tag:blogger.com,1999:blog-59553277045401188822024-02-07T17:23:36.944-08:00MumPanelMumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.comBlogger76125tag:blogger.com,1999:blog-5955327704540118882.post-7739594624299792562016-11-11T01:24:00.000-08:002016-11-11T01:24:47.568-08:0095% of parents shopping online this Christmas – MumPanel 2016 Christmas Survey <style>
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<span lang="EN-US">With just 44 sleeps to go until Christmas
it’s at the forefront of most parents’ minds. But exactly how early do they
start planning and will they be spending more or less this year? We found out
the answers to these questions and a few more in the MumPanel 2016 Christmas
Survey. </span><br />
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/1ncpUqPqGlk/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/1ncpUqPqGlk?feature=player_embedded" width="320"></iframe></div>
<br />
<div class="MsoNormal">
<span lang="EN-US">It’s been a tough year for lots of families
and many have had to find ways to economise and make cutbacks, and Christmas is
going to take a hit too. A quarter of families are planning to spend less on
Christmas presents this year, but 14% are planning to push the boat out and
spend a bit more. The average spend per child this year is around £180, with
10% spending over £300 and at the other end of the spectrum 10% spending under
£50. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">We’ve seen a marked shift to online
shopping this year, with 95% of parents saying they will do at least some of
their present buying online. And parents are picking up presents while doing
the weekly shop – 63% saying they buy in supermarkets. We shouldn't forget the
other places mums and dads go to buy – Christmas markets, local craft fairs, eBay,
charity shops and local selling sites. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">In 2012 we found 10% of parents had started
food and drink shopping in September, but this year we found out mums and dads
like to start present buying much earlier. Almost 14% love finding bargains in
the January sales, the majority (47%) start in October and November. And
there’s 1% of brave souls who leave it until the week before Christmas. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Retailers leading the way are Amazon (81%),
Argos and Tesco for toys and games with Smyths following closely behind. Smiggle
and The Range are new places for present shopping that parents didn't mention
last year.<span style="mso-spacerun: yes;"> </span>Part of the reason Argos
continues to dominate is the good old catalogue – we heard in both the survey and
in twitter parties that two-thirds of kids still love to sit and circle the
presents they want. </span></div>
<div class="MsoNormal">
<span lang="EN-US"> </span></div>
<div class="MsoNormal">
<span lang="EN-US">To round up we asked parents <b>‘What could
brands do to help you more with Christmas shopping?’ </b>and here are just a few of
the themes that emerged – something for companies to think about for Christmas
2017? </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinlo1cN40hgiz46dTN_aQbPcPpD9DlQXt-LY388ysn2dQE3p6zeTL99-HuZ7H6C4sPWpinhY-PVNXlHaXkRMXeNsDmHMoyJuO1ea72vVQ-nyxKa4o6mK-3o6NpLp8tFIqfq2mMUykqpP4/s1600/Screen+Shot+2016-11-10+at+16.07.19.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="117" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinlo1cN40hgiz46dTN_aQbPcPpD9DlQXt-LY388ysn2dQE3p6zeTL99-HuZ7H6C4sPWpinhY-PVNXlHaXkRMXeNsDmHMoyJuO1ea72vVQ-nyxKa4o6mK-3o6NpLp8tFIqfq2mMUykqpP4/s320/Screen+Shot+2016-11-10+at+16.07.19.png" width="320" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US">Price
is a big issue…</span></b></div>
<ul>
<li><span lang="EN-US">Have a shopping list web page,
with details such as recipient, ideas, and price bracket and make suggestions
for each child</span></li>
<li><span lang="EN-US">Avoid inflating prices!</span></li>
<li><span lang="EN-US">More bargains before Christmas.
(Instead of items being half price 1 week later) More deals.</span></li>
<li><span lang="EN-US">Lower prices and more
availability for the more sought after toys!</span></li>
<li><span lang="EN-US">More toy sales like the
Sainsbury's half price toy week - that was fantastic</span></li>
<li><span lang="EN-US">Better deals, help with a guide
selector by choosing age etc. & possibly telling where you can get the best
deal, like a comparison site</span></li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US">Think
beyond the price tag…</span></b></div>
<ul>
<li><span lang="EN-US" style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span><span lang="EN-US">Toys to be advertised towards
particular age groups so it was easier to pick out suitable gifts</span></li>
<li><span lang="EN-US" style="font-family: "symbol"; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span><span lang="EN-US">Help with a guide
selector by choosing age etc. & possibly telling where you can get the best
deal, like a comparison site</span></li>
<li><span lang="EN-US">Stop being stereotypical with toys,
such as a craft activity, will be in a pink box or have a girl on the box, so
stops me buying it for my son who would love the activity.</span></li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US">Authenticity
matters to parents…</span></b></div>
<ul>
<li><span lang="EN-US">Be honest about what the toys
actually do compared to what they look like they do on the advertisements. I
often take my three young children into stores to show them that the sparkles
were added for the advert or that the fairies don't really fly etc.</span></li>
<li><span lang="EN-US">Being more honest with
descriptions on TV ads</span></li>
<li><span lang="EN-US">Stop nonsense adverts every 5
minutes showing expensive toys as not everyone can afford them but children do
see the ads and get upset.</span></li>
<li><span lang="EN-US">Tell the truth on adverts, they
always show young toys being played with by older children. When you buy your
child these toys and they get bored after the first 10 minutes it is such a
waste.</span></li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: "verdana"; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">MumPanel Christmas Shopping survey 2016, 590 respondents, parents with
children 0-18 years</span></b><span style="font-family: "times"; font-size: 10.0pt;"></span></div>
<div class="MsoNormal">
<br /></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-28281150811217107522016-10-06T12:17:00.002-07:002016-10-07T01:33:49.157-07:00Kah toh-loo Furby Connect!<style>
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<span lang="EN-US">There are certain toys that stay with you.
I remember my first bike, I remember my Barbie dolls (even the ones I shaved
the hair off) and I definitely remember Furbies. The first Furbies appeared 18
years ago and I was well past the age when I should have been buying them, but
I remember being desperate to get my hands on this weird little owl-hamster
type furry creature. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Then two years ago my kids discovered
Furby. They begged and begged and I caved in and got them two Furby Booms for
Christmas. This was a whole new kind of Furby which could hatch an egg in an
app. </span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">So you can imagine the level of excitement
in our house when we found out about the new Furby Connect. There are still all
the features you love, crazy noises and chattering in Furbish (such as Kah
Noh-lah aka I want to dance). But there’s so much more. For starters they have
taken the toilet humour that kids love so much, and parents pretend to hate,
with jazz farts when you pull Furby’s tail and pooping in the toilet on the
Furby Connect app. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO4krvNkryZAH4h5Rf8rePbBlUwhME8TeJ9i1GGmn4mTrQeZqF0mu2Jvv-ni5jCS9cm66Mz4VMANTR6frTL0XF7gpyotgBFmT-qFeMhMSsUe6O1FYN3z-bQopW8bEfeSFVThUfkNXowvU/s1600/IMG_6112.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO4krvNkryZAH4h5Rf8rePbBlUwhME8TeJ9i1GGmn4mTrQeZqF0mu2Jvv-ni5jCS9cm66Mz4VMANTR6frTL0XF7gpyotgBFmT-qFeMhMSsUe6O1FYN3z-bQopW8bEfeSFVThUfkNXowvU/s320/IMG_6112.JPG" width="320" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">The Furby cleverly interacts with the app
using Bluetooth (and that leaves room for lots of clever tech development in
the coming months). In the app you can feed your Furby and play games and
there’s a whole other world to explore beyond the furry friend in front of you.
My favourite feature (and my kids) is the theatre, where there are videos clips
and songs that your Furby interacts with (these change over time). </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">The Furby Connect itself is a step up from the
Boom, it has softer fur and eyes that light up with 150 different expressions.
It’s ears move and there’s a light up antenna. It loves being tickled, which
makes it giggle and instructs kids (or big kids) to do different things to keep
the play and interactivity going. And they’ve fixed the ‘shut that thing up’
issue by adding a sleep mask which clips over the eyes for instant peace. </span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US">So if you’d like to get your hands on one
of the must-have toys for Christmas 2016 just enter our competition below. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><a href="https://www.surveymonkey.co.uk/r/mumpanelFurbyConnectCompetition">https://www.surveymonkey.co.uk/r/mumpanelFurbyConnectCompetition</a> (and you can share this blog post using the buttons below)<br /><br />And if you're around today we're hosting a Furby Connect twitter party today - Friday 7th October at 1pm. Find us @MumPanel, </span><span lang="EN-US"><span lang="EN-US">follow #FurbyFriday, </span>they’ll be lots of Furby chat and another chance to win a Furby. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">(And if you're wondering Kah toh-loo means Me Like) </span></div>
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<br /></div>
<div class="MsoNormal">
<br /></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com1tag:blogger.com,1999:blog-5955327704540118882.post-43638141100125796832016-09-16T08:06:00.000-07:002016-09-16T08:48:09.090-07:00Speak Out – when word of mouth creates the next big thing<style>
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<span lang="EN-US">This time last year there was one game on
everyone’s lips – Pie Face. It was the Christmas sales smash of last year, with
retailers struggling to keep up with demand. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">But the story of its success started
several months earlier, and it was all down to word of mouth. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">In April 2015 a video of a grandfather and
his grandson playing the game hit the web, it was soon being shared across
social media, then mainstream media got hold of it. It’s hard give an exact number of views but there are various estimates of between 88-100
million. The game was actually launched by Rocket Games in 2014 but Hasbro heard about the buzz around the video, bought the rights and launched it in 20
countries in September 2015. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">It’s sometimes hard to figure out what
makes something a viral success but in this case it’s clear. The video is
natural and very funny, so it’s easy and safe to share, with friends and your
kids (and when they love it pester power kicks in) . The game itself is simple
and something the whole family can play. And it was marketed at a very pocket
friendly price. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">And even if you weren’t on social media or
hadn’t seen it in the mainstream press mums and dads were talking about it at
the school gate. People were sharing where they had seen it on sale or offering
to buy it for other parents. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkP5PEAFs6snraJ0HdTtJJitlQzQGHHbyvryJq6YxilTNx503I6E0MPDyKPNLI80vo06hsB07sbG7aALiXO_WVM5gcCkQGDWIDd4L_cn0-5Mkv0Tj2pRcWhmGTiu4OBnWgJNExvqsGOZ8/s1600/Speak_Out_Game.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkP5PEAFs6snraJ0HdTtJJitlQzQGHHbyvryJq6YxilTNx503I6E0MPDyKPNLI80vo06hsB07sbG7aALiXO_WVM5gcCkQGDWIDd4L_cn0-5Mkv0Tj2pRcWhmGTiu4OBnWgJNExvqsGOZ8/s320/Speak_Out_Game.jpg" width="320" /></a></div>
<div class="MsoNormal">
<span lang="EN-US">And this week it looks like Hasbro are
about to repeat last year’s success with another hilarious (but adult-focused) board
game. Speak Out was launched in June this year, after a collaboration with <a href="https://www.youtube.com/watch?v=pWEwNa8pICg" target="_blank">JoeSantagato</a>, and we heard little about it until <a href="https://www.facebook.com/barb.hamm.50/videos/10206982679035951/" target="_blank">a video</a> appeared on Facebook on
11<sup>th</sup> September. In 5 days it’s had 28 million views. Yes, 28 millon views. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Last night it hit my timeline and I
immediately shared it, it’s funny and is similar to a game I play with my kids
(taken from the game on TV programme Celebrity Juice) where you have to say
words while keeping your teeth covered. Then I went to try and buy it. Amazon
sold out. Argos sold out.<span style="mso-spacerun: yes;"> </span>Every retailer
sold out. And it’s changing hands for £50 on eBay (it retails at £19.99). </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">When I got to the school gate this morning
the first thing a mum said to me was ‘have you seen that video of that new
game, I wonder where you can buy it from’. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Hasbro seemed to have stumbled on an
unexpected and low budget way to create cash in the till. When we’re talking to
people about spreading the word we focus on letting things spread within
people’s natural journeys, there’s real power in letting real people do the
work for you. And that’s especially important in a market where we’re
overwhelmed with marketing and advertising messages. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">There's lots of talk about using micro influencers (we prefer to call them real people) to spread a message but you have to get the content right first - and this is what's happening with Speak Out. Maybe it's time for brands to better understand with what we connect with, what we're willing to share and why. </span></div>
<div class="MsoNormal">
<br /></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-75507047394560695702016-09-15T02:53:00.000-07:002016-09-15T10:25:18.611-07:00I had a baby and joined a tribe<style>
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<div class="MsoNormal">
<span lang="EN-US">When I was pregnant with Mia I didn't worry
a lot. I knew I had good friends. I knew I had great family support. Everyone I
spoke to told me I’d easily combine a career working from home with childcare.
