Moms have major spending power— an estimated $2.4 trillion. If you’re not marketing to them, your business is missing out. Moms make 85% of household purchases even when 50% of these products are marketed to males. However according to moms, many of the marketing strategies aimed at them aren’t getting it right.
As highlighted above, getting it right with this audience has giant return on investment potential – and not just on Mother’s Day. Moms make these purchases year-round. Don’t make the mistake of pigeonholing your campaign around a single day once a year.
This amazing infographic does a phenomenal job explaining everything marketers are getting wrong when marketing to moms, while offering solutions to better engage this powerful audience. In summary? Moms (as they view themselves) are exhausted, flawed, social media savvy, and frankly, find motherhood emotionally complex. Painting them as the saint, hardest worker in the world, or being blatantly sexist isn’t reaching them. And frankly, it could be turning them away from your brand.
Below, we offer 10 fresh ideas for capturing this large audience, including both in-person and online. Whichever you choose, we caution you to really take in the infographic mentioned above, so that you don’t miss the mark with moms. Your campaign needs to be genuine, showing that your brand really gets the ups and downs, trials and tribulations, and of course, the joy of modern motherhood.
Marketing to Moms In-Person
Idea #1: Offer a Free Bonus Add-On
Consider offering a mini chair massage or small gift as a thank you for their purchase. This could be for spending a certain dollar amount over a set amount of time (for example, $100 over the course of a month), or simply as a “mom appreciation” day. Moms are constantly doing for others—namely their children. Offering them a reprieve, no matter how small, won’t go unnoticed. And hey, it just may push them to spend a bit more.
Moms are forever carrying things – diapers, wipes, snacks, sippy cups, extra clothes, blankets…the list goes on. While reusable grocery bags have surged in popularity for many shoppers, moms can always use the extra space. In the meantime, your brand is hitching a ride on someone pretty much constantly on the go.
Idea #3: Offer Kid-Friendly Deals or Promotions
Some examples could be a “kids eat free” lunch or dinner special, free kids nail painting when mom gets a manicure, or even a kid-friendly happy hour shopping deal, complete with juice and snacks to occupy them while mom shops. Regardless of the type of business you have, if you want to pull the moms in, don’t forget about their little loves, who are likely trailing behind them. Including them in your marketing strategy is a great way to appeal to moms—and hopefully win them over.
Idea #4: Offer Baby-Sitting
This is like the holy grail of sweet deals for any mom. Children are a wonder, but they’re also exhausting. Offering a short reprieve so mom can shop uninterrupted is HUGE. Ikea is a great example of this strategy in action with their Smaland, which essentially offers free babysitting while parents shop. This concept also works well in gyms and spas. If you can’t offer something as sweet as Smaland, you can still use the concept of occupying the children so mom can shop by having a “kiddie corner” space with cartoons, a comfy rug with large pillows for sitting on, snacks, and toys. Another idea? Host a weekly/monthly kiddie corner storytelling hour or craft. Same concept—mom shops, kids are occupied. Everyone’s happy.
Moms really can’t have too much coffee due to the combination of a busy life and little sleep. Coffee is basically a Moms lifeblood. Endear your brand to them by providing a container that not only lets them take it to-go but keeps it warm (or cold) while bouncing between work, playdates, school drop-offs, and ballet practice.
Marketing to Moms Online
Idea #1: Market to Moms on Facebook
Moms have a huge presence on social media and especially Facebook. BUT, your brand needs to be there for a reason, otherwise you’ll be ignored. Offer them something—a discount, a contest, an exclusive something they can’t get or find elsewhere. If you are asking them to buy something, make sure they can do it easily and quickly right from your ad or post, otherwise they’ll likely move on (remember, free time for a mom is usually limited).
Idea #2: Offer Free Shipping or Giftwrapping.
Everyone loves free shipping but remember, moms in-particular are buying a ton of stuff, on top of their already brimming lives. Ordering online is a huge timesaver—tack on a mom-discount in the way of free shipping and you’ll get their attention. Add free giftwrapping for moms (who are buying birthday gifts, holiday presents, teacher appreciation tokens, and more to earn a repeat customer.
Idea #3: Generate Buzz with a Social Media Campaign
Moms love sharing pictures and funny stories of their babes. Combine that with their use of social media and you’re onto something. Create a contest that relates to your product and let moms generate painfully cute content for you by using your unique hashtag. Highlight a picture (Instagram) or story (Facebook) every few days to keep momentum going over the course of the campaign, all of which (could) accumulate to a prize at the end of it (again, in-line with your product/service). Here are some great Instagram-specific ideas for a social media content campaign.
Idea #4: Build Trust from Moms
Create a marketing campaign geared at collecting recommendations and referrals. Moms trust other moms most. This is key to understand, because it means that regardless of how brilliant and convincing your campaign may be, it’s not going to compare to “real stories”. Use this to your benefit by inviting those in and making them part of your strategy. Create a point system with rewards for each review or referral. For instance, Albee Baby has a great reward program that credits purchases, reviews, and referrals.
Idea #5: Host a Contest
There are a ton of benefits to holding contests for your brand, like engaging prospective customers, and building your email marketing lists. What’s in it for the mom? A prize. Obviously, the greater the prize, the more eager moms will be to join in on the fun. Run a travel agency? A free vacation will have them practically salivating. Launching a beauty product? A gift basket of goodies for the overworked momma will be hugely appreciated. Contests can be part of Idea #3 (hashtag social media campaign) and Idea #4 (collecting recommendations and referrals). The good news—they can be done entirely online, expanding your audience across the nation, or even globally.
How moms do it all may forever remain a mystery (even to themselves), but it doesn’t mean they’re a complete enigma. Going after the mom audience has major potential due to their buying power but be sure you do so from a place of sincere care and understanding for their hectic lives. Offer solutions to their most common problems (Too much to do! Not enough me time!) and attract them with something that makes life easier for them, even if just for a few minutes.