Marketing to Moms: Getting Your Share of the Trillion-dollar MarketLooking for new markets? Then focus on mothers! Moms wield "awesome power as both consumers and decision makers who control the family purse. Just visit any popular park or mall in your town and you'll hear moms compare health care coverage, discuss the merits of different brands of baby food, and critique the hottest family vacation destinations. Moms spend most of the family's money, and, thankfully for consumer marketers, moms love to talk about where they spend it. You've heard of word of mouth. This is word of mom, the most powerful marketing tool in existence. So how can you and your company get a bigger piece of the "trillion-dollar mom market? Author Maria T. Bailey discusses the tools you need to reach the mom market and gain market share for your company. Drawing on 30 extensive interviews with high-level marketing professionals and the responses of more than 500 consumer moms, you'll uncover the secrets to successfully conveying your message to this economically powerful group. Topics include how to: -Effectively target the mom market and understand its dynamics -Craft messages that speak directly to moms -Design a Web site that increases e-commerce revenues -Build a brand and create product loyalty within the mom market -Develop an internal marketing strategy that attracts and retains mothers as employees -And much more This groundbreaking book is the first to examine the dynamic idea that moms are a separate and distinct consumer group with a mind very much its own. These collected insights, experiences, and opinions from both marketing professionals and real-life moms offer valuable information for any size company with any size marketingbudget--including yours. |
Contents
Understanding the Mom Market | 1 |
Speaking a Language Mom Can Understand | 25 |
StayatHome Versus Working Moms | 45 |
Copyright | |
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advertising AGES allows asked attention attract Au Pair audience baby Baby Einstein BabyUniverse.com benefits BlueSuitMom.com brand budget business owners campaign catalog challenge chapter child childcare Chris Evert colors consumer create customer service designed direct mail e-commerce e-mail employees executive experience Fedewa feel give goals household important Internet June Cleaver kids launched Lego logo look magazine marketing plan McDonald's million mom market mom's Nestlé newsletter newspaper offer Office Depot Omaha Steaks opportunity parents percent of mothers play professional purchase radio retailer role says search engines segment solution speak special event spend stay-at-home story strategy stroller successful sumers Sure Fit talk Talk Radio target telecommuting television tion Tom Gruber Ulman Velveteen Rabbit women women-owned Women's Business Research