I'm fresh off the travel and expense of attending the Marketing To Moms: How to Capture the Spending of the Most Powerful Consumer Group conference in Toronto, very satisfied with the experience.

OpenDialogue's Mary Fragedakis and her team put together two days of informative and entertaining content delivered by "real people" from the marketing industry. It was a refreshing focus on Moms and Women's markets and not the overused "networking event" format pandering to thrilling night-life adventures. And though I still enjoy some of those adventures, I much prefer the very worthwhile insight from some of the industry's "less traveled" leaders.

We can't do justice, here, to the depth of the presentations and valuable anecdotal points raised in audience discussions. Two themes central to several discussions reminded us that, "All Moms are Women but not all Women are Moms." And in trying to make your message heard it's, "Can you relate your brand to the facets of her personality?"

A highlight and one of the more entertaining events of the conference involved a panel review of several advertisements from companies with popular brands and big budgets. Some were good, and some missed the mark terribly. All the comments were insightful, humorous and well received.

So, my hat's off to the bright people who took the time to share their ideas. And to the ones who labored behind the scenes to put us all together, it was truly, a worthwhile conference. A little more "networking" wouldn't have hurt...

Fill your days with discovery.


John King

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  Holiday Hustle & Bustle - by Jennifer Sparks



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  Marketing to Moms: Email Impact Study



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HOLIDAY HUSTLE & BUSTLE
by Jennifer Sparks

Halloween is just around the corner and it kicks off the slew of holidays that follow. I'm already beginning to see holiday decorations and just noticed that the film "Surviving Christmas" will be in theatres. Surviving Christmas...something we all think about in one way or another. This time of year always means that there will be a lot of things crammed into the next 2 months --- parties, kids out of school, more parties, visiting relatives, more visiting relatives, and a lot of shopping.

Rather than just bombarding your customers with more product offers this holiday season, think about ways you can help your customers survive the holiday hustle and bustle, especially if your customer is a Mom. Several months ago (Clarity, July 2004), we highlighted recent research about the things that Moms are looking for from the companies they do business with. They are looking for products, services and experiences which:

1. Allow them to save time and provide convenience
2. Give them balance and simplicity
3. Provide Value
4. Provide Health & Safety for their children
5. Enrich their kids' lives

Additionally, research as indicated that "66% of moms spend more money with companies that send useful email messages that meet their needs or make their life easier". So, rather than just continuing your standard monthly emails for the next two-months, why not take advantage of the shopping season and reach out to your customers to help them.

Here's your opportunity. Beginning this month, invite your customers to receive a 6-8 week subscription to something like Holiday Sanity Savers. Make it enticing by emphasizing the benefits and clearly communicating that it is a "holiday only" email series. Here are just a few things to think about to get you started.

1. Make it Relevant

If you know your audience is Moms, step into her shoes and think about everything she needs to do over the holidays. From gift giving and entertaining to making sure the kids have plenty to do to playing Santa. Provide Mom with things or tips that will help her save time during the hustle and bustle. For example: Each week, provide Mom with a quick recipe idea coupled with an activity for her kids. Provide an activity that will help enrich her kids lives while also providing her with convenience --- minimal preparation required.

Result: Your Company helped her enrich her child's life and helped her save time; therefore she has a positive feeling about your brand. Thus, if you promote a related product, she will likely give it consideration, which can be difficult thing for a brand to achieve during the holidays.

2. Provide Convenience & Value

Moms have many shopping needs during the holidays, but your company may only fulfill one need. Instead of only promoting your product offers, why not provide Mom with a tool that makes something easy. For example, provide Mom with a suggested shopping list based on categories. The category list should encompass everything a Mom needs (even if you don't carry it). Enable Mom to customize the list online and print it out. You can put your branding on the background and within the list if you carry the items. Enabling her to take it with her will give your brand exposure offline and may even give her friends the idea to shop with you. You may also want to provide Mom with a special holiday offer incentive to shop with your company.

Result: You've given Mom a tool to make her life easier while also providing value for the holidays. You are looking out for Mom beyond your own sales benefit, which will result in gaining Mom's loyalty.

These are just a few ideas to get you started. You can still do your holiday product offers, but instead of just thinking SALE, SALE, SALE and ME, ME, ME, reach out and help your customer this holiday season. Because you've provided the tools and tips, she'll be more likely to buy from you this holiday season and buy from you again in the future.

Source: Marketing to Moms: Email Impact Study, BSM Media 2004

MARKETING TO MOMS: EMAIL IMPACT STUDY

Lucid Marketing and BSM Media have joined forces to conduct a study to learn more about the impact of marketing through commercial email to Moms. Commercial email marketing is a significant influencer for purchase decisions. The findings are intended for consideration when evaluating the potential of email marketing as a means to reach Moms.

The results of this study will be available at our web site so remember to check back soon.

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lucid marketing is a world-class interactive direct marketing services provider bringing companies closer to mom through efficient, high impact interactive marketing campaigns. We create personal relationships with customers for the worlds' premier brands. Click here to learn more about lucid marketing.

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