HOW BRANDS (BIG AND SMALL) CAN CASH IN ON PESTER POWER
Let’s face it. We’ve all been that child down the supermarket aisle nagging mum to buy a treat. Pester Power, or the “nag factor”, is a type of marketing where children are pitched and targeted to pester or ‘nag’ their parents to buy the product.
Pester Power in Action
Marketers realised the potential in targeting children, with Mr Potato Head being the first product marketed on television in 1952^, aimed at children, and paved the way to pester power. Remember getting your toy with Happy Meals? The latest (and very successful) example in Australia right now is the Woolworths bricks promotion, in which shoppers can collect a bricks pack for every $30 worth of shopping.
In recent years, you might also remember Skeetzs, Ooshies and other similar supermarket promotions, which caused a great hype and frenzy amongst shoppers, with ‘rare’ items being circulated on eBay or Marketplace fetching up to thousands of dollars.
How Brands are Cashing In
Pester Power, when done right, can certainly give a boost to business performance. Coles Little Shop’s eight-week campaign brought on an estimated extra $200 million^ in sales, according to analysts.
Recent research in the Billion Dollar Mum Report shows that 75%^ of mums have succumbed to pester power, demonstrating that children have an overwhelming influence over what parents buy. The report further shows that Pester Power is:
- expectantly high for Children products (34%)
- alarmingly high for Supermarket items (31%)
More importantly, 40% of Mums would not have purchased any of these products otherwise.
Marketing into the Future
Given the role of children in pester power, many grow up to remain loyal to brands they have a connection with. Consumer studies show that children who develop long-term positive feelings towards a brand carry over loyalty into their adult lives^ and are resistant to change.
This is undoubtedly something for brands to consider – marketing to the consumers of tomorrow, today.
Harnessing Pester Power for Your Brand
Regardless of industry or size, pester power can work for your brand, even if your product or service is not child-related. You have seen examples of how a supermarket can target children to drive sales; parents are now flocking to Woolworths to fill their trolleys with groceries just to get that one extra ‘brick pack’.
To start with, how is your brand positioned? Do you have your branding fundamentals right?
Branding is more than just a name and logo; your brand is a perspective of your company, what your company says and what your company days.
Need help with finding where your brand sits in the marketplace to build the perfect pester power marketing strategy?
Brand for Brands has worked on over 3,000 projects. On average, we have increased business value for clients from 10% to as much as 1500%.
We know branding – our results tell us apart. Let us show you how your brand can cash in on pester power by getting in touch today.