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.
It’s like that Multigrain Cheerios ad I wrote about awhile ago. If there were any moms on the marketing team, they were either out-voted or live in a very different world than the average mom. Ads don’t have to be perfect reality but they need to either make fun of reality or be a step above/below it. Not in another very white dimension.
Alex@LateEnough recently posted..I Have A Favorite American President
You are dead on! I’ll be on your team. My kids are older now (almost 13 year old girl and 9 year old boy) so I have the perspective of a mom of tweens. I can tell ‘em all a thing or two.
Oh, and don’t get me started on “Real Housewives”. I’m STILL pissed over that false title. We can show ‘em real housewives – chasing dust bunnies under the dining room table, napping in the middle of the day because we fell asleep folding laundry, having to schedule coffee with friends three weeks in advance because the kids’ schedules are so packed that that’s the first time you have an hour free . . . yeah. THAT’S real.
But I’m not bitter . . .
(And I love your blog!)
Milaka recently posted..How I Got Here
Yes! I’ll be part of that team any day.
I had to change 3 babies diapers every day all day… I can tell you it did NOT happen like that.
I’m annoyed.
Jen recently posted..Reconnecting with the Family
The Target ad had potential. I could get into the whole cowgirl thing if she looked like an actual, adult mom. She could even be dressed as a cowgirl (I chase kids around all day in jeans and boots and I’d gladly swap my grungy dirty-hair baseball cap for a nice cowboy hat) but the 25-year-old, supermodel-body in all white is just stupid. And I thought the same thing about those wipes she throws over her shoulder – lol!
IF, a BIG IF, target wanted to get my attention… It would be a sexy man about 30 who “wrangled” twins while organizing the PTA can drive on the phone so I can go to the book club with wine! They could sell the dipaers, wipes, the book, and the wine! That’s an ad!
We seldom watch ads (who has time for that), but I love how the “good” ones still get through. I finally got around to watching this. Crazy. LOL about the cowboy! A mom of three little babies like that, her fantasy would involve her bed or a shower! Mine does at least.