Monica Duhart

Marketers use some of the most creative minds to reach out to us in different ways. Having the right marketing mix is an art in itself. One of the best advertisements that was used to market the purchase and sale of stock came from a well known company known today as E*Trade. What a great way to market economic growth through self financial guidance. The adorable little boy with the grown up voice made it that much more appealing and entertaining to look at. His wits and attitude about the economy gave his character more credibility. This advertisement strategy goes hand in hand with Geico’s “So easy, a caveman can do it” slogan.

The use of a child in E*Trade’s advertisements gives the reader the impression that anyone can buy or sell stock no matter the age. Is this type of advertising really convincing? Of course it is. I am a prime example of testing this theory. The baby talks to you directly on the ease of buying and selling stock. I have to tell you that the commercial was so good that I actually went to their website and bought my first share of stock for $2.30. It really was as easy as they made it seem. I then sold it and made a $0.10 profit within thirty days of acquiring the share.

Other E*Trade commercials have included other babies in suits and vests laughing at their counterparts who use brokers to buy stock. If you have never caught one of these commercials, they are truly a pick me up. The fact that children are used to portray adults and finances is hilarious to me and just genius. The message relayed is clear and targets those who want to save money by eliminating a middle man or for those do-it-your selfers who want to dabble in the stock market. While there are shortcuts to many services that are offered, you should never go in blindly and assume something is ever as easy as it looks, especially in finances.

It is never a laughing matter when someone loses money because they did not educate themselves enough on a product or service. E*Trade has definitely found its niche by marketing these babies as part of their communication tool. They have also added printed communication to their marketing mix to expand company exposure. As an adult, I can certainly appreciate these commercials because I have a child. It is enjoyed more when you turn it around and see it from another’s point of view, especially a child.

Every company has its own agenda and objectives. What people may not realize is the effect that ads have on different audiences in the long run. What may not be of interest to someone today may very well be important at a later time. I would say that advertising is entertaining as much as it is informative. Marketing the economy is not easy but E*Trade has found a way to make it happen by applying entertainment in their ads. In the end, the marketer has the upper hand many times because people like me will try them without doing the research all because of great marketing.

So easy a child can trade stocks and bonds? What are your thoughts?

Graphic Credit:
Animationfactory.con