Title: Moms
1Moms
- Throughout her life, a mom is engaged in a
variety of unique and personal experiences. Do
you know how to get and keep her attention?
2A mom is.
- According to the U.S. census, there are 83
million moms in the U.S., and each year, four
million new moms are born. - On average, todays mom is 27 years old, working
- and interested in having more than 2 kids.
- Every year moms spend 1.7 trillion dollars.
- Moms control 80 of household spending.
- 90 of mothers use the same products at
- home and the office.
- 5 million moms own their own business.
- For the first time in history, four generations
of mothers comprise the Mom Market
3Why companies target moms
- Females outnumber males in the United States by
over six million. - There are 141,606,000 women with children in the
United States. - Woman-owned businesses generate 1.15 trillion in
sales. - 9.2 million people are employed by Women-owned
businesses. - U.S. women spend more than 3.7 trillion annually
on consumer goods and services. - U.S. women make up the number three market in the
world, with their combined buying power exceeding
the economy of Japan. - According to the U.S. Department of Agriculture,
an average-income family will spend 165,630 on a
child by the time the child reaches eighteen
years of age.
4How to reach moms
- Print Advertising
- Magazines are the preferred choice of reading
for moms. The average mother reads 4 different
magazines a month with 3 of them being delivered
to her home. - Television
- Television advertising directed at mothers is
capturing the attention of only a small portion
of the market. - Word of Mouth
- Word of mouth is the strongest form of
marketing within the mom market. 55 of mothers
say they rely on recommendations when making
purchases for the home. The number jumps to 64
when it comes to buying a product for their
child. - Online
- Moms are online seeking information and
spending money on the Internet. 94 of moms say
they have purchased a product online.
5www.Family.com
- The Walt Disney Co. is targeting moms with a
onestop web site designed to provide answers to
everything from teething to saving for college.
Family.com was just launched for its trial run.
The website includes parenting and child
development help and support, food recipes,
activities and entertainment for the whole
family, education guides to schools and learning,
travel help, and shopping with the latest must
haves and reviews. Eventually aiming to create a
ParentPedia, with information on over thousands
of topics that can be expanded by users.
6 Sony has chosen to reach out and touch the Mom
Market (an example of Sonys advertisement to the
right). Why should I choose a Sony Handycam?
Sony knows just how to touch a moms heart. A
moms most precious memories are milestones
achieved by their child. Capturing those events
are priceless. Sony hit the nail on the head.
In a commercial by Sony they show a mom away on
business in a hotel room reaching into her
suitcase and finding a DVD. As the DVD plays her
two children sing her Happy Birthday. Every mom
knows how hard it is to be away from their child
and Sony bridged a connection with their product
.
Your childs first steps. College graduation.
Life is full of moments that are well worth
remembering. Theres no better way to capture
those moments than with a Sony Handycam
camcorder. Its never been easier to immortalize
your memories in stunning sight, sound, and
motion, allowing you to simply capture life as it
happens. Sony Handycam camcorders are versatile,
powerful, and easy to use. Discover the emotions,
the memories, and the fun by creating you own
movies to cherish and share.
7Resources and Links
- Packaged Facts U.S. Mom Market A
Ground-Breaking Profile of Mothers as Consumers - http//www.packagedfacts.com/Mom-Ground-Breaking-
886173/ - Confectioner Magazine Tapping Into Kids
Touchpoints - http//www.confectioner.com/content.php?sCO/2006
/03p9 - eMarketer eMarketer Reports 32 Million Mothers
Are Online - http//www.marketwire.com/mw/release_html_b1?rele
ase_id135985 - Sony Why Choose Sony Handycam
- http//www.sonystyle.com/is-bin/INTERSHOP.enfinit
y/eCS/Store/en/-/USD/SY_ViewStaticStart?pagestati
c2farticles2fhandycamguide2eis - BSM Media Marketing to Moms
- http//www.marketingtomoms.com/about/company.php
- YouTube Sony Handycam DVD commercial TV
- http//www.youtube.com/watch?vxL1RP3bAJz0
- ABC News Disney to Launch Web Site Aimed at Moms
- http//www.abcnews.go.com/Technology/wireStory?id
2945622