Owned and launched by exhibition and event organisers South Africa RAI, WIKID is the first show of its kind that directly addresses and acknowledges the massive influence young people ranging in age from toddlers to teens exert on shopping decisions.
Organisers have developed a comprehensive sponsorship offering for brand owners wanting to tap into this market. "We have developed a range of interactive activity areas that offer sponsors and exhibitors a great opportunity to align their brands and products with specific lifestyle segments, from extreme sporting events, fashion shows, makeover salons, edutainment forums and more. We have specifically segmented the activities by interest, rather than age groups. The benefit of using the above segmentation is that it does not stereotype the target audience and ensures that youngsters visiting the show have all their needs satisfied," says Lidia van Straten, show manager.
A survey was conducted by South Africa RAI with 50 kids across Gauteng from various age groups to establish their interests whilst visiting an under 18 exhibition. Top of the list was outrageous fashion, Play Station games, paint ball, skating, go-kart racing, BMX, rides, games, music, a sports centre, a games room, fashion competition, CDs, a skate park with related fashion and apparel, fashion and talent shows, quad bikes, toys, actors/celebs and motorbikes.
When marketing to kids, it is important to note the following, according to the research study:
-- Quality, trust worthy products are key to this target market.
-- Don't under-estimate the power of kids in parents' decision making processes.
-- Treat kids as individuals.
-- Should not segment this market by age, but by interest.
-- Trendy brands show high importance with peer pressure.
-- Tweens hate to be sold to – but love to be respected.
-- Make sure the brand is unique, sleek and identifies with young adults.
-- Teenage girls' spending habits emulate, sophistication, a streetwise energy, altogether an image of confidence, beauty and success.
-- Shopping is a social activity – its all about friends and friendships.
-- Don't try to be cool, just be cool. In other words, say it as it is!
-- 13 to 16 year olds are interested in their education.
-- Under 16 market is the biggest growth market in cell phones – cell phones have no gender, class or creed – everyone wants one!
-- At five, most kids have made their first independent purchase.
-- According to surveys conducted interest areas can be grouped into the following: Latest trends, Hi-tech, Sports, Entertainment.
WIKID promises to be an exciting, dynamic exhibition that introduces fun and an element of creativity into the exhibition industry. It should be embarked on as a long-term brand building strategy. For more information regarding sponsorship opportunities at WIKID contact Lidia van Straten on Tel: 27 11 549 8300.
Heypenni Gold Marketing for SA RAI
