conventional mom or maverick mom? insights for marketing to moms
TRANSCRIPT
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Conventional Mom or Maverick Mom? Insights for marketing to momsApril 9, 2015
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Introducing our speaker
John Fetto, Senior Research and Marketing Analyst
Today’s agenda:
Segmentation overview
Meet today’s moms
Profiles of each segment
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How much can a demo tell us?
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New moms Latina moms
Older momsWorking moms
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How much can a demo tell us?
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New moms Latina moms
Older momsWorking moms
I like to indulge my children with little extras
Advertising to children is wrong
I enjoy watching kids’ TV shows with my children
My children have a significant impact on the brands that I buy
A woman’s place is in the home
Family is the most important thing to me
I am willing to sacrifice time with my family to get ahead
I prefer to shop with my family
My faith is really important to me
When shopping, I look for natural or organic products
Fast food fits my busy lifestyle
I am a perfectionist
I trust homeopathic medicine
I like to buy new gadgets
I make friends easily
I pay attention to ratings and reviews
I don’t buy unknown brands to save money
People often copy what I do
+120statements
Meet today’s moms
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From Striving to Maverick and all points between
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27%
20%19%
16%
18%
StrivingMoms
ConventionalMoms
AlphaMoms Modest
Moms
Maverick Moms
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Striving MomsConvenience and budget-oriented; driven to succeed
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50% are under age of 35
61% are Hispanic or non-White
48% are unmarried
Money best measure of success
Rely on family for support
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Striving MomsConvenience and budget-oriented; driven to succeed
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“I like to buy the same products that celebrities use”
(207)
“Fast food helps me stay in my budget” (177)
“I would be interested in ads on my phone” (176)
“I’ll pay anything for an electronic item I want” (199)
“I will spend whatever I have to, to make myself look
younger” (177)
“Designer labels improve a person’s image” (167)
(Index)
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Striving MomsTop indexing retail and dining brands
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Radio Shack
Retailers Dining
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Striving MomsTop indexing websites and mobile apps
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Websites Mobile apps
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Striving MomsLifestyle searches
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Dora games (381)
Peppa pig games (308)Paw patrol games (267)eHarmony (243)Dora the Explorer (241)Bearville (197)Gawker (175)Plenty of Fish (164)Pet meds (161)Pet smart (156)
(Index)
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Striving MomsHealth searches
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Low carb foods (360)
CVS locations (335)Medical terminology (300)Foods high in iron (298)Coconut oil (277)Mayo clinic symptom checker (260)Diabetes diet (258)Pill identification (251)Lymes disease (249)Bronchitis (245)
(Index)
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Conventional MomsFamily and faith-oriented; financially well-off
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84% are non-Hispanic & white
43% are conservative
56% are employed full-time
26% drive an SUV/CUV
Prefer shopping online
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Conventional MomsFamily and faith-oriented; financially well-off
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“I consider myself a conservative, evangelical
Christian” (138)
“I enjoy posting photos, videos, etc. on social media”
(131)
“Simple, easy to prepare foods are my favorite” (138)
“Shopping for groceries is a bore” (156)
“I am more likely to buy a product online than in the
store” (140)
“I am a TV addict” (146)
(Index)
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Conventional MomsTop indexing retail and dining brands
#shareinsight
Retailers Dining
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Conventional MomsTop indexing websites and mobile apps
#shareinsight
Websites Mobile apps
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Conventional MomsLifestyle searches
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Sesame Street (333)
DIY (313)Michaels crafts (263)Michaels coupons (251)Short hairstyles (248)Drudge report (234)Perez Hilton (224)Pinterest (197)Hobby Lobby (168)Hairstyles (119)
(Index)
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Conventional MomsHealth searches
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Drug interactions (823)
Swollen feet (650)Irritable bowel syndrome (455)Muscle and fitness (455)UTI (444)Canker sore (416)Poison ivy treatment (363)Potassium rich foods (345)Symptoms of diabetes (316)Listeria (311)
(Index)
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Alpha MomsHigh-octane, lean-in moms; early adopter & trendsetter
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49% have college degree
61% employed full-time
Avid shopper
Income 57% above average
31% are liberal
