Sheri McConnell Says: Share the Love, Boys
Marketing: Not All Women Are Moms

Marketing to Mom

As a Mom, I can assert that Moms know best. Mostly.

I say this not to get nostalgic...which we baby boomers do love to do, but to make the point that Moms are the ones who hold the purse-strings (pretty much always have for most of the household and kid items), and they should be high on your priority list when it comes to marketing to women online.

This neat article from Newswise (thanks to Twitter and Guy Kawasaki) tells it like it is: Kids Learn More When Mom Is Listening...

Newswise — Kids may roll their eyes when their mother asks them about their school day, but answering her may actually help them learn. New research from Vanderbilt University reveals that children learn the solution to a problem best when they explain it to their mom.Little_girls_funny_faces

It brings back fond memories. I always asked my kids what they did that day at school, when they got  home. All three were usually eager to tell me, also. We had long discussions about the events at school, and on the playground. But, I didn't stop there. Every night I read them a story and after I was done I would discuss the story with them. (ok, some nights I was barely able to read the story, let alone lead a discussion about it, but I tried most nights).

Somewhere I had read that repeating events, talking over things, and just getting kids to open up and talk about not only what went on in their lives, but the things they think about, was a good way to teach them how to become effective thinkers. Contemplation and thoughtful discussion was always a part of our daily life. It's nice to know I was on the right track.

Today, the girls still talk to me...but my son - at 25 (next month), he merely gives me grunts and one word replies to my questions. Sometimes I grab him and tie him to the chair, and interrogate him... no, not really. I do insist he talk to me, but I still get very litte interaction. People tell me it's a boy thing.

Regardless, Moms are so important in the overall family culture and structure - I hope if you're contemplating a new campaign for marketing to women online, in 2008, that Moms are a really big part of it. Now, call your mother.

Comments

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Teresa Morrow

Yvonne,

I really like this post because I am a mom and when I read the first line, my mom came to my mind right away. Then my daughter came to mind as I continued to read.
My mom didn't read to me every night however, she was a great mom...feed us great food, was the best person to be around when I was sick and good for helping with homework. She was a great listener too. My dad tried but he worked so much...he was the "fun" parent. Silly and would play with us games and such.
For my daughter, I am lucky to have the opportunity to live close to her school so we walk together to and from school every day. We spend that time talking about the day and enjoy our time together. We read together quite a bit (we both are readers).

As a work at home professional mother, I do have most of my clients as working mothers as well. I understand their daily blessings and trials by balancing working, a home, being a wife, mother, daughter. So yes, working moms are a part of my marketing campaign all the time.

You made me think of the latest Suaave commercial I saw this morning. I thought it was a pretty good use of marketing to women...especially new moms. The premise: Even though you are busy and have not too much money for anything but formula and diapers, by purchasing Suave shampoo, your hair will look good while you are caring for your infant AND you don't have to spend tons of money.

Thanks again Yvonne!

Sincerely,

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