Marketing to Moms: Affluent Moms Versus Affluent Women
Do affluent women with children behave differently than affluent women without children? The Mendelsohn Affluent Survey conducted by the global survey-based market research company Ipsos showcased some both expected and unexpected differences.
But first, how do we define and what is the size of the affluent market in the United States? Today, we have 15.6 million heads of household ages 18 to 54 with incomes in excess of $100,000 and 60% of those have children under the age of 18.
Moms with kids were found to be less likely than their childless counterparts to own a second home, drive a luxury car, visit a spa or travel abroad.
Moms with kids are more likely to visit museums, the ballet, movies, sports events and theme parks, and drive mini-vans or SUVs.
Moms with kids are more likely to shop at Target, Sears, JCPenney, Home Depot and the Apple Store.
All in all, most affluent women with kids mimic the shopping behaviors of the market just on a larger scale.
With all the controversy surrounding the new healthcare reform law, a report suggests that Moms will win from the law’s changes during the next few years.
As you probably know, Mom is often the coordinator of her family’s healthcare. However, many Moms, and women in general, have historically had problems finding the coverage they need at an affordable price.
A recent report from the Commonwealth Fund says health reform will benefit Moms and the majority of all women. New advantages, such as improved coverage for pregnancy care and breast cancer, are among the top considerations.
Looking at statistics from 2008, analysts report that almost 17 million women between ages 19 and 64 were uninsured. Roughly two in five women (38 percent) who recently tried to purchase health insurance have had pre-existing conditions turned down, been charged higher premiums or been turned down altogether. The Commonwealth Fund states that under the new health reform, all of these women who have been turned down or cannot afford coverage (and are U.S. residents) will now be covered.
Improvements, including insurance plans for pre-existing conditions and the ability to include young adults up to age 26 on parents’ plans, are taking place this year. (See timeline below.) More changes and benefits will continue into 2014.
Affordable Care Act Implementation Timeline: Provisions Benefiting Women
As we enter this new chapter in U.S. healthcare, marketers need to shed light on these positives as they promote their strengths to Mom. As we know, gaining her trust and confidence is key to being the choice she makes for her family’s medical needs.
Sources:
“Health reform will greatly benefit women, Commonwealth Fund report says” by Dan Bowman / fiercehealthpayer.com / July 30, 2010
“Realizing Health Reform’s Potential: Women and the Affordable Care Act of 2010” by Sara R. Collins, Sheila D. Rustgi and Michelle M. Doty / The Commonwealth Fund / July 2010
Marketing to Moms: Moms and Mobile Devices – Available 24/7?
We know that more and more Moms turn to their technological gadgets and social media to stay in touch with families, careers, friends and activities. But how often do they use these devices, and when do they turn them off – if they ever do?
eMarketer recently reported from a study by Oxygen Media Insights Group that more than a third of women ages 18-34 have fallen asleep with a PDA in hand. Almost the same percentage say checking Facebook is the first thing they do in the morning.
Moms no longer use their phones just for social and business communication. eMarketer also reported that a December 2009 study from BabyCenter found nearly 70 percent of Moms use a smartphone or PDA every day for planning and scheduling family activities.
These studies show the importance of reaching Mom through mobile marketing devices, as well as through social media. Brands and services that do so may find a top-of-mind awareness with Mom through the device or devices she keeps on hand at all hours.
Sources:
eMarketer.com / “Women Feel Need to Be ‘Always On’” / July 14, 2010
eMarketer.com / “Digital Tools Help Moms Take Charge” / January 19, 2010
Marketing to Moms: Make Sure to Send Her An Email
Email marketing has become a staple of virtually every brand’s communication program. Low cost and effectiveness has led Forrester Research to predict the average consumer will receive 9,000 emails annually by 2014.
So to gain a better understanding of how to make their clients’ email marketing efforts stand out, Pittsburg-based agency Brunner conducted a survey with over 400 Moms to learn about their use and likes and dislikes in their in-boxes.
Not unexpectedly, 96% of Moms checked their email at least once a day. And 80% said they looked forward to offers and information on preferred brands via email.
To make email marketing more effective the survey found:
- Weekly frequency of communication was the preference for 45%
- Time sensitive subject lines were more likely to be open and read by 50%
- Coupon offers appealed to 85%
- Almost 8 in 10 want to get information on sales and promotions
- 63% will print coupons for preferred brands in advance of a store visit
Marketing to Moms: Moms, Twitter and Your Brand
Communicating with Mom in 140 characters is not just for friends and family anymore.
Marketing and new media agency, Lucid Marketing, recently released findings on Moms’ Twitter use and preferences when it comes to brands.
In addition to networking, meeting new people and keeping up with the news, Moms are actively viewing business tweets. Their reasons they want to hear from businesses include:
- Links to interesting articles and news – 71.3%
- Links to sales or special Web offers – 67.1%
- Downloadable coupons or discounts – 62.6%
- New product updates – 55.2%
The tone of the communications is also important to success. “Marketers are looking for ways to forge personal, authentic connections with consumers, and I was struck by how much Moms appreciate getting a sense that there’s a real person behind the company. Not only are they open to companies showing some personality in tweets – they actively want that,” said Lisa Finn of Lucid Marketing.
How and how often Moms interact using Twitter were other factors reported in the Lucid Marketing study. They found 54% of Twitter Moms are checking tweets ten or more times a day with 86.6% doing so two or more times daily. Smartphones are the device of choice for 57.9% of Moms for checking out Twitter feeds.
