Posts tagged "Marketing to Moms of Older Children"

Teens Say Ditch the Dinner Table. Snacking is the New Conversation-Starter.

Teens Say Ditch the Dinner Table. Snacking is the New Conversation-Starter.
Teens Prefer Connecting with Parents During Casual Snack-Time, Opening New Marketing Opportunities The most important priority for mom is her relationship with her child, yet the reality is time spent together diminishes in the teen years.  The family dinner in particular comes under pressure with teen’s schedules: extracurriculars, jobs, and long days at school.  All... Read more »

Skype Makes it Easy for Mom

Skype Makes it Easy for Mom
Staying Connected to Her Child is a High Priority for Mom—and Skype Makes it Simple Skype, the popular telephone and videophone software service, allows users, including moms and their adult children, to inexpensively stay in touch. All Skype calls between devices are free, including computers, smart phones and tablets. There are also paid options that... Read more »

Some Kids Like it Hot: Bland Isn’t Better When it Comes to Snacking

Some Kids Like it Hot: Bland Isn’t Better When it Comes to Snacking
Spicy Flavor Trend Rewards Brands that Avoid Bland When Marketing to Mom and Kids There’s a tendency to stereotype children as preferring bland flavors—think pasta with butter, Cheerios and applesauce. But children six and older actually appreciate more diverse flavor profiles, proven by the immense popularity of spicy snack foods like Takis and Flamin’ Hot... Read more »
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State Farm Reaches the Teen Driver and Parent Market With Celebrate My Drive, Road Trips and More

State Farm Reaches the Teen Driver and Parent Market With Celebrate My Drive, Road Trips and More
Recently, I had the chance to chat with Vicki Harper of State Farm Insurance to learn how the company has updated its Teen Driving Safety Programs since the 2010 case study in “Tuning into Mom: Understanding America’s Most Powerful consumer”.  State Farm’s  programs, including the Steer Clear Discount Program, seek to help teens become safer... 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 »

Partner With Mom to Keep Kids Safe

Partner With Mom to Keep Kids Safe
Marketing strategies win Mom’s loyalty by helping teens drive safely Safety and health is a top hot-button issue for all moms. We write in Tuning Into Mom: Understanding America’s Most Powerful Consumer that the physical safety of her child is considered “very important” for 86% of moms—and that statistic includes moms of older children. Brands that... Read more »
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Teen Boys Tag-Team with Mom to Build Nutrition: From Muscle Milk to Paninis

Teen Boys Tag-Team with Mom to Build Nutrition: From Muscle Milk to Paninis
Food is one of Mom’s most important areas of concern for her child, and as her children become teens, it becomes a joint effort to find the right nutrition that the teen also enjoys eating. Marketing strategies surrounding food should recognize that Mom and teen both play a role—and often team up to discover and... Read more »

The Missing Market: Moms of Older Children Matter

Most marketing strategies miss the biggest market when marketing to moms: moms of older children. There are 77 million moms in the United States. Only nine million have children in the infant and toddler range. Ten million more have children ages three to five. But a full 25 million women are moms of young adults... Read more »

As Children Grow Up, Moms Take More Time for Themselves

As Children Grow Up, Moms Take More Time for Themselves
(And, surprisingly, spend less time with their spouses and partners) Marketing strategists often think of the “mom market” as a homogenous group of women. In reality, the mom market can more accurately be subdivided into groups based on the age of her oldest child. As her child ages, mom’s motivations, activities and focus shift. In... 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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