Posted by: Mauricio Soto Henriquez and Esme Louise Russell
I must commend Woolworths on their genius marketing campaigns. Whilst their competitors are talking about their low prices and special offers aimed at their customers, Woolworths haven’t targeted their customers. They have targeted their Customers biggest influencers – their children.
Having no children of my own I thought I was safe from being sucked into the persuasion to shop at Woolworths. Wrong I was – My friend’s 8 year old daughter is determined to collect all the Dominos in Woolworth’s current marketing campaign. She is recruiting everyone she can think of to help her reach her goal.
A few weeks ago I received a call from her which went a little something like this:
Katie Scarlett – Where do you currently shop? Coles or Woolworths?
Me – Coles, its closest to my house.
Katie Scarlett – Well I need you to shop at Woolworths and collect the Dominos for me. You need to spend over $20 so if you could please go there every day and send the Dominos to me please.
I now shop at Woolworths and always ensure I spend over $20 to be eligible to collect my Domino. Yesterday I needed Milk and apples but I left with not only those items but also the latest issue of Vogue, a block of chocolate and some body wash as I just HAD to collect my Domino.
Had I just gone to Coles would I have purchased all that? Definitely not. But Woolworths have now influenced where I shop and what I spend.
Is Woolworth’s strategy Genius or Unethical?
Advertisers spend billions of dollars each year trying to manipulate or persuade people into a consumer lifestyle and lately marketers started very cleaver campaigns targeting children due to the big influence the kids have over their parent’s purchases. There is evidence out there the children market can be segmented into 3 big markets, the direct money they spend, money they influence and the future market hence all these marketing campaigns in place.
There is a research out there from Professor Sharon Beder (at the University of Wollongong) that clearly shows how CEO of company look at children, ‘According to the CEO of Prism Communications, “they aren’t children so much as what I like to call `evolving consumers’.’
‘Advertisers recognise that brand loyalties and consumer habits formed when children are young and vulnerable will be carried through to adulthood. Kids `R’ Us president, Mike Searles, says “If you own this child at an early age… you can own this child for years to come.”’
As group we would like you to share your thoughts about this campaign and the controversial quotes expressed