Mom Market
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THE MOM MARKET
By Gabriela Godfrey
The Mom Demographic
What Marketers are looking at
There are 141,606,000 women with children in the U.S.1 (47% of the total U.S. population) and 4.0 million new moms every year2
Marketers focus a lot of their efforts on moms with kids under 18 years of age
1Bureau of the Census, Population Projections of the Untied States by Age, Sex, Race and Hispanic Origin: 1995 to 2050, Washington, D.C.: GPO, 1996 Business Research, Women-Owned Business in the United States, 2002: A Fact Sheet. www.marketingtomoms.com
2Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com
The Mom Demographic
What Marketers are looking at
According to the U.S. Department of Labor 72% of mothers with children under 18 years of age are part of the work force3
GenX moms (born between 1961-81) are focusing on building relationships with their children as opposed to work-centric Baby Boomer moms (born between 1945-1964)
3BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA, February 2005.
4COFFEY, Timothy, David Siegel and Gregory Livingston. Marketing to the New Super Consumer: Mom & Kid Paramount Marketing Publishing, Inc. USA, December 2005. P.26
The Mom Demographic
What Marketers are looking at
“Even if money were not a consideration, 48 percent would choose to work part-time or full-time. Thirty-one percent would choose to work at home caring for the family, and 20 percent would select volunteer work.”5
5 www.marketingtomoms.com/resources/statistics.php
Why do companies want to target moms?
Moms buy for 2 or 3 people and they spend $2 trillion dollars a year (the same buying power as Great Britain!)1
An average income family will spend $165,630 on a child by the time the child reaches 18.2
1Nora Lee, author of “The Mom factor.” Presentation at lucidmarketing.com.
2U.S. Department of Agriculture, Expenditures on Children by Families, Washington, D.C.: GPO, June 2001. www.marketingtomoms.com
Why do companies want to target moms?
Word of Mouth (WOM)
There is a 90-95% likelihood that moms will tell somebody about their experience with a product/service3
Moms pass down product loyalty4 (kids grow up watching mom buying a certain brand and they tend to buy the same brand as adults)
3Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com
4BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA, February 2005. P21
Why do companies want to target moms?
Mom’s credibility
“Moms love it when another Mom has already filtered a particular product or service”5
The mom’s criteria:
Is it clean? Is it safe? Is it good value? Is it a good investment of my time? Does it tell a good story? Is there an opportunity for learning? Is it fun? 5
5Nora Lee, author of “The Mom factor.” Presentation at lucidmarketing.com.
Why do companies want to target moms?
Mom’s decision making power
Moms control 80% of household spending6
As mentioned before, they buy for themselves and 2 or 3 others
“Eighty percent of all checks written in the United States are signed by women.” 7
6Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com
7Faith Popcorn, EVEolution: Understand Women: Eight Essential Truths That Work in Your Business and Life, ( Dimensions, 2001.) www.marketingtomoms.com
Why do companies want to target moms?
Mom’s exposure to advertising
Since WOM is the most common way moms hear about a product or service, the significant numbers are:
Personal daily contacts:
stay –at-home: 18
part-time: 27
full time:468
6Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com
Why do companies want to target moms?
Mom’s exposure to advertising: the internet
According to a survey conducted by AOL and the Opinion Research Corporation9:
75% of moms go online to plan and research trips
66% use it to get health information
63% to find recipes
96% use e-mail
9 Article: “Tapping the mom market” on www.clickz.com
Why do companies want to target moms?
Mom’s exposure to advertising: the internet
According to the Word of Mouth Marketing Association:
22% of stay at home moms, 19% of part-time working moms and 12% of full time working moms participate on message boards or chatrooms daily
17% of part-time working moms have their own blog
www.lucidmarketing.com
How do marketing campaigns target moms?
Knowing what moms are interested in (from www.momfactor.com)
Health and safety: protecting her kids is a mom’s first priority
Value: good price and good quality
Efficiency: time-savers. Moms want to spend time with their families
Social and community conscience: moms care about the community and the world
How do marketing campaigns target moms?
Knowing what moms are interested in (from www.momfactor.com)
Story: moms like to have good stories to tell
Comfort: moms have a tough job, they need to make it as comfortable as possible
Educational value
Fun for the whole family
Moving experiences: “In an increasingly impersonal, technology-addicted society, Mom is the touchstone for matters of heart.”
How do marketing campaigns target moms?
All moms are women but not all women are moms and companies take that into consideration when marketing to moms.
Moms are subjective and emotional, especially when it comes to their children
Mom is the queen of the house and needs to be treated as such
Nora Lee, author of “The Mom factor.” Presentation at lucidmarketing.com.
How do marketing campaigns target moms?
Appealing to specific emotional needs
The need to nurture: as “mother Nature’s chief nurturers” moms are especially sensitive to the appeal to “the need to take care of small, defenseless creatures” like children and animals.
The need for affiliation is also a target because one of moms’ more important values is the family unity.
FOWLES, Jib. Article: “Advertising’s Fifteen Basic Appeals”
How do marketing campaigns target moms?
