The MomKid Connection

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MARKETING TO THE SUPER CONSUMER

• The Mom-Kid Connection

Presented by WonderGroup
October, 2005
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Our Focus
Kids
Moms
And Their
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Our Clients
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The Way to a Mans Heart
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The Way to a MOMs Heart
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Yesterdays Mom
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The New Millennial Mom

• Family and children are important!

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The New Millennial Mom

• Shes smart
• Marketing Net savvy
• Wants to be the best mom ever!
• - Happy children
• - Successful children

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I use grocery shopping with my child as a means
of helping her make healthy choices for herself.
She is a pretty savvy little shopper at
three. (WonderGroup Mom/Kid Influence Study,
2005)
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The New Millennial Mom

• She wants to do it allbut she cant!

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Balancing Act

• Actual motherhood vs. expectations
• Motherhood vs. career
• Only 25 of todays moms feel work and life are
  in balance.

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Theres a NEW kid on the block!
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What Would You Do on a First Date That Was
Turning Sour?
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What Do Most People Do on a Date?
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How Would You Make a Marriage Work?
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New Kid on the Block

• Consensual
• Marketing savvy
• Connected
• Informed and in control

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The Inevitable Result???

• Stressed, time-starved, very educated mom
• Educated, market-savvy kid
• NEW PARTNERSHIP!

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The New School
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The Four-Eyed, Four-Legged Consumer
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Fact Moms and Children Have Always Bonded
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I was raised that adults make decisions and
children comply without question or discussion.
I disagree, and I raise my children completely
different. Children need opportunities to make
decisions in youth in order to make good
decisions as adults. My children decide on a
great deal in their lives, and I value their
good sense in helping me make household
decisions as well. (Mom, girl 12-14)
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No Nag Here

• Among Parents
• 70 Makes my shopping
• easier when my child knows
• what brands he likes

Source Yankelovich Youth Monitor
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BewareDont Underestimate Types of Influence

• Kids train parents
• Parents ask
• Parents expect kids to ask
• Parents watch kids programsads
• Negative influence!

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Kid Influence!
What factors influence parents when buying food
for children?
PRICE 84 CHILD REQUEST 83 COUPON 49 BRAND
NAME 38 ADS YOU SAW 31
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THE WONDERGROUP MOM/KID INFLUENCE STUDY
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KID INFLUENCE ON ITEMS BOUGHT FOR CHILD

• Generally in the
• 80 - 90 Range!

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Examples Athletic Shoes 86 Kid
Clothing 85 Movies/DVD 92 Music 92 Video
Games 88 Frozn Dinner 86 Granola Bars 86
FF Rest 83 Kid Room Décor 79 Kid
Furniture 64 Kid Cleansing 61 Computer 60 Vit
amins 53 ( 75 among 8-11 year olds 100
12-14) (70 among 8-11 year olds 76 12-14)
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My childs influence on products I buy for them
is very important. I would waste a lot of money
if they didnt like the products. (Mom, boy 5-7)
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KID INFLUENCE ON ITEMS BOUGHT FOR THE FAMILY

• Kids Matter!

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Examples FF Restaurant 68 Ice
Cream 63 Cookies 62 Frozn Dinner 49 Salty
Snacks 55 Carb. Bevgs 48 Casual
Restnts 42 Room Décor 41 House 47 Bottled
Watr 30 Family Car 32 Vacation 46 Home
Computer 29 ISP 29 Laundry Detergent 25 Pet
Food 19
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My daughter is very smart and I would Always
take her opinion in considration (Mom, Girl
12-14) I always want my son to feel he has a
say In our household purchases. (Mom, Boy
8-11)
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KID INFLUENCE ON ITEMS BOUGHT FOR ADULTS

• Kids Matter Here Too!

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Examples Household Cleaners 34 Carbonated
Bevs 24 Adult Clothing 20 Adult
Furniture 23 Adult Cleansing
Products 20 Room Décor 18
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I ask her all the time if clothes look good on
me. (Mom, Girl 5-7) He helps me stay
current on all of the new products. (Mom,
Boy 8-11)
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KID INFLUENCE ON WHERE TO BUY

• More than 80 agree that their childs preference
  is important!

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The Opportunity
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Market to Moms

• through their children!

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The New Rule

• If the children are happy, then Mom and
• Dad are happy.
• (Jeff Weinstein, Editor-in-Chief, Hotels
  Magazine)

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Media
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Kid Advertising is Word of Mouth Advertising
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Kid Communication Model is Effective in Driving
Child Request( of Children requesting
advertised product)
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Kid Communication Model Also Drives Mom Awareness
Kids
Moms
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Medium
Audience

Kids can drive mom awareness at 1/3rd the cost of
going to Mom directly!
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Creative
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Kid Cuisine TV Spot
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Lipton Sponsorship Spot
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Lunchables TV Spot
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So Remember