Channelling Mom's Shopping Power: Community Bee's 5 Tips for Marketing to Moms

Have you heard? Apparently invisible eyes behind her head and a heightened ability to sense mischief aren’t your mom’s only superpowers. She also has major shopping power. Do you remember all those times when she went out to “run some errands” or as my mom would say, “buzz around town” and didn’t return until hours later?  Well apparently she was really out saving the world economy. You can tell her don’t bother with the cover up. We’ve been tracking her movements and the stats show that women are responsible for 85% of all consumer purchases. Mothers make up a significant proportion of these women.

This makes mommies a very valuable investment for marketing dollars. Now that the secret is out, how can marketers channel moms’ super shopping powers?

I’ve got a few tips:

• Segment. Target. Position.

 A one size fits all marketing approach will not always work for mothers. Think about it. We’ve got single moms, working moms, stay-at-home moms, work-at-home moms, moms of toddlers, moms of teenagers, moms of toddlers AND teenagers, and the list goes on and on. Each segment has different needs. Target the segment(s) to which your product or service would deliver the greatest benefits and position your product/service as THE product to satisfy their needs (whether that need is a premium brand to satisfy status needs or a value priced product to satisfy large families without breaking the bank).  

• Tap into the blogosphere

Mothers talk. A lot. To each other. Online. Mothers are blogging all over the Internet on sites like Macaroni Kid Trinidad and Pretty Chaotic (both Trinidad & Tobago based  “mommy blogs”), sharing their tips on caring for their families and recommending products and services that can make life easier for moms the world over. Companies can tap into the blogosphere using advertising, e-coupons and giving popular bloggers (read: influencers) their products to test and post unbiased reviews for all moms to see.

• Exploit social media

Connect with moms on the social media platforms (Facebook, Twitter, LinkedIn, Pinterest, Google+ etc). Social media allow companies to build two-way relationships with mothers and to get direct feedback from them. Use your social media accounts to offer advice to moms, get their feedback on products in your pipeline, get their product ideas and share special offers and coupons.

The Nestle brand, Maggi, has a very active Facebook page for its Trinidad & Tobago market. The page provides nutrition advice, family-friendly recipes and budget-friendly tips for purchasing food items. The page also regularly runs promotions and special offers for fans.

• Make life easier

Whether they are involved with childrearing full-time or work outside the home, today’s mom is a busy bee. Marketers who make life easier for moms are likelier to win them over. Develop a smart phone app to provide moms with info on-the-go. Send email reminders when it’s time to take little Jonathan to the dentist or pick up the dry cleaning. Offer a subscription service. MarketMovers, a Trinidad and Tobago-based online grocery retailer, allows customers to schedule weekly or fortnightly deliveries of fruits and vegetables right to their homes or offices.

                                                                          

• Make the world a better place

Get behind a cause. Save the honey bees, or the trees. Which mom doesn’t want the world to be a better place for her children? A survey by Cone Communications and Roper Starch Worldwide revealed that more than 75% of consumers are more likely to purchase a brand associated with a cause they care about and 66% of consumers would switch brands to support a particular cause. PriceSmart contributes to environmental sustainability by not offering plastic carrier bags– instead the company sells re-usable bags for packing purchases. Republic Bank supports the development of children through sports by sponsoring the Right Start Cup Youth Football Camp.

So those are my five tips. Do you have any other tips for marketing to moms?

- Kristle Gangadeen

Image(s): FreeDigitalPhotos.net