Category Archive for "Marketing To Moms"

Add Chief Germ Buster to the many titles mother’s hold. According to a recent survey by BSM Media with over 600 mothers, 85% of moms claim to make the hygiene product decisions in their family. But just as the economy has challenged her to do more with her family’s dollars, she’s taking a different approach to family hygiene.

Mothers are challenging generic brands to do more for less in the fight to keep her family healthy. Eighty three percent of mothers are likely to try a generic brand in order to save money. The products that moms are most likely to purchase generic are shampoo, conditioner, hand soap and toilet paper.

In the same survey, moms revealed that they are more likely to give up a name brand personal hygiene product for themselves before they give up a name brand for their child.

In order to remain loyal to a product, 87% of moms surveyed are using coupons or looking for Buy One Get One sales on their favorite products.

The survey also looked at mom’s behaviors on purchasing products for her maturing children. Laying a good foundation of hygiene habits is important to moms which isn’t always easy as their children grow into new stages and mature more quickly than prior generations.

When it comes to introducing new hygiene products to their tween or teen, 45% of moms will purchase a brand they already trust for their child.

African American and Caucasian Moms Differ on Battling a Down Economy, Aspirations for their Children and Parental Challenges

When it comes to motherhood, nothing is black and white. As we usher in the historic inauguration of our first African American President, BSM Media examines the behaviors, values and habits of mothers across racial lines. Our research shows that while all mothers are battling with the growing concerns facing our nation, such as education and saving for the future, some of a mother’s coping strategies and motivations are tied to her culture and ethnic background.

“Moms share universal concern for their children, community and family,” says Maria Bailey, CEO of BSM Media and author of the recently released book “Mom 3.0: Marketing With Today’s Mothers by Leveraging New Media and Technology. “It is clear, however, that the way she reacts to the economy, rising food costs and the dreams she has for her children is impacted by her personal experiences, upbringing and ethnic background.”

BSM Media partnered with several prominent African American mom bloggers to field this research: Jennifer James, editor of Mommy Too! Magazine (www.mommytoomag.com), Melanie Sheridan from Mel, A Dramatic Mommy (www.meladramaticmommy.com), Kimberly Coleman from Mom in the City (www.mominthecity.com/), and Michele Dortch, The Integrated Mother (www.integratedmother.com).

“Identifying the specific needs of African American Moms is timely,” said Melanie Sheridan from Mel, A Dramatic Mommy,www.meladramaticmommy.com. “Companies and media need to be more culturally aware and prepared for the expanded audiences recent historic events may bring their way.”

Key Findings of the study include:

• Although the majority of all moms have made household adjustments to cope with the family crisis, African American moms are more likely to delay major purchases (57%) and avoid stores to reduce shopping (54%). Caucasian moms are coping by using coupons and discount codes (73%) and driving fewer places to conserve gas (62%).

“It takes a lot of time and concerted effort to use coupons effectively and save significant sums of money, and time is something that many African American moms don’t have”, says Jennifer James, editor of Mommy Too! Magazine (www.mommytoomag.com), “In addition, many of the manufacturer coupons found in the Sunday newspaper are not found in the retail locations in urban communities and if they are, many African American moms opt to purchase lower cost generic brands which usually don’t issue coupons.”

• African American moms are more likely to turn to clergy for support (60%) than Caucasian moms (41%). Other popular support outlets among both races included spouses, parents and other moms.
• Although moms across racial lines ranked education as their greatest dream for their children, African American moms are more likely to aspire for their children to have a deep religious commitment as adults than Caucasian moms.

“For many of us, our faith has sustained us.” says Kimberly Coleman of Mom in the City, www.mominthecity.com, in response to the importance of religion in the African American community.

•  Caucasian moms named managing the desires of their children for material things as a challenge (45%), while African American moms are battling with affordable housing (35%).
•  While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%).

