Join Daniel Tiger’s Neighborhood!
By Olivia Knott
Introduction to Daniel Tiger’s Neighborhood
Daniel Tiger's Neighborhood is an animated children's television on PBS. It is based on the characters from children's show "Mister Rogers' Neighborhood". The series targets toddlers and children to teach life lessons. This ranges from teaching kids important life skills such as sympathy, being kind, and dealing with emotions whether positive or negative. Each episode has a new lesson, and it gives children positive messages to model after.
Where Television stands for kids:
When increasing viewership for a show like Daniel Tiger’s Neighborhood, it isn’t about trying to get kids to watch more TV. According to the FTC, Two-thirds (65%) of children ages 8 and under watch TV at least once a day or more often. This shows that kids rely on watching the TV as a part of their regular routine. Not only this but, TV is also the top media choice amongst children. Statista says kids younger than 8 spend at least 45 minutes watching television each day. Nearly 40 percent of parents report that their child owns a smartphone, and significant percentages have access to television in their rooms. So television is available for kids whether it be on a TV set or being played through a smartphone or tablet. it is important to find ways to differentiate the viewership done on TV or through a device. So the question is, how can we get children to watch Daniel whether it be on their TV or device.
Marketing Strategy
With the help of LinkedIn, there was an article that showed how to market to children. In this case, it can be very effective to use some of these tactics to increase viewership for the show.
1. Choose your right platform.
It is important to consider availability, accessibility, and affordability of different platforms. Since the target audience are children and their parents. There can be two different approaches. For children, this could be broadcasts on their favorite TV cable or streaming services, websites, or apps and games they use. For adults, this could be ads on parent focused platforms that could be present on TV cable or streaming services, websites, social media, or articles. For example, using social media for parents is becoming increasingly more popular with generations. In Mobile Habits Today: The Age of Convenience it says, “consumers get most of their entertainment on mobile platforms, especially due to the rise of social media over the past 20 years”. It is evident that phones are growing in popularity and usage. Reading Mobile Marketing it says, mobile marketing plays a huge role in the advertising. Consumers over the years have increased phone usage, where the average person uses it 4 hours and 30 minutes a day. Choosing a platform like social media to reach parents is a good idea because of how used it is in their everyday lives.
2. Engage your audience.
Engaging your audience is important whether it be to the kids or their parents. In this case, reaching the parent and engaging with them is important when trying to connect with kids. Parents are the safeguards for their kids, and especially when their children are at a young age. With this, being able to analyze the trend of the generation of adults who have children who are young is important. According to Mobile Engagement- How is it used in the mobile world, “Engaging with people through messaging apps on their mobile devices is referred to as mobile engagement. Businesses use this tactic to give customers distinctive brand experiences”. Parents typically have their phones as an attachment of themselves, therefore being able to reach them through the phone is important. This is where choosing the right platform is essential.
3. Strong brand identity
For a show like Daniel Tiger’s Neighborhood, it. Is important to create a strong brand identity that highlights what the show stands for. In this case it should include the idea of children to teach life lessons like skills such as sympathy, being kind, and dealing with emotions just as mentioned earlier. Also being able to promote the show on different platforms. Branding the logo, title, slogan, and theme song for your show, as well as a consistent visual style. Also being able to promote that Daniel references Mister Rogers. The parents today probably watched that show and can pass along a similar version to their kids. This would serve as a full circle moment for the parents. According to Motherly, Moms say It’s not everyday that parents find a show for toddlers that they’re just as invested in as their child. Creating a strong brand identity will help you build recognition and loyalty with parents. Common Sense Media gathered information to show what parents think of Daniel Tiger’s Neighborhood. The conclusion shows that the show provided role models, positive messages, and educational value.
4. Collaborations
What should also be considered is collaborating with partners who align with the show’s vision. According to Influencer Marketing and Why Does It Work, influencers can influence the purchasing decisions of their audience due to their credibility, authenticity, and reach. A prime example of a good collaboration would be with someone like Ms. Rachel or Blippi. These are influencers for the children entertainment world. They are loved by both children and their parents for their engaging and educational content. The values of these influencers align closely with the value of a network like Daniel Tiger’s Neighborhood. Collaborating with partners like these can help create synergies and leverage your network.
Conclusion
Using tactics like this can lead to an increase in viewership for Daniel Tiger’s Neighborhood whether it be through watching it on a TV or through some sort of device. It is just important to know your platforms, identify and engage with audience, create a brand identity, and leave room for collaborations. We aren’t getting kids to watch more shows, we want kids to choose Daniel Tiger’s Neighborhood shows over competition.