So recently I have been putting together some ideas about marketing to children online using my somewhat funny Build-A-Bear model of marketing success, quite appropriately. I looked first at some of the regulations, quite appropriate, with regards to marketing to children. Then I discussed the importance of interactivity when marketing to children, with regards to advergames. Not only do children enjoy playing these, but they create an “emotional bond” between children (and adults) and the product that is being promoted. Then I discussed the importance of viral marketing techniques that will attract children, and also make them the biggest marketers for the site.

Now I want to speak about the third pillar in the Build-A-Bear model of marketing success: innovation.

Innovation and marketing to children online

One of the things that makes Build-A-Bear so great is that the product can change over time. The clothes can fit with trends at the time, and the stuffed animals also change for special causes or limited edition seasonal plush animals. It is the constantly evolving nature of the brand that I believe they will continue to be a success for years to come.

How can we translate this to marketing to children online?

• seasonal/holiday games and e-cards
• new contests that children can participate in online

These things are nice, and important. But perhaps one of the most important things to creating a sustainable online marketing strategy is the points system and/or the creation of an online community in which children can participate.

Creating a sustainable brand

Children love upgrades, as it is a trait of young and old to enjoy striving towards a goal. By allowing children to collect points that will allow online upgrades, you can ensure that children will return again and again to continue the collection of points. They now have an investment in the site. By playing games, participating in the “website community”, it is now up to the children to innovate and again they become your most important assets. By allowing them real participation in the evolution of the site, then again they are now invested in its success.

It is important when marketing to children online to make them the center of the marketing strategy. Do not focus only on the brand and products. By making the children and their involvement important, you can ensure that they will be active participants in your online success.

I plan on doing one final post on the subject of marketing to children online as a summary of everything I have discussed thus far, and a few final conclusions that I draw from all this.