May 10, 2013
This weekend, we will celebrate Mother’s Day – the one day of the year where the world revolves around MOM! Children and spouses alike will shower their loved-ones with attention. In the marketing world, consumer facing brands and campaigns have been focusing their attention on women for years. Why you may ask? Purchasing power! According to MediaPost, women account for 85% of all consumer purchases including everything from autos to health care.
With clients like The Juice Products Association (JPA), The National Pasta Association (NPA), and The American Down and Feather Council (ADFC), Kellen Communications keeps marketing to women top of mind. In honor of Mother’s Day, we’ve put together some tips on how associations might best reach moms:
- Understand your Audience – The first step of any communications campaign is to understand who you are targeting and how your content can help them. For example, tips from a food association on how to prepare a meal for picky children would be useful to moms – whereas recipes for exotic dishes might be a better fit for a different audience.
- Get Social – Moms are loving social media, so to stay relevant you have to join in the conversation! In April, MediaPost reported that 91% of moms have used Facebook in the last six months and 61% have used Pinterest. By producing engaging content and communicating with your followers, your messaging can become part of their world. Moms are a target of NPA’s social media strategy which has started conversations on multiple channels including: Facebook, Pinterest, Twitter, and YouTube.
- Work with Bloggers – According to a recent study by BabyCenter, 73% of moms use social media for brand and product recommendations. Introducing your association members’ products or industry messaging to influential bloggers can help you to reach an entire network of moms. By sharing your educational materials, recipes, or even products with one mom, they can pass it on to their whole network! Check out this giveaway with One Stop Mom that Kellen Communications worked on for the Juice Products Association.
- Be Strategic– Marketing to moms might not be a fit for all organizations. If you run a professional society and your goal is to recruit new members – this is probably not your best strategy. However, if you are looking to educate consumers about your industry – it could be a great fit! Smart marketing plans fit into an organization’s goals, whoever the target is.
If you are thinking about marketing to moms or not – remember to wish all the moms in your life a Happy Mother’s Day on Sunday!