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Creating a Marketing Frenzy
Level: Grades 6 to 8 Overview | This lesson and all associated documents (handouts, overheads, backgrounders) is available in an easy-print, pdf kit version. To open the lesson kit for printing, click here. To print only this page, use the "printable version" link at the top of the page.
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In this lesson, students look at the ways in which consumer frenzy develops around a particular product. They begin by brainstorming the characteristics that make a toy a "must-have" possession; and discuss and reflect on the "Tickle Me Elmo" phenomenon as an example of this sort of marketing occurrence. Older students discuss the ethical issues associated with consumerism, and how they respond to "gotta have it" pressures from peers and the media. Learning Outcomes
Students will demonstrate: - an understanding of the ways in which marketers use hype to sell products
- an awareness of how consumers respond to marketing hype
- awareness of the elements that make a product desirable
Preparation and Materials Procedure - Ask students to recall any "must-have" toys over the past few years. (Answers might include Beanie Babies, Pokemon cards, Sony Playstation, Furbies etc.)
- What made these toys so popular? Why did so many children want them? (Write the students' suggestions on the board.)
- From this list, create a profile of the characteristics of a "gotta have it" toy. This list might include:
- the "cool" factor - this toy is considered to be very cool
- supply and demand - if it's difficult to get hold of, those who have it feel really special
- media promotion of a toy, either through advertising, or programs and articles that talk about how popular it is
- cool celebrities promoting or using the toy
- a "buzz" about this product among the kids themselves
- 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?
- Distibute Tickle Me Elmo: Using the Media to Create a Marketing Sensation. Have students read the backgrounder and summarize the main ideas as a class. Make sure that students note:
- the role played by celebrities such as Rosie O'Donnell
- the fact that it was close to Chrismas
- how keeping only a small supply on hand feeds the frenzy
- the fact that people were willing to spend a great deal of money on a doll they hadn't even seen
- the fact that Tickle Me Elmo was a toy intended for very young children, who were unlikely to watch TV themselves - so in this case it was the parents, rather than the kids, who fed that particular frenzy. What might make parents act in such a manner?
Ask students: - 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). Marketers refer to toys that stand the test of time as "ever-cool" products. What traits make a product or toy "ever-cool"?
- 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 this? What would you suggest to a friend?
Activities Using the suggesting activities on the Tickle Me Elmo: Using the Media to Create a Marketing Sensation activity sheet, - Have students devise a marketing strategy for a new toy that involves arousing media attention.
- Investigate other frenzied toy-buying fads, and find out how they got started.
Evaluation - Marketing strategies and fad research.
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About the Author
Jane Tallim is MNet's Media Education Specialist.
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