Tag Archives | Marketing to Moms

Brand New Parents: What to Expect from Brands When You’re Expecting

A few months after returning to work from maternity leave as a first-time mom, it really hit me how life-changing of a milestone becoming a parent for the first time is. And it’s not until you go through it that you truly begin to understand and appreciate everything that comes along with the journey.

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Marketing to Moms: Five Emerging Opportunities

Having recently attended the annual M2Moms Conference in New York, I was very impressed not only by the presenters and their materials, but by the prestigious and exciting array of brands that were in attendance. As moms’ buying power and influence only continue to grow, they are a primary audience for both big and iconic brands as well as newer tech-focused start-ups. As a testament to the continued and growing interest in moms, Google showed in its presentation that worldwide searches on google.com related to Mom have skyrocketed from 20 million in 2004 to 100 million in 2016.

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Women Are the Currency of Success

I just returned from the 12th annual M2W (Marketing to Women) Conference in New York. An always-inspirational event, this year’s presentations, speakers and content were particularly motivating as a more global pool of voices shared their passionate perspectives on topics ranging from female entrepreneurship to the portrayal of women on advertisements.

With Mother’s Day just around the corner, I thought I’d call out three key takeaways from M2W that are particularly relevant to moms, and the marketers who are trying to connect with them (click to tweet).

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Three Words All Communicators Need to Know When Marketing to Moms from the M2Moms Conference

The weather was perfect, the room was full and the connections were abundant when I recently attended and spoke at the largest marketing-to-moms conference in the country, M2Moms. The annual event is a terrific venue to network and trend-spot. Typically held in Chicago, the conference moved to downtown New York this year, which shifted the composition of the hundreds of attendees and mompreneurs to more of a national, versus mostly Midwest, crowd.

While the attendees, brands and companies were very diverse, the hot topics were very consistent. If I were to create a word cloud based off of the sessions, I’d bet three words would dominate the graphic: work, influencers and millennials (click to tweet). I learned some surprising data points and implications at this year’s M2Moms Conference that I think are worth sharing—as so many brands count on moms as their primary buyer.

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Running Afoul or Runaway Success: 3 Key Steps to Effective Mom Engagement

A week ago, high-end baby stroller company, Bugaboo, posted this photo to its Instagram account with the caption: “Wow doesn’t model and mother of 2-year-old Lymée, Ymre Stiekema, look amazing in this @nlvogue shoot! Check out the Bugaboo Journal (link in bio) to read our interview with the real-life Bugaboo Runner. #runfree #bugaboorunner #bugaboo #style #fashion.”

Moms reacted, quickly and loudly. Comments to the post on Instagram and via other social media chided the company and questioned Bugaboo’s use of an unrealistic body image, declaring it to be a “horrible promotion.” Many moms shared personal stories about the realities of their “running” lives, which were in stark contrast to the perfection in the image.

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Celebrating Moms

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First, as a mother of two myself, let me take a moment to wish all the wonderfully hard-working and generous mothers out there a Happy Mother’s Day!

Jane Sellman once said, “The phrase “working mother” is redundant.” But the ways moms define success is not.

At Ketchum, we (and everyone else, we hope) appreciate moms throughout the year. And, as marketing-to-moms thought leaders, we know that moms represent trillions of dollars in purchasing power – more than any other consumer segment – and that moms’ economic power is still growing.

We also know that moms are now the primary breadwinner, or on par with a partner, in almost half of U.S. households (Happy Mother’s Day, indeed!) and at rates that are quickly increasing around the world (click to tweet).

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