“The results of BSM’s research confirm one very important fact – we may share a common bond as mothers, but each of us brings a unique approach to motherhood that must be recognized,” says Michele Dortch of The Integrated Mother. “I’m excited that Maria has pioneered this research that addresses the diversity found among mothers.”

About the Survey

The survey was conducted in January 2009 via online invitation. An ending sample of over 1,400 Moms with children under 18 living at home completed the online questionnaire. For more information, or full research results, contact Amy@bsmmedia.com.

The research explored other topics from personal indulgences to technology usage.

Technology Habits

• The majority of all respondents (85%) turn to the Internet first when looking for product recommendations and other mom-related parenting advice.
• The Internet was also the top answer among both races, when asked which piece of technology they couldn’t live without.
• While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%).
• Blogs are popular among all respondents, with 58% naming the media among their favorite forms of content online.

News and Current Events

• Moms of both races are more likely to tune into news that has a local or economic impact.
• African American moms are interested in political stories (54%) while Caucasian moms are more likely to follow celebrity and entertainment news (44%).

Free Time and Indulgences

• When an African American mom catches a rare free moment, she is most likely to read (77%), while Caucasian moms are most likely to surf the Internet (77%).
• Reading and Internet time scored higher than spending time with spouses for the majority of respondents.
• When asked about their ultimate indulgences, Caucasian moms listed a rich dessert (48%) and a fine bottle of wine (40%) among their top treats. African American moms would rather indulge by sleeping late (60%) or getting away for the weekend (35%).

Advertising and Marketing

• When viewing advertisements, the majority of all respondents notice the product first, rather than the ad’s message.
• Overall, Caucasian moms think marketers are doing a better job in speaking to them than African American mothers.

Are trying to reach Multicultural Moms? BSM Media can help. Contact Natalie atNZupo@bsmmedia.com and watch out for more information on our Spring Multicultural Mommy Blogger Monologues!

Great information just released from the Marketing to Moms Coalition!

Moms use the Internet Three Hours a Day and Report

Spending More Time Online than their Kids

Move over, Junior, Mom needs to check her email. In a study released on the eve of the annual International Consumer Electronics Show, American mothers revealed some surprising technology habits, including the fact that moms of school-age kids use the Internet more than their children do.

These moms report that they’re on the Internet for three hours a day, while their children are logged on for two.

“Mothers, now more than ever, are using technology like video, blogs and wireless devices to multi-task through their busy days,” says Maria Bailey, industry exert and author of the book, Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media & Technology. “2009 stands to produce a record number of tech-savvy mothers bridging devices together to create everyday solutions.”

The new report from the Marketing to Moms Coalition, a not-for-profit industry association that studies the habits and purchasing patterns of mothers, provides a glimpse into the relationship between the most powerful consumer-spending group in America, and the consumer electronics industry.

The study includes findings such as:

• The cell phone is the technology used most often by moms to communicate with their kids – 80% say it is the direct line to their child and babysitter.

• 60% of moms use text messaging. African-American moms and Hispanic moms text more than Caucasian moms.

• MySpace is the most common personal networking site used by all moms (42%).

• Best Buy is the leading electronic retailer for moms of all income groups, and particularly moms in high-income households.

• Full-time working moms use technology at the highest rates.

The top 10 activities for moms online are as follows:

1. Checking/sending email (85%)
2. Paying bills/online banking (64%)
3. Reading news (57%)
4. Checking weather (56%)
5. Researching other products/price comparisons (49%)
6. Playing games (46%)
7. Shopping for her children (45%)
8. Shopping for herself (44%)
9. Planning travel (39%)
10. Researching health-care information (38%)

About the Survey

The survey was comprised of a nationally representative sample of American Moms contacted between June and July 2008, via an online invitation. The sample was balanced on region, household size, population density, income and ethnicity. An ending sample of 1,033 Moms with children under 18 living at home completed the online questionnaire. The research firm Insight to Action analyzed results.

