Marketing to Moms

While watching the Today Show this week it was announced that Mothers Day is officially 100 years young. In honor of this blessed event, Matt Lauer along with Donny and Marie Osmond shared that the newest reality search involved the hunt for “Americas Favorite Mother”. They explained that there were many categories to be won including: Single Mom, Military Mom, Working Mom, etc.—you get the drift. They were narrowing it down by communities and common characteristics. I was impressed at the categories they came up with. I started thinking just how many types of moms there are out there. While the whole effort was a little saccharin sweet for me initially, I warmed up when I realized that NBC was recognizing different communities of Moms and praising their unique qualities.

My essential disappointment with most communications aimed at Mothers is that we are lumped together in spite of our cultural, personal, educational and financial differences. “Mother” just casts too broad of a net. The act of giving birth defines us all, but once the pod has separated from the Mother-ship our differences begin. We have various and sometimes opposing opinions on feeding, care and nurturing of our offspring; we have diverse interests in hobbies, books, sports and life in general. And like other communities we tend to flock together by our common interests, characteristics and beliefs.

Check out CafeMom if you really want to see the blended complexion of our community. In the 33 pages of sub communities on CaféMom, there was something for everyone! There are groups based on demographics, psychographics, social activism, body type, job-related concerns, media preferences and of course, sexual interests.

Some of my personal creative and slightly strange favorites are: Anarchy Moms, Mothers Against Pedophiles (is there a group that was defined as Mothers FOR Pedophiles?), Nestlé Free Zone Moms (they don’t like Quik?), Poetic activist Moms, and my personal favorite, Pistol Packin’ Mommas. And these moms are ready and able to share tips, insights, secrets, fears and accomplishments as they related to their own sorority. Whether it was pro-breast feeding, tackling teenage depression or fitness fiends over fifty, these women communicated with each other eagerly and often. There is camaraderie among the women whose husbands don’t pay their child support. There is empathy for parents with autistic children. The social networking is fun but also therapeutic and often liberating.

Of course CaféMom is only one of thousands of sites designed for moms to meet and mingle; and it just happens to be one of my favorites. It’s the micro-networks and communities within the bigger picture that makes it rich. It’s not just a place for Moms, which it is. It’s that there is a home for all types of Moms. It’s about the specific content delivered to the participant who is passionate about a topic. The compelling mix of targeted community and content is the reason that CaféMom has experienced 507% growth from January to June of 2007. The customized experience builds affinity with the site so the average session time is almost 22 minutes. The net result is an ideal environment for targeted marketing messages.

So Pistol Packin’ Mommas rejoice! It’s Mothers Day and there is something out there for all of you! I hope that all your Hallmark wishes are NRA compliant and that you get the ammo of your dreams. For me, I am going back to the “Steals and Deals” - for Mommas who love to shop. I may not be America’s Most Favorite Mom, but I am a retailer’s perfect dream!

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I love Whole Foods as does my “mom” posse - every time I go to the store, I run into lots of Moms I know.  And, we all have at least five grocery stores to choose from that are closer than Whole Foods (WF).   We are not driving out of our way because we are going to save money. Whole Foods definitely skews to the expensive side of the super market spectrum, even for the “healthy” category. So why are we all so loyal to WF during these challenging economic times?

I was curious enough that I posed this question to my friends: “What makes you drive an extra 20 minutes to a market that clearly charges a premium?” Across the board the first response was perceived quality of the products but it was the next strongest responses that I found interesting as a custom media marketer.

As a community, moms pride themselves on making smart choices for their families. The responsibility for making healthy food choices falls squarely on our shoulders. We want our children to learn good eating habits and help them to make good decisions even when we aren’t there. Whole Foods enables Moms to do their jobs better. The store is packed with information about the foods themselves as well as the brands. The content can include health benefits, cooking tips and serving suggestions. Most of my friends commented that they spend more time in WF compared to other stores because they are busy reading about each special item as well as health news and updates. They learn something every time they go shopping. This is a classic example of content-based marketing to attract and retain customers. The use of informative information we can use makes us more likely to shop at WF, and likely increases the amount we spend per shopping trip. In addition, customers are invited to sign up for fl@vors  to receive special offers, recipes and food education. This is a great customer affinity newsletter that aims to get more business out of current customers. 