I pictured long leisurely lunches with friends, I imagined gently rocking her
to sleep, one foot on bouncer while I chatted away to a client. I read all the
books. I knew what I was doing. I had this. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglqyeBcTuq0VinrZgK1nPATUwpQk90U8IB2DyF3c2atAi7K5sZNTknmweb58dKRpaPtxdzbOKqiSPwUSoN315_khgCkaEv26zud83ZtSEGYDfrV6tJw8pirFSD6rweBrieY86bVnuS7aU/s1600/1923962_70699890351_9136_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="264" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglqyeBcTuq0VinrZgK1nPATUwpQk90U8IB2DyF3c2atAi7K5sZNTknmweb58dKRpaPtxdzbOKqiSPwUSoN315_khgCkaEv26zud83ZtSEGYDfrV6tJw8pirFSD6rweBrieY86bVnuS7aU/s320/1923962_70699890351_9136_n.jpg" width="320" /></a></div>
<span lang="EN-US">Then she was 11 days late. I was induced. I
was in established labour for 24 hours. It ended in a forceps birth. She was
horribly jaundiced and rushed back into hospital. I got a bad infection and
ended up in hospital. I struggled to establish breastfeeding and then it turned
out she was allergic to formula. We ended up in hospital again. Oh and I’d
committed to delivering a project starting when she was 4 weeks old. I didn't
have this. I didn't have a clue. The books didn't cover this. I had no friends
with kids. My family, as awesome as they were, had their babies many years
ago. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">I was stuffed. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Then my antenatal ladies came to the
rescue. They were my lifeline in those first few months. They were the people I
shared my lows and highs with. The people I asked for recommendations from
everything from bum cream to nurseries (and just about everything else in
between). </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">So why did I go to them? Why did they
replace my usual trusted network of friends (some of whom had been friends for
over 20 years)? </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">Because they knew. They knew what it was
like to wake up with a tiny screaming person 3 times a night. They knew you’d
do anything to stop their tiny little stomach cramping if it meant you could
eat a hot meal in the evening. They knew that having a small person utterly
changes your life and perspective. And they were right with me in the moment,
parenting at the same time and facing the same challenges I was facing. In some
respects parenting never changes- your job is to raise a relatively normal kid
that turns into a respectable-ish adult. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFZ1qT29k_s7Za2WG48dldwwcDaTw1Fj8S70jmGciQc0IG6CsMbM8iJDogXokDWcISArwCcXwwzqqNWZ025HYH91fwFIA0jG8VmBrtfC8HWmpA5mudT3jqKVOhRxbccpfwyUqwc-cP5EE/s1600/IMG_0183.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFZ1qT29k_s7Za2WG48dldwwcDaTw1Fj8S70jmGciQc0IG6CsMbM8iJDogXokDWcISArwCcXwwzqqNWZ025HYH91fwFIA0jG8VmBrtfC8HWmpA5mudT3jqKVOhRxbccpfwyUqwc-cP5EE/s320/IMG_0183.jpg" width="240" /></a></div>
<div class="MsoNormal">
<span lang="EN-US">But then everything changes. In between
having my two how you made a bottle up changed, the advice on using dummies
changed. Between me and my mum having kids the landscape of raising children has
changed beyond all recognition. In 1976 my mum didn't have to worry about the
impact of technology on her child’s developing brain. Playing out in the street
was totally normal and expected. We knew little about cot death. Brands were
hardly on our radar. Antibacterial hand gel and aspartame in drinks didn't
exist. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">So the mums I met at that stage of my life
became my tribe. The people I trusted most, whose opinions I listened to and
whose advice I would take. I wanted to know what toys they’d bought, what foods
they were feeding their kids and what product you could buy to wash away those
mysterious orange food stains. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">And even when I didn't want the advice I
was always taking in what they said. I spent a lot of time with these people.
And over the years although that group of mums has changed – as I moved towns
and my kids moved from nursery to school<span style="mso-spacerun: yes;"> </span>-
the tribe remains integral to my decision-making. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">My tribe is at the school gate, at my
slimming world group, on facebook and on nights out. Each time the conversation
might be different, so at holiday club pick up over summer we covered where everyone was buying school uniform, holiday destinations, kids’ hair chalk and shoes
(each one coming with recommendations of where to buy). And on a night out at
the pub we talk about where we’re going with our partners for nights away, new
cars and beauty treatments. These are people I’d trust with my kids, so I’m
likely to listen to their opinions pretty carefully. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">It’s important for brands to understand
that these are the people I turn to when I have to make every day purchasing
decisions. I’m not thinking about what washing machine Kim Kardashian uses when
my finally packs up. Think about the people your customers trust and how you
can tap into that network. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">We’d love to know whose opinion you trust
most…</span></div>
<div class="MsoNormal">
<br /></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-51050519379436942142016-08-23T04:20:00.000-07:002016-08-23T04:20:01.266-07:00Smiggle – the word is spreading <div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<div style="text-align: center;">
<br /></div>
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<span style="font-size: large;"><b><span lang="EN-US">“Have
you been? Your two would love it”</span></b></span></div>
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<b style="mso-bidi-font-weight: normal;"><span lang="EN-US">We
know there’s nothing more powerful than parent to parent recommendation, the
power of conversation between two people who trust each other (92% trust
friends and family recommendation over any other form of advertising). And
when that power is combined with a fresh approach to the high street and
something kids love we know there’s a new hit on the horizon. </span></b></div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYiaDYcKImlbBr0Bw4EycMupWuhRYqo8189YmUzLS4hi__oPwQeWgELMGs2fxv66qNKCUKjMcdbk71_aISn_30nERoBS6_OOaEdLiYqfsiG7A4ycqIhjgGIMCDm9krZ3TOQ9KFYzC78q8/s1600/Smiggle-store-image.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYiaDYcKImlbBr0Bw4EycMupWuhRYqo8189YmUzLS4hi__oPwQeWgELMGs2fxv66qNKCUKjMcdbk71_aISn_30nERoBS6_OOaEdLiYqfsiG7A4ycqIhjgGIMCDm9krZ3TOQ9KFYzC78q8/s320/Smiggle-store-image.jpg" width="320" /> </a></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: xx-small;"> (Credit: mallcribs.com)</span></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
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<span lang="EN-US">Smiggle. It’s where a smile meets a giggle.
Either that means absolutely nothing to you and I’ve just taught you a new word.
Or you’ve broken out in a cold sweat as you know exactly what it means, your
kids are obsessed with it and your bank balance is suffering as a result. </span></div>
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<span lang="EN-US">For those not in the know Smiggle are an
Australian retail brand that sell </span><span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">colourful
stationery, bags, lunchboxes and drink bottles. If you’re a stationery addict
you’ll love it, if you’re the parent of a kid who is a collector or loves
bright, shiny things then you’re bound to be in store very soon. </span></span></div>
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<br /></div>
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<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">I had a <i style="mso-bidi-font-style: normal;">teeny </i>stationery habit when I was a
teenager (I don't think a collection of 120 rubbers is too much?) which <b>a. </b>may
have strayed into my adult life – see picture below and <b>b. </b>obviously is genetic
as my kids have the same problem. </span></span></div>
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<br /></div>
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<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">My local store hasn't even opened yet so
we’re off to explore the Manchester store next week…I’ve already bumped the
limit up on my credit card. </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgK5S2YuCvFf4WBfDoNmPAlADl1TwpCpYsaisd4NiIEvAagtEpYcm9K6KJFjPcuwZUmBATyPKkUagL9yrL71P7M02F6qHVKM-ai81d0mviui4CSPY8PFc4f0_QMgfag_BdWtIYwDS69j7s/s1600/IMG_5683.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgK5S2YuCvFf4WBfDoNmPAlADl1TwpCpYsaisd4NiIEvAagtEpYcm9K6KJFjPcuwZUmBATyPKkUagL9yrL71P7M02F6qHVKM-ai81d0mviui4CSPY8PFc4f0_QMgfag_BdWtIYwDS69j7s/s320/IMG_5683.jpg" width="240" /></a></div>
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<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">The first UK Smiggle
opened in 2014 and there are now 67 stores in the UK with plans to have 220 by
the end of 2018. <span style="mso-spacerun: yes;"> </span>But you might be
wondering how I heard about Smiggle when I haven’t even stepped foot in
one.<span style="mso-spacerun: yes;"> </span>It all started with that line,
‘Have you been? Your two would love it’. </span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Lynne (MumPanel
founder) has a daughter the same age as mine and they have a common love of
stationery. Lynne mentioned Smiggle in passing a couple of times over the last
few weeks and then when we were discussing Christmas trends she said the
Smiggle calendar would be the big thing. At this point Smiggle weren’t even on
my radar, I hadn’t seen anything online and we didn't have a local store so my
trusted mum friends weren’t talking about it. </span></span></div>
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<br /></div>
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<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">So Lynne filled me in
and as we were going to a meeting she pointed out the Manchester Arndale store
(trust me you won’t miss it and neither will your kids!). I immediately knew
that my daughters would love it but it would also be useful for me because I
could get back to school kit, birthday presents for their friends and cheap
pocket money treats. <span style="mso-spacerun: yes;"> </span>Win win. </span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Then the power of
word of mouth took over. I had information from a trusted source so I took that
and shared it with my friends, who shared it with their friends. And all the
time Lynne was sharing it with her friends, who shared it with theirs, and theirs
and theirs. Until it’s reached thousands of people. The power of one single
conversation is spreading the word about Smiggle. And it’s happening in a
natural but trusted way driven by parents desire to share information. </span></span></div>
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<br /></div>
<div class="MsoNormal">
<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">When we work on
spreading the word campaigns clients sometimes don’t understand how a small
team of well-connected amplifiers can successfully get the word out there. But
that’s all you need – if your product, service or concept is good the power of
one conversation amplified many times over does the work for you. And although there's a trend at the moment to only talk about online and celebrity influencers you have to carefully consider where you audience are (what about those who don't have a facebook profile?) and who they really listen to. Remember that </span></span><span style="mso-bidi-font-weight: normal;"><span lang="EN-US">92% of parents trust
friends and family recommendation over any other form of advertising. </span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US"><br /></span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">The power of
word of mouth can be hard to harness but if you know the right people to start
conversations it can create loyal customers and put more money in the till. </span></span></div>
<div class="MsoNormal">
<br /></div>
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<span class="st"><span lang="EN-US" style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">We’d love to hear
about the products or places you heard about from other mums or your experience
of Smiggle. </span></span></div>
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<br /></div>
<br />
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-89620490574565778012016-04-27T06:02:00.000-07:002016-04-27T06:02:31.776-07:00Fitbits & SausagesThis time last year mums were spreading the word and their recommendations for Aldi Prosecco. They were raving about the taste and price and telling other mums about it. So what’s getting mums talking and giving recommendations in 2016?<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiROxAnV1dp0Rrb5W8-SFB4-OhSdMXidH9dcdQKhbQaxtbqCwMRGX9GGoFgdBvXIeMSaVIVBUym1UqqNmnLgOvNTpyWSHOVDrKWHevKyHUetY9RU2Gjpat98wpZTLQowhppePRosCtUUms/s1600/IMG_2257.123936.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiROxAnV1dp0Rrb5W8-SFB4-OhSdMXidH9dcdQKhbQaxtbqCwMRGX9GGoFgdBvXIeMSaVIVBUym1UqqNmnLgOvNTpyWSHOVDrKWHevKyHUetY9RU2Gjpat98wpZTLQowhppePRosCtUUms/s320/IMG_2257.123936.JPG" width="320" /></a></div>
<br />
<br />
<b>Fitbits</b><br />
<br />
Have you done your 10,000 steps today? Mums asked for Fitbits for Christmas and birthday presents. It’s part of our attempt to get fit and keep motivated but also a way to compare sleep deprivation! It’s a talking point everywhere, from fitness classes to the school playground.<br />
<br />
<b>Heck</b><br />
<br />
How often do you find a product that’s low fat, tastes great and the kids will eat too? Heck have filled in an unexpected gap in the market with their range of sausages and burgers. They’ve been making sausages for a long time but just a couple of years ago developed the Heck brand and have an avid social media following. Mums are making trips to certain supermarkets to source their products and ordering online. They continue to tap into what mums want with the recent launch of a vegetarian range.<br />
<br />
<b>Aldi’s Mamia </b><br />
<br />
In the last few years the big boys, Pampers and Huggies have had to compete with supermarket own brands (Asda own nappies were a mum favourite for a long time). But now Aldi (and Lidl) are grabbing mum market share with nappies that don’t leak, are comfy and cheaper than their branded rivals. Aldi have cleverly championed their products with mums, offering quality and value.<br />
<br />
<b>Musical.ly</b><br />
<br />
If you haven’t heard about it then ask your kids. It’s an app where you can make your own music videos. What kids seem to love is the interactive element of it. It’s a current tween craze, even though it’s only for 13+, so mums are talking about it. We’re trying to understand it, decide if our kids can use it and figure out where technology is going next.<br />
<br />
<b>What mums are saying about other products</b><br />
<br />
“My go to at the moment is Costa coffee, and I know lots of other mums who can't do without their Costa fix.”<br />
<br />
“At the school gate and on social media I’m hearing lots about meal replacements like Huel and C9 for weight loss. But there’s also a massive backlash against making women feel bad about their bodies and unrealistic expectations."<br />
<br />
"My kids and their classmates are obsessed with collecting Beanie Boos. I think they are weird but as a cheap treat I’m quite happy to purchase them.”<br />
<br />
Make sure you’ve got your ear to the mum grapevine as their trends will drive sales and footfall. And if you manage to find their sweet spot you’ll have all the word of mouth ambassadors you’ll ever need.<br />
<br />
If you'd like to know more about how we can help you hear what mums want call us on 0161 413 4717. <br />
<h5>
<b><br /></b></h5>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-29660843199147764322016-03-04T07:08:00.000-08:002016-03-04T07:11:20.879-08:00‘A hug and a cup of tea’ <style>
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">It’s Mothers Day on Sunday (just in case you’ve forgotten!)
