Marketing to Moms Blog
 
 

Thursday, August 26, 2010

Warm Blanket Award #7: Subaru



So many car advertisements fixate on a vehicle's ability to go 0-60 in seconds that it's refreshing to see a company hone in on the real stretch family consumers care most about: park to reverse in a driveway.

Watch this ad once and you like it. Hear the story behind it and you are smitten.

The actor is a real Dad and both girls featured in the ad are his own daughters. The older one is a new driver. Rather than script this spot, Subaru's very savvy Director of Marketing Communications, Kevin Mayer, instructed the Dad to speak the words he wanted in his daughter's ear as she ventured out on her own the very first time.

It's enough to put a copywriter out of business.

Showing the daughter as she appears in her father's eyes -- still a child -- underscores the vulnerability all parents feel as their kids spread their wings for the first time. (Who can forget that famous scene from Father of the Bride when Steve Martin's daughter, depicted as a 7-year old, declares she is getting married?)

Another thing I love about this spot is that it leaves Mom out of the picture. Showcasing Dads interacting with their kids is one of the most effective ways of connecting with Mom consumers.

Does Subaru's safety record warrant this campaign? Are they at Volvo's heels? I'm not sure. But a few years from now, when my son Henry gets his learner's permit, you can bet this spot would compel me to find out.

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Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.

Friday, August 20, 2010

Announcing the 3% Conference.


Yesterday I spoke at the 140Conference in San Francisco about how the real-time Web is making women more knowable to brands. It's no secret that women feel misunderstood by brands (71% of them at last count).

This I attribute to 3 things:

- Companies act on outdated notions about this ever-changing market. (Those of you who bravely participated in my Mom Marketing Quiz know how surprising this market truly is.)

- Brands listen in focus groups instead of via real-time channels (Here I gave a nod to Mary Lou Quinlan's book "What She's Not Telling You" about the half-truths women tell when you invite them to a focus group -- "like inviting potential customers to your own worst meeting".)

- Only 3% of creative directors are women

Every time I hear this last fact I feel like a cartoon character with a smoke-stack head. In a world where ad dollars have to work harder than ever before, why do brands try to woo the gatekeepers of 80% of the consumer spending by using messaging crafted -- or green lighted -- by men? Riddle me this, Batman.

I want to change this.

Here's how. By gathering together the elusive 3% of women who are advertising creative directors and shining the spotlight on how necessary our skills are in reaching the female market.

There's a lot I don't know yet. Here's what I do.

When will it be?

Fall 2011.

Where will it be?

San Francisco. If I'm gonna organize, I gotta know the 411 on the area.

Who's coming?

I'm inviting all the kick-ass women I've discovered via the real-time Web (back to my speaking topic). Mary Lou Quinlan, Jen Drexler and Tracy Chapman -- the terrific trio behind Just Ask a Woman. Michele Miller and Holly Buchanan, co-authors of The Soccer Mom Myth. Bridget Brennan, author of Why She Buys. Mary Dean of KickSkirt. Stephanie Holland of Sheconomy, Marti Barletta of TrendSight, Maddy Dychtwald, author of Influence. Renita Faye, CEO of Affina. And many others. Will they come? Let's find out.

Why am I doing this?

This idea came about when I was interviewing Jane Nation's founder, Lisa Beatty. Lisa and I were puzzling over the gender inequity in marketing and thought "why don't we have our own conference?" We've since traded emails and boldly decided it's now or never.

Stay tuned for more details. Better yet, follow us on Twitter: @3percentconf.

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Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.

Thursday, August 12, 2010

Don't Forget Dads.


With such a tidal wave of economic and societal forces shaping families, many posts on this blog chronicle the rapidly changing lives of American moms. Yet there’s one very large ripple on the pond I’ve yet to address.

It’s the changing life of Dads.

Parents magazine published a special report last month called The New American Dad. Among its findings:

-Fathers are now the primary caregiver for about one out of every four pre-school aged children

-American wives are more likely to have more education (not less) than their husbands, meaning Mom can now bring home even more bacon, possibly leaving Dad to fry it up in the pan

-Male-dominated vocations have been hardest hit in the recession. One in five men between the ages of 25-54 didn’t have a job as of December, 2009 – the highest rate of male unemployment since tracking began.

-Since the 1960’s, men have doubled the housework they do

-Men now report feeling more work/family conflict than women since expectations of fatherhood have increased, but expectations of being a committed worker have not (welcome to the club, fellas)

-When asked if they would give up more income for family time, most men and women answered yes

The article whetted my interest to learn more. To get a better grip on fatherhood, I reached out to Jeremy Adam Smith (pictured above), one of the Dads profiled in the Parents report. We met for breakfast in Palo Alto last week.

