TUNING INTO MOM
Understanding America’s Most Powerful Consumer
Michal Clements
Teri Lucie Thompson
@MichalClements
@TeriLucie
website: www.tuningintom.com
IT'S EVIDENT THAT MOM IS
SOMETIMES NOT BEING HEARD
2
AUTHORS
Customer segmentation experts who have written a book. This book
is designed to help brands and individuals who recognize mom as a
key decision maker and purchase influencer become more effective.
Michal Clements
Teri Lucie Thompson
3
THE BIRTHING OF THE BOOK
(STARTED IN 2004)
2009
2004
Purdue Press
Contract
Customer Segment
Marketing
2009
Third State of the
American Mom
Report (Quantitative)
2006
Marketing to Moms
Coalition formed
2007
First State of the
American Mom
Report (Quantitative)
2009 - early 2010
Phase II Interviews
2010
Fourth State of the
American Mom
Report (Quantitative)
2008
Case Study
Development,
e.g., Sara Lee Soft & Smooth
2010
Academic Review
of Book
2008
Phase I Interviews
October 15th 2011
PUBLICATION!!
2008
Second State of the
American Mom
Report (Quantitative)
4
SEGMENTATION CREATES A BROADER
VIEW OF THE MARKET OPPORTUNITY
OVERALL MARKET AND STRATEGIC
FRAME OF REFERENCE
UNDERSTAND MARKET SEGMENTS
Segment A
Segment B
Segment C
Segment D
Segment E
SELECT TARGET
TARGET
DISCIPLINED BUSINESS AND MARKETING STRATEGIES
5
DEFINING THE FRAME OF REFERENCE IS A
CRITICAL STEP TO GAIN THE BROADER,
“OUTSIDE IN” PERSPECTIVE
ILLUSTRATIVE ALTERNATIVE FRAMES OF
REFERENCE FOR DISABILITY INSURANCE
Financial Management
Income & Asset Protection
Current
Spending
Long-term
Annuities
Disability
Insurance
Long term care
insurance
Personal liability &
homeowners insurance
Liquid
Investment
/Savings for
Long term
Real Estate
Investments
6
FOR EXAMPLE, SEGMENTATION
FRAMEWORK INCLUDES SEGMENTS
AND AGE OF OLDEST KID BASED NEED
STATES
Customer Segments
B
C
D
E
F
Opportunity
Area
Teen (13-17)
Middle
Child Age
Older
Child Age
Young Adult (18-29)
Middle School (10-12)
Youngest
Child Age
Age of Oldest Child (MOKA)
A
Preschool (3-6)
Elementary (7-9)
Opportunity Area
• Needs/unmet needs
• Benefits sought
• Current competitive set
• Size, Value
Infant/Toddler (<2)
7
HAVE THE DISCIPLINE TO SELECT THE MOST
ATTRACTIVE TARGET(S) FOR YOUR
ORGANIZATION WITHIN A DEFINED MARKET
OVERALL STRATEGIC VISION
– DEFINES MARKET FRAME OF REFERENCE
CUSTOMER SEGMENTS IN THE MARKET
Segment A
Segment B
Segment C
Segment D
Segment E
AGE OF OLDEST CHILD (MOKA)
Y
Infant/
Preschool
Elementary
Middle School
Teen
Young Adult
Toddler (<2)
(3-6)
(7-9)
(10-12)
(13-17)
(18-29)
TARGET
TARGET OPPORTUNITY
SELECTED
DISCIPLINED BUSINESS AND MARKETING
STRATEGIES
8
ABOUT OUR RESEARCH
State of the American Mom 2007-2010
Total Sample 5014*
Oldest Child
Age 2 and Under
Age 3 to 6
Age 7 to 12
Age 13 to 17
Multi-cultural Group
African American
Caucasian
English Speaking Hispanic
Spanish Speaking Hispanic
All Other
Household Income
Under $35,000
$35,000-$74,999
$75,000 or more
Marital Status
Single, Never Married
Married
Living with Partner
Divorced/Widowed
In-depth qualitative
interviews with moms
548
929
1,469
2,031
663
2,894
586
617
146
1,736
1,991
1,282
662
3,270
435
642
Employment Status
Full Time
Part Time
Self Employed
Not Working
1,958
674
249
2,117
Education
High School or Less
Some College/College Grad
Graduate/Professional Degree
1,233
3,281
477
Number of Children Under 18
Only Child
Two Child
Three or More
2,103
1,830
1,076
Any Child
Age 2 and Under
Age 3 to 6
Age 7 to 12
Age 13 to 17
1,508
1,921
2,335
1,878
* Note: Individual totals may vary
Success Stories
9
POWER OF MOM: LARGE 77
MILLION MARKET
U.S. Mom Population By Age of Children
Child Age
0-2
3-5
9.1 million
9.5 million
6-13
14-17
20.3 million
11.9 million
18-29
= 1 million moms
Source:
U.S. Census Bureau (November 2009 and November 1999).
