What happens when you mix curiosity, kids, and Lego? You get a sustainable marketing vision, a whole lot of fun, and, quite possibility the next generation of innovative engineers.
Play-Well TEKnologies launched in 1997 with the sole focus of drumming up interest in engineering from a young age, inspiring kids to tinker with how things work. Today, Play-Well’s Learning Centers hold a powerful educational presence in 25 states and boast a growing student roster of more than 100,000 kids per year.
Play-Well’s dedication to cultivating a fun, engaging, creative atmosphere allows kids and their parents to connect with the overarching message behind the product: “If you get a kid curious, the sky is the limit.” According to Jeff Harry, VP of marketing and fun at Play-Well, this mantra is the company’s core value proposition. It’s the why.
“There’s a certain loyalty when they believe what you believe, when they have the same philosophy as you,” Harry said. “There are a lot of people that are looking for a product to sell that will blow up and be a one-time wonder, but that’s not what’s sustainable--it’s the stuff that you can get behind.”
Highlights from this week’s episode of CMO Radio include:
- Viewing your target audience as influencers (5:42)
- Digging deep and understanding the “why” (10:17)
- Creating your messaging framework (14:13)
- Finding your people (18:03)