Chick-fil-A restaurants know who hands over the money for meals. It isn’t the kid. It is the parent. Every time I’ve gone to Chick-fil-A, the kid’s meal boasts a book or educational toy.
Chick-fil-A’s website states the reasoning behind this fast food anomaly:
When it comes to our Kid’s Meals, the character we’re most interested in isn’t the cartoon kind. Nourishing hungry young minds and helping you promote healthy values for your child are the top priorities. Educational, character-building Kid’s Meal prizes help to bring grownups and kids together.
Recognize
Are you marketing to the wrong people? The decision to do business with you often comes down to a specific individual. Do you know who that person is? Chick-fil-A knows that parents make the decision to come to their restaurant. Do you know who is bringing their wallet to your business? Identify this person (or persons) and start focusing your efforts.
Show You Care About Customers
Chick-fil-A’s mantra for Kid’s Meals is everything a parent wants to hear:
- Nourishing hungry young minds
- Promote healthy values
- Educational
- Character-building
- Bring grownups and kids together
This directly targets the ones with the cash (parents) and encourages them to return to the business as return customers.
Strike a cord with your target customer by identifying your common beliefs, goals, and objectives. (Of course it also helps to have a great product.)
Find out what matters to this person and tailor your message to ease his or her pain. Understanding their situation will help you hone your marketing message.
Target Acquired
Make sure the decision makers are driving business to your business because you clearly explained and targeted the benefits of your service.
I think that targeting the parents is a great idea, but I also think that the power of a kid screaming “I want McDonalds!!” is underestimated. As a father myself I know that oftentimes I go to the place my children want to go – which is usually the place that advertises the toys during Saturday morning cartoons. It’s not that I don’t want my kids to play with “educational” toys, but I personally don’t think lunch is the time to reinforce that concept. Yes, I’m the one footing the bill, but I also want to make my kids happy. 30 minutes later when they’ve forgotten about the $.10 toy they’ll pick their book back up with no harm done.
Good points Jason. Sometimes parents must yield to kids’ desires. You do, after all, have to pick your battles in parenting.
Companies’ marketing often targets the wrong person. They would save a lot of time and effort if they just honed in on the decision maker.
McDonald’s targets the kids with the hopes that they’ll persuade their parents. Chick-fil-A targets the parents directly. Different approaches both competing for your dollar.