However, the biggest differentiator vs. traditional markets for the moms is the live informational events. I am not talking “try the salsa and smoked sausage on at toothpick in the aisle” kind of event our moms experienced. We’re talking sushi making classes; kids cooking lessons; cooking demos and book signings; quick and healthy meal classes; you name it! There are events and classes at WF just about every week. Mom friends sign up together and it becomes a big girl play date. Some of them are in-store, some of them are via sponsorships of local community events which cannot be undervalued. (Giving back in these times is not only responsible, it is mandatory.)  This is a very smart use of live events as custom media to strength the bond between store and customer. Whatever the venue, WF has carved as niche as a destination that plays a critical role in our lives.
Positive and fun interactions with the brand reinforce why we are willing to drive farther and spend more. But overwhelmingly, my own little straw poll indicated that the informative content kept us coming back. It is a competitive world out there and creating a dialog and educating the customer can help move products off the shelves, even the most expensive products. I am guessing that there are other retailers out there that could take a page from the WF marketing book: educate the customer with content-based marketing, engage them with live event and watch the bottom line grow.

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Crocheted doll hats off to American Girl Doll (AGD) for some of the most effective marketing I have ever seen. Bringing new meaning to managing supply and demand, they have targeted the heart and soul of the most competitive purchasing segment in the US: the pre-teen girl. In a fashion that I admire and embrace, AGD has surrounded their target audience (and their target’s CFOs—the moms) with a true 360 degree marketing approach. They embrace print, events, email, destination marketing and a new twist, hair styling. Simply put, American Girl Doll has created a private media channel to talk directly to their customers and prospects. They truly own their media channel rather than renting traditional ad space.

To see this media channel in action take a trip, curious marketers! AGD calls it “Shop, Play, Visit, Watch”. There are so many ways to interact with this brand and all roads lead to profit. The dolls represent historical figures or exact look-a-likes of your little princesses. They represent different nationalities, races and abilities. They are designed to be aspirational as well as inspirational. Dolls and the endless supply of outfits, furniture, pets, accessories and equipment can be purchased online or at one of the specialty American Girl Doll stores in New York, Chicago, Los Angeles, Dallas and Atlanta. The clothes fit the dolls and they have matching outfits and pj’s for the big girls too! But don’t just shop at the stores! Stay and have lunch with your little look-alikes. Get your hair done, and the doll’s hair, too. Just make sure to keep the credit card in hand.

They have created a custom magazine to talk directly with their customers. For $23 the American Girl Doll magazine will entertain while building loyalty and preference, six times a year. The content is written with the target in plain sight, including: party planning; crafts; activities; even girl-to-girl advice for those 8-12 years old. The custom media component is complimented by “more magazine fun online” including compelling puzzles, quizzes and games from “the magazine on FUN”. Whether filling Felicity’s Wagon, visiting Kaya’s Mountain Escape, or helping Molly grow a garden, the online activities are designed to be educational and wholesome. Given the challenges of monitoring children’s online usage, moms generally welcome sites and activities that embrace these qualities. Our little American Girls can spend their most valuable pre-teen resource, their time, devoted to this brand. The smart ones even figure out how to get their mom’s most valuable resource, cash, committed as well. My Mom-sense is that $23 seems a reasonable subscription offer for hours of fun and reading for this integrated print/web product.

The entertainment continues with DVDs and feature-length films in theaters, generally inspired by the many books written about these 15 inch tall beauties. Trailers of the movies can be previewed at http://www.americangirl.com/ .

