2012 Resolutions for Brands trying to reach moms

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Brands love moms. It’s no wonder when they influence over an estimated $2.4 trillion dollars in household spending. But brands are going to have to work hard to grab her attention.  So for brands looking to connect with her, I’ve got a few New Year’s Resolution suggestions.

Resolution 1. Work with her this year.
Want more successful campaigns? Then work with her to come up with the ideas. Then the ideas will truly be designed to fit her needs and desires.

Resolution 2. Create more mom video content.
Moms trust what another mom has to say more so than celebrities. Did you know that? And moms like to watch video. Entertain her. Give her useful information. Give her something to talk about and share. Video content is going to continue to rise. YouTube is commissioning new channels and Deca has launched “Kin” a mom/women’s channel. And, don’t forget “The Mom’s View” from Maker Studios. Even Circle of Moms is introducing a video channel.

Resolution 3. Get on the mobile bandwagon.
Brands that don’t yet have a mobile strategy are way behind the curve. Moms see mobile as their command center and remote control for managing life. According to BabyCenter, 53% of moms purchased a smartphone because they had become a mom. And, it’s influencing her path to purchase. With smartphone and apps in hand, she can comparison shop, check out potential purchases with friends, download coupons, manage the budget and more. Her phone is connecting her to all the information and references she needs to make purchase decisions. She spends an inordinate amount of time in her car– she takes her phone with her to stay connected. She doesn’t take her TV or laptop with her…she takes her phone You need a mobile strategy.

Resolution 4. Create great experiences for mom.
A great experience is the biggest motivator to get a mom talking to other moms. Our Hersuasion study with SheSpeaks showed experience was a more important loyalty-building tool than attempting to create viral content or handing out coupons. What’s her idea of a great experience? One that saves her time, saves her money, provides all the pertinent information, great service, and multi-channel access from a customer service perspective. It’s not about the great campaign. It’s about a great product, information, a great experience and good customer service. If you get all of that right, then she’ll write your marketing campaigns for you.

Resolution 4. Do a better job of thinking cross all touchpoints.
Brands will need to look at their traditional silo structures and form a more integrated approach for marketing to moms. She may put the social in social media, but she still consumes traditional media like email, TV and magazines. Yes, she still loves e-mail. And she uses whatever tech tool and media it takes to help her get the job done at that particular moment. And the content, wherever it resides, needs to be compelling because she’s multi-tasking with her computer on her lap, her smartphone by her side and the TV in the background. And more than half the time, she’s accessing her social networks over her mobile. And she might be watching TV on the internet versus the old boob tube. It’s a marketer’s dream and nightmare all at the same time.

(Some of this content was excerpted from my MediaPost article.)


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