Family Enterprise Stories

Marketing lesson for kids sounds like something that belongs in a classroom, but for our family it came alive through fire, publicity, product preparation and the Burekup Australia Day Fair.

Last week there was both fear and excitement in the small township of Burekup. The Burekup Country Club had been on fire, and for a moment it looked as though the Burekup Australia Day Fair might even be cancelled. Thankfully, the fire crew put the fire out before it caused too much damage or anyone was hurt.

What followed became a very real lesson in marketing, attention and opportunity for our enterprising kids.

A Marketing Lesson for Kids at the Burekup Country Fair

Once a year for Australia Day, Burekup hosts a fun family fair. Everyone in town usually comes along, together with people from the surrounding areas.

This year, the fair had a little more publicity than normal.

The local Burekup Country Club, which helps organise the event, had a fire that threatened to burn down the old wooden clubhouse and town hall. The newspaper heard about the near disaster and ran a story about the fire that almost sabotaged the Burekup Australia Day Fair.

The story stimulated fear and interest, which in turn created excellent publicity for the Burekup Fair.

Marketing a product, service or brand can be very challenging, especially if you are not naturally marketing savvy. A very good marketing campaign can sell even an ordinary product, while a very good product may not sell easily unless people know about it, understand it and feel interested enough to buy it.

That is why this became such a useful marketing lesson for kids. Our children were not just making products. They were preparing to put those products in front of real people.

What Our Kids Learned About Marketing Their Products

Our enterprising kids have all been challenged with marketing their products and brands. Cathy and I have also been challenged with marketing when promoting events or selling our own products.

The Howitt family booked two stalls for the Burekup Australia Day Fair. One stall was for our enterprising kids to display and sell their products. The other was for Cathy and me to share information about our home business, as well as promote the Enterprise for Kids brand and blog.

Putting ourselves out there in our small community for the first time was a little confronting. Some people knew what we had been up to, but for many it was going to be a surprise.

Despite the challenge, we saw this as a chance to practise in readiness for bigger and better things to come.

Kids Business Ideas Prepared for the Burekup Fair

The fair gave each child a real opportunity to prepare, promote and sell something of their own. That is where a simple family event becomes powerful real-world learning.

Flynn had been preparing his raw, unprocessed honey under his brand, Howitt’s Honey. He had a fresh batch ready to sell, and he had also bought a good set of golf clubs for a very good price, which he intended to resell at the fair.

Kit and Chayse were preparing their lolly bag business. They bought, sorted and bagged lollies to sell. Chayse also had a small fish tank to sell, along with colourful guppies he had bred.

Amber’s Products and a Creative Marketing Lesson for Kids

Amber had been busy all year collecting succulents from people’s gardens. She artistically potted these up into all kinds of unusual pots, including large seashells, kettles and ceramic plant pots.

She and Flynn also planned to sell aquarium fish they had bred. They salvaged and cleaned large glass wine flagons, which made terrific fish bowls. They decided to market this product under the brand name “Fish in a Bottle”.

Amber also planned to sell selected items from her New from Old business, and she was putting together a Lucky Dip.

Jai and Kaitlin Prepare Their Own Enterprise Ideas

Jai was preparing to promote his “Hire a Teenager” service. He already had clients in Burekup who hired him to do work on their properties, such as mowing and window cleaning.

Jai also prepared a batch of frozen juice ice cups on sticks. He came up with some creative ideas to add value to his product. He was also considering promoting “Rent Exercise Equipment”, although this business idea was still in its infancy and may not have been quite ready to run.

Lastly, Kaitlin was preparing to promote her new brand, “Eye heART”. Akaisha was still a little young to have an enterprise of her own, but Kaitlin was ready to share her creative skills.

Being the creative one in the family, Kaitlin planned to sell her skills by painting the eye of clients from a photograph. Around the eye, she would also paint three things dear to them.

This opportunity for us all to market our brands, services and products helped the Howitt clan develop self-efficacy around being entrepreneurial.

What Children Can Learn From a Real Marketing Plan

A good marketing lesson for kids does not need to be complicated. Children can begin by learning that marketing is about understanding who might want your product, why they might want it, and how you can show them its value.

The Australian Government’s business.gov.au marketing planning guidance explains that a marketing plan can help define a target market, choose messages and channels, set goals and evaluate whether marketing activities were successful. That is exactly the kind of thinking children can begin to practise with a simple market stall. Read more about developing a marketing plan here.

For our kids, the Burekup Fair raised practical questions:

• Who would want to buy this product?
• How should we display it?
• What makes it interesting or different?
• How much should we charge?
• What story does the product tell?
• How can we speak confidently to customers?

These questions are useful for any young entrepreneur.

Marketing, Emotion and Real-World Learning

Our mentor, Paul Counsel, had plenty to say about marketing. One of the ideas he shared was that people often respond to emotion before they respond to logic.

In simple terms, customers usually want to move away from a problem and toward a better result. A product, service or experience becomes more interesting when people can clearly see the difference it might make.

For children, this can be taught in a practical and age-appropriate way.

If they are selling honey, they can show that it is fresh, local and real.

If they are selling lolly bags, they can make them colourful, tidy and fun.

If they are selling succulents, they can show how each one has been creatively potted and cared for.

If they are selling a service, they can explain clearly how they can help someone.

This is where marketing becomes much more than advertising. It becomes communication.

A Fire, a Fair and a Marketing Lesson for Kids

Luckily, the fire did not burn down the club or spoil the Burekup Australia Day Fair.

But it certainly woke people up.

The fear that the fair might be cancelled created attention. The newspaper story created discussion. The near disaster gave people another reason to talk about the event. In an unexpected way, it became publicity.

That is not something anyone would wish for, of course. But it did show our kids something important: people pay attention when a story matters to them.

For our family, the fair became more than a day out. It became a real-world lesson in product preparation, branding, confidence, customer communication and marketing.

In our next blog, we will share photos and experiences from the Burekup Australia Day Fair.

Where to Next?

• Read more family enterprise stories
• Explore more business ideas for kids
• Visit Raise Entrepreneurial Kids

We would love to hear from our readers. What marketing lesson for kids have you seen through a school fair, market stall or family business idea? Share your thoughts in the comment box below.