As a mom, I am taken back to my own youth, when Barbie and her friends were the hub of my universe. Nurse Barbie, Wedding Barbie, Beach Barbie, Doctor Barbie… ah the options were endless. My friends and I worked our parents with a finesse that would impress a diplomat for a new doll or ensemble. Maybe it was just that our parents knew that a new outfit, complete with teeny weenie high heels could keep us busy for hours of healthy imaginative playtime. As wonderful as Barbie and her buddies were, they were limited to dolls and accessories, and their promotional opportunities were limited to running ads on TV and in magazines. My daughter’s choices seem to have so much more depth and dynamics and AGD can own their media channel. Because they use media and technology to surround their customer, AGD has built a much deeper relationship than I could ever have had with Barbie.

As a marketer, I marvel at what this Barbie in the “post advertising age” strategy has accomplished. Their success is unquestionable and the future looks bright. My next question to my clients: can you shop, play, visit, watch and live your brand? If you can’t yet, is it a possibility? What are the components that can be added to your existing strategy that will compliment the existing plan? And what can we all learn from a doll about private media channels?

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I love football and I am a huge Pats fan. I have also worked in advertising and marketing for 20 years. So as you can imagine this year’s game was for me a BIG disappointment! It wasn’t just because my beloved team crashed and burned on what was to be their coronation in the Hall of Perfection. It was because these were some of the worst Super Bowl ads ever. My viewpoints about to be expressed are not necessarily those of my employer. They are observations of a focus group of one: a Super-fan/Super-mom.

Reality TV culture has infiltrated our commercials. Kina Grannis won the Doritos-Idol contest and while I was prepared to hate it in the same way that I hate reality TV, I was pleasantly surprised. She has a beautiful voice. The tune was catchy. I didn’t have to cover my children’s eyes as it played or mute the language. I am glad Doritos is giving an unknown a chance but I am not sure it would make me buy high sodium, high fat snack foods for me or my family.

Careerbuilder.com, which seems harmless enough of a company, was a loser for me. Bloody hearts jumping out of shirts; sweet little fireflies being consumed by spiders, now this is the stuff that bad dreams are made of! The Super Bowl is a family event and we watch it with our kids. Did we not learn a lesson when Janet’s wardrobe malfunctioned? Like all good parents, when your kid is turned off you tend to follow suit in solidarity. The only thing this ad accomplished was make me happy that I like my job.

Salesgenie.com should be taken out back and have bamboo shoots stuck under their fingernails. My kids were questioning if that was mocking an entire community. (Remember, schools teach cultural sensitivity these days!) Ling Lings Bamboo Furniture, Ramesh and his Widgets and I Dream of Genie were not only bordering on political incorrectness, they were just dumb. Come on, do we really think Ramesh is going to save his job and provide for his seven kids because of 100 Sales Genie leads? The ads were insulting at best and patronizing in the least.

On the other hand, I loved the Tide-to-Go Interview. My Talking Stain was funny, memorable and like the stains on my kids’ clothes, it gets my attention. I went to mytalkingstain.com (completely inspired by Office Max and the Dancing Elves of holiday fame) and couldn’t wait to upload my kid’s photos. Children love to see themselves on-screen, e-mail their likenesses to their grandparents and all the while I am interacting with a brand. I already buy Tide, but this reinforces my relationship with them. Today Tide made me laugh in addition reminding me of their key product attribute—they clean clothes. That little value add, a smile during a crazy day, can go a along way for a mom.

I am grateful that I didn’t have to explain erectile dysfunction or Viagra to my kids. But in general, I was underwhelmed with the quality of the ads and messages. I was uninspired by companies who waste millions of dollars and opportunities to communicate a real message on silly cartoon characters that tell me nothing about the benefits of their products. I am disappointed that my team wasn’t super and that the ads for the most part were super-boring.

