The moment my sweet toddler wakes up in the morning, the first thing he says is, “Wa Doggies?” This is short for “Watch doggies?”, and by ‘doggies’, he means Paw Patrol. Each morning I am left with the same question: “How are these dogs burned so deeply into his consciousness?”
If you are not the parent of a toddler, you have likely never heard of Paw Patrol. For Nickelodeon® , the creators of Paw Patrol®, that is just fine. If you do not have a toddler, you are not their customer. With these six lovable puppies, Nickelodeon is giving all marketers a master class in niching down. Their audience narrowing looks like this: Kids -> Boys -> Boys under 5 -> Boys from 2-3 -> Boys from 2-3 who like dogs
Granted, they are hitting on a very rich vein of obsession and focus, little boys that age love dogs and also love at least one of the following, policemen, firemen, flying, construction, boats, and/or garbage trucks (aka the “trash bus”). The people responsible for Paw Patrol know their audience, and have served them beautifully. At my house we have dozens of Paw Patrol toys and books, we have also bought multiple seasons of the show on amazon prime, (since we don’t have cable.) – Here are some of the Paw Patrol products we love and play with daily: (sticker books, plush toys, plastic toys, books, shows). I am amazed by the level of engagement my son has with these toys. They take him into an entire imaginary world of rescue adventures.
The characters and the show are also easy for parents to support. The puppies teach team work, cooperation, sharing, helping others, kindness, and just about every other good trait you want to teach your kids. Also, the bad guys are funny, not scary. All of these details are pitch perfect for the audience (the kids) and the gatekeepers (the parents). — Another subtle but brilliant lesson. — Make it easy for your gatekeepers to say, ‘yes’ to your product.
I’m not mad about my son’s obsession, I’m more in awe at the brilliance of how well Nickelodeon knows its customers. I’m challenging myself to understand my customers at that level and to create a product that is so perfect it is the first thing people think of when they wake up… okay, maybe the second thing after they make their coffee.
What product has caught your eye recently for having an amazing understanding of its customers? Let’s talk about it in the comments. 🙂
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