The Secret to Marketing Success Is Moms!

December 12, 2011  |  

By Charlotte Young

Marketing to moms is essential for any business to survive. Kat Gordon, the founder and Creative Director of the marketing agency Maternal Instinct, tells that women are increasing making the shopping decisions in the household, even with automotive, electronics, and insurance purchases.

Women currently control $13 trillion of the world’s $18.4 trillion in consumer spending. Even still, she says that 71 percent of women feel brands only consider them for beauty and cleaning products. How should companies woo these women consumers? reports on ways businesses can start reaching out to women consumers.

First tip to reach women consumers is to make accessibility easy. Research shows women spend the equivalent of 17 days in a year in the car with their kids. Companies must make their site mobile. In addition, women love online communities, especially Facebook. Instead of asking women to change their online habits, companies should find opportunities within existing communities and networks to market their product.

Research also shows that videos are a must! Over 80 percent of moms want to see a product in action so companies must be ready to give their product a video spotlight. Women consumers want to be greeted as friends through marketing, not talked at with sales pitches. While humor is a good marketing strategy, it’s also important to give female representatives a chance to preview the campaign. Women represent only 3 percent of creative directors and men often forget that male humor can be borderline offensive to women.

Women are givers and they like to buy from companies that are givers as well. reports that 82 percent of women are more likely to buy from companies that support charitable causes that they believe in and are also more likely to switch products to one they feel helps others.

When a firm woman base has been established, Gordon notes that it’s also important to thank women consumers and to use a “story-selling” approach that will continue to give the company a human perspective. With a new marketing strategy in place, it’s also good to ask for feedback. Women know what they like and what they want improved and they’re not afraid to offer their opinion.

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