Tag: moms

Moms More Optimistic About Family Vacations in 2011

More moms are comfortable about taking time off work for family vacation this year, but they're still watching their purse strings, according to a national survey. Almost two-thirds (64%) of the employed moms are optimistic about taking all of their paid vacation days, up from only 57% in 2010. Just as last year, however, most plan to pay for vacations out of current resources instead of using credit. Almost half of the moms in all three generations plan to purchase vacation with monthly savings (44% of baby boomers and Gen X, 46% of Gen Y), followed by tax refunds (28% for Gen Y and X and 11% for boomers). Summer remains the preferred travel season (61% for this year, 57% last year), but spring is growing (32% this year versus 24% in 2010).

Marketers Should be Aware of Dramatic Effects That Motherhood Causes in the Female Brain

The hand that rocks the cradle not only rules the world, it also controls 85% of household purchasing power. Now, recent advances in neuroscience suggest that marketers who are unaware of the dramatic changes that motherhood causes in the female brain risk seriously missing the mark in reaching this enormous and powerful consumer segment. Author Dr. A. K. Pradeep, CEO of NeuroFocus, the world's largest neuromarketing company, explains in detail how the female brain undergoes fundamental structural and behavioral changes that can significantly affect how mothers perceive and respond to commercial messages, package designs, retail environments, and many other components of modern marketing.

Advertisers Can Target Moms by Incorporating Key Drivers into Marketing Message

Mothers continue to be a key consumer base spending $2 trillion each year, yet companies can attract their purchasing dollars by offering more than just the lowest price. To connect with moms, marketers should incorporate four key drivers that tap into moms' viewpoints and behaviors: Products should demonstrate mom's values to her children and show how to make smart consumer choices; encourage bonding by promoting products that enable moms to spend time with their children; products should broadcast or develop ways to save mom time or money; and companies should either incorporate messages or images that convey "thanks" or opportunities for her to receive thanks from her family.

More New Moms Connecting Online

Moms have long had control of a large portion of the household budget. And when women become new moms, their spending habits change. Instead of buying apparel and accessories for themselves, they’re suddenly purchasing equipment and supplies for their babies. What has changed recently is that new moms are harnessing the power of the Internet to educate themselves and to purchase the best products to suit their needs.

Retailers Trying to Influence Moms Should Pay Close Attention to Their Social Media Effort

Retailers trying to influence moms should pay close attention to their social media efforts and also focus on free items, promotions and discounts, according to a Retail Advertising and Marketing Association (RAMA) survey conducted by BIGresearch. The study found that women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively). Moreover, 15.3% maintain their own blog. Not surprisingly, moms frequently share experiences and information, and say other people's opinions influence their purchases, the survey found. Nine out of 10 (93.6%) mothers regularly or occasionally seek the advice of others before buying a service or product.

Marketing to American Moms Due to Change

Marketers who are trying reach this generation’s American mom might want to update some of their assumptions. According to a white paper jointly published by Advertising Age and JWT, today’s mom is not obsessed with having it all. Survey analysts note “the second wave of feminism has wrought not only opportunities but also increased challenges, complexity and unmet expectations.”

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