When I became a Mom, I immediately joined the ranks of a highly valuable community. OK maybe not apparent to the naked eye, but for marketers, the “Mom” target is highly profitable. We do a lot more than make decisions about diapers and dishwashers. We run households: often with the authority and management skills many of us once utilized in business.
As a Mother, I have been both inspired and insulted by the way in which we are spoken to by media. Messages come at me from the shampoo in the shower to the cereal boxes on the table. Commercials, newspapers and magazines, spam, emails, billboards, store aisles, PTO newsletters are all filled with messages for my people.
For me, good communication from companies or organizations ultimately helps me accomplish one of a few things: 1. Saves me time; 2. Saves me money; 3. Makes me a better Mom; 4. Makes me a better woman; 5. Inspires or educates me. The order sometimes changes but the endgame is the same.
It’s about the content. Would I pass this along to my inner circle, the email list that I know would benefit from this valuable information. Am I a better mom because I read this information? Are my kids safer? Are we healthier? Are my resources being used better? Is the message being delivered in an environment that I feel is trustworthy? If marketers want to speak to me, they have to earn my respect and therefore my choice to spend some of my time with them, their message and ultimately their products. I advise my clients to follow the golden rule: treat other like you would like to be treated.
Doesn’t matter if it’s kids shoes or grocery store aisles: if you want to reach us, you have to do more than be loudest or biggest. You have to earn our respect. Win our time and our dollars by earning our trust. Help us do our jobs better and very likely we will reward you with our share of market.
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