Fifty-six percent of moms in the United States feel marketers can’t connect in an authentic, engaging, and valuable way. The attempt to resonate is frequently missed. Here are five considerations to remember when marketing your brand and product to this demographic.
The Power of Emotional Advertising
Women think and associate differently than men. Fad-focused products and trends aren’t typically purchasing drivers for moms as much as an emotional connection is.
Poignant resonation is effective in brand messaging, which in turn, aids in the purchasing decision. Trust and reliability built between a brand and consumer lead to word-of-mouth referral, future purchasing, and loyalty.
Once trust is gained, a mom has confidence and peace of mind buying from the same brand again without the need for exploration and research. Parents always want the best for their child, and when a brand can help alleviate concerns in the process, a lasting connection is built.
A Mom is More Than Just a Mom
Being a mom means more. Brands are only now starting to realize that their connection outside of the stereotypical perception is outdated, and their evolution is imperative for success.
When companies market to moms, they frequently fail to display an accurate representation. A key element to remember is that many of these women are balancing motherhood, career, health, a household, and relationships. If this is known, why does mainstream marketing only highlight the motherhood side of their lives?
On top of being moms, more and more women become the household breadwinners, making it imperative for brands to tailor messaging and connect authentically on common ground.
The Rookies vs. The Pros
Entering motherhood is daunting because of the unknown. It can be incredibly intimidating the first time around. Once a woman’s second child is born, comfort and familiarity have been naturally established. “Rookies” versus the “Pros” are the two categories of moms that marketers should tailor their messaging and strategy to.
New moms may ask more questions, conduct more research, and trial before committing. There’s an added societal pressure to “be the best mother and not mess up,” and whether it be conscious or not, this plays a role in a consumer’s interaction with a brand and product. Marketers should be patient with this category to provide them with the comfort they need to know they are not alone and trust them. Reliability and white glove customer service build confidence.
As consumers, experienced mothers know what they want, what works, and what is best for them and their families. Convenience and time are prioritized since they now have motherhood down to a science. Creative advertising isn’t pulling a fast one on this category. A brand must be consistent and knowledgeable while reinforcing the unique selling propositions that make them stand out from their competitors.
The Millennial Mom
Millennials are changing the societal norm of motherhood. They’re resourceful, eager, and decisive.
With the convenience of search engines and constant access to our smartphones, today’s generation is researching — looking to see if a brand is worth their time and attention. Digital brand presence and reception to visual identity are key performance indicators (KPIs) to the millennial mother demographic.
Businesses need to take a measured step back and show expertise in their product categories without pushing to make the sale. This sets the millennial mom up to know the brand and its values — this invites engagement and trial.
Word of Mouth is Vital
Social media shows all. It allows consumers to see how brands respond to both the positive and negative feedback, reflecting the brands ability to add a level of trust in how each situation is dealt with.
Approximately 40% of women say that customer reviews make them more likely to purchase the item, mainly from another mom. Organizations must comprehend that mothers trust mothers and utilize it to their benefit.
So, Now What?
Brands need to prioritize understanding and to grow their mom audience. Stepping away from a mother's traditional definition and conducting market research specific to their niche will help marketers connect effectively.
Brands will ultimately benefit from stepping away from the presumed definition of a mom. The modern mother is intricately different and is frequently adapting to different roles throughout the day. To interact with today’s mom, businesses need to reinvent marketing by changing their perspective and show they care.
 Landers, Linda. Tips on Marketing to Moms. Girlpower Marketing, 2019.
 Del Gigante, Michael. Marketing to Moms: 5 Things Brands Need to Know. MDG Advertising, 2018.