We’ve Come a Long Way, Baby!
Loving the trip down memory lane with these ads depicting women in the “Mad Men” and “Leave It to Beaver” era. No discussion of political correctness or sexism — just the reality that we’ve come a long way, baby!
21st Century Moms
The Buying Power of the Power Moms
Moms Have Buying Power
Anyone who reads my blog on a regular basis knows that moms are the most coveted consumers in the U.S. market. Their buying power tops $2.4 trillion annually, and they control or influence 85 percent of all household purchases.
Maria Bailey has written a new book called Power Moms that delves into that power of moms. In her book, Bailey acknowledges that mom bloggers are powerful influencers. However, she notes that these bloggers are only a small fraction of the 83 million mothers in the U.S. Which means that marketers reaching out to mom bloggers are leaving a lot of moms untouched – about 70 percent of them to be exact.
Power Moms Have Influence
Power Moms (those influencers that align with a brand’s goals and marketing needs) can be reached by marketers both online and offline. Moms tend to build their sphere of influence around a personal passion – whether it be cooking, entrepreneurship or service to others. The challenge for marketers is to identify that group of moms that aligns with their particular brand’s goals and needs, and then to have the knowledge, awareness and ability to tap this powerful and lucrative market.
Marketers: Does your brand reach moms in a way that is relevant to them? And moms: Do you find that most brands engage with you in a way that makes you feel understood?
The Quirk Theory: Why Outsiders Thrive After High School
Why is it that even as adults, we judge ourselves as if we were still in high school? How could such a brief time in our lives have left us with such an enormous imprint? And what is it with labels anyway? The Band Geek. The New Girl. The Popular Bitch. The Loner. The Jock. The Drama Twinkie.
In her new book “The Geeks Shall Inherit the Earth,” author Alexandra Robbins examines the psychology and science behind being popular and being an outcast. Not all is bad news, however, in this trip back in time to our own high school home rooms. The encouraging news is this: the very things that set outcast students apart in high school, are the things that help them stand out later in life.
Why does this book matter? Because if you have children, it’s a great handbook for what they may be going through now or may be headed for shortly. It provides tips and tools for parents and kids alike.
With a son about to embark on the perilous path to high school this fall, I’d like to arm him with as much wisdom as possible. Wisdom and also the reassurance to forge his OWN path and not be a follower. Because as Alexandra Robbins so wisely points out, it’s the quirky ones — the independent thinkers that beat to their own drum — that will inherit the earth.
Some of the best advice I’ve ever gotten is from other moms. I’d love to hear your thoughts on the subject.
On Earth Day: Doing My Best to Be a Green Mom
Today is Earth Day, and that means a huge amount of green messaging will be coming at us from all directions: the media, environmental organizations and companies positioning themselves as green. Many of those making noise on Earth Day have the best of intentions, although some simply want to jump on the bandwagon to increase sales. But no matter what the reason, one thing remains true –– we must be kind to our earth.
I write this post as a mom, and not as a marketer. As someone who simply wants to ensure that the world I leave my child and family is a good one, and not one that my generation has abused and left for future generations to try and fix.
Earth Day is a teachable moment for us as moms. It’s an opportunity to educate our children. It’s also an opportunity to get on a greener path –– one that involves less single-use plastics and more recycling; less toxic products and more green ones; less electricity wasted, and more energy saved; less printing, more e-reading . . .
I look at Earth Day as an opportunity to begin an incredibly important conversation about what we can collectively do to treat the planet better –– and not just today but every day of the year. It’s a big discussion and one that offers a huge array of small solutions, the first step of which is simply joining the discussion. And so my question to everyone is: what are you doing to make a difference? All thoughts, comments and solutions are welcome.
Happy Earth Day.
Why VW’s Super Bowl Ad Struck A Cord With Moms
One of the most popular ads shown during last week’s Super Bowl was for the 2012 VW Passat. You know, the one with the child dressed up as Darth Vadar trying to use “The Force” while the Star Wars score plays.
This commercial tugged at the heartstrings of millions of parents whose children have run around their homes flailing their light sabers. I know, because I’m one of those parents. Once upon a time I had a son that age who wore the exact same costume — attemping the exact same thing. This commercial took me on a nostalgic journey back in time, and I’m grateful for that journey. Perhaps that’s why the ad instantly went viral; it mirrored a real life situation that most parents can connect with.
But it was also one of the few ads that resonated with a key consumer demographic: Moms. We all know that a large percentage of Super Bowl viewers are women, but this sporting spectacle has also become one of the biggest family events of the year — meaning many of those women are also moms.
Patty Minglin , a marketing consultant with M2M, recently pointed out several marketing-to-mom lessons marketers can learn from Volkswagen’s success:
Focus on Family. Yes, resonating with mom is a key component to any marketing-to-mom strategy, but if your brand can create a spot that resonates with mom, dad and kids — you’ve hit the marketing-to-mom trifecta. Developing a campaign with universal family appeal does more than just bring dads (and kids and even grandparents) into the conversation, it actually gives mom the opportunity to use your campaign as a way to connect with her own family.
