Moms are a force in the American Economy, representing $2.4 trillion in buying power, according to a recent Mintel study: Marketing to Moms, 2013. If that’s not reason enough to love Mom, consider that the same study reveals that she’s not shy about spending this on what made her a mom in the first place: To get to Mom, look to her children. TheWIRE shows you how.
Think safety first
Child safety is the number one concern for mothers today. While safety is a message that resonates for all moms, it means different things depending on the child’s age.
- Moms of children up to five years will feel comforted by safety claims on children’s toys and clothing and on household products they may use or come in contact with.
- Moms of elementary kids, ages six to 11, will likely embrace products designed to help keep tabs on their kids.
- Moms of young teens, ages 12 to 14, appreciate safety products designed to help their kids make responsible decisions, as well as those that help her stay in touch.
- Moms of teens ages 15 to 17 are drawn to products that facilitate safer driving and social habits or to minimize risks.
To reach safety-conscious moms of all ages, offer newer mothers products that have been rigorously safety tested. As their children grow, look to technology and social media to offer products and services to keep children safe and moms in touch. For examples of how some business have addressed teen texting and driving safety and have helped to allay moms’ fears, check out It Can Wait.
Be proactive with facts that can reduce concerns about products or inform moms about safety recalls. Use QR codes on your products that link to product information or keep a “safety” tab on your business web page that’s updated frequently. Use your company e-newsletter to provide helpful safety tips in addition to product and service updates.
Accreditations, such as an excellent Better Business Bureau ranking, can also instill a feeling of security. If you run a restaurant or food truck, stellar health department inspections will also go a long way. Any rankings along these lines should be prominently placed in your business or on your company website.
Moms want their children to grow up confident in their abilities. As a business owner, instilling this can be as easy as selling products or services that encourage them to excel in their studies, a sport, a musical instrument or other area of interest.
In an effort to encourage decision-making confidence, today’s moms solicit input from their children about purchases and brand preferences more than ever – even more than they do their spouse or partner. So it’s important to show you value children’s opinions as much as their influence on Mom. One way to do this is through kids’ clubs that allow businesses to begin and sustain a dialogue with this influential group.
Even if you’re not marketing to children directly, creating a service culture that respects youth and treats them with dignity can go far. Whereas generations ago, children were to be seen and not heard, today the opposite holds true if you want to build the trust (and repeat business) of mothers.
Simplify for single moms
A growing number of single moms present opportunities for businesses that help them save time and make life easier.
A robust business website that facilitates easy shopping can go far, especially with Millennial moms (born between the late 1970s and mid 1990s) who have embraced online shopping. If your business can accommodate a children’s area that allows Mom to shop worry-free, consider one.
Now, more than ever, it pays to respect and honor moms. Not just on Mother’s Day, but every day of the year.