You’ve heard of business-to-business marketing before.
And you’ve definitely heard of business-to-consumer marketing.
But have you heard of the third form, business-to-parent marketing?
Consumers differ in needs and desires, likes and dislikes, priorities and requirements. The markets to which you must advertise are as varied as the individuals which compose them. To ease the confusion imparted by such incredible market diversity, marketers traditionally begin with a single, simple distinction: will they be focusing on B2B or B2C marketing?
The distinction between business-to-business (B2B) and business-to-consumer (B2C) marketing is the first of many which allow marketers to properly segment and target their audiences.
B2B marketing relies on a small and targeted market with whom marketers foster close relationships. Because purchase decisions must be justified and rational, marketing centers around building product awareness and educating potential users on the business value of their product. It’s all about the ROI.
B2C marketing relies on a large market with whom marketers try to form an emotional bond. Due to shorter product cycles, this focuses on creating an immediate emotional response which produces an immediate purchase decision (e.g. “this brand understands me;” “I’ll look so powerful driving this;” “what great value”). It’s about being desirable.
The B2B/B2C distinction provides valuable marketing insight for traditional companies to develop efficient marketing plans. Unfortunately, not every business falls neatly into one of these two categories.
Camps, for instance, fall into another category for marketers: business-to-parent (B2P).
B2P marketing relies on an appeal to both parents, who make the final purchase decision, and their children, for whom the purchase is made. While products and services marketed towards minors follow traditional B2C rules (emotional appeals, large audience, etc.), the product cycle is extended due to the differing interests of the two decision making parties. Typically, parents want safety and long-term value, children want fun, novelty, and to fit in. Marketing in this category is all about convincing both sides.
As a camp, you must effectively market to both children, your potential campers, and their parents, your potential buyers. To do this, provide value for both. Make your camp fun, but make it safe. Make it cool, but still have rules. Make it exciting, but teach campers something.
Do both, and you’ll have mastered the trick to B2P marketing.
Camp Network provides online registration, website design, and marketing for camps, clinics, tournaments, and more. We work with some of the biggest universities and organizations in the country because we offer a quick, simple, and an extremely affordable solution. We automate the whole registration process so you and your staff can focus on running the event.