With Mothers’ Day on the horizon we thought we’d put together our top five tips for marketing to mums. The biggest issue we encounter when companies market to mums is that they don’t really seem to understand where mums are right now – what is going on in their lives, what plays on their minds when it comes to making purchases, where budget would be best spent to get mums to buy.
- Know mums. That may sound an incredibly obvious statement but think about it for a minute. If you are a marketing manager and not a parent are you really sure you can relate to mums – do you understand their fears and worries? Do you shop in the same way they do? Do you know what they want from your product or service? Do your research – use focus groups, social media and surveys (on and offline) to dig into what mums want.
- Mums don’t always follow the rules. The common approach when it comes to research and marketing is to break down a target audience into segments – often working on the basis that they will purchase in a certain way based on socio-economic or geographic factors. But it’s different for mums – we’re hard to segment. Mums ‘with money’ can be penny pinchers who shop in charity shops because they don’t have their own income. Mums with little income will go without so their children can have the best. It can be useful to look at targeting mums based on grouping such as having children of a similar age but segmenting might not always give you the best insight.
- Be aware of where mums are. We’ve seen some statistics this year that have told us all mums are online, spending hours on facebook. This isn’t a true reflection of what’s happening out there. Mums over 35 often don’t use social media at all. Think about where mums HAVE to be everyday – schoolgate, children’s clubs or in their own social circle.
- Word of mouth still rules. Whether it’s face to face or amplifying through social media, word of mouth is still the most powerful and long lasting way to connect with mums. That’s because mums trust other mums.
- Give mums what they want. The easiest way to get mums to buy is by giving them what they need. You can identify gaps in the market by carrying out research and then sense checking concepts with mums. That way you’ll know you are on target to a good product.
If you’d like to know more about research or marketing to mums give us a call at MumPanel.