters. Adopt an informative, honest, and respectful tone that educates parents about your product or service, without sales pressure or hyperbolic language. Be transparent about your offering’s value without resorting to exaggerated claims or fear-based messaging. Remember, parents are smart consumers who appreciate being treated as such.

Case Study: How PBS KIDS Uses Non-Promotional Marketing to Win Parents’ Trust

Need proof that this approach works? Look no further than PBS KIDS. Because PBS KIDS is a non-commercial network, corporate sponsor spots are non-promotional, brand-focused, and must be targeted only at parents. You won’t see any offers, inducements to buy, or calls to action that are not purely informational. As a result, PBS KIDS has created a brand-safe environment that respects its audience and delivers results for its sponsors.

The numbers speak for themselves:

• 83% of parents respect sponsors on PBS KIDS for not hard-selling products
• 75% of viewers perceive PBS KIDS sponsor messages as different and better than commercial ads
• 69% of parents say they are more likely to buy a product for their child if they heard about it from a sponsor on PBS KIDS

When brands respect their audience and align with their values, everyone wins.

Why Non-Promotional Marketing Builds Loyalty in Parent Audiences

As we’ve seen, a non-promotional approach to marketing isn’t just about avoiding parent backlash; it’s a strategy that can lead to better business outcomes. By building trust and respect with parents, brands can create long-lasting relationships that translate into customer loyalty and increased sales. Ready to make the shift but not sure where to start? Remember, you don’t have to go it alone. Our creative clearance team at PBS is here to help tailor your spot to be PBS KIDS-ready. We understand the delicate balance required to create messages that resonate with parents, and we’re ready to put that expertise to work for you.

To explore more trends that are reshaping how parents perceive and engage with brands today, Download our Trend Report.