Selling Online to Kids & Teens

One aspect of my business is selling individual sterling charms. Though I'm having fun selling to the beading community and watching them incorporate my designs into their jewelry, I have this urge to spread my business to a younger audience. Here are some things that I have been pondering about the kid and teen market. I'm wondering if you would lend a hand in the brainstorming process.

Here are some questions to get the ball rolling:

Do kids shop online? If so, who will I need to reach (kids and their parents)? Who is really purchasing this item? Kids or parents that kids have convinced?
What are the best mediums for marketing to kids and parents? (local word of mouth, magazines, blogs, online magazines, etc.)
What target price range would reach this market?
Is selling to kids and teens a lucrative market or would I be better off concentrating my energy on a narrow audience?
What resources would you suggest to research the kid and teen market?
Have you ever sold to this market and have you done it through the Internet?

5 Bizniks have posted replies

Posted by Dawn Lawson, Romeoville, Illinois | Jan 08, 2009

My daughter is twelve and she doesn't shop online. I wouldn't think many kids under 18 would since they are not old enough to have credit cards. I would think the parents are doing more of the purchasing.

I don't know if this is possible/legal, but a lot of kids LOVE mail. I'm not sure how you would even go about obtaining a mailing list for children, (maybe try building an opt in list from parents you know???) but I think younger girls would be more inclined to look through a catalog addressed to them. Then they'll see stuff they like and ask their parents to buy it for them. My daughter always circles things she likes that she finds in my catalogs.

Price range is going to vary depending on the median family income of the area you're targeting.

Perhaps matching mother daughter sets is a good way to market to both.

Best wishes, Dawn
Posted by Rick Sader, Seattle, Washington | Jan 08, 2009

Beth;

Sounds to me like you need some marketing research help. I recently worked with a really good person in this field; John Robertson at Topside Marketing.

We met at a Biznik event. I hired him to do some research for me in the Seattle market. He was thorough, engaged, and he totally internalized my project (it felt more like 'our' project). At least give him a call.

Rick
Posted by Rebecca Wood, Lynnwood, Washington | Jan 08, 2009

To me kids and teen = anyone under 14. I dont know of any under 14 yr old who shops online...its the parents that shop as they hold the checkbook.

You first need to define your target market. Is it beaders? Is it the parents of the kids/teens? Is it the kid/teen themselves?

Then you will better be able to put together a marketing plan for that specific target market.

If I were still a parent (Im a nana now with granddaughters) I would not give my daughter a magazine/marketing material addressed to her. I would look through it first and if I though she would like something then I would be the one doing the ordering!
Posted by Cherie Killilea, Spokane, Washington | Jan 08, 2009

My kids shop online, but I do the buying for them.

My son found a vendor that we have bought from several times through a youtube video. It was a "how to" video and had a link to this online shop that sold the components.

We also like to browse Etsy together. It's easier to look at tee shirts there than going to the mall, same with jewelry.

Hope that helps.
Posted by Beth Hemmila, Portland, Oregon | Jan 09, 2009

Thank you all for such wonderful advice!