Deadly sins a small business owner often makes in their advertising – Part I

Using your children as spokespersons for your business

All too often I see (or worse) hear a child hawking everything from their Daddy’s used cars to the family furniture store. Ok, they may be cute, BUT…

- Their diction and pronunciation are terrible – they’re kids!
- They know nothing of the product – they’re kids!
- The viewer is so annoyed with trying to understand what the heck they’re saying, or why they are behind the wheel of a car, they pay no attention to your message – they’re kids!

If you simply can’t resist showing off your children or grandchildren (and I happen to think mine are spectacular), by all means, put them in the ad, show a snapshot, but don’t let them speak for you! They are not believable, and force your audience to feel as if they are stuck viewing your home movies at a family barbeque.

Yes, if your business is an amusement park, an ice cream parlor, an arcade, a children’s museum – a few words from tussle-haired tykes makes sense. But be careful! There’s a reason why even the largest retailers in the world shy away from children speaking on camera. We’ve worked with children many times, with some very successful campaigns, but we keep their speaking roles to a minimum.

Those campaigns that do it right:

Visa – “Aquarium” Beautiful use of a child’s wonder as she and her Daddy are visiting the aquarium. The child doesn’t have to say a thing. The absolute joy on her face says it all. Daddy uses his VISA to give her an unforgettable day. Wouldn’t you pay to see that look on your child’s face?

Chef Boyardee – “Ravioli” Mom is feeding her child this product, without the child knowing it has VEGETABLE SERVINGS in it! The child (on camera) never says a word. He’s just enjoying the food. Dad almost spills the beans, when he starts reading the label, and Mom tries to distract him by making all kinds of noises. I can so relate to this commercial! The product got the point across, without the child once uttering a word! (And it’s a product geared to children!)

Before you consider using a pint-sized spokesperson, ask yourself a bottom line question, “Do you think it will create more business for you?” If your answer is no, then perhaps you should rethink your strategy!

Vicki Miller - vmiller@eagletoo.com