Posts in category "Exercise and Sports Strategy"

Partner Power: a Strong Marketing Strategy

Partner Power: a Strong Marketing Strategy
How Diverse Brands Partner with Fit4Mom to Help Mom Reach Her Fitness Goals – and Build Their Business Moms of infants and toddlers unsurprisingly have a keen focus on their child’s physical development, but marketing professionals should note that personal physical fitness is also an important goal for Mom. She may need to get back... Read more »

Capture Mom and Dad’s Attention by Aligning with Their Child’s XTraC’s (Extracurricular Activities)

Capture Mom and Dad’s Attention by Aligning with Their Child’s XTraC’s (Extracurricular Activities)
As Teri and I wrote about in Tuning into Mom: Understanding America’s Most Powerful Consumers, the child’s extracurricular activities are a powerful influence on the family lifestyle, both for moms and dads.  As my friend Craig said to me on the sidelines of our sons’ flag football game a few years ago, “I feel like... Read more »

Coach Mom: What Brands Should Know About Mom and Sports

Coach Mom: What Brands Should Know About Mom and Sports
48% of Moms are Highly Active in Elementary School Sports Mom’s involvement is very common in supporting her child’s participation in sports during the elementary school years. Research for my book Tuning into Mom shows 60% of moms of children ages 7-12 report their child participates in sports. This high level of participation is seen... Read more »
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Summer Camp Planning Segmentation: The Early Birds, The Spring Break Planners & The Last Minute Crowd

Summer Camp Planning Segmentation: The Early Birds, The Spring Break Planners & The Last Minute Crowd
Eleven million children attend summer camp each year, according to the American Camp Association. Over spring break, many parents and their children are making their plans. This week gives them time to discuss priorities and interests, and to research the various summer camp options.  I spoke with Angela Allyn, Senior Program Coordinator for the City... Read more »

Kellogg’s Frosted Flakes Exercises Marketing Strategies To Engage Mom and Her Active Child

Kellogg’s Frosted Flakes Exercises Marketing Strategies To Engage Mom and Her Active Child
One of Mom’s most important concerns for her child involves exercise and sports. Kellogg’s Frosted Flakes is a food brand that builds promoting exercise into its marketing strategies that appeal to Mom and her child alike. Other brands can draw inspiration from this case study to help them incorporate exercise and sports into their own... Read more »

Sports Mom Marketing Strategies

Sports Mom Marketing Strategies
How Procter & Gamble is Marketing to Moms Procter & Gamble’s Febreze brand is in the midst of a marketing to moms campaign blitz with their “Mom vs. Stink” contest. Specifically, their marketing strategy targets “sports moms” with children in middle school or older. In our book, Tuning Into Mom, we emphasize how marketers often... Read more »
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Grow Your Outdoor Brand with the Mom Market

Grow Your Outdoor Brand with the Mom Market
Just Like the Guys, Moms Take On Outdoor Adventures… But in Their Own Way Moms of older children are ready to take time for themselves, and this often means enjoying a “girlfriends getaway” with friends. There are over 62 million women in the US aged 35 -65, presenting a significant growth opportunity for many outdoor... Read more »

Stealth Marketing to Moms

Stealth Marketing to Moms
REI’s mom-friendly marketing strategy doesn’t dilute their adventurous image Some brands are faced with a marketing strategy quandary. How do they appeal to the Mom Market, which controls  $2.4 trillion of spending in the United States, while maintaining a youthful, adventurous image? These brands include companies like REI, a sporting-goods cooperative with about 110 retail... Read more »

6 Hot-Button Areas for Marketing to Mom Strategies

6 Hot-Button Areas for Marketing to Mom Strategies
Marketing professionals should be knowledgeable about six key priorities that moms care about— in my book Tuning Into Mom, I call these Mom’s Hot Buttons. Our research for the book quantitatively shows that these topics hold the greatest interest for moms and correspond well to their purchase areas. Marketing strategists can benefit by adjusting their... Read more »
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Remember Mom When Marketing to Teen Athletes

Remember Mom When Marketing to Teen Athletes
Many sports, fitness and activity-oriented brands and marketing strategies focus directly on teen athletes, as the teens are considered the primary decision maker.  But, as I show in my book Tuning Into Mom, the current generation of teens and young adults involve their moms in purchase decisions across a wide range of categories, and athletics... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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