and we asked our mums what that meant to them. </span></span></span></span></div>
<br />
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">Over 90% said they celebrated it in their household and when
asked what it meant to them the overwhelming response was spending time with
their family and about appreciation – of their own mum, their kids and
themselves. </span></span></span></span><br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwjw2iTjHzAWkYz9g-IbOUDRhzjo1CHuckQnPH07TizHRsab7nHBBy7GRYMwRgApe5DykIhTroR4TrcYWVAVwoY8-sz1RSH3oNHL5sHh5Sy8Vims_eLryCPnVzpuuvpfGRqs3LREbVh80/s1600/iStock_000051175874_Large.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="188" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwjw2iTjHzAWkYz9g-IbOUDRhzjo1CHuckQnPH07TizHRsab7nHBBy7GRYMwRgApe5DykIhTroR4TrcYWVAVwoY8-sz1RSH3oNHL5sHh5Sy8Vims_eLryCPnVzpuuvpfGRqs3LREbVh80/s320/iStock_000051175874_Large.jpg" width="320" /></a></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">‘A day to
realise how much I appreciate my mum and my daughter to appreciate me
(hopefully!)’</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">With that
appreciation came relaxing – with over half saying they get to relax more…</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">‘Hopefully
a lie in!! Possibly breakfast in bed ... A day to stop & enjoy being a mum.’
</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">However, on the flip side 50% said they didn’t get to relax
anymore than usual…</span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
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<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">‘I'm still
mum!’</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">‘Have to
fit tow family visits into one day so no one is disappointed.’</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">Overall the
wants of mums were not commercialised or grand.
Homemade cards were at the top of the ‘hope to receive’ list closely
followed by breakfast in bed and flowers. It also included kids behaving
themselves, a sunny day and no hassles! Ideal Mothers Day for some mums were:</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">‘A long nap
and a long hot and undisturbed bath’</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US">‘Kids sleep
in too so I get a cuddle and my partner then takes them off to prepare my
surprise. No-one argues or fights ALL day’</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><span lang="EN-US" style="color: #262626; font-family: "arial";">‘Time with my children and my mum having a nice meal’</span></span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">The brand that was most associated with Mothers Day was
Thornton’s – perhaps it was a brand that stretched across the generations and
was seen as traditional.</span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">However, not every mum feels like celebrating or can, for
some it is a sad time missing their mum who has passed away. For others they
may not have the same support or partner to let them enjoy Mothers Day.</span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">I think brands are beginning to (or should) link these
occasions with the more emotional, and simplistic aspects, engaging with their
audience more. Caring. With the philosophy of less is more - sometimes. </span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">Brands who help with hand made cards, the ideal breakfast in
bed menu and little presents that matter
will win through.</span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">Happy Mother’s Day.</span></span></span></span></div>
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;"><br /></span></span></span></span>
<br />
<div class="MsoNormal">
<span style="font-size: large;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">Over 1500 responses via MumPanel Survey on 9<sup>th</sup>
March 2016.</span></span></span></span></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-55998466171070464372015-09-30T08:13:00.004-07:002016-03-04T07:10:25.102-08:00The Sugar Summit - 5 key consumer trends<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtxFh2kPEa_cGEQuRWcJz7myqdRvU76d2PVo7qF_RXvi87b-jn0kr5tUdQXcMSOC1-KFSDYfUFX7TyVJ1_pTqvvvj1I5URk8vCc1_trMY3eiolGUyXmB6l1o_b2qMnRmyBuCxbeRJZ7Ec/s1600/3+out+of+5+adults+reducing+sugar.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="183" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtxFh2kPEa_cGEQuRWcJz7myqdRvU76d2PVo7qF_RXvi87b-jn0kr5tUdQXcMSOC1-KFSDYfUFX7TyVJ1_pTqvvvj1I5URk8vCc1_trMY3eiolGUyXmB6l1o_b2qMnRmyBuCxbeRJZ7Ec/s320/3+out+of+5+adults+reducing+sugar.jpg" width="320" /></a></div>
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<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif;">Over 3,000 UK people aged 8-90
years old took part in our in-depth sugar summit ethnographic and quantitative
insight - looking at what people are really thinking and doing about
sugar. Below are the key discoveries.</span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="EN-US" style="color: #1a1c1f;"><br /></span>
<span lang="EN-US" style="color: #1a1c1f;">1. </span><b><span lang="EN-US">The
sugar awakening </span></b></span><br />
<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif;">In the last 12 months the UK
government, medical governing bodies and celebrity chefs have raised
concerns about the amount of sugar us Brits are consuming. This has resulted in
sugar now being the top ingredient that people take note of on ingredients and
3 out of 5 adults actively making an effort to reduce the amount of sugar in
their diet. People have woken up to sugar and not just to fizzy drinks and
sweets but to apparent ‘hidden sugars’ in products, with 69% concerned about
the amount of sugar in cereal and 40% in bread.</span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="EN-US" style="color: #1a1c1f;"><br /></span>
<span lang="EN-US" style="color: #1a1c1f;">2. </span><b><span lang="EN-US">State
of confusion</span></b></span><br />
<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif;">The sugar awakening has to led to
many consumers questioning labelling on products, being confused about how much
sugar they should be consuming in a day and what is deemed ‘good’ and ‘bad’
sugars - if there is such a thing. 2/3’s of people feel brands don’t clearly
let consumers know about the amount of sugar in products and are confused by
media messages. As one consumer said , ‘<i>messages can be very confusing; 5 a
day v’s low salt v’s low sugar v’s no additives – what advice do we take?</i></span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="EN-US" style="color: #1a1c1f;"><i><br /><o:p></o:p></i></span><span lang="EN-US" style="color: #1a1c1f;">3. </span><b><span lang="EN-US">The
counter revolution</span></b></span><br />
<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif;">The focus on sugar has led to the
spotlight also being shone on the alternatives, such as sweeteners. Over the
last 5 years we have heard rumblings of distrust of sweeteners, such as
Aspartame, from parents. There is a growing group of consumers who would prefer
products to contain sugar (64%) rather than sweeteners, as they worry about the
‘unknown’ effects of sweeteners or just prefer the taste of sugar.</span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="EN-US" style="color: #1a1c1f;"><br /></span>
<span lang="EN-US" style="color: #1a1c1f;">4. </span><b><span lang="EN-US">Taking
responsibility </span></b></span><br />
<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif;">Many people we talked to felt
responsibility for the amount of sugar we eat as a nation should be shared
between the manufacturers, regulatory bodies and personal responsibility. 50%
felt that people needed to take more ownership of the sugar they and their
family’s consume and be active in trying to change their habits for the better.</span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="EN-US" style="color: #1a1c1f;"><br /></span>
<span lang="EN-US" style="color: #1a1c1f;">5. </span><b><span lang="EN-US">Education
and clarity </span></b></span><br />
<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif;">The increased awareness, confusion
and want to action has led to an overwhelming majority of people (96%) asking
for better education on sugar in foods and drinks - for adults as well as kids.
They want clearer and simpler labelling and that manufactures should reduce the
amount of sugar in products gradually. Many don’t want sugar replaced with even
sweeter sweeteners - instead they want the nations palette to adjust to a less
sweet diet.</span><br />
<span style="font-family: "verdana" , sans-serif;"><b><span lang="EN-US" style="color: #1a1c1f;"><br /></span></b>
<b><span lang="EN-US" style="color: #1a1c1f;">P.S</span></b><span lang="EN-US" style="color: #1a1c1f;">. Overall, most people said it was about achieving
a balance. They don't want to be eating ‘sugar’ free birthday cake or
munching on a celery stick while watching X Factor. Sugar has it’s place and
it’s an enjoyable, fun and feel good time. However, it should be in moderation.</span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="EN-US" style="color: #1a1c1f;"><br /></span></span>
<br />
<h3>
<span lang="EN-US" style="color: #1a1c1f; font-family: "verdana" , sans-serif; font-size: small;">If you would like our full Sugar
Summit infographic please contact me at <a href="https://www.blogger.com/blogger.g?blogID=5955327704540118882"><span style="color: #0f78bd;">lynne@agentwithin.com</span></a> and for more about
our parent company, Agent please go to <a href="http://www.agentwithin.com/"><span style="color: #784fbf; text-decoration: none;">www.agentwithin.com</span></a> </span></h3>
</div>
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MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-44459828160237314972015-04-23T02:29:00.000-07:002015-04-23T06:08:09.633-07:00There is more to being mum<div class="MsoNormal">
<span style="font-family: inherit;">We
keep hearing it, experiencing and saying it – but it’s something that’s worth
repeating. There’s more to being a mum than being a mum. Behind that title of
‘mum’ is an individual, a person who has her own set of wants and needs. She
has to balance that with the needs of her family but her own (often strong)
preferences play into her decision-making.</span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;">We’ve
just carried out some research with our MumPanel of 10,000 mums across the UK
and this is what is at the top of their mind at the moment (and some of their
thoughts aren’t quite as mumsy as you’d think…). <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<ul>
<li><span style="font-family: inherit;"><b>The election is a hot
topic at the moment</b>.
We don’t tend to find mums discussing it in the playground but it’s definitely
something they think about – both on a personal level and also how it might affect
their family. 88% of mums said they’re going to vote in the general election
but even at this late stage 45% haven’t decided who they’re going to vote for.
That could mean that mums are the most influential group in determining who’s
next in line for government.</span></li>
</ul>
<ul>
<li><span style="font-family: inherit;"><b>Mums have fun and ‘me
time’ too</b>.
