Marketing to Mommy

Just got this in an email and found it interesting.     My own two cents are, when it comes to grocery shopping, why’s it so darned difficult to find healthy food for my kid???   I mean, a popsicle box will read “All Natural” and the first ingredients are water and fructose.   Sure, I guess fructose is “natural”, but can’t anyone make a popsicle out of say, yogurt and fruit juice?   Or having to read labels to differentiate between what’s whole grain vs. enriched bleached flour or processed cardboard (I’d bet you’d eat processed cardboard and never even know it!).    Or finally, having to go through the checkout past all of the goodies and sweets, with a racecar cart that doesn’t actually fit through 12 out of 14 of the checkout lines.

Ok, I’m done.  Keep reading.  

What Moms Think & Do Examines Attitudes & Behavior Towards Advertising/Marketing, Family Life, Media Use, Shopping, Food/Nutrition And Work

Dear Lorelei,

As with most groups, there is no homogenous “moms market.”

There are nuclear family moms. Traditional moms. Working moms. Military moms. Single moms. Lesbian moms.

There are motherless moms. Teen moms. Neurotic moms. Black moms. Moms with Ph.Ds.

You get the idea.

And while each of these subgroups — and scores more — has certain unique characteristics, there are also common bonds that cut across most mom groupings.

The research study “What Moms Think & Do,” just issued by EPM Communications, publisher of the monthly newsletter Marketing To Women, homes in on six key categories of common ground (

ATTITUDES TOWARDS ADVERTISING AND MARKETING. Moms are simultaneously coveted for their enormous spending power and feared because of their busy schedules and shifting patterns of media use. They’re OK with ads in newspapers and magazines, but definitely don’t want ads on the blogs they read.

With this concise, 37-page executive briefing, you’ll gain a clear understanding of when moms find ads annoying, the value of humor in advertising to moms, and how they feel about ads directed at their kids. You’ll have guideposts to help you craft ads that satisfy moms’ real needs and aspirations.

FAMILY ROLES. Nearly four in 10 new births are to unmarried women, and these single moms are older, better educated and more likely to be Caucasian than marketers think they are. The time pressure from family and work demands on these and all mothers is enormous, though, leaving all moms craving personal space and time.

Through topline findings from more than 60 research sources, “What Moms Think & Do” will help you recognize the conflicting roles moms play, so you can establish a rapport with them through products, services and advertising that complement their complex lifestyles.

FOOD & NUTRITION. Nowhere do mothers face such core concerns as in the grocery aisle. Money is tight. Time is precious. Public and peer pressure are strong to serve healthy meals to their families. Yet when it comes to checkout time, value and convenience consistently trump health by a wide margin.

With “What Moms Think & Do” you’ll discover how supermarkets and food manufacturers succeed by providing a shopping experience that works with kids in tow, delivers value and embraces moms’ strong family and friend networks.

MEDIA USE. Most moms go online at least daily, and more than half go online more than 20 times per week, spending at least an hour online each day. Prime time for online: 8 p.m.-10 p.m. and 8 a.m. to noon. Mommy blogs today are the force for marketers and moms alike.

“What Moms Think & Do” shows you which media offer moms the flexibility they need so you can build integrated marketing programs that capture their fragmented attention over the course of their tightly choreographed days.

SHOPPING HABITS. Keeping their families safe and healthy is of utmost concern to moms, and it’s on their minds when they’re shopping for all kinds of children’s products. Quality is the top consideration when buying baby products, and after the recalls of the past few years, is a major consideration re toys for all ages. But as with food, price and convenience take over as the kids they’re buying for age.

“What Moms Think & Do” demonstrates how retailers, brand marketers and others succeed by delivering the flexibility (hours of service, delivery, and so forth) and services (childcare, repairs, etc.) that save time and add convenience for moms’ hectic work/homelife schedules.

WORK. Working moms, especially those with tweens or teens at home, may spend significant time and energy worrying about what their kids are doing after school. Still, most are remarkably satisfied with their work-life balance, and more than half take advantage of flexible work arrangements.

“What Moms Think & Do” illustrates why employers actively recruit stay-at-home moms who are ready to return to the work force, citing multitasking, empathy, reliability and people skills among the traits moms bring to the table.

What do you think marketers could do differently to cater to moms?

Until next time,



3 Responses

  1. Ok, here’s what I think about this.

    The traditional — and so far, most successful — way to market to women in general and moms in particular has always been to play on their feelings of guilt and inadequacy.

    Advertising sends us relentless messages about what we need to buy in order to be good mothers:

    -Choosy mothers choose JIF
    -Momma keeps whites bright like (blah blah blah) with Chlorox 2
    -Moms depend on Kool-Aid like kids depend on Moms. Kid Tested Mother approved.
    -Nestle Nesquik – Kid delicious. Mom nutritious.

    We’re told to buy the right kinds of diapers, snacks, and clothe or we let our children down.

    I kind of wish advertisers would just leave us moms alone!

  2. I not only wish advertisers would leave moms alone, I wish they would leave the kids alone too!

  3. Good news…I actually managed to find a 100% juice frozen fruit pop! But it was at Costco and I had to buy 100! Hahahahaha! The neighborhood kids are in and out of my house like the screen door is on a revolver! Good luck, Lori!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: