1. Brand Myths and Pregnant Mom Realities
Sandy & Marcie Jones
Jones & Daughter
1

2. The more you know about expectant moms, the better!
3. Approximately
4,315,000babies
were born in the U.S.
in 2007.*
* U.S. Census Bureau
4. Thats the highest birthratesince 1971.
5. An average of 11,812babiesare born in the U.S. everyday!
6. 20- to 29-year olds account for almost half of all U.S. births.
7. 1,039,051 (about 1 in 5) births are toHispanic moms.*
*2006 CDC figures.
8. Hispanic birth rates are high for teens.
*http://www.cdc.gov/Features/dsTeenPregnancy/dsTeenPregnancy_270px.gif
9. In 2007, 42% of births were to first-time moms.
10. The average age of a first-time, U.S. mom is 25.
11. Trust Building
12. Mom needs to trust that the brands she uses will be with her every step of her journey
13. From her first pregnancy news through the early years of life with her child.
14. How to talk to moms so they will listen:
Dear Mom:
Were moms like you. We know how it feels to be pregnant. Were here to help you. We have suggestions for you. -- Your friends
15. PREGNANT MOMS HAVE BURNING QUESTIONS
How do I know if I am pregnant?When will my belly show?When is the best time to tell othersmy news?Is a glass of wine dangerous to my baby?What can I do for nausea? Is it okay to exercise during pregnancy? Is it safe to dye or bleach my hair?How much weight are you supposed to gain?When can I expect to feel my baby move?How far apart should MY contractions be before I go to thehospital? What does labor feel like? How can I get my newborn to sleep?
16. How well do you know pregnant moms?
17. Here are some familiar Mom Myths
18. Mom Myth #1
Im excited and happy to discover Im pregnant.
19. Im what?
20. Between 34% and 52% of pregnancies are an unexpected surprise for moms!*
*Centers for Disease Control and Prevention. Pregnancy Risk Assessment Monitoring System (PRAMS): PRAMS and unintended pregnancy: http://www.cdc.gov/PRAMS/UP.htm
21. Mom Myth #2
First comes love, then comes marriage...then comes Mom pushing a baby carriage.
22. Nearly 40% of todays moms are single!
*Bazelton, E. 2 Kids + 0 Husbands = Family. New York Times Magazine. January 29, 2009. Access Web address: http://www.nytimes.com/2009/02/01/magazine/01Moms-t.html?pagewanted=1&_r=1
23. Being single and a mom is a newly emerging identity for women.
Hip Mama
Making Lemonade
No Single Mama's Drama
Single Rose
Choosing Single Motherhood
Single Mommyhood
Single Mom Seeking
Single Moms Connect
Single Mother Resources
Single Mothers by Choice
Solo Mother
You and Me Kid!
A Single Woman's Journey to Motherhood
Single Mom Diva
Zen Mothers
24. Mom Myth #3
Mom is a happy homemaker.
25. 1out of 2 pregnant moms is working!
26. 52%of todays employed pregnant moms work up to the time of their delivery.
42% of moms return to work 3 months after giving birth, 55% by 6 months, and 63.7% by 12 months.
27. Mom Myth #4
I get all my pregnancy information from my doctor.
28. Where moms are really getting their pregnancy & birth information*
33% Books
19% Other moms and friends
16% Internet
14% Doctors
10% Childbirth Educators
4% Midwives
2% Mass Media
(*Childbirth Connection. The Listening to Mothers II survey, 2002.)
29. Over 75% of pregnant moms are using the Internet to find pregnancy information.*
*The Listening To Mothers II Survey
30. Expectant moms average
20visits to the Internet
seeking information on
pregnancy and birth,
1in 5 (19%) report at least 100 visits.
31. 16% of first-time mothers and
13% of experienced mothers
Rate the Internet as their most important source for pregnancy information.
32. Mom Myth #5
The last months of pregnancy are the best time to deliver our brand message to moms.
33. Unfortunately, everyone else has the same idea!
34. Hundreds of companies are spending millions of dollars to reach moms during the last weeks of pregnancy!
35. To list a few
Formula Manufacturers
Car manufacturers
Insurance companies
Baby product manufacturers
Baby product retailers
Baby magazines
Photo studios
Home improvement stores
Real estate companies
36. Mom Myth #6
Im a happy, new mom, and thats the best time to promote your brand to me.
37. But Mom is in a post-birthfog!
38. She is not reading her mail!
39. She has only minutes to read e-mails from friends and familyuntil
40. CLICK HERE
41. During the first 6 weeks after birth
between25% and 40%of moms
are in the process of recovering from
Cesarean sections -- major surgery.
42. Approximately 44% of all mothers report physical and/or emotional impairment during the first 2 months after birth.*
* Based on responses of 903 mothers. Declercq, ER and Sakala C, et al. New mothers speak out. The Childbirth Connection. 2008, pg. 18.
43. 44. 40% -85%of new moms experience
Baby Blues soon after giving birth.*
15% - 20% are vulnerable to more serious Postpartum Depression (PPD).*
34%are troubled by a lack of sleep.**
*Bennett, Shoshanna. Baby blues or postpartum depression. Psychology today. Access: http://www.psychologytoday.com/blog/mommy-mental-health/200902/baby-blues-or-postpartum-depression
**Listening to Mothers II.
45. But, there IS an ideal window
for reaching Mom with your brand message!
46. Between her positive pregnancy test ...
47. And her first sonogram at 12 to 20 weeks of pregnancy.
48. Thats when
Moms baby becomes real
to her!
49. Sonogram images are now the key initiator ofMoms baby-shopping process.
50. By the end of her 2nd trimesterand the middle of her 3rd trimester,
1 out of 4moms has already chosen her favorite baby brands.*
* Jones & Daughter baby-registry survey, 2008.
51. And many expectant moms make their brand choices based on what other moms tell them.*
*Jones survey, 2008.
52. Let us help to build your brand based on solid Mom realities, not myths.
53. Sandy & Marcie JonesJones & Daughter150 W. Southwood Dr.Brevard, NC 28712Tel: 828-884-4442e-mail: JonesBabyExpert@aol.com
September, 2009