By Kait Shea
Educational Components and Friendly Competition Lead the Way
When it comes to catering to family-friendly audiences, some say that the need to appeal to a more wholesome crowd can be limiting. We beg differ. Whether your company caters to kids or you’re simply targeting a family-oriented demo, we’re here to help you trade those craft cocktails for chocolate milk without missing a beat. Here, three tips for activating kid-friendly events.
1. Make it Educational
Preparing the family for an outing can be a daunting task. Most parents want to know that their child will benefit from your event before expending the energy to attend it. Offering educational engagements is an effective way to draw them in. Houghton Mifflin Harcourt’s Curious World Tour aimed to instill in kids a love of learning through playful, hands-on activities, including a Story Camp inside a tented library, a station where kids built space shuttles and learned about constellations and a collaborative mural where they could express their artistic side.
2. Cover All Ages
Just because it’s a kid-friendly event doesn’t mean it’s OK to bore mom and dad to death. The savviest brands create events that have value for both parents and kids alike. Like Target, which debuted its children’s clothing line, Cat & Jack, with a pop-up playground. While kids were racing down a carnival slide, using ropes to play tic-tac-toe and applying temporary tattoos, parents had their own perks, like family photo opportunities and celebrity appearances—a little bit of something for everyone.
3. Inspire Competition
Kids love to compete and parents love seeing their young ones give it their all, making gamified experiences a win-win for event marketers. Hey, a little friendly competition never hurt anyone. At least that was LEGO’s sentiment as the brand touted its Ninjago franchise with an “American Ninja Warrior”-style obstacle course. The program not only allowed local kids to compete against one another, but extended the program by flying seven winning teams from around the country to the Legoland California Resort for a championship game.
*This article was originally published in 2016 and is updated periodically
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