Current population survey; ITA estimates
26.5 million
Total = 77.4 Million
10
A SIZEABLE PURSE AMONG YOUNG
ADULTS, TEENS AND MIDDLE SCHOOLERS
Married Moms with
Oldest Child <6
Married Moms with
Oldest Child 6-17
Single Moms with
Children <17
Married Moms with
Oldest Child 18+
$345B
$1,137B
$270B
$697B
= $100 Billion
Source:
Maria T. Bailey, Power Moms: The New Rules for Engaging Mom
Influencers Who Drive Brand Choice. Bureau of Labor Statistics,
Consumer Spending Survey
11
HOW CAN YOU BECOME MORE
EFFECTIVE WITH MOM?
1. Pick a Focus
By Age of
Oldest Child
(MOKA)
2. Tune In and
Align with
Mom’s Hot
Buttons
3. Leverage
Best
Practice
“Success
Stories”
12
PICK A FOCUS BY AGE OF
OLDEST CHILD (MOKA)
Moms of
Young Adults
18-29
Moms of
Teenagers
13-17
Moms of
Middle schoolers
10-12
Moms of
Elementary schoolers
7-9
Moms of
Preschoolers
3-6
Moms of
Infants & Toddlers
Up to age 2
13
LET’S COMPARE THREE OF
THE SIX MOKA AGE GROUPS
Bonita
Gillian
Karly
(Mom of Preschooler
3 to 6)
(Mom of Elementary
School Child 7 to 9)
(Mom of Teenager
14 to 17)
EXERCISE/SPORTS HOT
BUTTON THEME FOCUS
Being Active- Dance
Classes Near Home
Sports Family
Lifestyle, Everyone Plays
Leadership, Emotional
Stability, Discipline
EXERCISE/SPORTS BRAND
Chicago Park District
AYSO Soccer
NikeiD
14
MIDDLE SCHOOL MOM – MELISSANO MORE SWEATER VESTS!
15
INFANT/TODDLER MOMS SEE THE MOST
MARKETING
Estimate of How Often You Believe Ads/Marketing Targeted to You as a Mom
% Who Say 25% of The Time or More By Age of Child
Moms with
Oldest Child Age 2 and
Under
Note:
Total Moms at 64%
Moms with
Oldest Child Age 3-6
Moms with
Oldest Child Age 7-12
Moms with
Oldest Child Age 13-17
16
TUNE IN AND ALIGN WITH
MOM “HOT” BUTTONS
Food
Safety & Health
Exercise & Sports
Technology
Education
Fashion & Beauty
17
WE CONSISTENTLY SEE THE HOT
BUTTONS ARE MOM'S PRIORITIES
Moms’ Top Priorities
6.
Safety of my child(ren) in
cyber world, e.g., cyber
bullying, stalking, “sexting”
3.7
3.9
7.
Healthy food/diet for my
child(ren
3.7
Quality of my child(ren)’s
education
3.9
8.
Peer influence on my
child(ren)
3.6
4.
Safety of my child(ren) in
physical world
3.8
9.
Physical exercise/fitness for
my child(ren)
3.6
5.
