Moms

1
Moms

• Throughout her life, a mom is engaged in a
  variety of unique and personal experiences. Do
  you know how to get and keep her attention?

2
A mom is.

• According to the U.S. census, there are 83
  million moms in the U.S., and each year, four
  million new moms are born.
• On average, todays mom is 27 years old, working
• and interested in having more than 2 kids.
• Every year moms spend 1.7 trillion dollars.
• Moms control 80 of household spending.
• 90 of mothers use the same products at
• home and the office.
• 5 million moms own their own business.
• For the first time in history, four generations
  of mothers comprise the Mom Market

3
Why companies target moms

• Females outnumber males in the United States by
  over six million.
• There are 141,606,000 women with children in the
  United States.
• Woman-owned businesses generate 1.15 trillion in
  sales.
• 9.2 million people are employed by Women-owned
  businesses.
• U.S. women spend more than 3.7 trillion annually
  on consumer goods and services.
• U.S. women make up the number three market in the
  world, with their combined buying power exceeding
  the economy of Japan.
• According to the U.S. Department of Agriculture,
  an average-income family will spend 165,630 on a
  child by the time the child reaches eighteen
  years of age.

4
How to reach moms

• Print Advertising
• Magazines are the preferred choice of reading
  for moms. The average mother reads 4 different
  magazines a month with 3 of them being delivered
  to her home.
• Television
• Television advertising directed at mothers is
  capturing the attention of only a small portion
  of the market.
• Word of Mouth
• Word of mouth is the strongest form of
  marketing within the mom market. 55 of mothers
  say they rely on recommendations when making
  purchases for the home. The number jumps to 64
  when it comes to buying a product for their
  child.
• Online
• Moms are online seeking information and
  spending money on the Internet. 94 of moms say
  they have purchased a product online.

5
www.Family.com

• The Walt Disney Co. is targeting moms with a
  onestop web site designed to provide answers to
  everything from teething to saving for college.
  Family.com was just launched for its trial run.
  The website includes parenting and child
  development help and support, food recipes,
  activities and entertainment for the whole
  family, education guides to schools and learning,
  travel help, and shopping with the latest must
  haves and reviews. Eventually aiming to create a
  ParentPedia, with information on over thousands
  of topics that can be expanded by users.

6
Sony has chosen to reach out and touch the Mom
Market (an example of Sonys advertisement to the
right). Why should I choose a Sony Handycam?
Sony knows just how to touch a moms heart. A
moms most precious memories are milestones
achieved by their child. Capturing those events
are priceless. Sony hit the nail on the head.
In a commercial by Sony they show a mom away on
business in a hotel room reaching into her
suitcase and finding a DVD. As the DVD plays her
two children sing her Happy Birthday. Every mom
knows how hard it is to be away from their child
and Sony bridged a connection with their product
.
Your childs first steps. College graduation.
Life is full of moments that are well worth
remembering. Theres no better way to capture
those moments than with a Sony Handycam
camcorder. Its never been easier to immortalize
your memories in stunning sight, sound, and
motion, allowing you to simply capture life as it
happens. Sony Handycam camcorders are versatile,
powerful, and easy to use. Discover the emotions,
the memories, and the fun by creating you own
movies to cherish and share.
7
Resources and Links

• Packaged Facts U.S. Mom Market A
  Ground-Breaking Profile of Mothers as Consumers
• http//www.packagedfacts.com/Mom-Ground-Breaking-
  886173/
• Confectioner Magazine Tapping Into Kids
  Touchpoints
• http//www.confectioner.com/content.php?sCO/2006
  /03p9
• eMarketer eMarketer Reports 32 Million Mothers
  Are Online
• http//www.marketwire.com/mw/release_html_b1?rele
  ase_id135985
• Sony Why Choose Sony Handycam
• http//www.sonystyle.com/is-bin/INTERSHOP.enfinit
  y/eCS/Store/en/-/USD/SY_ViewStaticStart?pagestati
  c2farticles2fhandycamguide2eis
• BSM Media Marketing to Moms
• http//www.marketingtomoms.com/about/company.php
• YouTube Sony Handycam DVD commercial TV
• http//www.youtube.com/watch?vxL1RP3bAJz0
• ABC News Disney to Launch Web Site Aimed at Moms
• http//www.abcnews.go.com/Technology/wireStory?id
  2945622