Trillion Dollars Moms: Marketing to a New Generation of Mothers

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Trillion Dollars Moms Marketing to a New
Generation of Mothers

• Maria Bailey
• CEO, BSM Media
• Author

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• Farewell Soccer Moms
• Hello Gen Xers and Millennial Moms!

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Soccer MomsThe New Age of Boomers

• 40 moms
• Elevated sense of style
• ShoppingFamily Hero
• Nostalgic
• Willing to pay more for the things she values
• Recreating her memories for her child
• Village approach to parenting
• Status driven
• Squeezing in quality time
• Soldiers of the balance war
• Not afraid of challenging or rewarding herself
• Sequencing

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My Way MomsCustomizing Gen X Moms

• Age 39-25 years old
• Entitled to flexibility
• Higher standards of family life
• Value
• Feels responsible for making her child happy
• Internet as a way of life
• Results oriented

• Immediate gratification
• Latest and greatest
• Greater number of single moms
• Return to traditions
• Customized and personalized

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TechnoTraditionalistsThe Birth of Gen Y Moms

• Second largest baby boom approaches
• Style
• Nostalgic
• Anticipate being moms sooner with more children
• Word of mouth intensified
• Family oriented
• Groups are greater!
• Hip, fun and cool
• IM generation
• Manicures, Starbucks and Coach
• Education as a tool
• Philanthropic
• High rate of celibacy as youths

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Child Obesity

• Institute of Medicine
• American Advertising Federation
• Its Time to Hear from Moms!
• Methodology Online survey of 2063 moms
  across the US conducted November 20-December 20,
  2005. All women
• had at least one child under 18 years of age
  living at home.

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Do you believe there is an obesity epidemic in
the US today?
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Do you feel the media focuses too much on the
eating habits of parents and children?
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Do food ads directed at children greatly
influence their eating behaviors?
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How important is it to establish good eating
habits with your child?
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How do you most often seek nutritional
information for your family?

• ( Rank according to frequency-7 being very
  frequently, 1 never use as resource)
• Product Websites 3.72
• Product boxes and labels 5.30
  
• Magazines and books 4.39
• My physician 4.40
• Other moms 4.21
• Watch for it on television 3.59

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What Moms Want from Companies

• Fifty-four percent of moms want companies to help
  them educate their child
• Seventy percent of moms want companies to stop
  marketing unhealthy foods to their children
• Seventy-six percent of moms want companies to
  only market healthy food to their children
• Ninety-six percent of moms want companies to
  offer healthy selections on their menus

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How Moms Shop

• Ninety-two percent of Moms spend more on products
  that are healthier for their family.

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How Moms Shop

• Forty-six percent of Moms say price influences
  their decision most in purchasing foods for their
  family (cooked and uncooked for their
  preparation).

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How Moms Feed Their Family

• Forty-eight percent admit they have changed the
  way their family eats since the media attention
  on obesity
• Seventy-one percent try to serve healthy foods on
  a regular basis
• Seventy percent admit they dont always have time
  to feed their family the healthiest options
• Only 33 of moms say that the new food pyramid
  has influenced their familys eating habits

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How Moms Feed Their Family

• Ninety-one percent of families eat fast food at
  least once per week.

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How Moms Feed Their Family

• Sixty-three percent of families eat fast food as
  often as they did before restaurants added
  healthy choices to their menus.

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How Moms Feed Their Family

• Sixty-eight percent of families make the decision
  together about which fast food restaurant their
  family visits.

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How often do Moms purchase their children fast
food without purchasing for themselves?
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How Moms Feed Their Family

• Sixty-one percent are more likely to select a
  restaurant because they offer healthy choices on
  the menu

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If you could add healthier choices to one meal a
day for your family?
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Moms on Fruits and Vegetables

• Sixty-seven percent of moms believe its
  EXTREMELY important to add fruits and vegetables
  to their childs diet

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Moms on Fruits and Vegetables

• Forty-one percent say availability is the
  greatest challenge to adding more fruits and
  vegetables

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What do you consider the healthiest snack for
your child other than fruit and veggies?
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Moms on Family Eating

• Fifty-one percent say they dont introduce bad
  foods into their familys diet
• Forty-nine percent say they just dont keep junk
  food in the house
• Ninety-six percent of moms say they allow their
  family to any food in moderation
• - Sixty three percent they set some
  restrictions
• Seventy eight percent regularly teach their
  family members to make healthy choices
• Eighty percent believe portion sizes are more
  important than food type

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Moms on Advertising

• You are very receptive to marketing messages
  while
• Reading a magazine 31Watching
  TV 29Listening to radio 21Online/Intern
  et 18
• Sixty percent of moms claim they multi-task while
  viewing television
• -Most common co-tasking online paying, paying
  bills, laundry and co-viewing with kids
  BSM Media research, October 2005

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More Moms on Advertising

• Eighty percent of moms say advertising aimed at
  kids get their attention too!
• Eighty percent want to hear from an elevated peer
  mom
• The average moms reads 3.1 magazines a month
• How do you suggest companies speak to you?
• Sixty percent say Internet followed by magazines,
  radio, dr. office
• Top reasons for visiting websites (children under
  4yrs) Expert advice, Baby Development News, Tips
  and Ability to Understand my child
• - Regular news on childs stage, tips and
  expert advice would motivate moms to become an
  active member of a club, community or website
• BSM Media research, October 2005

