How effective is your brand in marketing to moms?
Here are 6.5 tips that can immediately help your brand take big strides in connecting to the CEO of the home -- moms.
Moms are real treasures who are the beloved fixture in the home. But, do you know who really loves moms (even more than their kids)? Brands.
Corporate America Craves Moms’ Love
You’ve undoubtedly heard that women, many of whom are moms, continue to be the dominant force in a vast majority of household decisions, including categories that might surprise you. Think automotive, electronics and insurance.
Kat Gordon, creative director of Maternal Instinct, indicates only three online purchase categories are driven more by men than women -- music, auctions and computer hardware.
If this key demo is making nearly all the purchasing decisions, why aren’t corporations doing a better job of marketing to moms?
Let’s get started with some helpful tips that can be put into practice immediately.
The 6.5 Tips on Marketing to Moms
1. Show How Your Brand Helps Other Moms
Providing social proof is always a great idea.
Don’t always lead with, “We want to help you.” Instead, think about leading with, “Here’s how we’ve helped other moms improve their lives.” And then show them how you’ve delivered.
The difference may seem subtle, but positioned correctly, it can make all the difference.
2. Listen First. Talk Second.
Many corporations are so eager to reach moms that they immediately jump into the discussion without relevant context or an appreciation for the current situation.
This is a HUGE mistake. Brand's must learn to listen first.
Understand what moms are saying, but more than that, understand what she is feeling in the present moment and respond to that feeling.
3. Show Sincere Appreciation.
Simple, right? But, so many organizations are ignoring the word “sincere.”
Moms are protective by nature and can spot frauds from a mile away. They want to be recognized for their hard work by a brand that truly understands them.
Find ways to say "thank you." If you really look for ways to show appreciation, you’ll be in a great position to create a long-lasting relationship.
FACT: With all else being equal, 82 percent of women are more likely to buy from companies that support a charitable cause they care about.
4. Don't Forget the Kids.
Moms go nearly everywhere with their kids and are selfless in their devotion to them. Since the kids are on mom’s mind most of the day, shouldn’t a company’s marketing efforts toward moms strongly consider how the children will be impacted?
Add value to mom? Yes.
Add value to the kids? Absolutely.
5. Think Broadly.
We’re not living in the 1960’s anymore, Ethel, but many companies are still unknowingly operating under the same tired assumptions. Moms are interested in more than beauty and cleaning products. So, why not give them what they want?
More options, more choices and more context = more value.
6. Don't Be Afraid to Step Away from Technology.
In fact, especially with younger millennial moms, there is increasing concern about the amount of screen time they and their children are engaging in.
While digital solutions are certainly an efficient way to market to moms, keep in mind that activities that encourage moms and kids to interact without technology can also be a good thing. Ever heard of a board game?!?
BONUS TIP (6.5). Use Video and A Lot of It.
According to Inc.com, women are heavy video users.
The average woman watches over 90 minutes of YouTube videos each month. Over 80 percent of moms look for online videos to see a product in action. If your product does something, find a way to show, don’t tell.
Can You Better Market to Moms? YES.
So, how do your existing efforts stack up when marketing to moms?
What one thing can you start to improve on immediately, that if implemented correctly can make the biggest impact in connecting with the CEO of the home?