November 11, 2013
Little Tikes Scores Big By Answering “The Question”
Online addition eases fears and increases time on site
When it comes to toddler toys, the number one concern all parents have is this: “Is it safe?”.
Companies do all sorts of things to allay those fears. They print age restrictions, warn about small parts, and sharp edges, and follow industry safety guidelines. These steps help reduce those fears, but they don’t assuage them. Not really.
Little Tikes has taken those efforts one step further and created a huge digital media win for their preschool toy brand. In a recent print advertisement – you know, the ones kids shove relentlessly in their parents’ faces – Little Tikes invited parents to tour their manufacturing facility. Online.
Ronn Torossian, CEO of 5WPR, explains the successful strategy, “Parents can go to the website and see exactly how those toys are being made. This is a tremendous way to answer that number one unspoken question that every parent has when buying toys for their kids. They can see the safety measures, put faces on the “faceless” people monitoring the process, and feel that much more reassured.”
But, Torossian adds, from a digital media marketing perspective, this move has other, huge benefits.
#1 – Massive time on site increases
A factory tour is no 30-second clip. Watching it keeps viewers glued to the page for an extended amount of time, measured by web standards.
#2 – Opportunities to market to parents
Little Tikes knows it will be parents checking out the video. So, they would be smart to place coupons, special offers, and exclusive deals right there on the same page as the video screen.
#3 – Opportunities to market to the target
Many times parents will watch those videos with their kids. Clever product placement motivates kids to add a few things to their wish list while their parents watch the movie.