Marketing to Moms: Back-To-School Spending Predictions
The National Retail Federation predicts back-to-school shopping will increase 10 percent. Despite that, retailers shouldn’t get too excited and overload the racks with high-priced merchandise. Moms are still very cautious about the economy, and they’ll look for the best deals for their families’ fall needs.
According to the latest NRF survey for 2010:
- Households will spend $55.1 billion on back-to-school needs
- Families are expected to spend an average of $606
- 44 percent of families plan to buy store labels and generic brands
- 71 percent plan to shop at discount stores
- 31 percent plan to shop online, up from 22 percent last year
The recession may be waning, but retailers need to understand that moms are still watching every dollar closely. They’re smart and will see through deals that aren’t really deals for them.
Marketing to Moms: What Women Want From The Web
The What Women Want From The Web report released this summer by online rich media solutions firm Unicast found that 95% of women surveyed plan to go online. Online activities planned included:
- Connect with family and friends – 76%
- Keep up with the news – 67%
- Shop for sales and compare prices – 64%
- Play games; listen to music or watch television or movies – 59%
- Research travel and plan vacations – 48%
Sixty-two percent of women surveyed noted and interacted with online advertising. The products advertised that women noticed and remembered most were:
- Entertainment – 35%
- Food, beverage, and health and beauty products – 33%
- Fashion and clothing – 30%
- Travel – 27%
- Gaming – 20%
Online advertising that resonated with women most likely included promotional elements. The types of offerings included:
- Sales and discount codes – 46%
- Contest entry/win a prize – 31%
- Customized local information – 24%
- Interactive surveys – 22%
Understanding why and how women use the Web and interact with online advertising is critical to maximizing your online media plans.
Marketing to Moms: Moms and the ‘New Luxury’
The rugged economy of the past two years has turned a lot of Moms on to couponing, sales and discounts, but what about Moms who still demand some luxury in their lives? A recent USA Today article says the recession has moved them toward a “new luxury.”
Writer Bruce Horovitz says that pre-recession luxury meant “the accumulation of designer clothes, expensive jewelry and fancy cars.” Many consumers now see “luxury” in new technologies and products that offer longer-lasting lifestyle experiences. Apple, Microsoft and Sony are considered the most admired brands among those with six-figure incomes. Realizing this, Sony describes its new products as “functional” luxury.
Many Moms who still seek luxury fashions, jewelry and accessories are hunting sales and scouting for discounts. Gone are the days of paying full price. Websites such as Gilt.com have millions of buyers who purchase designer clothing at 40-70 percent off. Retailers such as Coach and Manolo Blahnik have lowered their prices on some new designs, and consumers are responding.
Saving on luxury fashions makes the upscale Mom feel smarter, much like the couponing Mom.
“The recession made everyone stop and rethink luxury and value,” says Milton Pedraza, CEO of the Luxury Institute. “Even though we’re coming back, that realization has stuck.”
Source:
USAToday.com / “A shift in meaning for ‘luxury’ as shopping habits change”, Bruce Horovitz / July 12, 2010
When we use the word social today, we more than likely are talking about the growing influence of online social media. According to a recent report from BabyCenter, in the past four years, Moms using social media has grown by 500%. Over nine in ten Moms got social to seek out and share information and opinions due to pregnancy and births.
And according to BabyCenter’s social influencer segmentation study, Moms fall into five distinct social media user groups.
- The Field Expert – This stay-at-home Mom is an active sharer of parenting advice to large networks of Moms. While only 8% of all Moms, this segment is the go-to source for information for over one-third of all social media Moms.
- The Lifecaster – A Mom with young children is a hyper-connected social media user. Likely to be found posting frequently on Facebook and Twitter, amasses a large following looking for relevant advice and product recommendations.
- The Professional – A Gen X Mom who has turned her passion for sharing advice into a cottage industry. This Mom blogger represents just 2% of all social media Moms but provides the majority of content online.
- The Butterfly – Generally a first time Mom-to-be is less likely to be providing and more likely to be consuming content online. Look for her on parenting-focused social media networks.
- The Audience – Over two-thirds of Moms fall into this segment. They represent a broader age range, are more likely to observe and gather information and are less likely to provide content or comments.
Thanks to Tina Sharkey, Chairman and Global President of BabyCenter for sharing the results of their Mom Social Influencer segmentation study.
Marketing to Moms: Moms Need Second Opinions
Encouraging women to get second opinions before surgeries is the thrust of a piece I read recently (Nan McCann in “Marketing Healthcare to Women”).
My first reaction? “That’s crazy. Of course, every woman would want to have a second opinion.” After a little thought, I realized that’s not necessarily how Moms think. Our first responses lean toward “how long will I be out of work, how will the kids get to school, who will cook and clean?”
As Moms, we tend to put our families first. Therefore, it’s no surprise that 53% of women who had hysterectomies did not seek second opinions, according to a poll by HysterSisters, an online community providing woman-to-woman support for gynecological health issues/concerns.
HysterSisters should be commended for the June 2010 launch of its GiveMeASecond.com website, which is aimed at women facing surgery. It’s needed, perhaps because women have heard for years that we should be good girls, remember our manners and not make waves.
Here are a few tips about second opinions from WomensHealth.gov
- Ask your doctor for a recommendation.
- Ask someone you trust for a recommendation.
- Check with your health insurance provider.
- Have medical records sent to the second doctor.
- Learn as much as you can.
- Do not rely on the Internet or a telephone conversation.
A big THANK YOU to HysterSisters for reminding Moms that we should speak up about healthcare issues we face.
