Marketing 2 Moms

As marketers, we sometimes lump all Moms into one niche category, but clearly all Moms are not created equal (and I know this, I am one!) There are endless verticals – ‘green’ Moms (“She is involved, she’s an influencer, and she’s an advocate”)—a potential perfect target for marketers – OR “She” can sometimes be your biggest detractor. On another part of the spectrum, the first time mom can be an ultimate sweet spot for marketers. She is not only spending money on herself, but her inner circle is spending money on her as well.

I recently came back from this year’s M2M Conference in Chicago. It was a terrific peer-to-peer and expert learning and relationship building experience and a great place to share and expound on MMC’s deep Marketing to Women and Mom’s core competence. To all that attended or “listened in via tweets”, you were certain to come away with new insights and a directory full of new contacts and potential business alliances! The schedule of speakers and events put all attention and focus on the one consumer that is as involved with brands as she is with the relationships in her own life— the incredible mom – Chief Purchasing Officer of the household, accounting for 85% of buying!

According to M2Moms – “92% of first time moms will have a baby shower, compared to 49% of second time moms. And 95% will register for baby gifts, compared to 56% of second time moms”. It is important not to ignore who the Mom was before she became pregnant and not to overlook the Moms who work outside or inside the home (this I know as fact)!

I met and rekindled relationships with so many terrific nationwide experts in moms marketing studies and trends. And while at the conference, saw real-world case studies, creative strategies, resources and techniques brought to life. I was also privy to new research and insights that will further inform how we at MMC advance our marketing to moms ROI.

While all Moms may have similar wants and needs, it is vital to recognize who they are as individuals and do so fast! The average mom receives 2.7 brand impressions every minute of every day…..That’s a lot of communication. Moms continue to run the household and dominate purchasing for the family. They are driving economies at home and increasingly, worldwide.