Marketing 2 Moms

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• Marketing 2 Moms
• Roundtable Discussion
• Case Study for a Service Brand

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Maid Brigade

• Company Background
• Business Problem
• Research
• Resolution Strategy

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Company Background

• Franchised residential cleaning service
• Over 400 service areas in US, Canada and Ireland
• Grossed 53 million in 2005
• Primary Demographic
• Female
• 35 54 years old
• Married, Dual income
• Homeowner
• Annual income 75K

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Business Problem

• Cost per inquiry and conversion has held at a
  steady rate over the last 3 years in spite of
  increased cost of advertising, BUT..
• Residential cleaning services is a more
  competitive industry than ever before, AND.
• Customer churn is preventing our franchisees from
  experiencing accelerated growth rates

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Research

• Customer Profiling
• Who IS buying today?
• Focus Groups
• To determine how cleaning customers make buying
  decisions so that we might incorporate current
  buyer values into specific marketing and service
  strategies
• Explore whether our service offering is meeting
  current consumer need and, if not, how we might
  modify our offering to meet current demand
• Conducted by our agency of record, The Haystack
  Group

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Research

• Customer Profiling
• Emerging customer sects
• One third are singles and DINKs
• One third are parents with presence of children
• One third are empty nesters
• Each subset has distinct mindsets cleaning
  needs

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Research

• Focus Groups Key Findings
• We are all considered just one of the Ms
• There is little customer loyalty in the category
• With mothers, the age of the children drives
  purchasing habits
• The way to break free from the pack is to
  establish relevanceto show her we get it

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Research

• Reasons for purchasing
• Convenience
• Necessity
• Luxury
• Self-affirmation
• Rationalization
• By subset, the buyer values are slightly different

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Research

• Mindsets/buyer values towards housecleaning
• Non-Mothers
• Convenience .Im too busy
• Luxury.Im above this
• ComboMy time is more valuable I can afford the
  convenience
• Mothers of infants/toddlers
• ConvenienceIm juggling sooo many things
• Necessity.I cant keep it clean enough for
  baby
• Quality of lifeI want to put my energy into my
  family
• Rationalization.Im doing this to be a better
  mom

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Resolution Strategy

• Mindsets towards housecleaning, contd
• Mothers of teens
• ConvenienceIm too busy now that Im working
  again
• Self affirmationIve paid my dues, now its
  time for ME
• NecessityNow there is less family conflict
  about it
• RationalizationHe has a lawn service AND a
  gutter guy
• Mothers of grown children
• Self affirmationIve paid my dues, now its
  time for ME
• NecessityIts harder to clean well now that my
  body is aging
• Quality of lifeI want to put my energy into my
  grandkids

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Resolution Strategy

• Implications for
• Service Offering
• Creative Strategy
• Targeting Methods
• Sales Functions

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Resolution Strategy

• Service Offering no more One Size Fits All
  approach
• As the experts we are shifting our marketing
  and sales process to know what customers need
• Non-Mothers
• Basic service with a la carte add-ons/Pet service
• Mothers of Infants/Toddlers
• Emphasis on sanitization, especially floors,
  bathrooms, faucets, door knobs, telephones
• Mothers of Teens
• Basic service with teen add-ons/picking up
  rooms/electronics
• Mothers of Grown Children
• Basic service with energy-demanding add-ons

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Resolution Strategy

• Creative Strategy
• Need to segregate messaging by target
• Copy
• Visuals
• Targeting Methods
• Replacing income lists with
• Presence of children lists
• Claritas PRIZM lists
• By recognizing each individually and treating
  them thusly we can demonstrate relevance and
  authenticity

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Resolution Strategy

• Promotional Opportunities
• Tie-Ins
• Non-moms Entertainment
• Moms of infants/toddlers Baby Gap, Local Zoo
• Teen Moms Dinner for four, manicures
• Grown Moms Scrapbooking

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Resolution Strategy

• Sales Function
• Introduction of the In-home Confirmation
• Tailor the service to customer needs, values
• Meet her on her terms gauge her tipping point
• Allows Maid Brigade to convey our brand as
• Valid
• Credible
• Relevant
• Authentic

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