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Mom-Child Consumerism

• The gatekeeper
• Sixty percent of moms want help from companies
• Peer acceptance
• Influences grows with age
• Spend the moneyPlay, watch, eat and wear it
  later
• Value does not equal price
• Forty-three percent say quality is most important
  when shopping with her children vs. 40 for price
• Style
• Acceptable by mom, cool for kids

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Take A Walk in Her Shoes!
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Pumps, Flats and Sneakers

• Eighty-two percent go online first for updates
• Want fast ideas, tips and quick advice
• Want to hear from a peer mom
• Eighty-three percent of moms say they want to be
  inside the mind of their developing baby
• Seventy-one percent admit seeing other moms
  pushing their children ahead
• Only thirty percent say they do it!
• Ninety-five percent identify a sense of humor as
  important to their childs development
• Moms are more likely to call or email for help
• Moms are more likely to remain loyal to a company
  that provides them with valuable/useful
  information

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Flip-flops, slippers and tennie-runners

• Moms want help making decisions
• Moms are knowledge seekers in parenting and
  business
• Mothers are in their cars 6 hours more than any
  other consumer group
• Moms as consumers seek relationships
• Moms value a company that can change with their
  life stages and roles
• Moms are moved by emotion and an inherent sense
  of nurturing

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Birkenstocks, Docksiders and Boots

• Ninety percent of mothers remain loyal to a brand
  that meets their expectations
• Moms want companies to share their goals
• Convenience ranks high in moms hierarchy of
  satisfaction
• Location, location, location
• Moms identify with marketing materials that
  feature women like themselves
• Eighty-six percent use the same products at home
  and at the office
• Seventy percent are more likely to purchase from
  a company that recognizes moms multiple roles

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Sling-backs, cross-trainers and pedicures

• Experience vs. chore
• Eighty-six percent of moms say ads targeting
  their children get their attention too
• Seventy percent say they decide as a family where
  they go for fun
• Seventy-two percent of moms say their children
  bring them a product idea they ultimately buy

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Connecting with Moms

• Multi-uses for a multi-tasker
• Serving up solutions
• Her pal in parenting
• Multi-minding with Mom
• Her partner on the pathway
• Drive her to sanity
• Benefits vs. features
• Customize to her lifestyle
• Create experiences for her and her family

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Multi-Messaging to Moms

• Radio
• Print
• Magazines vs. newspapers
• Advertorial vs. traditional ads
• Online Learning and Sharing
• Solution Oriented Content
• Virtual Communities
• Guerilla Mom Network
• The Right Partnerships
• Connect with the right moms for your product
• E-Mail

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Multi-Messaging to Moms

• Lifestyle events and messaging
• Speaking to mom in her language
• Word of Mom Marketing
• Mom Mavens
• In-store Conversations
• Unexpected delivery
• Solution oriented promotions
• Public Relations Tie-In

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Leveraging Mavens in Word of Mom Marketing

• The most effective Word of Mom initiatives are
  based on relationships
• - Relationship between moms
• - Relationship between mom and brand
• The most effective Word of Mom relationships
  include
• Membership to a group that elevates her rank
  among peers
• A brand she can attach to her resume
• Simple ways for her to share messages that are
  impressive to her peers
• Gives mom an exclusive nugget of information
• Empowers her child in within his/her circles

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Mom Maven Case Study
Recruited 250 Mom Mavens to serve as Advisory
Board 20,000 Mom
Influencers

• Advisory Team included among others
• -125 Website Founders
• - 75 Authors
• - 225 Mom Group Leaders
• -11 media producers/writers
• Distribution of 1 million promotional pieces
• Entry into local events
• Access to 24/7 research pool

• Lots of Talking
• 47 mentioned the BRAND to 20-30 other mothers
• 26 mentioned the BRAND to over 50 mothers
• Online Exposure
• Over 7 million impressions online
• 32 posted something on a Website
• 12 blogged about BRAND
• 11 chatted in a chat room about BRAND

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Mom Mavens

• Moms who have earned the respect of peers
• The Go-To mom for answers and information
• Mom Maven Matrix
• Manages some formal or informal network of
  communication
• Established access to media
• Involved in some form of education
• More than one child
• Parents a special needs child
• Owns a business/author
• Maintains at least one leadership role in her
  community
• Demonstrated passion for some cause
• Has survived a challenged/crisis

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Opportunities in the Aisle

• Ensure the safety, health and happiness of her
  child
• Bundle products
• Deliver messages in unexpected places
• Be intuitive
• Suggestive sell with her best intentions in mind
• - Create party idea
• - Brown Bag Birthdays
• - Save a step servings!
• - Customize the eating experience

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What does Mom really do with your products?

• Sip and go?
• Recipes on the run?
• Creating events and experiences with her child?
• Supplying the classroom with top product?
• Searching for new ways to use product she is
  already purchasing?

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Thank You!

• Maria_at_Bsmmedia.com
• Free eNewsletter at www.marketingtomoms.com