The Most Effective Way To Market To Today’s Moms
Today, I want to share with you a source I periodically use, and the recent email I received from this group. They have a plethora of information on any target market you may want to know more about. Here’s the latest from them…..
As with most groups, there is no homogenous "moms market."
There are nuclear family moms. Traditional moms. Working moms. Military moms. Single moms. Lesbian moms.
There are motherless moms. Teen moms. Neurotic moms. Black moms. Moms with Ph.Ds.
You get the idea.
And while each of these subgroups — and scores more — has certain unique characteristics, there are also common bonds that cut across most mom groupings.
The research study What Moms Think & Do, just issued by EPM Communications, publisher of the monthly newsletter Marketing To Women, homes in on six key categories of common ground (www.epmcom.com/moms) :
ATTITUDES TOWARDS ADVERTISING AND MARKETING. Moms are simultaneously coveted for their enormous spending power and feared because of their busy schedules and shifting patterns of media use. They’re OK with ads in newspapers and magazines, but definitely don’t want ads on the blogs they read.
With this concise, 37-page executive briefing, you’ll gain a clear understanding of when moms find ads annoying, the value of humor in advertising to moms, and how they feel about ads directed at their kids. You’ll have guideposts to help you craft ads that satisfy moms’ real needs and aspirations.
FAMILY ROLES. Nearly four in 10 new births are to unmarried women, and these single moms are older, better educated and more likely to be Caucasian than marketers think they are. The time pressure from family and work demands on these and all mothers is enormous, though, leaving all moms craving personal space and time.
Through topline findings from more than 60 research sources, "What Moms Think & Do" will help you recognize the conflicting roles moms play, so you can establish a rapport with them through products, services and advertising that complement their complex lifestyles.
FOOD & NUTRITION. Nowhere do mothers face such core concerns as in the grocery aisle. Money is tight. Time is precious. Public and peer pressure are strong to serve healthy meals to their families. Yet when it comes to checkout time, value and convenience consistently trump health by a wide margin.
With “What Moms Think & Do” you’ll discover how supermarkets and food manufacturers succeed by providing a shopping experience that works with kids in tow, delivers value and embraces moms’ strong family and friend networks.
MEDIA USE. Most moms go online at least daily, and more than half go online more than 20 times per week, spending at least an hour online each day. Prime time for online: 8 p.m.-10 p.m. and 8 a.m. to noon. Mommy blogs today are the force for marketers and moms alike.
“What Moms Think & Do” shows you which media offer moms the flexibility they need so you can build integrated marketing programs that capture their fragmented attention over the course of their tightly choreographed days.
SHOPPING HABITS. Keeping their families safe and healthy is of utmost concern to moms, and it’s on their minds when they’re shopping for all kinds of children’s products. Quality is the top consideration when buying baby products, and after the recalls of the past few years, is a major consideration re toys for all ages. But as with food, price and convenience take over as the kids they’re buying for age.
“What Moms Think & Do” demonstrates how retailers, brand marketers and others succeed by delivering the flexibility (hours of service, delivery, and so forth) and services (childcare, repairs, etc.) that save time and add convenience for moms’ hectic work/homelife schedules.
WORK. Working moms, especially those with tweens or teens at home, may spend significant time and energy worrying about what their kids are doing after school. Still, most are remarkably satisfied with their work-life balance, and more than half take advantage of flexible work arrangements.
“What Moms Think & Do” illustrates why employers actively recruit stay-at-home moms who are ready to return to the work force, citing multitasking, empathy, reliability and people skills among the traits moms bring to the table.
You’ll use the contact information at the end of each research abstract in this succinct report to delve deeper into the original sources. And you’ll use the data you find in these fact-filled pages to inform the strategy behind your next moms-oriented marketing efforts.
"What Moms Think & Do: Their Attitudes And Behavior Towards Advertising/Marketing, Family Life, Media Use, Shopping, Food/Nutrition, And Work" is only $129. You can purchase and download your copy immediately at http://www.epmcom.com/moms , or call Riva Bennett at 1-888-852-9467 to purchase the download or print edition.
What types of services do you use to educate yourself on the market you "serve"? 
Until next time, J.
"Take control of your destiny or someone else will"
Tags: advertisers, attitude, blog, blogging, blogs, building, business, businesses, common bonds, common ground, complexities, convenience, craft ads, destiny, email, epm communications, family roles, fear, flexibility, groupings, guideposts, habit, humor in advertising, integrity, lesbian moms, lifestyle, lifestyles, magazines, marketer, marketers, marketing, marketing to women, mom, money, network, networking, newsletter marketing, nuclear family, research sources, savings, space and time, spending power, strategies, target, target market, time pressure, trump, unmarried women, value of humor, why, work demands, worries, worry
November 07 2008 12:40 pm | Home Business Ideas and Marketing Tips and Wealth Strategies
November 20th, 2008 at 12:04 am
I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.
Susan
http://www.car-insurance-choices.com