About The Marketing to Moms Coalition

The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America’s most powerful consumers. A not-for-profit organization, the group’s goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.The founders of the coalition are Maria Bailey, CEO of BSM Media; Bridget Brennan, CEO of Female Factor; Michal Clements, Managing Partner, Insight to Action; Amy Colton, Senior Vice President, Current Marketing; and Teri Lucie Thompson, Chief Marketing Officer, Purdue University.

I feel like I need to comment on Motrin-gate as I continue to read the endless flow of articles, blog posts and videos regarding the now pulled Motrin ad campaign. As the author of every book but one on Mom Marketing and most recently, “Mom 3.0: Marketing With Moms by Leveraging Social Media and New Technology“, it seems as if I need to issue an opinion. The reality is that almost everything I would say has already been said in one form or fashion so perhaps the best service I can do is comment on some of the words already written.

Tonight I read an article in Ad Age that did an excellent job at speaking to scope, reach and reaction. The article illustrated that, although the Motrin dialogue among moms seemed loud and vast in numbers, in reality it touched only a small number of online mothers. Twitter, which served as the social media platform for much of the discussion among mom bloggers, myself included, reaches only 0.15% of the entire Internet audience. Blogs, which also fielded posts and discussions among mothers, only reach 38% of the mom market according to BSM Media research. However, what the Ad Age article didn’t measure was the vast number of online videos, vcasts and vlogs that were uploaded by opinionated mothers. These have far more reach than either of the two previously named social media platforms. We don’t speak much about videos now but I can assure you ,as a trendspotter in the mom market, we will be hearing as much about Vlogging by Q1 2009 as we do about blogs in Q4 2008. In fact, 85% of all moms have watched an online video in the past 7 days and it was videos recorded by mom bloggers turned Vloggers that caught the media’s attention. Stephanie Precourt’s heartfelt video led to exposure on NBC News and the Chicago Tribune. My point in bringing your attention to the real numbers of social media is to help marketers avoid a mistake I see happening every day. Marketers are clamoring so quickly and carelessly in their attempt to get into the social media space that they are doing so without their traditional sense of marketing savvy. They are trusting non-marketing experts who demonstrate even the slightest bit more knowledge than themselves with their brand and their messaging. They are forgetting research and measurement. They are throwing away any thought of integrated marketing plans that build upon each other and handing over their marketing dollars to individuals whose knowledge is limited to one space.

I will be the first to tell marketers that you must market WITH moms rather than TO them. I even changed the title of my book to reflect this approach. This does not mean, however, that one should abandon all traditional strategy to touching your consumer in a meaningful manner.

Another interesting stream of blog posts come from moms themselves. Their basic message was that the uproar doesn’t do well for the connection between businesses and bloggers. That somehow the power of social media could work against how far moms have come in earning the respect of companies if mothers do not find less chaotic manners of protest. I would agree that moms have come a very long way in earning the respect of companies. Ironically, most of the moms who enjoy this respect were still single, childless and probably still in college when people like myself were fighting for face time with big brands. I recall when my first book, “Marketing to Moms” was published, I spent 90% of my time trying to convince marketers that they should pay attention to women with children. The first Marketing to Moms Conference brought out 10 attendees. I even went more than a year without a paycheck trying to build the first ever Mom Marketing Agency. Today, thousands of moms enjoy some kind of income from working with companies, at least a dozen Marketing to Kids firms have added “and Moms” to their taglines and multiple conference companies have monetized the desire of brands to reach this market. Yes, we’ve come a long way and we still have a long way to go. Marketers and moms of influences such as bloggers, vloggers, podcasters and webmasters need to realize that this industry is still young and ever evolving. It’s been less than a decade since the spending power of moms was quantified by BSM Media and with changes in technology, the road ahead will have lots of growing pains. The good news is that we have Motrin to help cure them.

