The one overriding goal of your small business’s marketing efforts, especially during a start-up phase, is to be noticed, is to be memorable in the eyes of customers or potential customers. You achieve being memorable by finding something your customers or potential customers can identify with, an image that you can own. Then you deliver that image --- your marketing message --- in a unique and memorable way, that is, in a way that is different from your competitors.
One way you can present your marketing message in a unique way is to involve kids. Perhaps my age is catching up with me here, but the one name that stands out for me as the epitome of effectively using cute kids to sell their products is Oscar Mayer. Who can forget those sweet little voices? “Oh, I wish I were an Oscar Mayer wiener…”
And, of course, remember Mikey, the kid who would eat anything?
But my personal favorite is the plucky little guy in the famous Coca-Cola ad who faced down Mean Joe Green.