In today’s digital world, children are exposed to advertising everywhere they look. In response, a significant change has occurred in how parents perceive – and respond to – marketing aimed at their children. Gone are the days when parents overlooked flashy, in-your-face ads made to capture their child’s attention and open their wallets. Today, we are in the era of thoughtful, parent-friendly messaging that not only respects family values but also delivers impressive results for brands. Here’s how brands are connecting with today’s parents – without losing their trust.
What Actually Works When Marketing to Parents
Marketing to parents works best when it’s grounded in relevance, respect, and practicality. Here are proven tactics that consistently drive engagement and trust:
- Segment by parenting stage: Tailor different messages for new parents, parents of toddlers, school-age kids, or teens. Each group has distinct needs and priorities.
- Use data-driven personalization: Leverage behavioral data to deliver relevant content and offers.
- Leverage influencer partnerships: Collaborate with respected parenting bloggers, YouTubers, or Instagram creators who already have built-in trust with your target audience.
- Offer value through content: Create guides, checklists, or tips that solve real problems parents face.
- Optimize for mobile: Parents are often on-the-go, so ensure your campaigns are mobile-friendly and fast-loading.
- Use retargeting wisely: Parents may need time (and reminders) when making decisions. Retargeting can keep your brand top-of-mind without being pushy.
Why Video Advertising Works for Parents
Video is a powerful tool for reaching parents, especially when it’s tailored to their habits and preferences. Here are the most effective types of video advertising for this audience:
- Social media video ads: Short, engaging clips on platforms like Instagram, Facebook, and TikTok can quickly capture attention and drive shares.
- YouTube pre-roll ads: Targeted ads before content that appeals to parents or kids’ videos can reach parents in relevant contexts.
- Connected TV (CTV) ads: Streaming platforms allow for precise targeting and high-quality storytelling.
- Educational explainer videos: These build trust by offering helpful information while subtly introducing your product or service.
- Testimonial videos: Real parents sharing their experiences can be highly persuasive and relatable.
Video works because it’s emotionally engaging, time-efficient, and highly shareable—all qualities that resonate with busy parents.
Ditch the Pitch: Educate to Engage 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 resorting to overly pushy or persuasive messaging. 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
Parents value authenticity and subtlety, preferring brands that build trust over time. Soft-sell marketing aligns with these preferences by focusing on relationship-building rather than immediate conversion. 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.
- 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.
- 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.
- 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 use value-neutral language, are 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-Commercial Marketing Builds Loyalty in Parent Audiences
A non-commercial 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 our experience and expertise to work for you.
To explore more trends that are reshaping how parents perceive and engage with brands today, Download our Trend Report.
Source: Kantar | SGPTV, US Video Audience Insights 2023