The Marketing to Mom Coalition, of which I am a Founding Member, today released the results of the State of American Moms. It’s a wonderful report focused on everything from technology to shopping behaviors of mothers. The full report is available from the Marketing to Moms Coalition,www.marketingtomomcoalition.org.

I am excited to share a few of the highlights with you:

STATE OF AMERICAN MOM REPORT RELEASED TODAY

Survey Shows More Moms are Stressed Out in 2008, Cites Top Issues of Concern

October 9, 2008, Chicago, Ill. — Stress levels were brewing among moms across the country well before the recent financial crisis began, and the current economic environment isn’t helping matters. According to the recent State of the American Mom Report from the Marketing to Moms Coalition, nearly all moms (90%) saw the economy getting weaker even before the collapse on Wall Street. According to the nationwide survey of 1,033 mothers, more moms (40%) feel stressed about their current family life, than feel good about the way things are (33%).

Among many findings, the report shows an increase in moms admitting to be stressed, particularly full-time working mothers and those with lower incomes. Also, stress appears to be on the rise for divorced moms (47%).

“There’s no question that moms continue to have a growing list of concerns in this country,” said Michal Clements, founding member of the Marketing to Mom Coalition and partner of Incite to Action, the research firm that fielded the study. “The State of the American Mom Report shows that moms are feeling more overwhelmed, more concerned about their children versus themselves. Moms are continuing to try to find ways to streamline and simplify their lives – now more than ever.”

Stress Varies by Season

Overall, moms say the holidays are the most stressful time of year (40%), followed by summer when children aren’t in school (32%), back-to-school time (25%) and the end of the school year (6%). However, there were some interesting differences:

• Self-employed moms (43%) and moms with more children at home think summer is the busiest time of year for them, as they juggle working and childcare on top of children’s summertime activities.
• African American moms also say that summer is most stressful (34%) followed by back to school time (33%), and the holidays (28%).

What Moms Do to Save Time and Money

The majority of moms (75%) say they have been using leftovers more this year in an effort to save money, especially Caucasian moms (78%) and Hispanic moms (74%). Conversely, one in three African American moms (31%) either doesn’t use left overs or uses them less now than in the past.
Many moms are trying to find ways to do more one-stop shopping to save time and money. Sixty three percent of moms try to one-stop shop, especially those moms with children age two and under (69%). Other top ways moms try to save time and cut costs include making meals at home (63%), shopping/paying bills online (55%), enlisting children to help in household chores (46%), and shopping in bulk (45%).

What Matters Most to Moms

When asked to what are the most important issues on moms’ minds in 2008, collectively the respondents provided this ranking:

1. Relationship/communication with their child
2. Quality of education for their children
3. Safety in the world for their children
4. Drug use among their children’s peer group
5. Cyber/Online safety for their children

Listen Up, Girlfriends

In spite of all stress, more moms are becoming experts in the art of parenting – or so they think. When compared to 2007 data, more moms in 2008 identify themselves as an ”opinion leaders” and say they are likely to share information among their friends and family. This may be correlated to the boom in mommy blogs and web sites over the past year.

The State of the American Report surveyed a nationally representative sample of 1,033 mothers with at least one child aged under age 18 in the household. Data was analyzed by working status, household income, ethnicity as well as number of children living at home. To see the executive summary of the study and to purchase the full report, visit www.marketingtomomscoalition.org. _

About The Marketing to Moms Coalition

The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America’s most powerful consumers. A not-for-profit organization, the group’s goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.

This week the Marketing to Moms Coalition and BSM Media, www.bsmmedia.comhosted the Mommy Blogger Monologues. It was the second of a national tour of events planned to educate, inform and create a dialogue between Mommy Bloggers and companies.

When I created the Mommy Blogger Monologues it was the outcome of reading hundreds of mom blog posts which expressed a discontentment with how marketers were reaching out to them. Bloggers complained that their in-boxes were being clogged with irrelevant press releases and emails asking for one-sided favors.