Mums might not have bags of free time but they still manage to fit in their
hobbies and interests. When we asked our MumPanel, half play sport regularly
(swimming, running, netball and bootcamp). One third said they regularly
holidayed without their kids, two-thirds go to comedy shows or theatre, 40%
drink alcohol every week and 75% do DIY (not sure that is always fun!). It’s not just empty nesters that have ‘me
time’, so don’t forget mums when you’re marketing recreational and escape
products and services.</span></li>
</ul>
<ul>
<li><span style="font-family: inherit;"><b>Mums and kids share</b>. Mums share
products, experiences and wants with their kids. They might buy breadsticks and yoghurts for
the kids but find they like them. And so the next time they’re buying for
themselves as well as the kids. We found
two-thirds of mums like the same music as their kids (Frozen sound track,
McBusted, Ed Sheeran, Take That and Taylor Swift). Many go willingly (or
suggest going) to concerts and shows with their children – enjoying them as
much as the kids. Parents and kids share - whether consciously or not - and
brands should look for opportunities for innovation and connection in this
area.</span></li>
</ul>
<ul>
<li><span style="font-family: inherit;"><b>There are many
dimensions to being mum</b>. Brands need to see the wider influences, needs and
values of mums. Why? So they don’t miss important factors when developing
products and service. As a brand if you dig into these deeper factors you can
create better, empathetic relationships with your audience and meet ALL the needs
of ‘being mum’.</span></li>
</ul>
<span style="font-family: inherit;">All figures from survey of 600 UK mums (completed 14-20th April 2015). </span><br />
<div class="MsoNormal">
<span style="font-family: inherit; font-size: 14.0pt; mso-bidi-font-family: Arial;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;">If you have any mum or family insight, innovation or communication needs call us on 0161 413 4717 or email lynne@mumpanel.co.uk</span></div>
<div class="MsoNormal">
<br /></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-1246395269261883962015-01-15T04:25:00.000-08:002015-01-15T06:19:19.544-08:00Mum truths, tips and trends in 2015<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Mum truths, tips and
trends in 2015<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Over the last few years we’ve talked a lot about how brands
view mums. They’re often keen to try and stick them into neat little boxes,
with the aim of better understanding this profitable market. But what we’ve
discovered time and time again is that the opposite is true – if you try and
squeeze mums into a limited profile it narrows your perspective to a point
where products and communications miss the spot, or worse, damage your brand. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This idea of thinking beyond demographics now has it’s very
own bit of jargon - 'post demographic consumerism’ in marketing speak and is set
to be a key trend for marketers in 2015 (it was a key trend for us in 2011!). <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So if you take one truth from this blog it should be this – stop
thinking of mums in terms of simple (or even complex) demographics. It doesn’t
work. Instead, try and really understand mums, their families and lives within
their world – and what a diverse, busy and noisy place it is. Their lives are
always moving on to the next life stage, dealing with the next challenges and
trends to keep up with.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfhub_K_jjrKC-Pe2ygv1ZnMqDyRsjzpuAjqAqjNP3ghOIMWQeqnnQLcoBlXLDpxq0z17UPQzKOq_SXRsmDppDkXQcGocCoanKbtO8MTxFWVuoXtvZr8O6NUpXYF-Si6FtKCihGq3wavU/s1600/photo+2%5B1%5D.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfhub_K_jjrKC-Pe2ygv1ZnMqDyRsjzpuAjqAqjNP3ghOIMWQeqnnQLcoBlXLDpxq0z17UPQzKOq_SXRsmDppDkXQcGocCoanKbtO8MTxFWVuoXtvZr8O6NUpXYF-Si6FtKCihGq3wavU/s1600/photo+2%5B1%5D.JPG" height="240" width="320" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And here are a few other tips to help your brand connect
with mums in 2015</div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><br /></b>
<b style="mso-bidi-font-weight: normal;">Tap into mums
emotions</b><br />
If you’re a parent then you’ll probably suffer from the universal
parental emotion – guilt. You might also feel a few other emotions, worry,
pressure, doubt. As a brand you’re in the perfect position to address these
emotions and help parents overcome them. Let mums know it’s ok not to be
perfect.<br />
<b style="mso-bidi-font-weight: normal;"><br /></b>
<b style="mso-bidi-font-weight: normal;">See mums
as a whole person</b><br />
Once you have a baby you don’t stop being a person. We
do have interests and hobbies too. And we care about what’s
happening in the world. Engaging on more than the ‘mum’ level will help you
understand how to reach mums and what they want.</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<b style="mso-bidi-font-weight: normal;"><br /></b>
<b style="mso-bidi-font-weight: normal;">Have your
own voice</b><br />
Look to mums attitudes and current shopping journeys for
inspiration. And keep an eye on the less obvious competition. If you want to keep ahead of the pack and be a trend-setter then you've got to really get under the skin of your consumer and competition. </div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span style="text-indent: -18pt;"><br /></span>
<span style="text-indent: -18pt;">For example all the big 4 supermarkets have lost
market share. And growth – it’s with the discounters – Aldi & Lidl. So that
must be because they are cheap? That’s not the whole story. Waitrose have also
grown (and hold more market share than Aldi). We think that’s because Aldi and
Waitrose have something in common – a clear proposition, they know who they are,
why their customers like them and know how to successfully engage
with them. </span></div>
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If you’d like to talk to us about really understanding your
consumers in 2015 <a href="http://www.mumpanel.co.uk/contact.php">get in touch</a>. <span style="mso-spacerun: yes;"> </span>In our
next blog we will look at some of the emerging mum trends for the year ahead.
So, what do you want to know about mums in 2015?<o:p></o:p></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com1tag:blogger.com,1999:blog-5955327704540118882.post-58785964505331497632014-07-22T02:44:00.000-07:002014-07-22T02:44:24.461-07:00Mum radar <br />
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We’re always listening to mums, asking for their opinions
and understanding what matters to them at the moment. So here’s an insight into
the latest hot topics and what we’re observing in the mum world.<br />
<b><br /></b>
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<b>The power of the photograph</b></div>
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<o:p></o:p></div>
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<br /></div>
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If you really want to engage with mums on social media then
photos are a great idea. Mums really take notice of friends and family
conversations on posts, and of any photos that are included. <o:p></o:p></div>
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<br /></div>
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Just recently a friend posted a tour of their holiday
apartment in Poole. I watched as 10 or so people asked where it was and were
interested in booking. That’s pretty powerful stuff if you are trying to sell
something.<span style="mso-spacerun: yes;"> </span>Think about mum ambassadors
who can show off real life videos and photos – we want to see things from a real
perspective. <o:p></o:p></div>
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<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvCeQtnIfyrMNQC-qbVjHM0W1OcVn3mcmUWpOVioBSWq97Ji2iQQnb8E9v5xOkcEo_UseYO6R079-muAixxL0kndtsZKr0OsHXqICqk8OkX-6zboqGqHXk84O3-tSxZSygm4Vy_wV7Z8w/s1600/photo%5B1%5D.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvCeQtnIfyrMNQC-qbVjHM0W1OcVn3mcmUWpOVioBSWq97Ji2iQQnb8E9v5xOkcEo_UseYO6R079-muAixxL0kndtsZKr0OsHXqICqk8OkX-6zboqGqHXk84O3-tSxZSygm4Vy_wV7Z8w/s1600/photo%5B1%5D.jpg" height="240" width="320" /></a></div>
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<b>Storytelling </b><o:p></o:p></div>
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<br /></div>
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If you can find a way to tell a story in marketing that
relates to me and my family then I’m interested. Make it real and you’ll have
mums hooked. Forget falseness or something too contrived – keep it authentic
for mums and show the benefits of that service or product within the story. <o:p></o:p></div>
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<br /></div>
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<b>Fads & fancies </b><o:p></o:p></div>
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<br /></div>
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Any brand can offer a product, try and engage with me and my
children. But if children don’t like the product (or have suddenly gone off it)
then I won’t be buying it. This doesn’t mean that mums will never try
again – after all children change their minds. So think about how you can stay
in mums space and tempt them back with offers. <o:p></o:p></div>
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<br /></div>
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<b>Being in two places at once</b><o:p></o:p></div>
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<br /></div>
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Most of us mums combine going online with out and about - we
use online to find ideas for days out or holidays. And we’re often out and
about when we are online (that could be anywhere!).<span style="mso-spacerun: yes;"> </span>So find ways to link those two worlds
together for mums and make it easy for us to go online when we’re out. Engage
by helping us. <o:p></o:p></div>
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<br /></div>
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<b>The mum recommendation is still number one</b></div>
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<b><o:p></o:p></b></div>
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<br /></div>
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As our families grow we always want to know about the next
stage. We’re always looking for new ideas, to understand the latest trends. So
we listen to what mums have to say, both those who have been there and done it
but also what they’ve heard on the grapevine. And mums are very good at telling
other parents what we like and don’t like. <span style="mso-spacerun: yes;"> </span>In the last week I’ve listened to 3 or 4 mum
recommendations and acted on them. <o:p></o:p></div>
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<br /></div>
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If you'd like to know about mum insight <a href="http://www.mumpanel.co.uk/contact.php">drop us a line. </a></div>
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<o:p></o:p></div>
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MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-73756699950510657702014-04-15T02:44:00.000-07:002014-04-15T02:45:12.920-07:00It’s all about the…offers, points, deals, price promises, bargains and vouchers!<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: left;">
Most mums use these words as an everyday
part of their shopping vocabulary. They seek them out, talk about them, feel
good when they get them. But in our world of discount normality mums can get
overwhelmed with all the offers out there – and struggle to identify what is a
real bargain.</div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAP9_q3oXJMhPbDjVUsvwrxFiygzNZo-nvhms_99_no_7XQD_hdi7aICfeVgrNEtfS0kY52y61I02P6oqGQzFjA3QHj4XqgA22wZPBVYLnLRdOGT1Zi7I6ga4SrEGmjttwVQpuEZyXoNA/s1600/vouchers+and+bargains%5B1%5D.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAP9_q3oXJMhPbDjVUsvwrxFiygzNZo-nvhms_99_no_7XQD_hdi7aICfeVgrNEtfS0kY52y61I02P6oqGQzFjA3QHj4XqgA22wZPBVYLnLRdOGT1Zi7I6ga4SrEGmjttwVQpuEZyXoNA/s1600/vouchers+and+bargains%5B1%5D.jpg" height="234" width="320" /></a></div>
<br />
And what happens if mums miss out on these offers - does it damage how they feel about your brand?<br />
We asked mums about offers and discounts and here's our top five tips we think you need to know.<br />
<b style="text-indent: -18pt;"><span lang="EN-US"><br /></span></b>
<b style="text-indent: -18pt;"><span lang="EN-US">Mums share offers</span></b><span lang="EN-US" style="text-indent: -18pt;"> 88% of mums tell
friends and family about offers they spot. This covers a wide range of discounts, from ones they pick up on holiday to something they come across in a newspaper or online. Mums share in the school playground, on Facebook and when out with friends. </span><br />
<b style="text-indent: -18pt;"><span lang="EN-US"><br /></span></b>
<span style="text-indent: -18pt;"><span lang="EN-US"><b>Mums actively seek out offers</b></span></span><span lang="EN-US" style="text-indent: -18pt;"> (81%) looks for discounts at the supermarket, online, at the local convenience store or at the
local discount outlet. Mums are often focussed on finding offers or discounts for a particular brand. </span><br />
<b style="text-indent: -18pt;"><span lang="EN-US"><br /></span></b>
<b style="text-indent: -18pt;"><span lang="EN-US">Mums will wait for discounts </span></b><span lang="EN-US" style="text-indent: -18pt;">Mums will be
patient and collect vouchers over weeks to get discounts. 2/3 of mums said they wait to buy
certain products or brands during promotional weeks or events. </span><br />
<span lang="EN-US" style="text-indent: -18pt;"><br /></span>
<span lang="EN-US" style="text-indent: -18pt;"><b>Mums still like paper vouchers </b>5</span><span style="text-indent: -18pt;">9%
mums read the local grocery vouchers coming through the door, they'll even look out for vouchers coming through the door. Most mums won't automatically chuck them in the bin. </span><br />
<span lang="EN-US" style="text-indent: -18pt;"><span style="font-family: 'Times New Roman'; font-size: 7pt;"><br /></span></span>
<b style="text-indent: -18pt;"><span lang="EN-US">Mums, grandparents and kids like charity shops </span></b><span style="text-indent: -18pt;">Over half of mums shop in charity shops
(and many like school /summer fairs). But it is not just mums, we hear that children seek out their favourite books, games or toys at bargain prices and tell their friends too.</span><br />
<span style="text-indent: -18pt;"><br /></span>
<span style="text-indent: -18pt;">But all is not rosy in discount land. Mums told us that they get confused by overlapping offers and sometimes this leads to them missing out on offers. If they do miss out they are often left with a negative perception of that brand and might take their spending power elsewhere. And, of course, mums will tell others about their experience - good or bad. That means it's vitally important to have a clear but inclusive discount strategy. </span><br />
<br />
<div class="MsoNormal">
These findings were taken from the
Big Mum Opinion online survey conducted by MumPanel if you’d like a full free
copy of the full Big Mum Opinion report please email <a href="mailto:lynne@mumpanel.co.uk">lynne@mumpanel.co.uk</a></div>
<br />MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-65990803310808766512014-03-07T01:55:00.002-08:002014-03-07T01:56:47.639-08:00Is sugar killing our children? <div class="MsoNormal">
<span lang="EN-US">It’s a controversial headline but one
you’ll have seen splashed across the press in the last few days. </span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">This week the World
Health Organization advised that we should all halve our daily sugar
consumption in order to tackle the growing obesity crisis and other health
problems such as tooth decay. </span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj71e31lHB6c210xHGC1PR0XSJ6es8N7lKjlPhoPcUQ0XbAE21sdooJ-Oe2bt8OttumWDzsvNF2M42wfPLUbr1FsPoTp3lqyQjdX-aiAEcnf4j3S55lbZX7Jgtx5OdgCIeS_Mw_3x_N_20/s1600/spoonofsugar.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj71e31lHB6c210xHGC1PR0XSJ6es8N7lKjlPhoPcUQ0XbAE21sdooJ-Oe2bt8OttumWDzsvNF2M42wfPLUbr1FsPoTp3lqyQjdX-aiAEcnf4j3S55lbZX7Jgtx5OdgCIeS_Mw_3x_N_20/s1600/spoonofsugar.JPG" height="320" width="240" /></a></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Much of the advice given is sensible – cut down
on fizzy drinks and processed meals which contain hidden sugars. But some of it
is hugely confusing for parents – fruit juice contains lots of natural sugar.
