Creating a Marketing Frenzy
Students will demonstrate:
- an understanding of the ways in which marketers use hype to sell products
- an awareness of how customers respond to marketing hype
- awareness of the elements that make a product desirable
Gotta Have It!
- Recall any "must have" toys over the past few years.
- What made these toys so popular?
- Why did so many children want them?
Characteristics of a "must have" toy...
- Create a profile of the characteristics of a "gotta have it" toy. (e.g., supply and demand - "if it's difficult to get a hold of, those who have it feel really special)
- Do you think that the time of year is important in building excitement around a particular toy?
- When are you most likely to have a consumer frenzy around a toy? Why might this happen?
Tickle Me Elmo
- Do you think your parents are susceptible to this kind of consumer frenzy? What kinds of things might they be frantic to get?
- In your opinion, how long does a consumer frenzy last? What are some indicators that a toy might be losing its appeal?
- What is the difference between a fad and a trend? Provide examples of toys that have been fads, and toys that represent a trend (as in the difference between toys that are "one-hit wonders", and toys that inspire imitation and stand the test of time).
- Does this sort of frenzy apply to other things, such as music, celebrities or movies?
- What is the downside of consumer frenzies? What is the problem about putting so much emphasis on things and what we own?
- Can you do anything to avoid getting caught up in this? What would you suggest to a friend?
Create a Marketing Sensation
Devise a marketing strategy for a new toy that will involve arousing media attention. List some imaginative ways that you can think of to get exposure for your toy.
Investigate other frenzied toy-buying fads and find out how those trends got started.