Kirsten Mercer outlines a consumer group that is knowledgeable, discerning and open to new products – mothers.
Mothers have, over the years, become a highly differentiated consumer group. Changing demographic and socio-economic trends are providing women with greater economic and social power. There is greater access to education and jobs, with the result that this economic group is emancipated, knowledgeable and economically active.
From a brand building and purchase influence perspective, targeting mothers presents an opportunity with enormous potential. The key lies in understanding a mother’s values, needs and attitude and then it is a matter of tapping into emotional and practical needs through relevant activations in relevant environments.
In order to engage effectively with this audience, the activation needs to be appealing, interesting and demonstrate the unique selling points of a brand, product or service in a way that will benefit a mother. For example, an activation has to show how a product will make a mother’s life easier, how it will make their child smarter or healthier, how it will make her feel as a mother and as an individual.
A key element to keep in mind is this: Although family spending dynamics are gradually changing, mothers remain the key gate-keepers with regards to the purchase of fmcg products consumed by a family. This is especially the case within the emerging market segment. Influencing mom’s choices is a fundamental approach to ensuring that a brand or product becomes an integral part of a household.
Determining the way in which mothers make purchasing decisions will determine the type of activation and marketing mix required to ensure the conversion from passive awareness of a brand to sales.
Below are three key factors to consider:
- What do mothers focus on when shopping for their children? In terms of food – focus on nutrition. In terms of products – focus on safety.
- Personal requirements and pressures. For mothers as individuals there is a strong desire for products that make their lives easier; for example cleaning products that clean quicker and food products that require little preparation time. A good activations campaign will highlight these benefits and demonstrate how the product will simplify their life or will benefit their children.
- Demonstrate how a product will be enjoyed by kids and is child-friendly. For example a yoghurt that tastes good and is appealing to children will benefit both mother and child – the mother feels good because her child is eating a healthy snack; the child grows to love the product because of its appeal.
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