Be tender to moms in tough times

November 19, 2009

In tough times, American moms put their personal needs last and defer to family needs.

In tough times, American moms put their personal needs last and defer to family needs.
This isn’t news to the husbands and children who love them, but it is a good directional reminder of the CPG and retail marketing messages that will best align with mom’s buying mindset today.

Nearly three out of four moms (72%) insist less on the quality of new clothes they buy, and half (51%) ease off on the quality of health and beauty products, according to findings of a newly released study by the Marketing to Moms Coalition, which surveyed 1,225 moms with children younger than 18 living at home during the second quarter of 2009.

By contrast, most moms say they aren’t scrimping on the quality of food, medical needs or clothing for their children.  These behaviors represent a savings mentality today that has:
•    78% of moms cutting back on overall household spending
•    77% using more leftovers
•    58% making more home-cooked meals
•    More than half making special trips to retailers that offer the best price

Potential marketing themes become obvious with these insights. How to reach moms besides using conventional media and in-store displays and materials: 39% of moms say they are on Facebook and 11% Twitter, the survey showed.

An earlier BSM Media survey indicated that 71% of moms seek product information online vs. 20% who scour newspaper ads.
These moms spend three hours online daily vs. two for their school-age children, found an earlier Marketing to Moms Coalition survey, which said 42% are on MySpace. “Mothers, now more than ever, are using technology like video, blogs and wireless devices to multi-task through their busy days,” says Maria Bailey, author of the book, Mom 3.0: Marketing with Today's Mothers by Leveraging New Media & Technology. “2009 stands to produce a record number of tech-savvy mothers bridging devices together to create everyday solutions.”

Given mom’s high-wire act of multiple responsibilities, suggests that marketers approach with tenderness. Take the time to target information seeker and blogging moms with messages and offers that drive value, health and lifestyle for the household, rather than blatant hard-sell that’s untargeted and will be dismissed.