Drug/alcohol use by my
child(ren)
3.7
10.
Safe/responsible driving for
my teen
3.5
1.
Relationship between my
child(ren) and I
3.9
2.
Quality of communication
between my child(ren)
and me
3.
18
EXERCISE AND SPORTS:
MOVING TOGETHER
19
SPORTS IS THE LEADING
EXTRACURRICULAR; MOM IS INVOLVED
Type, And Time Dedicated to Child(ren)’s Extracurriculars
Total Moms
Moms with Moms with
Kids Under 6 Kids 7-12
Moms with
Kids 13 -18
Type of Extracurriculars
Sports
49%
46%
60%
53%
General Recreation
37%
42%
32%
27%
Music
21%
17%
24%
29%
Dance
15%
18%
14%
12%
Art/Drawing/Painting/Sculpture
15%
14%
13%
15%
Theater/Drama
7%
5%
8%
11%
40%
38%
48%
43%
38%
37%
39%
40%
23%
25%
13%
19%
Time Dedicated to Child(ren)'s Extracurriculars
I spend more than 3 hours a week personally attending my
child(ren)'s extracurriculars (e.g., sports games, etc)
I spend less than 3 hours a week personally attending my
child(ren)'s extracurricular activities
I do not attend my child(ren)'s extracurriculars on a regular basis
20
SUCCESS STORY: NikeId
 Recognized need for teen athletes and their moms for
Background
Target
improved performance through customization
 Personalization is accomplished through a choice of
independent sizing for right and left shoes, a choice of shoe
width, colors, and a Personalized iD (PiD)
 Teens and young adults
 Moms of teens and young adults

Key Marketing
Tactics and Results
NikeiD wanted to raise awareness of their products. They ran a one
month promotional campaign with an interactive billboard that
allowed consumers to design Nike iD sneakers through their mobile
phones, and display them live on the billboard in New York’s Times
Square-1200 designs were displayed. Also consumers could
download their design as wallpaper to a mobile phone
 NikeiD reached $100 million in sales within a few years of launch
21
SUCCESS STORY: NikeId
Nike has put out a site (NikeiD) where you can
customize a football shoe now, wide, extra wide,
both physical appearance and internal structure.
Tanner pointed it out. And we used the site
together to order a shoe …. When I saw the Nike
website, I thought ‘It’s about time.’ It’s a great
marketing tool. It’s a no brainer
22
SUCCESS STORY: NikeId
23
FOR MOM HOUSEHOLD ACTIVITIES, FITNESS
WALKING AND CARDIO ARE THE WAYS SHE
STAYS ACTIVE
Most Popular Physical Activities Participated in at Least Once a Week – Summary
Total Moms
Top 10 Activities Participated in by Kids
1. Help with household activities that require physical
exertion (e.g. washing the car, walking the dog)
49%
1. Help with household activities that require physical
exertion (e.g. washing the car, walking the dog)
63%
2. Biking for leisure or exercise
38%
2. Fitness walking
43%
3. Run/Jog
35%
3. Cardio exercise (e.g., aerobics, spinning, etc.)
30%
4. Calisthenics (e.g. jumping jacks, sit-ups, push-ups, squats,
etc.)
30%
4. Calisthenics (e.g. jumping jacks, sit-ups, push-ups,
squats, etc.)
