BSM Media - Marketing to Moms - Connecting companies with the Mom Market

Is today's advertising working?
Real-life moms talk about today's advertising and marketing

Executive Summary
In order to fully understand the mom market and bring additional insight to marketing professionals intent on tapping into the spending of mothers, Maria Bailey, author of "Marketing to Moms: Getting Your Piece of the Trillion Dollar Market" went directly to moms to uncover their attitudes on marketing. The purpose of the study was to quantify the opinions of moms regarding advertising for products and services targeted to mothers and its impact on them as consumers. Over six hundred mothers from across the United States participated in research that included online questionnaires and personal interviews. Randy and O'Hearn Insights, Inc. of Stuart, Florida, tabulated the results.

Summary of Results
Billions of dollars are spent each year to capture the trillions of spending in the mom market. Based on research done in conjunction with "Marketing to Moms: Getting your piece of the trillion dollar market", advertisers are missing their target. There is enormous opportunity for advertisers. Marketers who speak to moms with a message that is relevant, valuable, and in a language they understand will capture the buying power of mothers.

Over 75% of mothers say that advertisers are not acknowledging or recognizing their needs as mothers in ads.

Over 55% of mothers say they see ads often that send the wrong message to mothers.

Thirty percent of mothers say they see ads that offend them.

Print Advertising
When moms have time to read, it's magazines they are reading. The average mothers reads 4.1 titles a month with 3 of them being delivered to her home.

Only 20% of mothers think print advertising is doing a good job speaking to mothers.

Less than 20% of mothers look to newspapers for information or ads.

Television
Television advertising directed at mothers is capturing the attention of only a small portion of the market.

Only 25 % of mothers think television advertising is doing a good job connecting with mothers.

Word of Mouth
Word of mouth is the strongest form of marketing within the mom market.

Fifty-five percent of mothers say they rely on recommendations when making purchases for the home

The number jumps to 64% when it comes to buying a product for their child.

Online
Moms are online seeking information and spending money on the Internet.

Seventy-one percent of mothers said they were very likely to use the Internet for product information, advice or general information.

Only 6 % of moms say they have never purchased a product online.

Picture Perfect
Moms like to feel connected with the products and services they buy.

Seventy-five percent of moms say they ads that feature children in them rank high effectiveness.

For complete research results, please contact Maria Bailey at (954) 261-2145

Is today's advertising working? Real-life moms talk about today's advertising and marketing

Is today's advertising working?
Real-life moms talk about today's advertising and marketing