Companies on the other hand are eager to get to these influential mothers. Last week’s New York Mommy Blogger Monologues seemed to hit the mark for both bloggers and marketers. In fact, you can read some of the great recaps from the bloggers’ perspectives here, here, here and here.

The panel was filled with eight very smart and savvy mom bloggers:

Gabrielle Blair, founder of Kirtsy.com, www.kirtsy.com and www.designmom.com

Kimberly Coleman of www.mominthecity.com

Kelcey Kintner of www.mambirddiaries.com

Alexis Martin Neely of www.FamilyWealthSecrets.com

Amy Oztan of www.filminginbrooklyn.com and www.selfishmom.com

Kim Pace of www.joggingincircles.com

Amy Platt of www.LIParentSource.com

Andi Silverman of www.mamaknowsbreast.com

These women provided many very good tips for working with moms in the blogosphere. Among them:

– Read the blog before sending a release to determine if your product is a good fit for the mom and her audience

– Be honest and transparent

– Introduce yourself and speak to the moms as you would anyone else

– Present a mutually beneficial marketing idea

– Don’t pay for placement but do remember that some blogs are a business

– Ultimately the blogger is loyal to her readers

I feel very fortunate to know mom bloggers and even more grateful that they are willing to share their insights with companies.

For more information about reaching mom bloggers or data on the mom blogosphere, visit www.marketingtomoms.com

If you’ve read my blog, heard me on Mom Talk Radio or read one of my articles on Desexualizing Six Year Olds, you know that I’ve been working on an exciting new project, the Precious Girls Club^TM. It’s a new virtual world website and chapter book series for young girls. Since it’s from Precious Moments®, the site has all the same wholesome values we associate with this trusted brand and those we are trying to instill in our own children like loving, caring and responsibility. These values are reinforced throughout the site in fun and engaging experiences for girls and through a chapter book series and related products that go along with the site. The site just launched and the books are available in stores and online.

I hope you’ll take a minute to explore www.preciousgirlsclub.com and share it with your daughter. Feel free to share the news of Precious Girls Club and the free access code which follows. Let them know that playing on the site is free, but they can also get a free month of premium Rainbow Club membership by entering 8137-KTQ1-NZCG on the web access code page. I think you’ll find this site to be different and refreshing – a place that encourages girls to be girls.

I am very passionate about providing young girls an environment and place to play which is safe and mirrors the values of friendship, caring, loving and more.

Since I’m always interested in the attitudes and intentions of Moms, we recently polled Moms nationwide on a topic that is on everyone’s minds these days: campaign 2008. We know that Moms are planning to come out to the polls and we know the hot-button issues in the Presidential race. But, debate topics aside, what do Moms really think about what they’re seeing on the campaign trail? Let’s find out. Here are some of the results of our most recent Presidential Campaign Survey.

Moms on the Election:

• 63% try to stay abreast of major issues

– 22% read and watch everything, from political blogs to shows

• 85% plan to vote for President in 2008

– 10% are unsure

– 5% don’t plan to vote

On the Running Mate Decisions:

• 65% have not changed their opinions of the candidates since the running mates were announced, while 15% have changed their feelings

– 20% are not sure if their feelings have changed

• Of those whose feelings have changed:

– 28% are still undecided

– 7% were previously undecided but now voting Republican

– 6% were previously leaning towards the Democrats but are now voting Republican

– 5% were previously undecided but now voting Democrat

– 3% were previously leaning towards the Republicans but are now voting Democrat

• 78% said the running mate choice has a significant impact on their vote
• 70% have not changed their feelings on John McCain since his running mate announcement

– Of those whose feelings changed, 53% are now more inclined to vote McCain/Palin

On Sarah Palin:

• When asked to describe their feelings on Sarah Palin:

– 36% think she was a great choice and are planning on voting Republican

– 24% think it was a contrived political move

– 14% are encouraged that a woman could potentially be our VP but don’t agree with her stance on issues