Tell an Emotional Story. The VW ad resonates with moms because of the whimsical and heart-touching emotional story it tells, which resonates with mom consumers. Commercials like this allow women to view a brand as smart, savvy and family/mom-friendly.
Appeal to Shared Experiences. Not only do moms have shared parenting experiences, but they also have shared generational experiences — and there are moments when those two worlds collide. What mom hasn’t watched her own children run around in super hero costumes and princess crowns and not been reminded of her own childhood experience of pretending to be Luke Skywalker or Princess Leia? That is powerful messaging that transcends beyond parenthood.
Does all this really work? It appears to be working for Volkswagen. Even before the game the spot had gone viral with millions of YouTube views. It’s also ranked at the top of almost every Super Bowl ad review list, leaving Ryan Rudnansky, featured columnist for Bleacher Report, to state, “The ad is not only ingenious in setting up things for the car at the climax, but also strikes a nerve (or a funny bone) with the general public, something all great ads do.”
It’s Time to Bubble Wrap My Heart
OK, it’s official. I’ve fallen off my “best mom in the world” pedestal. Way off. I used to be the recipient of ongoing hugs and multiple “I Love You’s” throughout the day. But my son is now a teenager, and we seem to be renegotiating our relationship on a daily basis. It’s clearly time to bubble wrap my heart.
I’m sure this is payback time, as I seem to be re-living the angst of my own growing up years. I’m nagging my son for this and that, and struggling to find the balance of caring without smothering. Sometimes I catch a glimpse of myself in him, and my mother’s words come rushing back to me as I smile to myself and shoulder on through what must be quite typical experiences.
My son is introspective and keeps many of his emotions to himself. Consequently, it’s harder to know what he’s feeling. By nature he’s a pleaser, but I know that things can be simmering beneath the surface because I’m not able to read him as well as I have in the past.
Our long-standing tradition of taking road trips together, just the two of us, has allowed us to connect on a deeper level – laughing and sharing our love of music, ice cream and hotels with room service. These times give me the opportunity to spend time alone with him on his terms, and connect in a way that works for him. And I realize that I need to make more time for these outings before the years pass us by.
Functional Tech Tools Rule Mom’s Day
The Relationship between Moms and Technology
Moms have been a powerful catalyst for tech innovation, demanding products and technologies that simplify their lives and allow them to be better parents.
At the recent CES Mommytech Summit, it was clear that the priority for moms is not to own the latest and greatest tech gear –– but to identify those tools that allow her to better function and manage her family’s schedule. She uses her Flip or digital camera to help grandma and grandpa stay engaged with the kids, she uses her phone to manage her family, and her laptop to store recipes, family photos and manage her social media activities.
According to a recent BabyCenter survey, mom isn’t only the primary user of technology in her household; she’s often the one to identify the need for new technology in the first place. Here are a few more tidbits from the survey:
5 Truths About the Influence of Technology on the 21st Century Mom
1. From geek chic to utility, tech purchase criteria change after becoming a mom. When a woman becomes a mom, she has to incorporate more than 10 hours of parenting into her already packed schedule. In this new world, utility is a must-have. Over half of moms say that after having a baby, simplicity, multi-functionality and convenience are her biggest priorities when it comes to technology. Color choice and design all fall to the bottom of her list.
2. Mom is integral to the tech purchase decision process. Sixty-seven percent of moms play a key role in purchasing new technology for their family. When it comes to buying a new laptop, 73% of moms say they are the initiating the purchase process and choosing the key features.
3. Moms have become tech-fluent to better navigate their new roles. From Dr. Mom to Chief Memory Officer, becoming a mom means taking on new roles. Moms look to technology to make those jobs easier. Moms’ top three uses of technology include handling the family schedule, managing family health and wellness, and storing and sharing memories. Seventy-five percent of moms say they’re in charge of documenting and sharing family memories, with 93% owning a digital camera and one in three never leaving the house without it.
4. Technology convergence gives moms more freedom to roam and interact with family. Now that smart phones and wireless home networks are mainstream, the concept of “home office” is evolving. Moms don’t have to be in the house to be connected. Seventy-two percent say that, after having children, they’re far more likely to use the laptop in the kitchen or living room so they can stay near the children.
5. Moms are aware of technology’s negatives, and they’re taking steps to minimize them. As technology becomes more ingrained in their daily lives, moms worry about downsides like less physical activity, lack of face-to-face contact and shorter attention spans. However, moms are taking steps to mitigate these risks by making sure their families enjoy time together uninterrupted by technology (78%), setting limits (75%), using parental controls (41%) and taking away devices (37%).
The 21st Century Mom is no longer intimidated by technology. She’s knowledgeable, discerning, and demanding, and the primary user and decision maker for tech products in the home. And when the technology doesn’t work, she blames the brand. Tech companies who take the time to understand mom and build products that empower her will earn a very powerful fan with a whole lot of friends.
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