What We Know – Page 10

What Moms Are Watching This Summer (Other Than TV)

Video, video, video. It’s a topic I’ve posted about often, perhaps at the risk of sounding like a broken record. (Would Millennial Moms even know what that cliché refers to?) However, a recent study illustrates again the overwhelming use of video among moms of all generations, with higher numbers among Millennial Moms who love the “customized” viewing options that are instantaneous, shareable, informative and portable. Moms are more videos than ever on their phones or mobile devices, tuning in to YouTube, Facebook, Amazon and Vine to name a few. As…

The BOGO Of Offline Events

As I watched a mom snap a picture of a BOGO cereal display in my local grocery store last week (that she most likely shared on Facebook and Instagram), it reminded me of the importance of offline social interactions with moms that become a two-for-one, or BOGO opportunity for marketers. Face-to-face gatherings, formal or informal, allow brands to reach mothers who will then share their experiences on numerous social media sites. From play dates to parties, moms of every generation love social events where they can share their latest news…

Celebrating The Involved Millennial Dad

Let’s turn the spotlight on millennial dads. We all know that millennial moms are the hot topic right now, with this youngest generation of mothers (and all millennials) set to become the largest generation of consumers this year. Moving into the top spot of influence with moms are the dudes who, like moms, view fatherhood much differently than their own dads did. From parenting to finances, the traditional areas of responsibility for millennial dads have definitely been blurred and on most issues, redefined. In a recent survey, millennial moms voiced their…

Celebrating The Involved Millennial Dad

Of the many differences between Millennial Moms and their predecessors, there is one influence that is worth noting for marketers and that is the redefined role of grandparents. The Millennial Moms’ parents as grandparents play a much bigger and more detailed role in the family, not only for the Moms but also for their children. The Millennials’ desire to enrich child/grandparent relationships (typically the Boomer generations) offers a unique opportunity for marketers whose products and services reach across multiple generations, from the baby market to Boomers as grandparents, and, of…

The Importance Of Relationships To Millennial Moms

There is probably no other word that holds as much importance in effective marketing to mothers than the word relationship, and no other generation places more value on the word than Millennial Moms. It’s a word that I typically tie to adjectives such as relevant, timely, meaningful and transparent. As marketers, while we know relationships are important to every generation of moms, the Millennial Moms have predictably upped the ante. Knowing how these Millennials grew up (everything customized, on demand, a trophy or ribbon for participating) means that relationships are…

The International Business Of Marketing To Moms

The World Wide Web has created myriad opportunities for business from ecommerce to global insights within a keyboard’s distance. The business of marketing to moms has been untouched by the ability to share ideas and relationships. I’m often asked about the world of moms and marketing outside U.S. borders, especially if companies are contemplating an expansion into other countries. I thought it would helpful to brands if I assembled a list of resources and observations I have collected while working around the globe. 1) Mom bloggers in the United States…

Refreshing Expectations For 2015

I’ve been in a nostalgic mood this week as my family and I celebrate the well-lived life of my father-in-law, who passed away last week at 88 years old. It certainly puts things in perspective as we approach the end of 2014 and reflect on all that has happened this year. I decided to look back at my usual January marketing to moms trends post and see how the year stacked up to my predictions. Straight from the January 2014 post are the following headings, with the updates in italics:…

How To Capture Mom’s Holiday Dollars

It’s October, the start of the Fall season and the rapid arrival of Holiday 2014. Although if my inbox is any indication, Holiday 2014 started a few weeks ago with a steady stream of emails signaling the kickoff of what retailers hope is a busy holiday sales season. Marketers hope so, too. We’re still three weeks away from Halloween and decor and costumes are already deeply discounted to make room for every holiday item imaginable. If a recent U.S. News & World Report story is any indication, it will be…

The 1-2-3’s of Mom Engagement

In the spirit of the back-to-school season, let’s open our math books and look at some big numbers. Moms spend an estimated $2.4 trillion on products and services every year. The global baby care market is expected to exceed $66 billion in US dollars by 2017, with close to 4 million babies born in the US each year. My often quoted and rarely attributed number of a $2.4 trillion mom market is the golden egg for marketers. How to tap in to this very lucrative market is what has built…

What’s Not to Love About Forever 21?

On any given night, on a not-so-infrequent basis, you can find me at the Forever 21 store in New York’s Times Square. Call it a guilty pleasure or perhaps a convenient stop at 11 p.m. after a business dinner; however, I just can’t help myself from stopping in on my way back to my hotel. At that hour, the store is still buzzing with deal-seeking fashionistas. Last week, once again I found myself in Forever 21 at midnight — this time with my teenager and her friend. It’s a rare…