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Alpha MomsHigh-octane, lean-in moms; early adopter & trendsetter
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“I try to eat gourmet food whenever I can” (217)
“I would pay more for environmentally friendly
products” (209)
“I love new gadgets and appliances” (192)
“My budget allows me to buy designer clothes” (215)
“I am usually the first among my friends to shop a new
store” (193)
“I am interested in mobile payment options in stores”
(187)
(Index)
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Alpha MomsTop indexing retail and dining brands
#shareinsight
Retailers Dining
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Alpha MomsTop indexing websites and mobile apps
#shareinsight
Websites Mobile apps
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Alpha MomsLifestyle searches
#shareinsight
Our time (440)
The Hill (364)Adventure time games (341)Techcrunch (296)Puppyfind (259)Pioneer Woman (233)Speed date (215)Myers Briggs test (166)Watch Disney channel (149)Cool math games (117)
(Index)
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Alpha MomsHealth searches
#shareinsight
Marketplace (474)
TMJ (307)Normal blood pressure (290)Probiotics (272)Depression symptoms (268)MRSA (210)Melatonin (199)BMI (171)WebMD symptom checker (170)Anemia (161)
(Index)
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Modest MomsFamily and faith-oriented; Simple life and modest means
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25% are divorced or separated
37% are age 45 or older
Income 26% below average
Low tech
Faith- and family-oriented
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Modest MomsFamily and faith-oriented; Simple life and modest means
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“Clothes sold at discount stores are just as good”
(117)
“I enjoy watching religious television programs” (124)
“I often prefer to pay cash for the things I buy” (118)
“I am very good at managing my money” (112)
“Computers confuse me, I’ll never get used to them”
(120)
“I prefer to shop with my family” (131)
(Index)
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Modest MomsTop indexing retail and dining brands
#shareinsight
Retailers Dining
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Modest MomsTop indexing websites and mobile apps
#shareinsight
Websites Mobile apps
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Modest MomsLifestyle searches
#shareinsight
Name meanings (456)
Lifehacker (286)Michael’s craft center (265)Dog breeds (241)Multiplication games (220)Blue Letter Bible (214)YMCA (172)Caringbridge (156)Sermon central (152)Family Search
(Index)
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Modest MomsHealth searches
#shareinsight
Chigger bites (573)
Sickle cell anemia (422)Acetaminophen (359)Prescription drugs (355)Macular degeneration (327)Osteoporosis (304)Rogue fitness (286)How to lose weight (277)Depression (276)Sciatica (247)
(Index)
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Maverick MomsNon-conformists; favor healthy, natural products
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Trailblazers
63% seek organic, natural food
Information gatherers
Entrepreneurial
Left AND right skew
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Maverick MomsNon-conformists; favor healthy, natural products
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“I prefer alternative medicine to standard medical
practices” (222)
“I usually only snack on healthy foods” (187)
“When shopping, I just get what I need and leave” (149)
“I look for organic or natural items when shopping” (221)
“I usually read the information on product
labels” (149)
“Advertising to kids is wrong” (139)
(Index)
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Maverick MomsTop indexing retail and dining brands
#shareinsight
Retailers Dining
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Maverick MomsTop indexing websites and mobile apps
#shareinsight
Websites Mobile apps
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Maverick MomsLifestyle searches
#shareinsight
Banana bread recipe (352)
Myers Briggs test (287)Sesame Street (215)Bible gateway (205)Proactive (189)Angie’s List (174)Joel Osteen (170)Mary Kay (161)Personality test (156)ASPCA (148)
(Index)
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Maverick MomsHealth searches
#shareinsight
Sun poisoning (847)
Drug interactions (723)Calorie counter (417)Foods high in potassium (364)Lose it (290)Blood pressure chart (266)Poison ivy rash (265)Strep throat (265)Health insurance marketplace (264)Cabbage soup diet (246)
(Index)
• Striving Moms: Convenience and budget are major influences for these moms with limited funds and busy lives. While generally less receptive to advertising, they are among open to mobile ads.
• Conventional Moms: Appeal to their traditional values and family-first mindset. With money to spend but a lack of interest in shopping, e- and m-commerce are key to closing the deal.
• Alpha Moms: The most tech-savvy, these affluent moms should be targeted through most digital media, especially mobile. She’s open to advertising and is a major force of influence in her own right.
• Modest Moms: They are ad receptive and say television is their main source of entertainment. They are more likely to part with their limited funds if it’s something for the kids.
• Maverick Moms: Give them access to information that they can use to decide for themselves if they want to form a relationship with your brand is the best approach.
Take-aways
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