So should we be ditching this in favour of drinks with artificial sweeteners?
There’s plenty of evidence that these aren’t particularly good for children
either. What this means is there's a lot of confused consumers out there and that's bad news for brands. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><b>So we went to our base of 10,000 mums and
asked them what they think about sugar…</b><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="color: #262626;">Overall findings from the survey:</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo3; text-indent: -18.0pt;">
</div>
<ul>
<li><span lang="EN-US" style="color: #262626; font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman'; font-size: 7pt;"> </span></span><span lang="EN-US" style="color: #262626; text-indent: -18pt;">Mums are concerned about sugar in their children’s diet
but they tend to worry more about hidden sugars in every day products rather
than treats and cakes. They know cakes and sweets contain sugar and tend to
position them as a treat with their children. They were more concerned about
certain ‘healthy’ products that contain too much sugar i.e. cereal, yoghurt or
drinks.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Mums know fizzy drinks contain too much sugar. Many try
and limit but are annoyed about the hidden sugars in cordial based drinks that
they buy for their children.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Many mums said they know they should be more conscious of
checking sugar content.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Mums were less worried about natural sugars in fruit. They
don’t want to stop their children eating fruit as the health benefits outweigh the downsides of sugar.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Many mums said that artificial sweeteners (Aspartame
mentioned) are just as bad, if not worse. </span><span style="color: #262626;">Many mums choose 'real' sugar products over ones that contain artificial sweeteners. They don’t want products laden with unnatural ingredients.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Many mums acknowledged that consequence of too much sugar could
be damage to their child’s teeth.</span></li>
</ul>
<br />
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;"><b>% of mums concerned about sugar content when buying the
following products for their child:<o:p></o:p></b></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Fizzy drinks – 83%<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Cordial drinks – 70%<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Cereal – 64%<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Cakes/Biscuits – 55%<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Fruit juice (100% natural) – 51% <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Yoghurt 45%<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">Fruit 15%<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">For brands it’s about taking this information and helping mums
find a way past the shocking headlines so they can make informed decisions.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;"><b>MumPanel top 4 tips:</b></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
</div>
<ol>
<li><span lang="EN-US" style="color: #262626; text-indent: -18pt;">Consider evidence that mums understand – a teaspoon level
measure per product shown on products. Distinguish between ‘natural’ sugars and
‘added’ sugars.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Fruit is good for you even if it does contain sugar. Let’s
help parents understand why the health benefits of fruit outweigh the sugar
content.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Show parents the whole picture. Let’s help parents educate
themselves and inform their children. It is an opportunity for brands to show
responsibility and to educate.</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Many parents would not like products to replace hidden sugar
with hidden sweeteners. If brands can make products more natural and contain
less ‘added’ sugar that would help.</span></li>
</ol>
<!--[if !supportLists]--><br />
<div class="MsoNormal">
<b><span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;"><o:p> </o:p></span><span style="color: #262626;">What our mums said...</span></b></div>
<div class="MsoNormal">
</div>
<ul>
<li><span style="color: #262626; text-indent: -18pt;">Some foods are artificially sweetened too much and have
far too much variety of different sugars than are really needed</span></li>
<li><span style="color: #262626; text-indent: -18pt;">I am concerned about the things they consume throughout
the day not the one off snacks or treat</span></li>
<li><span style="color: #262626; text-indent: -18pt;">We all consume too much and it is so hidden in some
products</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Like to think healthier options are lower in sugar. For
treats I'm less concerned as they are that - treats</span></li>
<li><span style="color: #262626; text-indent: -18pt;">I try to buy juices that aren't made from concentrate or
the type with water, equally I prefer obvious full sugar products than ones
full of artificial sweetener</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Do not want to be consuming too many hidden sugars. I
think there is too much sugar in foods and it is quite hard to follow a low
sugar diet with minimum fuss</span></li>
<li><span style="color: #262626; text-indent: -18pt;">I always look at the sugar levels and the additives. I
don't like to buy anything containing aspartame</span></li>
<li><span style="color: #262626; text-indent: -18pt;">I know that fruit has natural sugars in it, and I choose
organic as often as possible, so as a natural product haven't got any concerns,
and I would expect the fruit juice to be the same. I don't like the way sugar
products are advertised and aimed at children. Also I don't like the way they
advertise it as sugar free but replace the sugar with artificial products that
are more harming than sugar</span></li>
<li><span style="color: #262626; text-indent: -18pt;">Some cereals and soft drinks have far too much sugar in
them. Yogurts also have too much sugar. They are not supposed to be sweet!</span></li>
<li><span style="color: #262626; text-indent: -18pt;">I would rather they ate and drank something than nothing</span></li>
<li><span style="color: #262626; font-family: Symbol; text-indent: -18pt;">I</span><span style="color: #262626; text-indent: -18pt;"> was shocked when I recently found out that fruit juice
contains more sugar than a fizzy drink. I tend only to buy no sugar cordials
now</span></li>
<li><span style="color: #262626; text-indent: -18pt;">My daughter eats a very healthy diets so she can afford to
have sweet treats without us counting the sugar contents, although I prefer cereal
to be sugar and additive free as it is one of the most important meals of the
day and needs to be healthy</span></li>
<li><span style="color: #262626; text-indent: -18pt;">We want to make sure the kids have a healthy and balanced
diet, of course we allow treats but we are careful. Plus I don't want them to
have rotten teeth either!</span></li>
<li><span style="color: #262626; text-indent: -18pt;">I think people should be educated properly on healthy
eating and packaging be made clearer</span></li>
</ul>
<br />
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<!--StartFragment-->
<!--EndFragment--><br />
<div class="MsoNormal">
<span lang="EN-US" style="color: #262626; mso-bidi-font-family: Arial;">*Stats and findings taken from MumPanel survey (700 responses) conducted
on 5<sup>th</sup> March 2014. </span><span lang="EN-US"><o:p></o:p></span></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-82498558981819507822014-02-05T01:52:00.000-08:002014-02-05T08:19:32.101-08:00How do you become a favourite brand with mums? <div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">In the Big Mum Opinion, our indepth study
of over 3000 mums in the UK, we discovered the key fundamentals of service,
quality, price and customer service are as important as ever. It’s vital to
mums that a product or service really works and brings them so benefit – and as
a brand you have to ensure that this message doesn’t get lost in smart communications
or clever positioning. <o:p></o:p></span><br />
<span lang="EN-US"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6UkKa9EusZ1fpHHW5KGupXBaWyi8RrE4zesjp37gIul7db-AEZv9Ggroegh2OoIOTwedQOh0AItLHVqNGj7bAKy7GEs7gi4SO61u7-aKsgCaAMJBeV3TibH6AFD04QDAFo_PMQ63me1s/s1600/whyarebrandsmumsfavourites.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6UkKa9EusZ1fpHHW5KGupXBaWyi8RrE4zesjp37gIul7db-AEZv9Ggroegh2OoIOTwedQOh0AItLHVqNGj7bAKy7GEs7gi4SO61u7-aKsgCaAMJBeV3TibH6AFD04QDAFo_PMQ63me1s/s1600/whyarebrandsmumsfavourites.jpg" height="129" width="320" /></a></div>
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><b>Here are our top 4 tips to becoming a
favourite brand for mums:<o:p></o:p></b></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">1. Be honest about who you are and what you
offer, deliver on your message right from product through to communications.<br style="mso-special-character: line-break;" />
<!--[if !supportLineBreakNewLine]--><br style="mso-special-character: line-break;" />
<!--[endif]--><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">2. Mums relate brands to their own personal
experiences, for example ‘my son loves...’ You can strengthen your market
position by finding ways to tap into the family experience and what mums want.<br style="mso-special-character: line-break;" />
<!--[if !supportLineBreakNewLine]--><br style="mso-special-character: line-break;" />
<!--[endif]--><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">3. Listen to the mum grapevine. Mums like
to be included and want to see that their views are used to improve products
and services for their families.<br style="mso-special-character: line-break;" />
<!--[if !supportLineBreakNewLine]--><br style="mso-special-character: line-break;" />
<!--[endif]--><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">4. Mums don’t want brands to be ‘their best
friend’ or be in their personal space. However, ‘being there’ as a resource or
providing impartial, helpful or expert advice is welcome.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
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<span lang="EN-US">If you’d like the full report <a href="http://www.mumpanel.co.uk/projects-surveys.php">fill in yourdetails here </a>and we’ll send it across. <o:p></o:p></span></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-49265803110449855102014-01-27T06:08:00.001-08:002014-01-27T07:39:55.153-08:00Mums and grocery shopping - trends from The Big Mum Opinion<div class="MsoNormal" style="margin: 0cm 0cm 0.0001pt;">
<span lang="EN-US" style="font-family: Verdana, sans-serif;">Over the next few weeks we'll be sharing trends we've drawn out from our large scale consumer insight report from 3000 UK mums - The Big Mum Opinion. This week we're talking grocery shopping</span></div>
<ol>
<li><b style="text-indent: -18pt;"><span lang="EN-US">Mums 'multi-shop' for groceries</span></b><span lang="EN-US" style="text-indent: -18pt;">. Over 78% of mums use more than one shop (including online) to buy their grocery shopping in a typical week. And 28% use three or more. 70% because of offers and 39% because of better quality fresh food and vegetables.</span></li>
<li><b style="text-indent: -18pt;"><span lang="EN-US">Mums love loyalty schemes, but rarely pick one to be 'loyal' to. </span></b><span lang="EN-US" style="text-indent: -18pt;">Mums told us that their loyalty to stores is now shared - they are often loyal to two or three supermarkets.</span></li>
<li><b style="text-indent: -18pt;"><span lang="EN-US">It's not all about supermarkets. </span></b><span lang="EN-US" style="text-indent: -18pt;">Although supermarkets are a staple, mums<b> </b>told us that they can shop in a bargain store (17%), farm shop (9%) and supermarket (80%) in the same day or week for their household groceries.</span></li>
<li><b style="text-indent: -18pt;"><span lang="EN-US">Offers and the quality of a product are not mutually exclusive</span></b><span lang="EN-US" style="text-indent: -18pt;">. Don't be fooled into thinking that because mums love offers they are necessarily willing to compromise on quality, convenience or ethics. Quality of product is still incredibly important to many mums and they won't go for a cheaper product if they perceive it to be of an inferior quality.</span></li>