– 11% like her a strong woman but are not planning on voting for her

– 9% don’t think it was a wise choice for John McCain

– 5% said they were unsure of their vote before, but don’t want to pass up the chance to see a woman in the white house

• When asked if Sarah Palin’s role as mother of 5 influences their view of her:

– 29% said yes

– 24% said somewhat

– 43% said no

– 4% don’t know

• 74% relate to Palin as a woman and mother

– Of those:

§ 75% relate to her facing family difficulties

§ 45% relate to the way she balances a career and family

§ 42% relate to her conservative views

§ 30% relate to her having children later in life

§ 24% relate to her having a child with a disability

§ 16% relate to her political aspirations

• When asked if they agreed with the way Palin is handling her pregnant daughter’s situation:

– 52% said Yes

– 32% said Somewhat

– 16% said No

• 63% believe that Palin’s family life will have a significant impact on her campaign

On Michelle Obama:

• 60% relate to Obama as a woman and mother

On Women/Moms in Politics:

• When asked if they would consider supporting a ticket that included a female candidate, even if they didn’t agree with the party’s view on the issues:

– 53% said no

– 26% didn’t know

– 21% said yes

• When asked how much the parenting styles of Michelle Obama or Sarah Palin play into their decision

– 47% give it some consideration

– 40% said it makes no impact

– 11% give it a lot of consideration

– 3% said it greatly impacts their vote

• 80% think there is a double standard facing women in politics
• When asked if they believe a mother can adequately balance family and a position such as VP of the US

– 63% said Yes

– 24% aren’t sure

– 14% said No

• 56% believe that it’s equally taxing to balance the roles of both Vice President and First Lady with motherhood

– 30% think it’s easier balancing motherhood as the First Lady

– 5% think it’s easier balancing motherhood as the Vice President

On Candidates Speaking to Motherhood:

• 47% think Barack Obama is doing a better job speaking to the issues that are important to mothers
• 40% think John McCain is doing the better job

In over a decade of formally studying moms, I have never seen as much of a frenzy surrounding one type of marketing initiative as I’ve seen with mom bloggers. In the recent history of marketing to moms there have been certain initiatives that gather attention of media, marketers and the consumer. Few will forget the popularity of affiliate marketing in the hay day of the Internet. It was a popular way for companies to form an alliance with mom webmasters that included a revenue stream for the mom and access to the mom’s peers. Freebie offers and online coupons soon followed giving moms access to special discounts they could electronically share with their friends. Chat rooms and message boards created forums for dialogues between, moms, brands and experts. Technology evolved and then podcasting became a popular way to connect with moms. Attention turned to consumer generated content as word of mouth marketing formalized itself into a national association and Time put YOU on the cover in 2006 as Person of the Year. Through all these stages of marketing to moms the media has never focused so much on the involvement and engagement of companies and moms as it has on Mommy Bloggers. Companies have never scrambled so quickly to understand mom bloggers. I’ve watched media buyers, public relations and advertising managers blindly spend unallocated budgets on mommy blogger programs with little regard for reach, impressions or other measurements. Adding to the rush to play are the accidental business women formerly known as mom bloggers. Mothers who simply started a blog to chronicle their journey as a mother or to find like-minded women with children are suddenly receiving hundreds of product samples, special event invitations and free merchandise in their in-boxes. In fact, the present activity in the mom blogosphere makes this chapter the most exciting to write yet the most difficult. My fear is that the mom blogosphere is changing and evolving so quickly that what I write today will not be relevant six months or a year from now. However I remind myself that there is a great of knowledge in understanding the evolution of a media as well as knowing how to execute successful campaigns with it. As I write this book, blogging is the most explosive marketing initiative in the marketplace today; however I feel it is only halfway to maturity. I believe the progression of mom blogging as it approaches maturity will affect not only how marketers of the future will deliver their messages but also what consumers expect from companies when they deliver that message to their peers. The days of free word of mouth marketing might be coming to an end. Only time will tell.