The Mother’s Day Rush
Happy Mother’s Day
Mother’s Day is coming up on Sunday, May 13th, 2012! Get your mother something beautiful. You don’t have to tell her that you got a tip. Surprise her. Be wonderful
Marketing to “Mom”
No, I am not talking about my mom, specifically, but “today’s mom”. The majority of “today’s mom” wants a work and family life balance. She deals with high time constraints and spends a lot of time online: Facebook, Twitter, Youtube.com, and MomCafe.com. She develops networks of other moms where they can compare and discuss their children. (Yes, your mom lied to you… we compare and take notes and tell all your most embarrassing stories while laughing. This helps us keep our sanity.)
“Today’s mom” also compares products within her networks off and online. Tide grew hip to the internet market trend by marketing to moms through laundry discussions on Facebook, and keeping a website that is comprehensive, featuring product information, laundry advice and videos, special offers, and an option to order products online.
However, today’s mom still feels pressure to “do it all” and be the “Supermom” (beyond having eyes in the back of her head). In marketing and advertising to moms, playing on these emotional values is the key.
However, today’s marketers seem to already be aware: This Uruguay phone commercial had me laughing:
Zales, Verizon, and JC Penny emphasize the emotional relationships in this year’s Mother’s Days Advertisements:
What does Mom want?
However, if you want to know what “today’s mom” wants for mother’s day, it’s not much different than when you were five. According to Mintel Report’s 2012 Report called “Marketing to Moms – US”, mom still wants that precious time with you and homemade items. This gives a great opportunity for marketers to help consumers develop ideas and sell the “how to make” or “how to customize” product lines. The same report also cites that some moms do like to be pampered; moms ages 18-34 want a spa treatment such as a massage (I highly recommend this option having been a professional massage therapist. The National Certification Board for Therapeutic Massage and Bodywork or The American Massage Therapy Association are my recommended starting points to find a massage therapist); and more mature moms still love the flowers option, a home-cooked meal, clothing and jewelry.
In Conclusion
This marketing advertisement geared to market to those buying for moms, appealed to me. Can you guess why? (If so, tell my husband for me!)
Special thanks to the author: Valerie Carsey
Valerie Carsey is a Marketing Business Administration student at Portland State University. She is currently in the Honor’s Track and expects to graduate in June 2013. She became passionate about marketing through owning her own massage and aromatherapy practice and an online punk baby superstore (think Hot Topic meets Babies R Us online with a gift registry). Valerie is married, with a 7 year old son and an 11 year old step daughter.
Tags: Marketing to Moms, Mother’s Day, When is Mother’s Day 2012