<li><b style="text-indent: -18pt;"><span lang="EN-US">Mums like a choice of communication channels too</span></b><span lang="EN-US" style="text-indent: -18pt;">. In-store marketing is still very important to mums - they are in the shopping zone and think it is a good time for brands to talk to them - even the online and social media savvy mums say so. Mums multi-shop and they also use multiple communication channels to decide.</span></li>
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<span lang="EN-US" style="font-family: Verdana, sans-serif;"><span style="font-size: small;">If you'd like to read the full Big Mum Opinion report you can get your hands </span><a href="http://www.mumpanel.co.uk/projects-surveys.php">on it here<span style="font-size: small;">.</span></a><span style="font-size: small;"><o:p></o:p></span></span></div>
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MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com1tag:blogger.com,1999:blog-5955327704540118882.post-22397411218910597012014-01-16T08:37:00.000-08:002014-01-16T08:41:07.527-08:00New report: The Big Mum Opinion<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="font-family: Verdana, sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">2013 was a significant year for
MumPanel. We decided to undertake one of the biggest, indepth research projects
into mums in the UK. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Verdana, sans-serif;"><span lang="EN-US" style="mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">We set some tricky targets – speak
to 3000 mums, gather a real </span><span lang="EN-US" style="mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-hansi-theme-font: major-latin;">understanding of where mums will be in 2014 – what they want, what
they need, what brands are getting right and where companies need to work a
little harder to make the right connections with families. </span><span lang="EN-US" style="mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"><span style="mso-spacerun: yes;"> </span>And finally ensure we spoke to all kinds of
mums, not just online but in the community and at the school gate. <o:p></o:p></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Verdana, sans-serif;"><span lang="EN-US" style="mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">And the result of our work is The
Big Mum Opinion – where you can find information on mums usage of </span><span lang="EN-US" style="mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-hansi-theme-font: major-latin;">social media,
mums' trusted sources of influence, consumer engagement points, brand loyalty,
and the impact of children on mums’ purchasing decisions, plus much more.<o:p></o:p></span></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhslJlFtePYtmtD3F9MC76sX0DMWhHCu9b1HFr_r6qsds6c46wk7ntPq5oTbvvsjCBY4HQBPk2qNNVpOXerzCT5aqQlk37DGRSZ9b_ADN-BkdWrz0eKi58YeJqliwbH7KurDHIqKLE093U/s1600/what+mums+want+from+brands+in+2014+-2%5B2%5D.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhslJlFtePYtmtD3F9MC76sX0DMWhHCu9b1HFr_r6qsds6c46wk7ntPq5oTbvvsjCBY4HQBPk2qNNVpOXerzCT5aqQlk37DGRSZ9b_ADN-BkdWrz0eKi58YeJqliwbH7KurDHIqKLE093U/s1600/what+mums+want+from+brands+in+2014+-2%5B2%5D.jpg" height="271" width="320" /></a></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="font-family: Verdana, sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Verdana; mso-hansi-theme-font: major-latin;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="font-family: Verdana, sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">But most importantly it reveals how
you can really connect with mums and capture that market. </span></div>
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<span lang="EN-US" style="font-family: Verdana, sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span lang="EN-US" style="font-family: Verdana, sans-serif; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">Here are our top five
tips…<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;">1. Give mums honesty, realness and transparency from product through to<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">communications. Know your values and be ready to evidence them.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">2. Be genuine. Deliver products and services that really make a
difference. That </span><span style="font-family: Verdana, sans-serif; line-height: 150%;">way you'll build trust and mums will genuinely recommend you through
their own </span><span style="font-family: Verdana, sans-serif; line-height: 150%;">natural word of mouth channels.</span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;">3. Be there for mums as a trusted resource. But don't try to be a false
best friend.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;">4. Offers. 88% of mums tell their friends and family about offers and
81% actively </span><span style="font-family: Verdana, sans-serif; line-height: 150%;">seek out offers. Why not get the mums to be the ones to share and hand
out their </span><span style="font-family: Verdana, sans-serif; line-height: 150%;">offers with others.</span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;">5. Mums don't want to feel stereotyped.<span style="mso-spacerun: yes;">
</span>33% felt labelled or patronised. Look at </span><span style="font-family: Verdana, sans-serif; line-height: 150%;">mums' real decision-making and purchasing journeys. Identify and map out
key </span><span style="font-family: Verdana, sans-serif; line-height: 150%;">touchpoints, patterns and reasons for differing decisions. Focus on the
mum</span></div>
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<span style="font-family: Verdana, sans-serif;">perspective and you will reach and connect with them better.<o:p></o:p></span></div>
<div class="Pa2" style="line-height: 150%;">
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span lang="EN-US" style="font-family: Verdana, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">You can sign up for the full report (and find an info graphic) on the <a href="http://www.mumpanel.co.uk/projects-surveys.php">MumPanel website. </a></span></div>
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MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-85620564985208137892013-09-17T01:58:00.000-07:002013-09-17T01:58:16.346-07:00Mums and lunchboxes - September 2013We’re two weeks into the new school term and lots of mums are thinking about lunches. Specifically what to put in their child's lunchbox that keeps them happy and ensures they have a full tummy but meets school deadlines and doesn’t break the bank!<br />
<br />
As you can tell from that list lunchboxes have become a bit of a hot topic for mums. In the last few years parents have come under increasing pressure from the Government and schools to provide a ‘healthy’ lunchbox. Most parents would agree this is really important but what do you do if your child won’t eat fruit and veg? And many parents choose packed lunches as an alternative to more costly school dinners – is it possible for parents to make the healthiest choice possible when catering to a budget? Is there a place for brands to help mums make lunchboxes less stressful?<br />
<br />
<b>We recently carried out some insight work with mums looking at what decisions they make when filling their child's lunchbox. </b><br />
<br />
• 74% of mums struggle to vary what they put in their childs lunchbox.<br />
• 61% of mums said they had school lunchbox guidelines to meet.<br />
<br />
<b>Mums main criteria and wants when filling the lunchbox: </b><br />
<br />
1. The children enjoy it (and fits their own personal needs i.e. allergies, fussy eaters, wants).<br />
2. It fills them up, provides nutrients and vitamins and energy for the day.<br />
3. It meets school guidelines.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiaCrklbdkiKvoi2-xqkqCl4hO_xgO1jw2w47nctpYSYbYtI4-rENx86tkSDvLLx-5JXn-HmUpmtyqJC3OO5pAPp-mbPl4n-1QonQ5KdiOjFf3By5E_axEUOBzti7ItfxEQp5OMF2fPurI/s1600/lunchboxgraph.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiaCrklbdkiKvoi2-xqkqCl4hO_xgO1jw2w47nctpYSYbYtI4-rENx86tkSDvLLx-5JXn-HmUpmtyqJC3OO5pAPp-mbPl4n-1QonQ5KdiOjFf3By5E_axEUOBzti7ItfxEQp5OMF2fPurI/s320/lunchboxgraph.jpg" width="320" /></a></div>
<br />
<br />
Mums look out for healthy additions, and if it provides them 1, 2 or 3 of their 5 a day that’s great. Another tick off the lunchbox list. But most mums don’t actively look for low fat products, it is more about what the lunchbox gives their child rather than avoiding the 'bad' choices.
I<br />
<br />
If you are developing products for mums then you might be interested to know…<br />
<br />
<b>Top 5 inclusions in lunchboxes: </b><br />
<br />
1. 95% sandwich (cheese, ham and tuna are the top 3 filings)<br />
2. 86% piece of fruit<br />
3. 75% yoghurt<br />
4. 61% cheese portion<br />
5. 51% biscuit/mini packet of biscuits<br />
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But we did see indications that the usual lunchbox formula is changing ever so slightly in the quest to meet varying lunchbox needs.<br />
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About a fifth of mums mentioned some bespoke inclusions in the lunchbox, here’s how mums are doing it:<br />
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<ul>
<li>Homebaked products are on the up. 63% of mums regularly put home-baked products in their lunchbox. Could you use that information to create messaging that appeals to these mums?</li>
<li>Raw vegetable sticks are a regular for some kids – with carrots & cucumber sticks the favourite. There were other veg mentioned including gherkins, peapods and olives. </li>
<li>Mini sausage or sausage roll were mentioned as an alternative to sandwiches. </li>
<li>Savoury and sweet sometimes merge, possibly in attempt to balance what is deemed a healthy snack – so mums mentioned including savoury scones and brioche rolls. </li>
<li>Kids don’t always go for ‘kid food’ – many mums mentioned dips such as hummus with breadsticks or rice and pasta salads with chicken strips. </li>
<li>Jam sandwiches are here to stay – 10% regularly put them in their kid’s lunchbox. </li>
<li>Cereal bars are the most popular new addition to lunch boxes. But many have to be nut free to meet school guidelines. Is there a growing gap in the market?</li>
</ul>
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<b>Most of all mums want to see more healthy and fruit based lunchbox items on supermarket shelves. And ideally kid sized. </b><br />
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From online survey of 565 UK parents.<br />
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<b>If you’d like to talk to us about working with MumPanel to help you get your products right for mums then <a href="http://www.mumpanel.co.uk/contact.php">give us a call.</a></b>MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-54641689838853287302013-09-04T08:53:00.000-07:002013-09-04T08:53:48.716-07:00MumPanel Approved - new parent stamp of approval This week we are officially launching the MumPanel Approved quality mark.<br />
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Most parents struggle to choose between the vast array of products on the market - how do you know what's best for your child, what product offers the best value, is it a quality product?<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRMKdG4HCMdkbJAuohEre3pK6N-ra_-UFHDfwz2kyIjqv_R-9-jWgWcBDShu4FQP65zOGzLeWgJKaielHCvFowcGhsDIYI_D9ZrL2gnHX0lI84yoioe47pg6mGWjNgx5M6DEH-OxI3on4/s1600/triedtestedapprovedmumpanel.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="92" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRMKdG4HCMdkbJAuohEre3pK6N-ra_-UFHDfwz2kyIjqv_R-9-jWgWcBDShu4FQP65zOGzLeWgJKaielHCvFowcGhsDIYI_D9ZrL2gnHX0lI84yoioe47pg6mGWjNgx5M6DEH-OxI3on4/s400/triedtestedapprovedmumpanel.png" width="400" /></a><br />
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What most mums do is ask friends and family but we wanted an additional, independent way to help parents when they are stood in a shop puzzling over what to buy.
The MumPanel Approved mark will show parents if products or services are of high quality and good value and if other parents would recommend them.<br />
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Each product will go through a testing system and will be assessed on criteria including price, value, quality and level of customer satisfaction. To be awarded MumPanel Approved brands must score highly in all areas.<br />
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Brands and products that have already achieved the mark are Australia’s No1 Suncream brand SunSense and Soreen’s Lunchbox Loaves. Other well-known brands are currently within our entirely independent testing process.
