clarity eNewsletter - april 2005


Mother's Day is May 8th this year and we at Lucid want to send out a heartfelt thanks to all mothers. Our work over the years has made us come to especially appreciate the role moms play in our lives and the lives of the people around us.

Mothers became our focus as marketers with the passion that businesses would appreciate moms as much as we do. Mother's Day is celebrated to give moms what they deserve, respect and admiration for all the wonderful things they do. If you haven't asked yourself before, now is the perfect time to say, "Is my company giving moms what they deserve?"

Best,



Chris Ulmer
culmer@lucidmarketing.com

 
in this issue

 
lucid analysis

The Newest Generation of Moms
by Dawn Costantini

May 8th marks a new event in many women's lives. A new wave of women is celebrating Mother's Day this year for the first time; they are Generation Y. This new generation brings along with it a host of new behaviors, trends and values. To properly advertise and market to this group, it's important you recognize this shift.

Although the definition of Generation Y varies depending where you look, it's usually someone born somewhere between 1977-2000. It's estimated that there are about 70 million Gen Yers in the United States. With a baby being born every eight seconds in this county¹, you can bet a lot of those mothers are from Generation Y.

Generation Y
These modern moms were raised by the successful Baby Boomers, who were able to give them items they never had. Gen Y children were encouraged to be whatever they want to be. Gen Y moms grew up during a time when colleges were raising the bar for incoming students. These students participated in sports, student council and donated their time to local charities while also excelling academically. They are overachievers and great multitaskers. As these students become mothers, you can expect that they will have the same zeal as adults. Today's companies are competing for her time, so if you do manage to get your message in front of her, it should be short and sweet but also relevant to her lifestyle and needs.

Another point to consider is that these moms grew up during the Clinton scandal and are raising their children post-9/11. This has given Gen Y moms a new perspective on life. Many Gen Y moms are becoming more traditional and reprioritizing their lifestyle to focus on what really counts. These moms are looking for products that help them weave the many facets of their life together for an integrated lifestyle.

Technology-savvy Marketing
As a marketer, you may ask, how do I reach this new generation? The first three words that come to mind when I think Generation Y are technology, technology and technology. The newest generation of moms grew up in a world of cell phones, TiVO, Ipods, and most importantly-the Internet. They have more control over when they call someone, what they watch on TV, what music to play and how they get their information.

This presents a whole new suite of challenges to marketers.

  1. Instant gratification - Generation Y grew up on the speed of the Internet and shorter commercial messaging. This generation demands quick access and immediate action. More than any generation of mom, Gen Y moms will look for quicker responses to accommodate their hectic schedule.
  2. Personalization - Technology has given this group the ability to personalize their life. Today's mom has custom Web pages with her baby's picture gallery and cars that help her navigate this week's carpool. If you want to win over Gen Y moms, think about how you can tailor your marketing message. It should be personalized and interactive to catch her attention.
  3. Diversification - The Internet has sped up globalization in a time when our country's own diversity continues to expand. Generation Y moms are the most diverse generation of moms to date. Not only do these moms represent more cultures and ethnicities, but they are also quicker to embrace different cultures. Your marketing efforts should reflect diversity in its imagery and message to appeal to all Gen Y mothers.

Although you should not lose sight of the older generations of moms, you should definitely keep your eye on this new cohort of mothers. They are sophisticated and growing up quickly. As you celebrate Mother's Day this year, take a moment to think about how you can celebrate the newest group of mothers, because they are the future of marketing to moms.

Sources:
¹ U.S. Census Bureau, 2005
- Kevin Kruse, Chief Learning Officer Magazine; Buckle Up: Generation Y Is Here,
http://www.clomedia.com/content/templates/clo_col_elearning.asp?articleid=410&zoneid=46
- Maria T. Bailey, Bonnie W. Ulman; Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Dearborn Trade Publishing, 2005
- The Risk of Misreading Generation Y: The Need for New Marketing Strategies; Zell Center for Risk Research Conference Series at Kellogg School of Management Northwestern University; http://www.kellogg.northwestern.edu/research/risk/geny/index.htm

 
lucid news

Kid Power 2005

Lucid will be an exhibitor during the Kid Power Conference at the Disney Yacht & Beach Club in Lake Buena Vista, FL on May 11-12, 2005. Kid Power provides the most comprehensive audience and speaker profile with the 2-12 market. Come out and meet members of the Lucid team, plus Maria Bailey will be signing copies of her new book, Trillion Dollar Moms: Marketing to a New Generation of Mothers (Dearborn, 2005), at the Lucid booth. Click here for more information on attending Kid Power.

 
industry news for you

  • relationship strategy
    Congratulations, You Are at Par: The New Four Ps by Lior Arussy - Excerpt from Passionate & Profitable: Why Customer Strategies Fail and 10 Steps to Do Them Right!


  • crm solutions
    Are Development Communities the Next New Thing for Hosted CRM? by Erika Morphy - "What is unique about these hosted customizations is that any company can take the customization and turn it into a template, with little effort, for their own company's operations," said Forrester Research analyst Liz Herbert.


  • email marketing
    Personalize and Customize E-Mail by Paul Soltoff - The commercial Internet is now over 10 years old, and I'm amazed how many e-mail marketers still send generic e-mail to everyone on their lists. For prospecting it's almost understandable, but not to your existing customer base.


  • marketing databases
    Improving Query Performance for Data Warehouses by Eric Rogge - During the last quarter of 2004, Ventana Research conducted a study that surveyed 225 IT and line-of-business professionals about assuring and improving data warehouse/mart performance. We assessed satisfaction, intentions, issues, difficulties, and budgets related to assuring and improving query performance of data warehouses and data marts. We have found that organizations continually suffer from cultural, agenda, and understanding gaps between IT and business.


  • marketing metrics & analysis
    Online Advertising for Branding and Purchase Intent by Heidi Cohen - Recent research supports expanded Internet branding use. Yet some branding experts still doubt online marketing's effectiveness.


  • internet promotions & advertising
    Selling Out Pre-schoolers by Gersh Kuntzman - A new 24-hour TV channel promises to deliver the best children's programming. But watch out for those ads.


  • customer research
    Top of Mind: Reaching Out To Today's 'Multiminding' Woman by Kelley Skoloda - What this all boils down to is that women, especially those between the ages of 25 and 54, are busier than ever juggling their lives at work and at home. This requires not only expert multitasking, but also "multiminding."


  • leading edge marketing tactics
    Try It. You Might Like It. by Thomas Mucha - Every salesperson is told the customer is always right. But can marketers think the same way? A group of innovative companies is trying a marketing innovation that links old-fashioned product sampling with a customer experience.


 
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