SavvyMom, the publishers of the weekly e-newsletter has recently launched ShareSavvy.ca, a user driven resource for Moms across Canada. There are local sections as well to focus on Vancouver, Calgary, Edmonton, Winnepeg, Montreal, Ottawa, Halifax, Nova Scotia and of course Toronto.Visit the site at www.sharesavvy.ca or read today’s article from Media in Canada. Is this an opportunity for your business? Read more.
The weekly SavvyMom e-blasts were pretty good and offered some great ideas for Moms with their regional content. I was impressed by how their writers could consistenly dig up new and exciting products, services and events. The new ShareSavvy site provides SavvyMom with a system to collect all of wonderful tips and tricks Moms have and also give people a reason to visit their site more often. This goes beyond the typical online directory, an exciting development in the online “marketing to Moms” landscape.
As a marketer to Moms I would highly reccomened that you visit this site, sign up and start talking about your product or service.
September 24th, 2008
Marketing to Moms is unlike any other marketing challenge. The truth is, not every Mom fits the “Soccer Mom” persona, yet the majority of ads out there portray Moms like this. Smiling to themselves as they wipe up that mess with ease or getting that grass stain out. There is so much more to Moms and Glow Marketing is here to help companies get it right rather than doing the same expected ads we’ve all learned to tune out.
Our 360 degree understanding of Moms looks at these Mom Factors, which all play a role in marketing to Moms in a meaningful way. If you are working on a communications plan or project geared to Moms, ask yourself these questions:
What’s in it for her?
Is my product or service truly of benefit to Moms? How is it beneficial and what is the ultimate benefit to Mom if she chooses your offering? Ultimate benefits can be things like more time to spend with the kids, more family time, more “me time”, reclaiming yourself identity, feeling confident, teaching healthy eating habits, more energy to be a better Mom, wife, lover, feeling loved, feeling in control, appearing to have it “together”, safety and peace of mind, expressing/teaching creativity and style, or making smart financial decisions that help our family reach our goals.
Is it any good?
Is quality part of your offering? Without quality, your product will not withstand the rigors of the family and no Mom will endorse your product to their friends. The very powerful “word of Mom” will be lost.
Stages vs. Ages
What stage is your Mom at? Is she planning to have a baby or is she back in the work force with kids in school? Her stage of parenting affects her purchases and her leisure time behavior and possible opportunities for your company to interact with her. It also effects how you portray the Mom (if you are doing an ad). For example, if you are selling nursing bras to new Moms, you would not show a model with perfect abs, it is just not reality. Better to not even show the tummy or camouflage it with a baby. Take the high road and don’t go overboard with “aspirational” images of Moms that might hit an insecurity or guilt nerve.
Are you plugged in?
Where are your Moms spending their time? Are they at work? At the mall? Online? On Facebook? Ironically, smaller local companies have a competitive advantage when it comes to Moms because they are more plugged in to what’s going on at a grassroots micro level. Very few ad agencies or national companies will invest the time to uncover smaller marketing opportunities in favour of choosing more national marketing solutions that are easier to purchase and pay agency commissions. By virtue of the typical ad agency pricing model, time spent researching local opportunities cuts in to the profit margins of the media commissions they receive for planning and buying. If you work with an agency or media planning and buying company make sure that the local and online opportunities are an integral part of the plan. Though fragmented and more time consuming to manage, these opportunities are more intimate and closer to the hearts and minds of Moms.
Sharole Lawrence, President
Glow Marketing
Western Canada’s leading marketing consultancy specializing in marketing to Moms in a meaningful way.
May 22nd, 2008
Do you have a high-end line of products that only the most affluent Moms can afford? Do you ever wonder how to market to this elite and elusive group? Here’s a hint. Sugar Mommas are real people too, they still like the things they liked before they had baby. Brainstorm what kinds of activities or products these women like and then look for opportunities. The more unexpected, the better. For example, she might still enjoy yoga and sign up for a postnatal class. You could provide the whole class with a sample pack or a gift basket that they can draw for. Just a thought….This site has some out of this world examples of products targeted at this market — Cool Hunter
February 8th, 2008
