Hello, I am a wife and mother…
and I spend the money.
Studies show that no matter who pulls in the paycheck in a family (the husband, wife, or both) the majority of the household purchases are made by women… even more so when the family includes children. Long story short – if you want to sell your product, impress the mommies.
I wonder sometimes at the number of products that are clearly marketed to mothers, but fall so incredibly short of hitting the mark. Marketers, if you want your product to be bought by mothers, have people on your team who are mothers… and if they are mothers, have them tell the truth.
This ad does not move me to buy your diapers and wipes:
This is definitely not based in any sort of reality because no mother of three babies would be caught dead wearing all white. Also, I grew extremely anxious with the tossing of the wipes over her shoulder because, “Who’s going to clean up that crap?” and “Oh my God the dogs are going to eat them!”
Clearly the commercial is supposed to be some sort of fantasy… well, if that’s the case then have a cowboy changing the diapers. Done. Fantasy accomplished.
Know your market.
Target your market…
like this Fiat 500L campaign that was built around comments and feedback from a research group of actual mothers.
This video has pretty much taken the internet by storm since it was released just two months ago.
While I’m not currently in the market for a new family car, you’ve created enough buzz before your product has even launched that I’m sure to remember your name when the time comes. Mothers don’t forget – seriously, do you know how many moms are still leaving GoDaddy at this very moment because of their super bowl ads?
If you want a mother to buy, then ask a mother how to sell.
Better yet, email me and I’ll put together a team of social media ladies that have the pulse on this motherhood thing…
and for a big fat, but totally worth it fee, we’ll give you advertising gold.