Marketing to families is not a new concept, but it has evolved significantly over the years. Today’s families are more diverse, complex, and dynamic than ever before. They come in different shapes, sizes, colors, and backgrounds. They have different needs, preferences, and values. They are not just consumers but also influencers, advocates, and co-creators of brands.
How can marketers connect and communicate with modern families effectively? How can they create campaigns that resonate with their emotions, aspirations, and challenges? How can they build trust, loyalty, and advocacy among families?
In this article, we will explore some of the best practices and examples of happy family marketing, a term that refers to marketing strategies that celebrate and support the diversity and inclusivity of families and that aim to make families happier and healthier.
Understand the changing dynamics and needs of families
The first step to successful family marketing is to understand who your target families are, and what they want and need from your brand. Families are not a homogeneous group, but rather a collection of individuals with different personalities, interests, and opinions. They are also influenced by various factors, such as culture, socio-economic status, life stage, and personal experiences.
To understand your target families, you need to conduct thorough research and analysis, using both quantitative and qualitative methods. You need to segment your audience based on relevant criteria, such as demographics, psychographics, behavior, and values. You need to create personas that represent the typical members of each segment and map out their customer journeys, pain points, and touchpoints. You need to listen to their feedback, preferences, and expectations and monitor their online and offline behavior.
By understanding your target families, you can create more relevant, personalized, and engaging marketing campaigns that address their specific needs and wants and reflect their unique identities and lifestyles.
Celebrate and support the diversity and inclusivity of families
One of the key aspects of happy family marketing is to celebrate and support the diversity and inclusivity of families. Families today are more diverse than ever, and they expect brands to acknowledge and respect their differences. They also expect brands to be inclusive and accessible and to provide products and services that cater to their diverse needs and preferences.
To celebrate and support the diversity and inclusivity of families, you need to adopt a multicultural and multigenerational perspective and avoid stereotypes and assumptions. You need to showcase the variety and richness of family life and highlight the common values and goals that unite families. You need to use inclusive and respectful language, imagery, and messaging, and to feature real and relatable families in your marketing campaigns. You need to ensure that your products and services are designed and delivered with diversity and inclusivity in mind, and that they offer value and convenience to families.
Some examples of brands that celebrate and support the diversity and inclusivity of families are:
- McCain’s: The global food manufacturer launched a series of ads called “We Are Family”, featuring real families of diverse races, backgrounds, abilities, genders, and orientations interacting with one another during mealtimes. The campaign aimed to redefine what a family means and to convey the message that “it’s mealtimes that make a family.”
- HP: The technology giant created a campaign called “All American,” featuring real families in Chicago, representing different ethnicities, cultures, and family structures. The campaign aimed to challenge the notion of the “all-American family” and to show that “there is no one way to be American.”
- Happy Family Organics: The organic baby food brand has a mission to provide nutritious and delicious food for babies, toddlers, and kids, and to support parents and caregivers along their feeding journey. The brand uses its website, social media, and blog to offer helpful tips, recipes, and resources for families and to celebrate the milestones and joys of parenthood.
Make families happier and healthier
Another key aspect of happy family marketing is to make families happier and healthier. Families today are more conscious and concerned about their well-being, and they look for brands that can help them achieve their wellness goals. They also look for brands that can make their lives easier, more enjoyable, and more meaningful.
To make families happier and healthier, you need to offer products and services that are high-quality, safe, and beneficial for families and that align with their values and beliefs. You need to provide solutions that can solve their problems, enhance their experiences, and improve their outcomes. You need to create content and campaigns that can educate, inspire, and entertain families, and that can spark positive emotions and actions. You need to demonstrate your social and environmental responsibility and your commitment to making a difference in the world.
Some examples of brands that make families happier and healthier are:
- Lego: The toy brand launched a campaign called “#letsbuildtogether” to help families cope with the challenges and boredom of the COVID-19 lockdown. The campaign offered videos, activities, and ideas for families to learn and play together at home using Lego bricks and sets. The campaign also showed the brand’s social responsibility by donating $50 million to support underprivileged kids by providing access to learning through play.
- Delta Airlines: The airline brand created a series of ads called “Shared Humanity,” featuring children from different countries and cultures, expressing their curiosity and wonder about the world. The campaign aimed to inspire families to travel and explore the world and to foster a sense of connection and empathy among people. The campaign also highlighted the brand’s safety and hygiene measures and its flexibility and convenience for travelers.
- www.happyfamilymarketing.com: The online platform offers software and services for family-friendly businesses to help them reach and engage more families online. The platform helps businesses create and manage their websites, social media, email marketing, and online reviews, as well as optimize their online presence and performance. The platform also provides insights and best practices for family marketing and connects businesses with a network of family influencers and advocates