Testing is carried out by the thousands of mums, dads and grandparents who make up the MumPanel.<br />
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If you'd like to know more about MumPanel Approved email <a href="mailto:lynne@mumpanel.co.uk">lynne@mumpanel.co.uk</a>MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-85008468683461348142013-08-22T03:18:00.002-07:002013-08-22T03:18:57.681-07:00The winning idea - Cultured Kids Travel KitAs part of <a href="http://www.mumpanel.co.uk/brands-introduction.php">The Big Mum Opinion</a> we asked mums (and dads and grandparents) to come with an idea for a product or service that would make parents' lives easier.<br />
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Our panel of judges, including Soreen Managing Director Paul Tripp; inventor and founder of Brother Max, Jonathan Gold; top blogger Nickie O’Hara; and entrepreneur and founder of Workingmums.co.uk Gillian Nissam plus the MumPanel team, looked at over 1200 fantastic ideas.<br />
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There were so many brilliant ideas including an iPhone Advisor App for reviewing family-specific attractions and destinations and a marketing labelling scheme to make it easier for parents to identify child-friendly food products, i.e. those which contain low salt, sugar and additives.<br />
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It was very difficult to choose a winner as there were so many great suggestions but one particular idea really resonated with the parents on the panel.<br />
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We choose Laura Harris, from Andover in Hampshire, as our winner. Laura came up with the idea of The Cultured Kids Travel Kit – a pack of destination-led activities for children between ages two and 12 that aims to educate them about the country they are travelling to in a fun and entertaining way. It’s a simple idea which will be straightforward to develop and implement.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLnGAa8x-HHZW-R-LbCB7gSQ9kyl_r7d20nLyR0XBuUVa0E0EZxoW-gzIDQs97WERyV5Nc9QXCS8RlT4aIZ_Wxmbby6IAw-_lQf7wOwYv9iKeMndqGUeT-8T7wZQiuZ6BTnCFne5ofNnc/s1600/7917_280873755351_4737357_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLnGAa8x-HHZW-R-LbCB7gSQ9kyl_r7d20nLyR0XBuUVa0E0EZxoW-gzIDQs97WERyV5Nc9QXCS8RlT4aIZ_Wxmbby6IAw-_lQf7wOwYv9iKeMndqGUeT-8T7wZQiuZ6BTnCFne5ofNnc/s320/7917_280873755351_4737357_n.jpg" width="320" /></a></div>
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As well as winning £150 of high street vouchers we're helping Laura promote her idea to brands. We know tour operators and travel companies would be perfectly positioned to help parents keep their children entertained and create a stress-free holiday.<br />
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The full report from The Big Mum Opinion will be available in September 2013. Email <a href="mailto:contact@mumpanel.co.uk">contact@mumpanel.co.uk</a> if you would like more information when the full report is released.<br />
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<br />MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-28709607562619387952013-07-26T02:44:00.001-07:002013-07-26T02:44:19.429-07:005 ways brands can help mums fill lunchboxesLast week the papers were full of news of schools banning packed lunches.<br />
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Behind the headlines was the release of a report called The Independent School Food Plan. The plan outlines a number of recommendations to change the eating behaviours of school children in the UK.<br />
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One of those recommendations is that 70% of school children should be eating school dinners. The idea is that schools lunches are healthier (although we know that not to be the case in many schools) and parents can’t fill lunchboxes with ‘junk’.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJsuXx2zn7AVJUJV9A2i2AZ45we0vWlL-UoTN15NMkgHfE1T_zV4wf6QXn5HQXoMVL_kXQL_Ckez3Ya_jAfeu5ZZQobsAIBpIB0eZRl_V2jvwZ6Mot91ALFuG9ilw3hWfGVY5M4tU9e7Q/s1600/LUNCHBOX.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJsuXx2zn7AVJUJV9A2i2AZ45we0vWlL-UoTN15NMkgHfE1T_zV4wf6QXn5HQXoMVL_kXQL_Ckez3Ya_jAfeu5ZZQobsAIBpIB0eZRl_V2jvwZ6Mot91ALFuG9ilw3hWfGVY5M4tU9e7Q/s320/LUNCHBOX.jpg" width="320" /></a></div>
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It would also provide a much needed source of income to schools which would then fund making school dinners better.
You can read the whole report <a href="http://www.schoolfoodplan.com/wp-content/uploads/2013/07/School_Food_Plan_2013.pdf">here</a>.<br />
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The reaction from mums on twitter and in our facebook group wasn’t very positive – whatever the thought process behind the plan they wanted to have the choice to decide lunchbox or school dinner.<br />
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<i>“It's taking the choice away from parents, what if you have a child on a special diet or a fussy eater? As parents are we not capable of putting healthy food in our kids lunchboxes?"</i> Susan<br />
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And for many mums cost was an issue…<br />
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<i>“My kids aren't at school yet, but when they go I intend to send packed lunches. Not sure we could afford school meals. If they were heavily subsidised and meet the needs of fussy eaters so kids aren't going hungry then may be convinced...” </i>Natalie<br />
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We know from our research in <a href="http://www.mumpanel.co.uk/brands-introduction.php">The Big Mum Opinion</a> that lunchboxes are a daily topic of conversation – how can mums balance the ‘rules’ that schools set about what can go in lunchboxes with what their kids like (and will eat) and healthy eating?<br />
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So how can brands help mums with lunchboxes?<br />
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<b>1. Think about price </b><br />
Mums have different budgets for their child’s lunchbox but the cost can add up when you have to provide 5 meals (and more if you have more than one child) so mums are always comparing costs. Mums will balance health considerations with price but if it’s a ‘small treat’ (e.g. a chocolate biscuit versus a ‘healthier’ biscuit’) then price may win. Mums often buy in bulk so find special offers for lunchboxes attractive.<br />
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<b>2. Provide choice </b><br />
Mums want to vary the lunchbox for different nutritional as well as taste requirements. Children have fads, allergies and different wants. Give mums choice.<br />
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<b>3. Help educate mums </b><br />
Many mums would love to feed their children healthy, tasty, nutritious foods every single day. But we often need ideas and inspiration. Could your brand be that helping hand that mums need – offering great ideas that satisfy kids and school rules around what can go in lunchboxes? What’s the nutritional value of their lunchbox?<br />
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<b>4. Appeal to kids but satisfy the parents </b><br />
Our mums tell us that they make the ultimate decision about what goes in the trolley. The kids don’t normally decide but we do want to keep them happy (and safe if they have allergies etc) so think about what appeals to kids but satisfies parents needs. At the end of the day if the child doesn’t like the taste it won’t be bought again.<br />
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<b>5. Let mums know it is recommended for the lunchbox</b><br />
It sounds really obvious but let us know it is good for the lunchbox (recommended and used by mums and kids) and whatever the product is make it lunchbox friendly, packaging, size, easy to find in store and easy to open.<br />
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If you want to know more about research with mums or marketing specific products to mums <a href="http://www.mumpanel.co.uk/contact.php">drop us a line. </a>MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-76236157851313996992013-06-21T06:35:00.000-07:002013-06-25T04:12:00.858-07:00The Big Mum Opinion sneak peek – the changing shape of shopping <!--[if gte mso 9]><xml>
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<span lang="EN-US"><span style="font-family: inherit;">After weeks of gathering information we’ve now closed The Big Mum
Opinion. 3000 mums gave us their opinions on shopping, spending, social media
use and how brands can best communicate with them. We also did in-depth
research with hundreds of mums in their own communities to give us a balanced
view of the world of mums in 2013.<o:p></o:p></span></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;">We’re now analysing the data which confirms some of what we already
know from talking to thousands of mums over the last three years. There were
also a few surprises in there and we know this insight will be vital as brands
try and find ways to connect effectively with mums. <o:p></o:p></span></span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;">We thought we’d offer you a peek into the kind of issues that mums
discussed and some of the hard facts that came out of the study. <o:p></o:p></span></span></div>
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<br /></div>
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<b><span lang="EN-US"><span style="font-family: inherit;">Do you think
price promises and loyalty cards make mums shop in one place? <o:p></o:p></span></span></b></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;">Despite the best efforts of the supermarkets mums are still shopping around. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;"><br /></span></span></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoFvEzUEvabmOXJ_KFZZMtfB5MiuD57czAH_YUoCGqaH9vSbIMP-RyoKNj3gNtXcdLsL-kfWQ4ePrOQ9NwTF_GPnQHug-lSsjEMNokbnONTyuvoNBVjGtoko07Z12SihZYyrpP6w64xbc/s1600/wheredoyoushop%5B1%5D.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjoFvEzUEvabmOXJ_KFZZMtfB5MiuD57czAH_YUoCGqaH9vSbIMP-RyoKNj3gNtXcdLsL-kfWQ4ePrOQ9NwTF_GPnQHug-lSsjEMNokbnONTyuvoNBVjGtoko07Z12SihZYyrpP6w64xbc/s320/wheredoyoushop%5B1%5D.jpg" width="320" /></a><span lang="EN-US"><span style="font-family: inherit;"> </span></span></div>
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<span lang="EN-US" style="text-indent: -18pt;"><span style="font-family: inherit;"><br /></span></span>
<br />
<ul>
<li><span style="font-family: inherit; text-indent: -18pt;">78%
of mums use more than one shop (including online shops) to buy their grocery
shopping in a typical week.</span></li>
<li><span lang="EN-US" style="font-family: inherit; text-indent: -18pt;">28%
of mums use three or more shops for their grocery shopping in a typical week</span></li>
<li><span style="font-family: inherit; text-indent: -18pt;">51% of mums do one big grocery shop and go to shops for other items (usually
something specific like meat at a butchers or vegetables from one particular
place).</span></li>
</ul>
<span style="font-family: inherit; text-indent: -18pt;">Two main reasons emerged – 78% mums said they did this because of
offers and 39% said it was because of better quality fresh food. And these two
things aren’t mutually exclusive – many mums mentioned Aldi’s fruit and veg as
being both of better quality and cheaper.</span><br />
<span style="font-family: inherit;"><br /></span>
<span style="font-family: inherit;">It doesn’t follow that mums who like offers and low priced products are
willing to compromise on quality. They want both.</span><br />
<br />
<div class="MsoNormal">
<span style="font-family: inherit;">We have also seen confirmation of a pattern that we identified about
two years ago. Mums are loyal – but not to one store or brand. They’ll own
loyalty cards but often for several supermarkets. They’ll be loyal to a brand,
but only buy when it’s on offer.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;">Here’s what one mum said:<o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;">“I go to
Sainsbury’s for some of the brands I can’t get in Morrisons (and their own
brands) and also to get the price
promise voucher for next week. I shop in Morrisons for location, fresh produce
quality and build up their weekly offer voucher scheme too. And then I go to
Aldi for fresh fruit and veg when I am in the village. Sometimes use bargain
stores for cleaning products and kids sweets.”<o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US"><span style="font-family: inherit;">If you’d like to know more about what mums think and a copy of the full
report (due out July) email <a href="mailto:nicola@mumpanel.co.uk">nicola@mumpanel.co.uk (</a>cost £495). </span><span style="font-family: Calibri; font-size: medium;"><o:p></o:p></span></span></div>
<!--EndFragment-->MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-68840096199442852352013-03-21T05:55:00.000-07:002013-03-21T05:56:04.790-07:00First-ever major UK mum study goes back to the school gates This week has been a very exciting one for MumPanel as we launch The Big Mum Opinion. You can find out more about the study in the press release below. <br />
<br />
<div class="separator" style="clear: both; text-align: center;">
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<br />
Specialist family insight and marketing consultancy MumPanel, has launched the first in-depth study of UK mums and their views on the products and services that brands offer them. <br />
<br />
“The Big Mum Opinion will be the first large-scale qualitative and quantitative investigation of mothers’ purchasing attitudes and preferences in Britain,” said Lynne Barcoe, Founder of MumPanel. “This study goes way beyond number crunching and categorising mum types according to their household spend. We are going back to the school gates and the children’s groups to hear mums’ thoughts first-hand, and find out the real complexities of being a mum. Particularly, what that means when it comes to buying goods for themselves and their families,” she said.<br />
<br />
The consultancy, which has so far helped many family brands to understand and connect with their mum customers, from Organix to Soreen, believes there is a huge opportunity for brands to really connect with mums out in their worlds, improving communication, products and services and giving them what they want. <br />
<br />
