So being a mom is the best, hardest, dirtiest, funniest, silliest, most rewarding and scariest job I have ever had. I could bore you with a million stories about my 2 little boys and I could tell you all about how I was told a million times I might never have kids….blah, blah, blah….every mom has battle scars and war stories, but I have yet to meet a mom that would change much of anything about the little people in their lives. We are fast approaching Mother’s Day. There are retailers out there doing anything they can to get folks into to get that perfect gift and make mom feel special. I mentioned in my last blog that I like to shop and I love to throw a party, but I will tell you a secret…my favorite thing about Mother’s Day is the art that is the preschool craft project. If it has a flower made from tissue paper or a hand print from one of my boys, it is going to make my Mother’s Day. Somewhere along the way, preschool teachers figured out that moms do not really want a handbag or new clothes or an edible arrangement from their kids (maybe from my husband). These saints that love other people’s children almost as much as their own realized that if your kid made you something and presented it from the heart, that even the awful mom in the movie Tangled might melt. I think they figured it out because so many of them are moms themselves.
So what does all of this have to do with marketing for small businesses in our lovely village? Every single client I have worked with in the past 4 years has had to make an impression with moms and women. When you Google “marketing to moms,” these are some of the statistics that come up:
- 75% of women identified themselves as the primary shoppers for their household
- Moms represent a $2.4 trillion market
- 64% of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions
- Women account for 85% of all consumer purchases including everything from autos to health care
When I meet with clients and start chatting about what they intend to do in the community to promote their businesses, almost invariably I ask what they are doing to get in front of moms and do they understand what a powerful marketing asset or liability moms are. In other words, like the interwebs confirm, moms talk to each other and for better or worse, the impression you make on a mom is going to follow you!
My most favorite former client is a company in Opelika that does HVAC installation, service and repair along with spray foam insulation. The product is not sexy at all. No one drives by anyone’s home and is jealous of what your HVAC system looks like, no woman can wear spray foam insulation as a fashion statement and no woman has ever made another woman jealous by getting an HVAC service contract for their anniversary. BUT, this company sees the value in educating the women decision makers on why they need to keep their HVAC in top working order, how air quality is affected by more than just how often you change the HVAC filters and they provide outstanding customer service. They understand what some huge advertising firms don’t, women are not shallow and unintelligent. These guys get that women are savvy and are not just making a decision for themselves, but are looking at the impact of their decision on their entire family. This company understands that they can be known as the guys who are jerks and give women the “little lady” treatment or they can be the guys that get rave reviews from their female customers when someone puts out a crowd source request on Facebook for a good HVAC company. They see the power in these statistics and like the preschool teachers that I adore, they are marketing in an effective way to the key decision maker in the home.
So remember your mom this year in a way that is going to make her feel incredibly special and loved. And if you are a small business owner, remember all of the moms in how you approach your marketing strategy. Remember that Lemonade Social is run by a mom that will figure out a way to get you in front of peers and help you grab some of the $2.4 Trillion that is out there to be spent!
Happy Mother’s Day!