Thursday, March 29, 2012

Effectively Marketing To Moms

It’s no secret that women are an important target for most brands’ marketing goals and objectives. A recent post on Mashable cites Pontiflex research which finds that women make 85% of the purchasing decisions in a household. Higher volume purchasing households are most often driven by families, where the women are making buying decisions for multiple people.
Women today have access to multiple media platforms which allow them to find recipes online, research items, and socialize with their friends to find product ideas/opinions. When women have all of this information at their fingertips, marketers need to reach them in a way that is able to capture their attention and instill a level of brand trust.
Here is some of the key advice from the aforementioned post:
Look at What Works – What is catching your female target’s attention? What brands and ads are they talking about? Pay attention to what makes your consumer be so engaged they want to share it with others. Spots that have engaged women include Google Chrome’s “Dear Sophie,” Volkswagen’s “The Force,” Toyota’s “Swagger Wagon” and Best Buy’s “Game On, Santa.” According to Mashable blogger Lauren Drell, “All of these have a theme of family and sentimentality with humor and a depiction of mom as a do-it-all badass.”
Make it Snappy – Moms are busy and their attention is scattered. Respect their time and get to your point quickly.
Don’t Stereotype – Too often advertisers depict moms as “[a] frazzled, frenetic mess or a Desperate Housewives-esque model of perfection.” Moms find this a turn-off. Work to find the inner soul of your female target that goes beyond the stereotypical portrayal. Keep it real and honest.
The tips above are obviously not rocket science, but they bear repeating because many marketers still ignore these simple rules when advertising to this important audience. When in doubt, run your messaging past members of your target audience. They’ll be happy to let you know if it misses the mark.

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