Babies: The Up and Coming Target Market

The Vinci Tablet

At first glance, this product looks like an oversized iPhone with a protective barrier, right? This tablet is actually pretty close to an iPhone... but is marketed to an entirely different segment... children 0-4 years old. The red ring surrounding the tablet is a drool-proof bumper. Yes, drool-proof. When a product needs to be drool-proof, it's probably a sign that the electronic should not be targeted at drooling children in the first place... common sense, right? But manufacturers and marketers can no longer afford to ignore this youthful, drooling segment. The Vinci, which 2 year olds probably cannot even pronounce, is allegedly the first-ever educational handheld device for kids. It sells for $389 to $479... WOW. I personally can't bring myself to buy an iPhone or iPad, but a 6 month old owns a $300-$500 Vinci? Lucky kid. This new product is innovative and definitely fills the market opportunity of electronics for infants... whether or not there is actual demand is an entirely different story. This product, and various digital marketing tactics aimed at society's youth, is raising many questions concerning the impact on childhood development and ethical boundaries. The issue (and this topic in general) is described in depth in this AdWeek article. 

The trend of marketing to infants is not necessarily new, but is getting increasingly aggressive and competitive. Brands like Disney have been doing this for years! Marketing was once limited to logo/mascot-printed clothing, packaged goods, or toys, but is now expanding into the digital and interactive world. There is now a TV "network" for infants online, called BabyFirstTV.com, which has subscription-based videos, games, educational activities, and music. Luxury clothing designers (ie. Versace and Marc Jacobs) are beginning to gain loyal infant consumers with trendy lines for the infant fashionista. Cynthia Rowley has designed diapers for Pampers. They run for about $15 (a bit pricey for disposable toilets)... but I do have to say, they're adorable. 

This market is becoming increasingly popular, meaning competition for infants' brand loyalty is becoming more and more important to companies and marketers. They're competing to become the first brand to establish a relationship with the child and hope to maintain this relationship as the child grows. You may be thinking that these efforts will go unnoticed and aren't worth the time, money or effort, but the Campaign for a Commercial-Free Childhood reports otherwise. They found that by 6 months, babies can form mental images of corporate logos and mascots. Additionally, as soon as infants can speak they can (and will) request brands. Other reports have found that by the age of 3, kids can recognize an average of 100 brand logos. 

How many of these can you link with a brand? An easier question may be: how many can't you link with a brand?

I absolutely love this brand alphabet. It was introduced to me in a class a few years ago, and it really holds true to the belief that brand logos are completely imprinted in our brains. You see the "P" and automatically think Pez Candy or the "C" and know it's from Campbells Soup. Kudos to these companies, their marketing teams of the past have really done an incredible job developing consumer recognition with their brands. It's amazing, but it's life. We can't help but associate colors, mascots, fonts, etc. with brands and companies. It starts at a young age, and stays with us forever. 

That is what this new marketing trend is trying to establish and maintain. It will no longer be just Disney Princesses on onsies or Tony the Tiger on cereal boxes... The Vinci, Apple, Fendi, and other luxury brands are entering the competitive market. These brands, as well as more traditional infant-targeting companies, are beginning to establish themselves through innovative digital tactics and aggressive efforts to reach this baby market through all possible touch points.

It's a new world out there... no boundaries.

POGS, 

AKtually Ashley

Burgers and... Nick Lachey?

What does a big, juicy, multi-patty cheese burger have to do with Nick Lachey? Everything, according to Eagle's Deli. 

The famous Eagle's Deli of Cleveland Circle, is a favorite to locals and Boston College students. If you have never heard of Eagle's Deli, it is a standard burger joint featuring an array of burgers and menu options. It is absolutely delicious -- especially The Zoo (yum)! It is also known for its Challenge Burgers, which range in size from 1 1/2 pounds of meat to the notorious Eagle's Challenge burger with 5 pounds of meat, 20 pieces of bacon, 20 pieces of american cheese, 5 pounds of fries, 1 deli pickle, and 1 fountain soda... all for around $60. Many, and I mean many, brave (and hungry) people have attempted to tackle the Eagle's Challenge burger within the allotted 1 hour, in hopes to get a $60 refund, $100 gift certificate and to have the burger named after them. Apparently only one guy has succeeded (I'm still skeptical)... but the courage (or embarrassment) of the rest of the other challengers' failed attempts are always flaunted on the Wall of Shame in the restaurant.

Eagle's Challenge Burger

Nick Lachey visited Eagle's Deli in 2010 and supposedly took a crack at the Eagle's Challenge burger. Nick Lachey is not just an ordinary customer for Eagle's Deli, he's famous... or was famous. I guess that because Nick Lachey was once a "big-time celeb", the owners of Eagle's Deli believe he still deserves to have a burger named after him (even if he didn't come close to conquering the real challenge.) The Nick Lachey Burger has 1 1/2 pounds of beef, 6 pieces of swiss cheese, 6 pieces of bacon, 1/2 a pound of fries, and a fountain soda. 

I laughed when I saw the Nick Lachey Burger on the menu. I though to myself, what guy would ever have the courage or self-esteem to mumble out 'I'll have the Nick Lachey Burger, please.' If I ordered it, I don't think I could manage to get the full order out before giggles took over. It is also a burger that deserves to be at the end of every joke because it is not even close to matching up to any of the real Challenge Burgers. I am sure it was not the intention of Eagle's Deli, people are more scared of ordering the Nick Lachey burger than the much larger Paul Jones Burger!

On another note, where did Nick Lachey even come from? I do not intend this to be mean, but he completely fell off of the face of the Earth after he and Jessica Simpson broke up. Was this was a publicity ploy set up by Eagle's Deli or by Nick Lachey's agent? When patrons walk into Eagle's Deli, the first thing they see is a picture of Nick Lachey on the Wall of Shame. 


My peers and I are the main target consumers of Eagle's Deli, and Nick Lachey is not an appropriate celebrity to promote Eagle's Deli burgers. Also, consider the fact that Eagle's Deli agreed to create a smaller burger to add to their impressive Challenge Burger menu... what does that say about Nick Lachey? This makes both parties seem pretty desperate... but as they say, "all publicity is good publicity?"

PS. Something that DOES make a TON of sense is Eagle's Deli and Man v. Food... Check it out.

POGS,

AKtually Ashley