Quiz Answers + Prize Winner...
Thanks to all of you who submitted answers to last week's Mom Marketing Quiz. A serendipitous thing happened. One of my blog subscribers, Kelly Rubingh, emailed that she's doing the Susan G. Komen Breast Cancer Walk in October, asking if I would consider making my donation via her pledge page.
So...thanks to all of you, Kelly's pledge-o-meter just shot up $103. And our lucky winner, Gayle Hoch, is entitled to a $50 Amazon gift card for getting the most correct answers. (Prize coming via email today!)
Below are the answers, along with mini commentary about why these metrics are important in understanding the ever-changing mom market. I picked these questions to help you get smarter in very actionable ways. So listen up.
1). How much likelier is it that women (non-mothers) work than mothers?
Shocking, huh? If you remove households with infants (birth to 1 year), there is NO difference. 72% of moms and 72% of non-moms are in the workforce.
Implication: The workplace might be a better place to reach moms than at home, especially since women claim they have more "downtime" at the office than at home. Plus, think about how you depict your customers in your marketing materials. Is she on the couch watching TV with her kids with the sun shining in the window? Really?
2). How many ad messages does a mom encounter every day?
This is the question that people were farthest off on. Yet this figure is well documented for all Americans, not just moms. Start to notice the ads on cereal boxes, fliers under your windshield, banner ads on your email program, even the sponsorships you hear on public radio.
Implication: Moms face a tsunami of brand messages and have learned to tune out. You have to work harder than ever to get her attention. This is where What's Your Blanket? marketing precision really pays off.
3). How many moms use coupons every month?
Thanks to the economy -- plus the emergence of mobile couponing and group-buying clubs -- coupon use is at an all-time high. And there's no shame in it. In fact, moms are psyched to have bragging rights when they score an especially good deal. As one mom in a focus group put it "I love coupons -- they're like my new crack!"
Implication: Offer coupons to motivate new customers to sign up (and provide their email address), to reward your most loyal customers, and to spur viral sharing on social networks. Make sure your shopping cart software supports coupon use. Unsure if coupons are right for your product or service? Enter the name of your category into Google followed by the word "coupon" or "discount." You might be surprised how many of your competitors are already riding the coupon wagon. Jump on.
4). What one thing appears on every page of Nielsen’s top-converting websites?
Answer: The company's phone number, usually in the upper right-hand corner.
Implication: Service matters mightily to moms. Make it easy for her to reach you. And don't subject her to phone-tree hell. Have a live human being greet her upon answering.
5). What % of NBA/NFL apparel is purchased by women?
Implication: Moms buy for many members of their extended families and often have affinities for things typically marketed as "just for guys." Don't make assumptions. At the M2Moms Conference last fall, a Marketing Director from maternity retailer, Destination Maternity shared a story about a line of nightgowns they tested bearing NFL logos, prepared for it to be a flop. They sold out lickety-split.
6). What one thing will cause 69% of moms to try a brand?
Answer: If it supports a cause.
Implication: Moms want their dollars to do good in the world. Brands that give back (especially locally) are far more likely to fall in favor with moms than those that pocket all their profits. Find a cause that aligns with your brand's personality and corporate culture. Seek out a nonprofit that is active in social media. That way your partnership will activate an already strong base of support.
7). How much time will an average mom spend in her car with her kids?
Answer: 17 days per year
Implication: Moms are on-the-go. Many times they're hostage in a parked car until karate/violin/ballet/swim instruction finishes up. Companies that create car-friendly products (such as snacks sized to fit in cup holders) will win big. And guess what else is in the car with mom and her kids? Her mobile phone. Optimize your site for mobile use! Make sure your store locator, hours, menu or other information likely to be needed by an on-the-go customer are front and center on the home page. And ensure your site displays correctly on all handsets in the marketplace, not just the most newfangled ones.
8). How many babies today are born to unwed mothers?
Implication: This surprisingly high figure was released in a recent Pew Research report. I was quoted in an article about this surge in unmarried moms and how it forces marketers to rethink how we envision families and market to them. While I know there are a lot of households headed by single moms, I also suspect this figure reflects a lot of co-habitation without marriage. There might be men in these households, but they are not husbands. What image of "family" do you showcase in your marketing?
That's it for today, folks. Thanks for your participation which helped a great cause.
Labels: Mom Marketing QuizPlease leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.