24%
5. Plays in a sports team
30%
5. Weight/strength training
22%
6. Wii exercise/activity games
29%
6. Run/jog
20%
7. Fitness walking
29%
7. Wii exercise/activity games
18%
8. Swimming (not as part of a team)
28%
8. Biking for leisure or exercise
16%
9. Dance
25%
9. Swimming
16%
10.Cardio exercise (e.g., aerobics, spinning, etc)
23%
10.Dance
15%
Average # of activities per week
Source:
Top 10 Activities Participated in by Moms
Marketing to Moms Annual Media Survey, 2010, Q46-47
4.1
Average # of activities per week
3.4
= Unique to group
24
SUCCESS STORY: LUNA BAR
Background
 Recognized need for moms to get exercise and connect with
other moms
 Partnered with Stroller Strides to create the
"Luna Moms Club"
Target
 Moms of infants and toddlers
 Skews to first-time moms
Key Marketing
Tactics and Results
 Require Stroller Strides franchisees to create a local Luna
Moms Club in their market
 Make Luna Moms Clubs available in communities at
local level
 Support with website to help mom find groups
 Luna Moms club offers: play groups, mom's night out,
philanthropic events
25
SUCCESS STORY: LUNA BAR
Photo Source: “Strollers: Mother of all
workouts” Star Tribune: Oct. 12, 2011
Fitness classes that incorporate the
baby and carriage are getting the
attention of new moms across the
Twin Cities
26
Infant/
Toddler Moms
Preschool
Moms
Mom's Concern
For Her Child
• Sports not a
focus
• Exercise by
moving
around
• Keeping kid
active
• Sports
starting
Mom's Concern
For Herself
THEME RESOURCE GUIDE –
EXERCISE & SPORTS
• Exercise
• Get back in
shape
• Exercise and
fitness
= Higher Mom’s priority
Elementary
School Moms
Middle School
Moms
• Sports
• Sports focus
participation
family lifestyle
• Exercise and • Exercise and
fitness
fitness
• Weight
management
= Moderate Mom’s priority
Moms of
Young Adults
Moms of Teens
• Depends on
whether child
plays sports
• More concerns
with adult
child’s exercise
but little ability
to impact
• Exercise for
health
• Exercise for
health
= Lower Mom’s priority
27
MOMS FOCUS SHIFTS AS HER CHILD
AGES - MORE TIME FOR SELF STARTING
IN THE MIDDLE SCHOOL YEARS'
Activities to be a Better Mother
(Among Moms Who are Married/Living with a Partner)
28
FOOD:
STEALTH VEGGIES & PANINI MAKING
29
MOMS ARE TRYING TO HELP
IMPROVE FAMILY HEALTH
New rules about sugar snacks/desserts
More family active fitness time together
New rules about snacks
Sitting down for dinner more often
More kids’ sports or fitness
extracurricular activities
New rules around eating and fitness in your household
Compared to last year
Total Moms
30
30
MOMS ARE TRYING FOR HEALTHIER
FAMILY EATING
% of Moms Changing The Way Their Family Eats To Be More Healthy
By Age of Oldest Child
Moms with
Oldest Child Age 2 and
Under
Moms with
Oldest Child Age 3-6
Note:
Total Moms 73%
Source:
Marketing to Moms Annual Media Survey, 2010, Q44
Moms with
Oldest Child Age 7-12
Moms with
Oldest Child Age 13-17
31
MOMS TRY TO EAT DINNER TOGETHER,
BUT THAT BECOMES DIFFICULT AS THE
CHILD BECOMES A TEENAGER
Number of Times Per Week Family Eats Dinner Together
By Age of Oldest Child
Daily
41%
33%
47%
48%
46%
32%
5-6 times a week
30%
24%
23%
33%
22%
3-4 times a week
19%
19%
21%
14%
1-2 times a week
Never
7%
3%
5%
5%
Total Moms
Moms with Oldest Child
Age 2 and Under
10%
7%
1%
5%
2%
4%
Moms with
Oldest Child 3-6
Moms with
Oldest Child 7-12
Moms with
Oldest Child 13-17
32
Source:
Marketing to Moms Annual Media Survey, 2010, Q33
STEALTH VEGETABLES HELP
MOMS HELP KIDS EAT HEALTHY
(everything from muffins to meatballs)
33
MOMS PUT HEALTHY FOOD ON TOP FOR THEIR
KIDS, BUT CALORIES RANK HIGHER FOR HERSELF
Top 10 Most Important Food
Ingredients/Characteristics Top 2 Box Agreement Very/Somewhat Important
(Total Moms)
Important When Shopping for
Mom
Important When Shopping for Child(ren)
83%
1. Whole grains
2. Vitamins & minerals
3. Fiber
82%
78%
80%
1. Whole grains
2. Calories
78%
3.