Jeremy is uniquely qualified to weigh in on all things fatherhood. Not only did he walk the walk, spending a year at home as the primary caretaker for his 1-year old son, but he’s also a recognized author on the subject. Jeremy’s 2009 book “The Daddy Shift” (just out in paperback) is a study of “reverse-traditional families.” Amazon.com describes the book’s significance:

As Smith explains, stay-at-home dads represent a logical culmination of fifty years of family change, from a time when the idea of men caring for children was literally inconceivable, to a new era when at-home dads are a small but growing part of the landscape. Their numbers and cultural importance will continue to rise—and Smith argues that they must rise, as the unstable, global, creative, technological economy makes flexible gender roles both more possible and more desirable.

What I learned from talking with Smith was less about hard stats and more about an appreciation for the nowheresville that most Stay-at-Home Dads inhabit. According to Smith, Dads live in a state of permanent alienation.

“Everything is ‘mommy’ labeled. Men tend to parent in more goal-oriented ways and aren’t preoccupied with being liked or acknowledged. Some guys are proud of their SAHD status and blog about it and start groups of like-minded Dads to even the numbers at the playground. Others retreat and lead an almost invisible existence.”


Yet Smith also senses that men who stay home bear witness to the incompatibility of work and family life in today’s society. After Smith’s own son was born during a time he held a high-profile, high-pressure job, he had a recurring thought: “I need a new life.” Being an involved parent and a committed worker were at odds and totally unsustainable. Smith took a year off to care for his son which only cemented his commitment to insist upon flexibility upon his return to the workforce.

According to the Parents magazine report:
Fathers are expected to do more at home, be more involved in their kids’ lives, make a living – and do all of the above within a society in which child care is an often prohibitively expensive, informally organized, privatized hodgepodge.

Smith sees this conundrum as one that will ultimately force change in the American workforce that is long overdue. When Dads who have been the primary parent return to work, they bring an increased understanding of the demands of family and an appreciation for a workplace that honors its demands. The more voices that call for change within human resources departments, the more likely real change will come, in the form of flex-time, job sharing, telecommuting, and part-time positions.

To keep up with the new ways that men are talking about fatherhood -- without simply mimicking mothers -- I suggest you subscribe to Jeremy’s group blog, The Daddy Dialectic, as I have done.

Reflecting upon the many issues Jeremy and I discussed, I feel a kinship. Just as he is helping men’s voices be heard in an industry typically dominated by women (parenting), I champion women’s voices in an industry typically dominated by men (advertising). The more our world reflects all of us, the more we all prosper. Or, more poetically, the more variety in the chorus, the better the music.

Thanks, Jeremy.

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Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.

Friday, August 6, 2010

Don't Call Me. Ever.


Clive Thompson wrote a spot-on piece in Wired this week called The Death of the Phone Call.

An excerpt:

According to Nielsen, the average number of mobile phone calls we make is dropping every year, after hitting a peak in 2007. And our calls are getting shorter: In 2005 they averaged three minutes in length; now they’re almost half that.

We’re moving, in other words, toward a fascinating cultural transition: the death of the telephone call. This shift is particularly stark among the young. Some college students I know go days without talking into their smartphones at all. I was recently hanging out with a twentysomething entrepreneur who fumbled around for 30 seconds trying to find the option that actually let him dial someone.

This generation doesn’t make phone calls, because everyone is in constant, lightweight contact in so many other ways: texting, chatting, and social-network messaging. And we don’t just have more options than we used to. We have better ones: These new forms of communication have exposed the fact that the voice call is badly designed. It deserves to die.

I submit that there's another segment of society hanging up the phone: Moms. The nature of parenting is all about time-dependent tasks. The bus leaves at 7:45. Gotta be there. Soccer practice kicks-off at 4:00. Gotta be there. The kids clamor for dinner precisely at 5:47 (don't ask me why). Gotta make it.

We can't time-shift parenting. So we sure like to time-shift anything else we can. That includes communication. Another line from Mr. Thompson's article that grabbed me:

Consider: If I suddenly decide I want to dial you up, I have no way of knowing whether you’re busy, and you have no idea why I’m calling. We have to open Schrödinger’s box every time, having a conversation to figure out whether it’s OK to have a conversation. Plus, voice calls are emotionally high-bandwidth, which is why it’s so weirdly exhausting to be interrupted by one.

There's almost no time of day to call a mom when you're NOT interrupting her. So don't call her (unless you're solving a problem quickly via the call).
Email her.
Text her.

She'll TTYL.

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Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.

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Location: Palo Alto, CA

I am the founder and creative director of Maternal Instinct, a Palo Alto agency of creative problem solvers for marketing to moms. I am lucky enough to get paid to spend my days helping big and small corporations figure out how to make moms want to do business with them. (I don’t get paid for my nights and weekends, caring for my two boys, which is far, far more tiring.) My 20-year advertising career spans both coasts: in New York (my hometown) and San Francisco, my home today with husband Gene and boys, Henry and Benjamin. I have peddled products for every industry -- credit cards, wine, cars, magazines, jewelry, hotels, software, phone service -- and even picked up a Clio and a few ADDYs along the way.

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