What We Know – Page 3

Marketing to Expectant Mothers During a Pandemic

Marketing to Expectant Moms During a Pandemic

Four weeks ago when most America when into lockdown, marketers worried about the future of their marketing to mom campaigns. What they soon discovered however was that homebound moms searching for products, educational tools and entertainment created opportunities for sales growth. Most importantly the new normal presented the chance to deepen their relationship with mothers, their principal consumers. Brands such as The Dole Food Company and Entenmann’s offered household managers education content for the family, recipes for increased demand for in home dining and coloring pages for bored children. In…

#BrandsSupportingMomsSupportingBrands – 3 Innovative Marketing Programs Leveraging the New Normal

The New Opportunity in Connecting Your Brand to Moms Right now, is the BEST time to strengthen your relationship with Moms. They are loyal to the brands that support them when they need them the most and right now is one of those times. There are numerous opportunities to be relevant to their homeschooling, boredom buster and meal planning activities with good content, peer-to-peer recommendations and distant socializing solutions. Right now, Mom Influencers are making creative meals with whatever is left on grocery store shelves, homeschooling their children and in…

5 Questions to Ask Your Agency About Marketing to Millennial Moms

Even as Generation Z is entering motherhood, brands are still trying to understand and tap into the spending of Millennial Moms. Unfortunately, many are entrusting this daunting task to their agency who may or may not understand the demographic themselves. Here are 5 questions that can help brands steer their marketing activities toward a higher return on investment. 1. Are we delivering a product message that is relevant to moms’ routines & behaviors? It’s not enough to garner millions of impressions online with your product message on social media or…

What do Moms Want in Little Boys’ Pants? We Asked and Moms were Eager to Share their Opinions.

Get a group of moms together and you never know what topics will come up. Recently we were privy to a conversation between moms of boys. All the mothers had at least one son under 16 years old. One might expect the discussion to center around endless appetites or toilet seats, but instead it was a high-energy chat focused on the challenge of buying pants for boys. In full disclosure, the moms were having a digital discussion on Facebook. We posted a simple question, “What makes the perfect pair of…

7 Mistakes to Avoid When Working With Mom Influencers

Holiday season is approaching and selling products to Millennial Moms is on most marketer’s minds. Word-of-mouth marketing has long been a tactic for marketing to moms. The name may have more recently changed to influencer marketing, but it still remains an effective strategy if executed properly. Unfortunately, in the search for the silver bullet to drive sales, many brands are throwing caution to the winds when engaging with mom influencers. I’ve identified common mistakes we see marketers making in hopes of helping you avoid them as you market to moms this…

The Secrets Behind How Millennial Moms Buy Lawn Mowers

Just in time for Father’s Day, we’ve uncovered the shopper mystery of how the youngest of millennial moms buy a lawn mower. You may think that this is an odd topic to ponder, but the insights gathered actually allow brands to understand the consumer path to purchase in this lucrative market — and other similar ones. I have to credit this topic to a marketing executive in the audience of a Millennial Mom Panel I moderated last week at a retail conference. It was among the most bizarre questions I’ve…

Why Adding Cloth Diapers to the Diaper Aisle Is the Right Decision in Walmart’s Quest for the Young Millennial and Gen Z Mothers

Last week Walmart made a move to connect with younger Millennial moms and the growing segment of Gen Z mothers by adding cloth diapers to the diaper aisle. For the first time in memorable history, moms can find a cloth diaper alternative sold on shelves next to disposable diapers in select Walmart stores. Elemental Joy Cloth Diaper Kits by Cotton Babies are designed to get families started with cloth diapers. It is a bold move by Walmart to solidify their position as a trendsetting retailer who offers products relevant to…

5 Mistakes Marketers Will Make With Mom Influencers at Toy Fair 2019

And How You Can Avoid Making Them It’s that time of year again. Time for thousands of toy brands to meet in New York and position their products to be the hottest holiday hits. Buyers, media, and influencers will walk the floor eager to uncover the next big sensation. Somewhere in the midst of all the booths, product demonstrations, and over-priced wraps, there will be a disconnect between marketers and mom influencers, and 5 mistakes will occur. Oh, I date myself, yes, I’ve been attending Toy Fair for a decade….

15 Tips to Assure Marketing Success with Mom Influencers during Toy Fair

Recognize that mom influencers are as important as traditional media. Make sure you do your homework and know who is coming to your booth. Follow all the influencers coming to your booth on social media BEFORE the show starts. It demonstrates interest in them and establishes a connection. Be there during your appointment time. Really! Treat the appointment as you would any other important meeting. Exhibit your product in a way that’s Insta-worthy. Let’s face it, you want them to post your product to Instagram. Take it out of the…

8 Ways that Gen Z Moms Differ from Millennial Moms

Yes, you read that right- Gen Z Moms. Just when you thought you had figured out the behaviors of Millennial Moms, here come Generation Z mothers. The oldest of the latter cohort are 25 years old and are entering motherhood with all the spending that moms represent to the US economy. In fact, it’s predicted that the Gen Z population will control more than $44 billion in spending by the year 2020 according to Futurecast and when you consider that 85% of household income is controlled by according to BSM…