It's always surprised me that some of the greatest opportunities to cash in on the spending power of mothers can be found within the oldest and biggest industries. The surprise comes because these are the same big businesses that spend large marketing budgets to reclaim customers. With even the slightest bit of target marketing, these same companies could be increasing their response rates and overall return on investment. Let's take a look at whose leaving money on the table when it comes to the mom market.

First, the car industry. It has always amazed me that an industry so heavily impacted by the spending power of women, still doesn’t take more care in targeting the mom market. According to J. D. Power and Associates, women make 51 percent of all auto purchases and 85 percent of all car buying is influenced by women in the household. I’m sure you will find industry professionals that would dispute the level of their efforts with me and to their defense, there are some companies doing an okay job. Dodge for instance does sponsor the Driving Channel on ClubMom.com where they produce buying guides, service tips and message boards with topics such as Minivan Moms. But this is while Ford Motor Company closed down its woman’s division and car manufacturers still target men in their advertising with rugged outdoor and sports related motifs. A huge opportunity exists for the car industry to speak to the needs of mothers by speaking to their concern with safety, convenience and experience.

Financial institutions such as banks have the same opportunity to introduce themselves to the mom market. It is a known fact among industry experts that women have different spending, saving and investment characteristics than men yet banks and investment companies rarely dedicate resources to these differences. Mothers not only manage their household accounts but also run businesses and act as purchasing agents for companies. The return on investment for a financial institution can be great if they deliver the right message to the mom market. In most cases, a woman will maintain the same banking relationship for both business and home. It's like a two for one customer when you win the loyalty of working mother. The focus on the mom market is easy for financial institution as well. It doesn't require new products or services, rather the right communication tools.

Moms represent trillions in spending. Companies with the right message and targeted approach will reap the rewards of reaching the mom market.