Appealing to specific emotional needs
The need to achieve: moms want to be productive. A good day for them is a day when they got things done.1
The need to feel safe: especially when it comes to the safety of the family.
FOWLES, Jib. Article: “Advertising’s Fifteen Basic Appeals”
1BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA, February 2005. P21
How do marketing campaigns target moms?
Imagery/story lines
Nostalgia is commonly used to advertise products that want to convey an image of tradition. An example of a story line: moms serving old-fashioned Holiday meals. Everything is so fast these days that moms don’t have the time to cook the traditional meals but there are lots of brands selling the idea that tradition can be packaged and ready to serve. E.g. Campbell’s soups.
How do marketing campaigns target moms?
Imagery/story lines
Another technique to capture the moms’ attention is to give importance to the most important role in their lives: being a mom. They do that by showing moms taking the kids to school, helping them with homework, protecting them from harmful germs, etc.
Sample TV Campaigns
Campbell’s Chicken Soup
The story line: kids come home from an after school activity, like karate. They are hungry and mom is waiting in the kitchen with a bowl of Campbell’s Chicken Soup. The kids love the soup, some of them even lick the plate clean. Everybody is happy.
The ad appeals to the need to nurture because the moms are feeding their hungry children. It also appeals to the need for affiliation because they show the kids having a good time eating with mom.
The ad uses everyday images and colors, e.g. nothing too bright, to show a realistic picture.
The music is Campbell’s own catchy jingle. There is a part of the song that specifically targets moms: “Every mom is glad she cooked wholesome food that tastes so good.” Again, targeting the need to nurture using the words “wholesome food”, meaning that mom is providing good nutrition to her family.
Sample TV Campaigns
Band-Aid with Antibiotic Pediasure
The ad shows kids playing and one gets hurt. The narrator says: “Kids play rough. Germs play dirty.” The appeal is to the need to nurture and to feel safe. The mom protects her son by putting a Band-Aid on the cut and she is also relieved to know that the antibiotic in the product is protecting the child from germs. Again, the ad utilizes everyday images without color that are too bright. The music is upbeat with no words so the attention is on the narration.
This ad shows a little girl that finds all kinds of excuses to not eat her vegetables. She even feeds her toy dinosaur squash and reminds the dinosaur to “chew with his mouth closed” as mom would say. The mom doesn’t need to worry because the little girl likes Pediasure so she gets the nutrients she needs. This ad appeals to the need to nurture by showing a young, cute child. She is in a regular kitchen. There are no bright colors in the ad. The music is playful with no words to place emphasis on the little girl’s dialogue.
Sample Magazine Ad
Motrin’s “We got your back”
This ad campaign is telling moms that Motrin knows how hard it is to be a mom but moms don’t need to worry because there is a drug to make it all easier.
The imagery they use is a picture of a mom literally pulling her son uphill. The sentences: “Motherhood is an uphill battle” and “We got your back” is written in big bold orange letters on a black background which creates drama because of the color contrast.
This ad appeals to the need to nurture because the mom is protecting her child. It also appeals to the need to achieve because the mom is reaching for the top of the hill.
Sample Magazine Ad
Clorox
This ad targets one of moms’ biggest fears: a child getting sick. The appeal is to the need to feel safe. Clorox is telling moms that their products will protect the kids from scary diseases like the flu.
The ad is a full page ad with a yellow background. Yellow is used in advertising to attract attention and its use is recommended to promote children products.
There is a picture of a cute kid with the sentence: “I can’t catch a ball but I catched the flu” in childlike handwriting. They deliberately used the wrong verb form (catched) to make it sound truly like something a child would say.
There is a small picture of the products at the bottom of the ad to send this message to moms: “Don’t worry, we will protect your child.”
Conclusions
The mom market is very appealing to companies because of the following reasons:
Moms comprise a significant part of the population and they buy for 2 or 3 people
The diversity in the types of moms is wide: different ages, ethnicities, marital status, career status, etc. which allows for a variety of products to be sold to all the different types of moms.
Moms have great buying and decision making power.
Conclusions
The main appeals advertisers use to target moms are to the need to nurture and the need to feel safe.
The most successful ad campaigns are the ones that include little children in their imagery: “75% of moms say that ads which feature children in them rank high effectiveness.”1
1www.marketingtomoms.com
Conclusions
Since most moms (55-64%) rely on word of mouth to make decisions on purchases, internet marketing heavily utilizes blogs and e-mail campaigns to infiltrate the mom market.
It seems like marketers have found that the best way to approach moms is by showing them a mirror of their motherhood (through ad story lines,e.g. cute kids) and by utilizing the word of mouth.
The highly profitable mom market is being pursued by more and more advertisers everyday and the market’s growth shows no signs of stopping any time soon.
Sources
BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA: February 2005
COFFEY, Timothy, David Siegel and Gregory Livingston. Marketing to the New Super Consumer: Mom & Kid. Paramount Marketing Publishing, Inc. USA: December 2005.
www.marketingtomoms.com
www.lucidmarketing.com
www.momfactor.com
www.clickz.com
FOBES, Jib. Article: “Advertising’s fifteen basic appeals.”
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