Great post on Mediapost.com by Stacy DeBroff is founder and CEO of Mom Central Consulting (www.MomCentralConsulting.com), about how to target moms.
• Moms increasingly go online to connect with like-minded Moms, actively seeking out friendships online to fill the void of a lack of best friend or strong inner circle. Brands now have an opportunity to pull them together in forums with others who share their interests. The result? Increasing loyalty to brands that facilitate Mom-to-Mom connectivity.
Key Take-Away: More than ever, brands should focus on providing Moms with opportunities for connectivity, both online and offline, rather than just information, expertise or coupons. Tactics such as forming Mom Ambassador programs offer them significant opportunities to build relationships and leads them to effusively thank the brand for bringing them together.
• Geo-Targeted Local Gatherings: With the frenzied pace of today’s Moms, many women find that friendships and relationships often fall to the wayside. With just 19% living in the community where they grew up, Moms desperately seek new connections and they struggle: 58% report experiencing loneliness in the past month, and 4 out of 5 need more friends in their lives. Offline events give them the opportunity to meet fellow Moms they know from online communities.
Key Take-Away: In developing Mom-focused consumer campaigns, brands have to think locally while reaching globally. Robust geo-targeted programs with both online and offline components enable Moms to relate brands to their daily lives, and offline events help them build local relationships and connections with fellow Moms in their communities.
• Rise in Social Network Participation Due to Friendship Seeking: Millions of Moms turn to sites like Gather.com (Mom groups), along with Twitter (shared passions), Facebook (reconnections with family and friends) and Linked-In (business-related) for connectivity.
Key Take-Away: By facilitating connectivity and community on these platforms, brands can build tremendous and lasting loyalty among their Mom brand enthusiasts.
For a copy of this research study, please contact Tracey Hope-Ross, VP Social Media and Research: email@example.com or 617-244-3002. To find out how brands can effectively utilize these insights, please contact Stacy DeBroff, CEO at firstname.lastname@example.org or 617-244-3002.