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My 9 year old daughter is really coming of age. She is eagerly paying attention to the events that take place around her each day. Much to my chagrin, the television has become a new source of information for her. Last week while watching the morning news, a segment was done on Hillary Clinton and highlighted a key turning point in her life. Evidently when Hillary was young she wrote a letter to NASA asking what exactly she should do to prepare herself to become an astronaut. Their response was to “become a man, there are no female astronauts”. This was clearly a pivotal moment in her life and she swore she would not let having the wrong plumbing get in her way. Ever.

Upon hearing of this great injustice, my daughter decides to pummel me with questions:

 “How do you get to be the President? Why is it such a big deal for a girl to be President? Why hasn’t there been a girl President? Are you going to vote for her because she is a girl? Are you going to vote for her at all? (And totally unrelated but due to the follow up story on the news) Why is Britney Spears in the hospital and how did her little sister get a baby in her belly?”

This was all before coffee!

I realized at that moment that the reception to marketing messages begins at home. Marketing especially to women, is wrapped in so many more communications that just magazine ads and TV commercials. It smacked me in the head that my daughters, my friends, my mom, every female out there is being bombarded by news and politics and that even in the best of objective journalism, there is always the “spin”.

For the record, I addressed my daughters concerns in order:

1. We elect a president by voting, it’s called an election and the one with the most votes wins.
2. It’s a big deal for a girl to be President because there hasn’t been one yet and I have no good explanation why there hasn’t been one yet!
3. I am going to vote for the best candidate not because of their gender but because they are the most qualified and I haven’t made up my mind yet.
4. Britney clearly doesn’t have a Mom as wonderful as you do and if she did, neither of the girls would be where they are now! (My own personal marketing effort with a target market of 3: two girls, one boy).

Hillary is a brand. So is Britney. We don’t even have to use their last names. They are catapulted into our lives on TV, in tabloid headlines and on entertainment Web sites. We watch every move they make, their stumbles and triumphs replayed for us over and over. If you miss it on the news, catch it on YouTube. It is symbolic of our times that two such different women share opening headline status on the Today Show.

Hillary has thrown herself into the boys’ club house. She is showing us what the potential leader of the free world looks like in lipstick and heels. She needs to be careful that her skirt isn’t too short or her blouse too low.  She mustn’t be too sensitive or she’ll be accused of playing the “girl” card. She has to find the perfect balance between diplomat and bitch, “first lady” and “first lady President”. She wants to be seen as capable and tough and yet wins market share when she is moved to tears in a public forum.  Positioning her is one of the most delicate marketing challenges ever seen in politics.

Britney is a brand too. Here is what women learn from her message: This is what you don’t want to become; this is what you don’t want your daughters to become; this is what happens when it all goes wrong. Her life, a bizarre combination of soap opera and reality-series, illustrates for us what happens when the fairy tale goes awry. Sweet child turned child-star: makes it big in a success story that could only happen in America, and then implodes with the same super-sized fanfare she received during her well documented rise to fame.

Two American Dream stories as told by the media on all fronts: two women who have left their own unique mark on this moment in history. The woman who would be President and the Pop Princess who would fall from grace. Watching the contrast between these two brands illustrates how complex is it to raise kids, especially girls in this age of media saturation.

I hope my daughters turn out more like Hillary than Britney, but mostly I am hoping that they will build their own American Girl Story and they will turn out to be just really good women.

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The moms market is one of the most lucrative targets for marketers – some estimates have it pegged at well over $1 trillion, and keep in mind that moms have influence over more than 80% of a household’s purchasing power.

While it seems like it would be easy, Mom Hunting isn’t always as simple as it appears. They are right out there in the open, but the competition for their attention and time is fierce. They are not just filtering information for themselves, but for their families, their homes, their schools and committees. How do you capture the attention of this valuable gatekeeper?

Traditional business to business marketing has a few key strategies that have worked well: Targeted events, trade magazines, trade shows, email newsletters, online videos, and web casts. All of these can help persuade potential clients to see the wisdom of selecting a certain product or vendor. These techniques can also work for mom with one critical caveat: the content and format has to absolutely be developed with the mom in mind.

