Top 5 tips for marketing to mums

With Mothers’ Day on the horizon we thought we’d put together our top five tips for marketing to mums.  The biggest issue we encounter when companies market to mums is that they don’t really seem to understand where mums are right now  - 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. 

1. 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. 
2. 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.  But it’s different for mums – we’re hard to segment.  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.  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.
3. 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 isn’t a true reflection of what’s happening out there.  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.
4. 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.  That’s because mums trust other mums.
5. 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.

If you’d like to know more about research or marketing to mums give us a call at MumPanel.

Using tech to talk to mums

In our last blog I talked about how brands need to make sure they don’t forget where mums are everyday.  So we know out and about and social media play their parts but where does other technology sit in all of this?  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 ebooks and apps – several brands have cottoned onto this and released shopping/information apps or other e-content in the last few months. We think that’s a pretty smart move. 

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!?

The question is how do you use technology appropriately so you engage mums, create loyalty and get them to buy?

A great place to start is by providing information.  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.  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 new app by a mum friends on facebook. 

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. 

Drop me a line if you’d like to know more about creating technology that mums want to engage with nicola@mumpanel.co.uk

Living socially - the next step in connecting with mums

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. 

 

I’m an early adopter of technology.  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. 

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. 

Surprised? We aren’t.  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 HAVE to connect in real life, every day and in many different ways. 

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. 

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  - 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.

Drop me a line to me at nicola@mumpanel.co.uk if you’d like a copy of our Soreen case study on integrating spreading the word marketing online and at the school gate. 

Nicola

Mum Insights for 2013

Mums in 2013

As we’re in the last few weeks of 2012 we know many of you will already be thinking about marketing and research projects for 2013. We thought we’d round up what we’ve learnt about mums in 2012 and let you know what we think brands should be thinking about when it comes to mums in 2013. 

2013 – The Year of the Mum

With a royal baby due this summer you can guarantee pregnancy and mums will be front and centre in the media.  It’s an opportunity for brands to connect with pregnant mums to be and new mums, bearing in mind that the average mum might be interested in the royal babe but is likely to be having a somewhat different experience!

Mums are all the same, and completely different

Which brings us to point two to consider for 2013. We all know mums have common experiences (in that we all have children – nope we don’t even all give birth, some adopt) but that’s often where the similarities begin and end. You can take two mums who appear similar on the surface but when you scratch the surface and start to ask the right questions you soon realise how different they are – from their parenting philosophies, to how and where they shop to how they interact with technology.  We’d like less identification of mums as ‘single’ or ‘ABC1’ and the judgements that go with those labels and more identification of common touch points and differences which uncover insights that can change brands for the better.

The way to do this is by asking the right questions and really listening to the replies (and reading between the lines a fair bit).  Which brings us to our next insight nugget…

Don’t forget about dads…and grandparents…

There was a fair bit of backlash against this year’s Asda Christmas advert, depicting an overwrought mum who does it all.  And while we know mums often bear much of the organisational work for the festive season we felt the Asda advert failed because it was a negative depiction. We could relate to some parts of it but most mums we spoke to said it wasn’t how they felt about things overall.  We know there was a considerable amount of research used to back up the advert but we wonder if the researchers were really listening to what mums were saying (and identifying trends as we would) or asking questions that provoked a negative response.  

The ad reinforced the stereotypical roles for both mum and dad of the 1970s rather than 2012, portraying mum as being washed out, running around doing everything, even relegated to the pouffe at the dinner table. And yes today’s mum is still running around today but is a heck of a lot more empowered and having fun while dads take on more hands on role with cooking and the kids. 

What we know for sure is that dads (and kids and grandparents and aunties and cousins and friends) all influence a mum’s decision-making process and so we shouldn’t forget that when we develop products, services and communications targeted at mums.  So if 2013 is the year you really want to connect with mums then what’s the best platform to do it on? 

The rise of technology

2013 has been the year of technology for mums – the use of smartphones for researching products, reading reviews, connecting with friends and social networking continues to grow. 

Recently more brands have started to introduce apps to making shopping on the go easier for mums (and if you want an easy win with mums then start by creating things that make their life easier). 

Smartphones and apps work for mums because they fit into our busy life – we can order our shopping while sitting at our child’s swimming class or keep our child occupied with a phonics app while waiting for food in a restaurant.  But there is a but. We’ve seen some statistics touted around this year that make it seem as if all mums on are facebook and own smartphones (or are using them in a way a brand could make use of) and in our experience of thousands of mums this just isn’t the case.  Yes in 2013 you should be making use of technology to connect with mums but don’t forget where they were last year (and will continue to be), the school playground, the workplace, the gym, playing in the park or sat in a coffee shop with friends. 

Here’s to a successful 2013 for all our mums and every brand that wants to help them!

If you want to know more about how we identify insights and trends with mums then drop us a line. 

Lunchbox battles - does mum always win?

Last week Lynne presented at the Market Research Society Kids & Youth conference on food propositions for the children’s market.  We wanted to talk about what kids want in their lunchboxes versus what parents want to see them eating and what influences parents’ decision making. 

We asked our MumPanel for their views by survey and also using our facebook group for further qualitative discussion. And because we always wanted rounded views we also asked mums at the school gate. The overwhelming message we heard from mums is that they are in control of what goes in their child’s lunchbox, 99% of our parents say they have the ultimate decision. Their child might pester and ask for certain things (and reject things they don’t like) but the parent still sources products. 

 

We wanted to know what influenced parents when they were buying. It was no surprise to us that mums have lots of factors to consider when purchasing snacks – from their child’s preferences to including healthy foods, allergies, what school wants and budget.  It’s important when you are developing products for snacks that you take all of these points into consideration. A character on a packet may appeal to a child but if mum feels it is an unhealthy choice (and she knows school will agree) then it’s unlikely to make it into her trolley.  It’s a good idea to have a clear idea of what makes your snack a good choice and clearly communicate this to busy parents. 

When it comes to marketing snacks the question companies ask us the most is “do we market to parents or children”? Our survey results showed that parents think information and marketing of snacks should primarily appeal to both parents and children (56%) or parents (42%), with just 2% thinking it should be aimed at children.  How then do you begin to develop for a dual audience? 

• Start by looking at what parents give as snacks (so cheese, yogurt, fruit) and use this for inspiration.

• Don’t forget other external forces such as school healthy eating guidelines.

• Kids are savvy, they understand healthy messages too (41% of mums said that healthy messages appeal to their children).

• Appeal to both parent & child by messages that they can easily relate to. Sense check as you go with research and focus groups.

You can see Lynne’s full presentation here.