Marketing To Parents: Top Tips For Targeting Families


Are you keen to make your business more appealing to families? If so, you could be onto a highly successful idea. Families represent a vast potential market and are a group of proactive consumers regularly trying to research and seek out products and services to make life easier. But, while the family market may be potentially lucrative, you need to cut through a lot of noise to reach it.

There are so many companies pitching their wares at this target audience that you face plenty of competition to make your business stand out from the others. Here are some top tips to help you make your business more appealing to parents and marketing advice to ensure you successfully create awareness of your business among this target audience:

Be Genuine

Ensuring your company is genuinely a family-friendly business is essential before you begin targeting this audience. Gaining the trust of parents is vital if you are to market to them successfully, and this is best achieved when you show your business lives up to your marketing claims.

So, if you promote your business as a child-friendly attraction, you need to be sure that when families visit, they will find things such as Playground Equipment, parent and baby parking spaces, baby changing facilities, etc. to ensure your business lives up to its marketing claims. Trying to promote your business as a family-friendly organisation when this is not true can cause significant damage to your company’s reputation.

Build Trust

Following on from the last point about the importance of being genuine, it is also crucial to build trust between your business and target market. Parents need to know they can trust your business before they are willing to part with their hard-earned cash. This is especially crucial right now when family finances are under even more pressure than usual due to the cost of living crisis.

It is vital to ensure families feel they can trust your business to deliver what it says and your products and services are worthy of their money. Sharing testimonials from other parents that have used your business is a great place to start. Parents are far more likely to trust recommendations from other parents, so sharing these as part of your marketing campaign is advisable. 

Understand Your Audience

Parenting now is very different to raising kids twenty years ago, and it is crucial to remember that many of today’s parents are millennials or younger. Parenting roles have changed, how parents engage with their kids is different, and how they carry out their product research before making purchases has also changed. So, before marketing your business to today’s parents, you will need to think carefully about what they expect from companies they buy from and understand the best ways to reach them. Social media is one of the most effective marketing tools at your disposal. Using social media marketing is a cost-effective way to capture your audience’s attention and raise awareness of your business among the family audience.

PM Today Contributor
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