Example: If you are having an event for moms, you have to plan the event with the perfect balance of information and resources - you must factor in the babysitters! Holding an event for moms in the daytime without offering a strategy for the kids would be a clear statement of your lack of understanding of the challenges that these moms face. In a recent Working Mothers Conference, produced by King Fish, the event was not only extremely well attended, but even the moms who did not take advantage of the babysitting service appreciated the offer and said so in their post event comments.

For ducklings, a multi-platform mom-marketing effort for Albertsons/Shaws  supermarkets, the content at each turn supported their tag line: “a little help along the way”. For the magazine element of the program the editorial was developed with the busy mom in mind.

Recipes had a handy shopping list that included minimal ingredients that could be prepared quickly and enjoyed by all palates. The editorial content acknowledged the fact that most moms are short on time and prefers not to cook different meals for finicky eaters. This approach appealed to the readers and kept them coming back to the magazine.

Balancing this type of editorial with actionable information that speaks to the busy mom’s day to day existence was also part of the content plan. By the way, it’s not always about the kids and the spouse, how about something for a little mom time. Quick beauty secrets that were whipped up with grocery store products were always a hit!

Also, keep in mind the power of the mom’s networks, and how much time they spend communicating with each other. Recently I received a video of Anita Renfrew, (viewed over 10 million times on YouTube) the mom who sings the “everything a Mom says in a day” to the tune of the 1812 Overture, in less than 3 minutes. (Over 25 moms sent me this link knowing I would enjoy it.) With this song she captured the hearts and minds of countless moms. Every one of us who, while wiping the laughing tears from our eyes said, “I wish I wrote that!”. We say it the same way we wish we had developed the “Baby Einstein” series of educational tapes for kids. As though we know we COULD have done that, because it is so simple and so obviously true. If a marketer can develop a viral campaign that includes this level of entertainment with the right content for moms, they will have a success. That will be a brand that spreads faster than a germ in a pre-school class!

Hunting this big game sounds easy on the surface, but take a tip from your mom who likely said to you as a kid, “it’s the little things that make a difference”. It is the little gestures wrapped around the well conceived content that will lure the mom and keep her coming back. More importantly, you will start to build a dialog of trust and affinity with a new or existing customer.

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There I was, in my local toy store, with my son who was in the process of potty training. Can I tell you how much I have spent in that toy store? I have shopped in this store over and over again, not only for my three children, but for the countless number of friends who have invited us to equally numerous birthday parties. If shoppers were frequent flyers, I was a platinum purchaser.

After walking around for the obligatory pace lap, my son announced to the entire store that he had to “go potty”. Of course I said to the woman behind the counter, with my hands full of Polly Pockets, baby dolls, a t-ball set and a model sailboat, “Can my son please use your bathroom?”

“No, I am sorry, we don’t have one” she replied.

“You don’t have a bathroom?” I said just loud enough for all the other mothers to hear, slightly sarcastically?

“Well… um. Er. Actually we only have a bathroom for employees, not customers.” 

My son was by now whining, creating quite a scene, and with the same frustration that I have experienced with slow or unresponsive online stores, I abandoned my shopping cart. I left it full and unpurchased. I left it and never went back. I called every mom I knew and told them about the injustice and in solidarity we all agreed to not shop there again. I ran into a mom at the playground later that week, who unbeknownst to me, had also been in the store at the time of the scene. She too abandoned her arm-cart in sympathy, but not without giving the woman a piece of her mind.

Moral to the story for smart marketers: Don’t make us mad. Maybe it’s not your bathroom, maybe it is your return policy. Maybe it is your message. Maybe it is the challenge of finding what we want with facility. Maybe it is just your customer service or your tone of voice. But don’t make us mad. Our sisterhood is extensive and we know how to use it to help us and to punish you for your bad behavior.

By the way, it works both ways: we are quick to embrace and reward the vendors and service providers who speak to us with respect; help us save time and money; make it easy to do business with; and of course, let our little guys use their potties.

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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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