How to Market to the Modern Mom
Forbes.com

In the United States, moms control the purse strings at home-approximately $2.1 trillion per year.  65% of moms feel that they are “underserved” by advertisers, as the ads are not aimed at moms, or don’t understand moms at all. 

  1. Communicate in their lingo
  2. Find out where to connect to moms
    1. 71% of moms use the internet
    2. 20% of moms use the newspaper ads
  3. Don’t just rely on banner ads-moms want a conversation.  Start with a personal conversation
  4. Moms want experience.  They just don’t want ads thrown at them, they want to try things first.
  5. Moms rely on recommendations 55% of the time when buying for the home, and 65% of the time when buying for their children.

http://www.forbes.com/2009/01/08/mother-marketing-gm-ent-sales-cx_ml_0108marketingtomom_print.html

 

How does Welcoming Neighbor fit into this?

  • All the welcomers are moms, and know how the lingo works.
  • We connect at their own homes
  • We talk with the moms before getting into the “advertising” information in the packet, and even have the community information moms need (voter’s registration, changing driver’s license, Homestead Credit Exemption). 
  • We tell the moms about our personal experience whenever possible.  We discuss the ads, rather than “throw” them at the mom.
  • We recommend the advertisers in our packets, and we are usually seen as “neighbors” rather than a business.