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Marketing to parents has always been a crucial strategy for brands to promote their products and services. However, the way marketers approach parents has changed significantly in recent years. In the past, advertising was limited to traditional media channels, such as TV, print, and radio. Nowadays, with the rise of digital marketing, companies have access to various channels to reach their target audience. Digital marketing to parents can be particularly effective on social media by way of parentings groups and support groups/forums. Customer loyalty can be built this way too when parents are all supporting one another in one place by offering feedback, tips, and personal experiences.
The key to successful marketing to parents is to understand the audience and tailor the message to their specific needs. Marketers must recognize that there are various types of parents, including new parents, single parents, millennial parents, Gen Z parents – the list goes on. Each group has its unique set of challenges and preferences that must be considered when crafting a marketing message.
To effectively market to parents, brands must create campaigns that resonate with their target audience. For instance, a campaign that targets millennial parents should focus on the benefits of the product or service, such as convenience, sustainability, or affordability. Additionally, brands should consider partnering with influencers or bloggers to reach a wider audience and tap into loyal customers.
One effective strategy for brands to target families is to focus on youth sports parents. Youth sports parents are an excellent target audience because they are typically highly involved in their children's activities, spend a lot of money on sports-related products and services, and are loyal fans.
Companies can target sports families through various marketing channels, such as in-app advertising on youth sports coordination apps, social media, email marketing, online advertising, and on-site experiences and sponsorships. Brands can also create family marketing campaigns that focus on the family unit and the importance of spending quality time together through experiences. By emphasizing the family dynamic, companies can appeal to parents who prioritize family time over other activities. When a brand can tap into the family experience, for example the area that the whole family can explore near the sports tournament, the better it is for everyone.
Some examples of brands that target families include Disney, Target, and Panda Express. Disney focuses on family-friendly entertainment and Target offers a wide range of family-oriented products. Panda Express sponsors youth sports teams and offers the ability for youth sports organizations to run fundraiser nights in their local Panda Express. These brands have all created successful marketing campaigns that resonate with families – sports families and beyond.
Millennial parents are a demographic that should not be ignored by marketers. They are one of the largest groups of parents, and their spending power is reported at over $2T, and increasing. Millennial moms, in particular, are a valuable target audience as they are often the primary decision-makers when it comes to household purchases. Though brands should keep in mind that the Chief Household Officer isn't always mom, and should avoid alienting other parents in their marketing messaging.
When marketing to millennial parents, brands should focus on what matters most to the parent. For example, millennial moms and dads are often interested in sustainability, health, and convenience. They are also more likely to purchase products online and use social media to make purchase decisions. If brands know this, they can tailor their marketing campaigns knowing that parents are more likely to be surfing the internet than the aisles.
Big box stores, travel, sporting goods stores, and quick-service restaurants are some of the industries that can benefit from marketing to millennial parents. For example, big box stores can offer eco-friendly products that appeal to millennials, travel companies can offer family-friendly vacations, and sporting goods stores can create campaigns that promote the importance of teamwork and fandom.
Marketing to families is not just about creating a one-size-fits-all campaign. Brands must understand the specific needs and preferences of each family member. For instance, moms, dads, and kids all have different priorities and interests that must be considered when crafting a marketing message. There are ways to reach the entire family, but that takes strategic research and messaging.
One trend in family marketing is the focus on dads. Historically, moms have been the primary target audience for family-oriented products and services. However, with the rise of stay-at-home dads, brands are starting to recognize the importance of targeting dads in their marketing campaigns.
If you want to reach the entire family, another trend to focus on is the family experience. Families are increasingly looking for activities and experiences that they can enjoy together. They are also looking to make memories before the kids grow up and go off. Brands that can provide these experiences, such as amusement parks, museums, and family-friendly restaurants, can benefit greatly from marketing to families. Tailoring some of these experiences to in-person events like tournaments and games give families a way to connect off the field without having to choose between a game and an afternoon sightseeing.
Overall, marketing to parents is an excellent strategy for companies to grow their brand, build brand loyalty, and reach the local community across generations. Companies should consider parents as a target audience, specifically the youth sports parents as they are willing to spend, travel, and put their youth athlete ahead of themselves.