Barcoe, who has more than 10 years’ senior marketing experience, said: “While brands now have more data at their fingertips and more touchpoints to connect with mums, it is not as helpful as it may seem on the face of it. Mums are telling us that brands are not always getting it right; we want to look at why this is and what they should be doing. The Big Mum Opinion is all about understanding the real face of mums and removing the risk of misinterpreting them by providing quality workable evidence and insight that brands can pick up and run with.” <br />
<br />
Mums like Charlotte from London: “We’re not just mothers, we are friends, daughters, workers, partners. We have hobbies and pastimes, likes and dislikes. I feel like no-one quite gets me and that I’m still represented by the mum stereotypes of old,” she said.<br />
<br />
MumPanel’s Head of Marketing, Nicola Cooper-Abbs, added: “Lately there is too great a reliance on online data but we know most mums don’t spend their lives online. This is creating a red herring for brands, as the opinions of mums are narrowed down to a small minority who are always online. We also see research that is much too biased on quantitative data and missing supportive in-depth qualitative data. So mums are labelled up and filed according to the box they ticked online.” <br />
<br />
MumPanel’s Big Mum Opinion, which launched this week, will focus on getting the real views of mums out in the field, in their natural environment, from the school gates to the toddler and children’s clubs, as well as online – in fact the Big Mum Opinion promises to take in most mum touchpoints. The team will speak to around 4,000 mums in a variety of settings, including their Opinion Pods, and will track mums’ journeys from start to end. <br />
<br />
Cooper-Abbs, said: “Where MumPanel really adds value is in our marketing skills and knowledge. We are not a parenting forum we are mum marketing specialists who gather quality research and insight from our mum panelists and combine it with authoritative analysis and commentary. This gives brands a real understanding of their customers and concrete evidence to work with at the end of it all.”<br />
<br />
She concluded: “If brands want to attract their slice of the parent pound they need to understand the opinions of all their customers, not just a select few, and how to feed those opinions back into the products they are developing, campaigns they are planning and the services they’re delivering. The Big Mum Opinion, which will be published 22 May 2013, is a must read for brands who count mums as a primary customer.” <br />
<br />
For more information on the Big Mum Opinion, visit: <a href="http://www.mumpanel.co.uk/projects-surveys.php">http://www.mumpanel.co.uk/projects-surveys.php</a><br />
<br />
For more information you can contact Rachael Tilling at The PR Station: m 078 1111 9430 rtilling@theprstation.co.uk<br />
<br />MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-86974043884548774622013-03-04T06:22:00.001-08:002013-03-04T06:24:10.517-08:00Top 5 tips for marketing to mums<!--[if gte mso 9]><xml>
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With Mothers’ Day on the horizon we thought we’d put
together our top five tips for marketing to mums.<span style="mso-spacerun: yes;"> </span>The biggest issue we encounter when companies
market to mums is that they don’t really seem to understand where mums are
right now<span style="mso-spacerun: yes;"> </span>- what is going on in their
lives, what plays on their minds when it comes to making purchases, where
budget would be best spent to get mums to buy. </div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVB6VvCbrA5KjO3Mu3inAX0aLL-y5jNMWkAxWu1rXgIYlffqj6c2tBSDGm1oTCNv3jabz9Y6UcnCKYaKAuIJJNKsxJ93THeiLiHeBSOzQsAavrZSurkBy6wYQmlyfnJBzS_Wt-ZbX4W_Y/s1600/websiteuse_archiveimages-5.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVB6VvCbrA5KjO3Mu3inAX0aLL-y5jNMWkAxWu1rXgIYlffqj6c2tBSDGm1oTCNv3jabz9Y6UcnCKYaKAuIJJNKsxJ93THeiLiHeBSOzQsAavrZSurkBy6wYQmlyfnJBzS_Wt-ZbX4W_Y/s320/websiteuse_archiveimages-5.jpg" width="256" /></a></div>
<ol>
<li><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Know mums. That may sound an incredibly obvious
statement but think about it for a minute. If you are a marketing manager and
not a parent are you really sure you can relate to mums – do you understand
their fears and worries? Do you shop in the same way they do? Do you know what
they want from your product or service? Do your research – use focus groups,
social media and surveys (on and offline) to dig into what mums want. </li>
<li><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span>Mums don’t always follow the rules. The common
approach when it comes to research and marketing is to break down a target
audience into segments – often working on the basis that they will purchase in
a certain way based on socio-economic or geographic factors.<span style="mso-spacerun: yes;"> </span>But it’s different for mums – we’re hard to
segment.<span style="mso-spacerun: yes;"> </span>Mums 'with money' can be penny
pinchers who shop in charity shops because they don’t have their own income.
Mums with little income will go without so their children can have the
best.<span style="mso-spacerun: yes;"> </span>It can be useful to look at
targeting mums based on grouping such as having children of a similar age but segmenting might not always give you the best
insight. </li>
<li>Be aware of where mums are. We’ve seen some
statistics this year that have told us all mums are online, spending hours on
facebook. This <a href="http://mumpanel.blogspot.co.uk/2013/01/living-socially-next-step-in-connecting.html">isn’t a true reflection</a> of what’s happening out there.<span style="mso-spacerun: yes;"> </span>Mums over 35 often don’t use social media at
all. Think about where mums HAVE to be everyday – schoolgate, children’s clubs
or in their own social circle.</li>
<li>Word of mouth still rules. Whether it’s face to
face or amplifying through social media, word of mouth is still the most
powerful and long lasting way to connect with mums.<span style="mso-spacerun: yes;"> </span>That’s because mums trust other mums. </li>
<li>Give mums what they want. The easiest way to get
mums to buy is by giving them what they need. You can identify gaps in the
market by carrying out research and then sense checking concepts with mums.
That way you’ll know you are on target to a good product. </li>
</ol>
<br />
<div class="MsoNormal">
If you’d like to know more about research or marketing to
mums give us a call at <a href="http://www.mumpanel.co.uk/contact.php">MumPanel. </a></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-33505383586006912342013-02-07T08:35:00.000-08:002013-02-07T08:44:16.215-08:00Using tech to talk to mums<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
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In our <a href="http://mumpanel.blogspot.co.uk/2013/01/living-socially-next-step-in-connecting.html">last blog </a>I talked about how brands need to make sure
they don’t forget where mums are everyday. <span style="mso-spacerun: yes;"> </span>So we know out and about and social media play
their parts but where does other technology sit in all of this?<span style="mso-spacerun: yes;"> </span>There’s no doubt mums now use all sorts of technology
as part of their everyday lives – nearly everyone has an email address and uses
the internet. Many have smartphones, some use social media (but quick note
brands, not always in the way you need them to!). What is emerging in this
field is the growth of <a href="http://www.amazon.co.uk/Kindle-Store/s?ie=UTF8&field-author=Nicola%20Cooper-Abbs&page=1&rh=n%3A341677031%2Cp_27%3ANicola%20Cooper-Abbs">ebooks</a> and apps – several brands have cottoned onto this
and released shopping/information <a href="http://www.kiddicare.com/webapp/wcs/stores/servlet/categorylandingpage_10751_-1_iphone%20app_10001">apps</a> or other e-content in the last few
months. We think that’s a pretty smart move. </div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.amazon.co.uk/Need-Guide-Toddler-Newborn-ebook/dp/B00B7KVCWW/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1360254970&sr=1-1#reader_B00B7KVCWW"><img alt="http://www.amazon.co.uk/Need-Guide-Toddler-Newborn-ebook/dp/B00B7KVCWW/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1360254970&sr=1-1#reader_B00B7KVCWW" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2G3oBKZQJqxag69FkWHPenwWU8QHFsR204SeZtP6A13EPPFhv5G8hFqAVfjEh3NEpo3ymxPx1VBxCofcJ1YeAeeFuhBSDLBdFjdkafHe6EFXBZL0tWlamKqe1M8gKsjrAjjN6dL0Y2UQ/s1600/51gq2H2y0TL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA278_PIkin4,BottomRight,-70,22_AA300_SH20_OU02_.jpg" title="" /></a></div>
<br /></div>
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</div>
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<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Mums don’t have much time, so if you can provide a way for
me to get information or do jobs on the run then I’m going to grab it with both
hands. Answer my questions and make my life easier? Where do I sign up!?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The question is how do you use technology appropriately so
you engage mums, create loyalty and get them to buy?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
A great place to start is by providing information.<span style="mso-spacerun: yes;"> </span>As soon as you get pregnant you have
questions – what should I eat, where will I give birth, how much has my baby
grown? And once the baby arrives you have a million more questions.<span style="mso-spacerun: yes;"> </span>Our research has shown that mums use other
mums and their own family as a primary touchpoint for information. But we know
this must be balanced with the fact that mums are deep consumers of
information, gathering from multiple sources and in many different media – from
a leaflet at the doctor’s surgery to being told about a <a href="https://itunes.apple.com/gb/app/weaning/id575664970?mt=8">new app</a> by a mum
friends on facebook. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you take an informational approach to engaging with mums
you create deeper connections as they see you as a valuable part of their
parenting life. And that’s where loyalty begins. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Drop me a line if you’d like to know more about creating
technology that mums want to engage with <a href="mailto:nicola@mumpanel.co.uk">nicola@mumpanel.co.uk</a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com0tag:blogger.com,1999:blog-5955327704540118882.post-6250382048985821292013-01-23T03:44:00.001-08:002013-01-23T03:46:00.431-08:00Living socially - the next step in connecting with mums<!--[if gte mso 9]><xml>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">A few months ago a conversation started in the MumPanel
office about brands focussing a little too much on social media and in the
process forgetting about where they could connect with mums every day. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvWIzwUZtL26_6-n1ZO6u-8MW0mUejuGCcUZmv_zoHVBzL_eUt6o08kecHSQQQuTyxWZJvJhSao_1XJ4A4TPmLKZtDRCdrYfEWIfMGTG3s6IQrkFBnZmnv0Xn-5X0kvrsFrHPatVH6wRM/s1600/websiteuse_Dunham-5.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvWIzwUZtL26_6-n1ZO6u-8MW0mUejuGCcUZmv_zoHVBzL_eUt6o08kecHSQQQuTyxWZJvJhSao_1XJ4A4TPmLKZtDRCdrYfEWIfMGTG3s6IQrkFBnZmnv0Xn-5X0kvrsFrHPatVH6wRM/s320/websiteuse_Dunham-5.jpg" width="320" /></a><span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;"> </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">I’m an early adopter of technology.<span style="mso-spacerun: yes;"> </span>Most of my friends aren’t. Most of my friends
are mums. If you take notice of the media and rafts of marketing information coming your way you might be convinced that
every single person (including mums) are spending their entire life on facebook
and twitter. They’re permanently attached to their smartphone and asking all
their parenting questions on forums. </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">But this isn’t the whole story. I know
most of the mums in my daughter’s class pretty well now and only about a third are on facebook (even less use it
every day), I’m one of a handful on twitter and many don’t own a smartphone.
Some even share an email account with their husband. </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">Surprised? We aren’t.<span style="mso-spacerun: yes;">
</span>We’re hearing the same story from mums across the UK, irrespective of their location, income or ethnicity. As the trend to
push brands online has grown we worry that marketers have forgotten that mums
<b>HAVE</b> to connect in real life, every day and in many different ways. </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">If you have
children, regardless of the amount of time you may choose to spend online,
you have to do the school run, go and buy new shoes, do drop offs and pick ups
at classes and organise outings to keep them occupied at the weekends. That doesn’t mean to say we don’t use
technology – I’m often checking directions to somewhere on my smartphone or
asking a question of mums on Facebook. </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">But every single morning I stand with 10 other mums and
we share information – this morning it was personal recommendations about where
to buy a new kitchen table. And because I know and trust these mums then that
word of mouth recommendation sticks. I’m much more likely to act on this than
on a tweet. Mums take social media to the next level – they integrate it with
their day to day social interactions – turning it into social living. But what
does that all mean for brands? Firstly social media is great<span style="mso-spacerun: yes;"> </span>- if your audience is there (and you should
test this). Secondly don’t let social media or online activity stand alone –
you are missing the opportunity to connect with mums on a wider and deeper
level. Finally, never forget where mums are everyday – in the supermarket, at
the school gate, living socially. Find ways to connect and build on natural
word of mouth recommendation. </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">Drop me a line to me at <a href="mailto:nicola@mumpanel.co.uk">nicola@mumpanel.co.uk</a> if you’d like a copy of our Soreen case
study on integrating spreading the word marketing online and at the school
gate. </span></div>
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<span style="font-family: "Tahoma","sans-serif"; font-size: 10.0pt; line-height: 115%;">Nicola </span></div>
MumPanel teamhttp://www.blogger.com/profile/09336160995928402766noreply@blogger.com1