As a marketer, I have been impressed with how moms have worked with companies to make their voice heard and to get companies to understand that if their needs (and the needs of their children and families!) are met with applicable solutions, they will become brand loyal. As people become as comfortable with social media tools and sharing their voices as moms, I am confident that they will follow this path and forge partnerships with the companies that serve them.
I have tapped into four wonderful moms (of all boys!), Christa Miller, Shelli Johnson, Jeannie Cusick Walters, and Becky Carroll who just also happen to be some of the smartest communicators I know. Here’s the advice they’d like to share with fellow marketers and communicators:
“Don’t assume that all mothers’ experiences are alike. Some are very similar, of course, but motherhood is so intensely personal that even our reasons for (example) going back to work, self-employing, or leaving the workforce altogether to stay home are not as cut and dried as the actions you see. (Mothers forget this, too.) Parenting cuts to all our deepest wishes, hopes and insecurities, our most personal life experiences and the way we see this awesome responsibility. Respect that, whether in humor or seriousness, and you’ll win my trust.”
“Share a story that I, as a mom, can relate to—any story that some mom will relate to—and you’ll have my attention. If you get personal and make it real, you have me. Promise.”
“I wish there were more messages about how awesome moms are to each other. We’re always helping each other out and supporting one another – it’s not this crazy competition some marketers want to make it.”
Becky Carroll, owner Customers Rock!, author of The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers and mom to two boys:
“Don’t forget that not all moms (and mom bloggers) are mothers only of little ones. We who have teenagers are still moms – and we fondly remember the tiny hands and warm hugs that are sometimes missing at this age… market to that.”
Marketers, understand this: humor, trust, and understanding wins! Moms, what advice would you share with marketers?
“Facebook is the place Moms love. 91% of the Moms surveyed have a Facebook account and 62% claim to access it multiple times a day. A very high percentage, 76%, have liked or friended a brand or product on Facebook. Why? Because they liked the brand’s personality or wanted first-hand knowledge on new products or deals.
Why does she choose not to like or friend a brand? She doesn’t want you cluttering up her page with promotions and she’s concerned with privacy. And she feels Facebook is for her “real friends”. Plus she takes into account she’s probably already receiving emails, catalog, direct mail and mobile messages from the brand.”
Yahoo! Advertising Blog: Tips for Marketing to Moms Online During “Me Time”
“Content-matching combined with day-parting is key …it’s not just about reaching moms; it’s about reaching them at the right time with the right message.
‘Whether it’s on a PC or a tablet, the approach should be about creating content and messaging that respects a woman’s need to have both productive time and me time…’”
Marketing to Moms Blog: 8 Changes in the Mom Market over 5 Years
“Millennial moms have redefined Burger King’s old tagline, “Have it your way”. Today’s new mothers expect to customize products, media and even the lifestyle of motherhood. They are applying their pre-baby style to post-baby life and customizing motherhood to their daily activities, personal values, goals and philosophies and expect the products they purchase to be customizable to the motherhood they define for themselves.”
Material Instinct: Product extensions: why new isn’t always better
“When it comes to new products for moms, here’s my litmus test: solve a real problem without making more work for her. Creating another thing for a mom to pay for, own, maintain, and find in her purse is not progress unless it’s truly useful. Otherwise, let’s call it for what it is: preying on her insecurities while pocketing more of her cash.”
Social Times: Marketing to Moms on Twitter? Make Them Laugh
“A new study says that a majority of moms (52%) like to see humor in businesses’ tweets. Further, what moms want most from businesses’ tweets are links to interesting articles/news (71%) followed by links to sales or special offers on their websites (67%) and links to downloadable coupons/discounts (63%).
On Twitter they’re looking for good deals, too, but they also want to be kept informed about news and articles that are relevant to their lives.”
Happy Mother’s Day!
[Image source: SheKnows.com]