Trillion-Dollar Moms: Marketing to a New Generation of Mothers

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Kaplan Publishing, Mar 1, 2005 - Business & Economics - 237 pages
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Mothers are the most powerful consumers in the United States today. But to obtain a portion of the $17 trillion+ spent by moms, authors Maria Bailey and Bonnie Ulman say marketers must recognize the power of mothers, appreciate the time they put into selecting a product, and understand what it means to be a mom today.

It’s a far cry from years past. Recent Census results indicate that the mom market has dramatically changed. In Trillion-Dollar Moms, Bailey and Ulman provide background information and analysis of today’s multigenerational moms, revealing original research findings on how the differences between them affect purchasing behavior.

Drawing on proprietary research, their experiential insights, and case studies of successful marketing initiatives, the pair will empower you to secure the spending of moms with strategies and tactics that include: •Initiating publicity campaigns that resonate with mothers •Developing powerful sampling programs with doctors and pediatricians •Creating advertising campaigns with relevant messaging •Hosting special events that appeal to the mom market •Launching flex-time programs for working mothers •Incorporating women business owners into your vendor list •Designing Web sites with time-saving features for busy moms There’s no doubt that mothers spend money. And with Trillion-Dollar Moms, you’ll have everything you need to act on and capture your share of this lucrative market.

  

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Contents

Chapter 1Taking Aim at the Mom Market
1
Chapter 2Talking About My Generation
11
Mothers in the Office
27
Parenting Pioneers
43
Chapter 5Gen X Marks the Spot
55
Chapter 6Generation Y Not?
73
Chapter 7Silver Birds Gilded Wallets
87
Chapter 8Messages for Moms
101
Chapter 10Getting Moms Buzzing through Public Relations
137
Chapter 11Connecting with Moms through Brand Experiences
147
Chapter 12Moms Online and Unplugged
171
Chapter 13Cultural Influences in a Moms World
193
Chapter 14Opportunities for the Future
207
Notes
221
Index
227
Copyright

Chapter 9Reaching the Right Moms the Write Way
119

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References to this book

About the author (2005)

Maria Bailey is CEO of BSM Media, an award-winning author of "Marketing to Moms: Getting Your Share of the Trillion Dollar Market," radio talk show host, and a nationally known speaker to over 11 million moms on TV, radio, print and online. She is the host of The Balancing Act on Lifetime TV and the WE-Women's Entertainment Network for Women. On radio, Maria is host of Mom Talk Radio, the first nationally syndicated radio show for moms and co-host of Good Day with Doug Stephan, the #7 ranked morning talk show in America. Online, Maria is the founder of BlueSuitMom.com, the award-winning Website for executive working mothers and co-founder of Newbaby.com, the largest resource of online video for moms. Her Mom Talk Moments are carried on Nestle's Verybestbaby.com and she serves as the Work/Life BalanceExpert on Johnson and Johnson's Baby.com. Maria's work was featured in O Magazine, and her articles can be found in Orange County Family, South Florida Parenting, and Working Mom, among other magazines. Her upcoming book, Mom 2.0, will examine reaching moms with new technologies, such as blogs, podcast and social networking.

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