78%
Vitamins and minerals
4. Sugar
75%
4. Fiber
78%
5. Fat
73%
5. Fat
77%
6. Sodium
72%
6. Sugar
71%
7. Calories
70%
7. Sodium
68%
8. No artificial ingredients
or additives
68%
9. No high fructose
corn syrup
66%
9. No high fructose corn
syrup
10. All natural
65%
10. No artificial ingredients
or additives
8. Carbohydrates
67%
61%
61%
34
Source: Marketing to Moms Survey, 2010, Q38, 39
SUCCESS STORY: SARA LEE
SOFT & SMOOTH
Background
 Moms wanted their children to eat whole wheat or multigrain bread for nutrition but many children do not like the
‘grainy’ texture and the brown color
 Sara Lee Soft & Smooth bread is ‘whole grain’ white bread
that looks and tastes like traditional white bread, but
delivers a health benefit of whole grains
Target
 Elementary School Moms - These moms want a little more
nutrition without sacrificing the taste/texture that their kids
are used to (e.g., white bread)
Key Marketing
Tactics and Results
 Sara Lee capitalized on technology and focused on
marketing to build the Soft & Smooth brand (edit to that
one)
 Focus limited resources
 Leverage social media, e.g., Social Networking on Cafe
Mom, Soft & Smooth Switcheroo, etc.
 Create strategic partnership with Disney
35
SOFT AND SMOOTH – FOCUSED MARKETING
WITH A STRONG PARTNERSHIP
Strategic Approach to Marketing Spend
Prioritize
Brands
Leverage partnerships vehicles and “borrow” equity as much as possible for marketing efficiency
Same basic year to year marketing calendar to ensure company alignment
In store, regional spend basic for bread category
Priority 1
Strategic Partnerships
Disney
Campaign
Joy of the Lunchbox
Targets
– Kid & Parent
Leverages
Disney Media
vehicles (Disney Channel,
Radio, and .com) for
nationwide reach & efficiency
In-store
Marketing Calendar –
Consistent Year by Year
promotions
Back To School
(August/September)
Return To School
(January/February)
36
EDUCATION:
FROM LEAPFROG TO COLLEGE
37
EDUCATION IS THE #1 MAJOR SPENDING ITEM
FOR MOMS
Approach to Major Spending Items This Year –
Planned to Purchase and WILL ACTUALLY OR HAVE ALREADY PURCHASED
Education
35%
Vacation
31%
22%
Computer Equipment
Home Appliance
(e.g., washer/dryer, stove, grill)
New House
16%
8%
House Renovation/repairs
19%
Home Electronics (e.g., TV, Stereo)
16%
New Car
Source: State of the American Mom 2009
12%
38
SUCCESS STORY:
PURDUE UNIVERSITY
Background
 Purdue University recognized the increasing role of parents,
particularly moms in college research and decision process
as well as the ongoing close relationship between mom and
her young adult child while in college
Target
 Moms of juniors and seniors in high school, moms of
current Purdue students
Key Marketing
Tactics and Results
 Shifted marketing resources for both acquisition and
retention
 Increased distribution of parent e-newsletter by 94%
 Create university website specifically for parents and
families, Family calendar for parents
 Facebook page for parents and families
 Acceptance up among female students
39
SUCCESS STORY:
PURDUE UNIVERSITY




Parent e-newsletter increased
distribution by 94% with a 50%
open rate. Topics include:
winter weather, ordering a
"Boiler Treat Pack", etc
University website specifically
for parents and families
Parents and families Facebook
page. Threads include: travel
without a vehicle, advisor
issues, shuttle services,
summer internships, etc
Family calendar
40
TECHNOLOGY:
TEXTING, TALKING, TEACHING
41
MOMS DRIVE TECHNOLOGY
PURCHASE DECISIONS
Higher income
moms have less
say in the
purchasing
decision
Me
Mutual Decision
Significant Other
Child
When it comes to buying technology,
who is most important to the buying decision?
42
42
MOST MOMS USE HOME COMPUTERS MOST
REGULARLY FOR INTERNET ACCESS,
WITH 25% USING SMART PHONES
Devices used regularly to access the internet
(Check all that apply)
1. Home desktop computer (at home)
2. Home family laptop computer
(shared at home)
3. Work desktop or laptop computer
(at work)
4. Have personal laptop computer* (at home)
5. Smart Phone
6.
Gaming Device like Xbox 360, PS3, WII
7.
Tablet PC or eReader for books
8.
Smart Television/Web TV
*Note:
(Not shared)
Source: State of the American Mom 2011, Q25
43
SMART PHONES ARE GETTING A GOOD WORKOUT
FROM MOMS FOR STORE LOCATIONS, HOURS,
SCHEDULING AND KEEP IN TOUCH
Situations where Moms use the smart phone
(Among the 44% of Moms who own smart phones)
1. To look up store
locations and
hours on my
phone
2. I keep my
family’s
schedule on a
smart phone
3. I text my friends/
family while
shopping to get
their input on
clothing choices
4. I keep my work
schedule on a
smart phone
5. I pull recipes and
menus from my
phone
Source:
State of the American Mom 2011, Q45
6. I Google or
search online for
nutrition
information while
I am at store
7. I keep a grocery
list in my phone
8. I use online
coupons from my
phone
9. I keep track of
the total spent on
my phone as I
am shopping
10. To use QR codes
44
TEENS ARE THE MOST LIKELY TO
INITITATE CONTACT WITH MOM VIA CELL
Cell Phone Interaction % Who Call Each Other
Equally or Child Calls More Often
By Age of Child
Moms with
Oldest Child Age 3-6
Moms with
Oldest Child Age 7-12
Moms with
Oldest Child Age 13-17
Note:
Total Moms at 52%
Kids < 2 not included
29%
57%
62%
45
SUCCESS STORY: IPHONE
Background
 Moms rely on cell phones as their ‘lifeline’ and carry them
at all times. Apple recognized that mom could use the
same device for cell phone, camera, camcorder (to take
videos of her child), Internet access, and text messaging and
that her child could use this as a toy (coloring, sticker apps)
Target
 Moms of kids ages 1-12
 Encourage specific applications for kids as young as 18
months and games for older kids. (Unlike Blackberry which
is focused on email)
Key Marketing
Tactics and Results
 50% of moms have up to 6 apps on their phone for the kids
to play with – keep kid happy while mom is driving
 Moms are using to: 61% find store locations and hours,
family schedule 49%, texting while shopping for input on
clothing choices 49%, pulling recipes and menus 33%
46
VIDEO OF BABY USING MAGAZINE
THINKING IT IS A BROKEN IPAD
47
HOW CAN YOU BECOME MORE
EFFECTIVE WITH MOM?
1. Pick a Focus
by Age of
Oldest Child
Young Adults
18-29
2. Tune In & Align
with Mom’s
Hot Buttons
3. Leverage
Best Practice
“Success Stories”
Exercise &
Sports
Elementary
schoolers
7-9
Fashion &
Beauty
Safety &
Health
48
HOW MIGHT YOU APPLY THIS?
AN INTEGRATED APPROACH
A. Mom’s Oldest Kid Age (MOKA) and Hot Button
Opportunity Assessment
1. Diagnostic
Review and
Hypothesis
Development
2-3 weeks
2. Demand
Discovery Opportunity
Identification
6 weeks
(concurrent with
Step 3)
3. Nielsen 360
Assessment
6 weeks
(concurrent with
Step 2)
4. Interim
Strategic
Review
1 week
B. MOKA Mom Optimized Go to Market
Actions
5. Nielsen
Audience
Assessment
and Measurement
3-4 weeks
6. Safari
Go to Market and
Messaging
Optimization
4-5 weeks
7. Executive
Summary and
Integrated
Recos
1-2 weeks
49
LEARN MORE:
WWW.TUNINGINTOMOM.COM
AMAZON, BARNES & NOBLE, WAL-MART
FOLLOW US ON TWITTER:
@MICHALCLEMENTS
@TERILUCIE
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