Tag: Marketing to Moms

10 Quick Facts Marketers Should Know About 10 Million Stay-at-Home Moms

10 Quick Facts Marketers Should Know About 10 Million Stay-at-Home Moms
Stay-at-Home Moms are a Growing Group The recent news about stay-at-home moms is that they are a growing group, with 29% of moms with kids less than 18 are staying at home, according to a Pew Research Center trends report. This 29% represents an increase from 1999, when 23% of moms stayed at home and... Read more »

This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom

This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom
When my children were younger, each Mother’s Day I was regaled with a home-cooked breakfast in bed. On a normal weekday, by contrast, I focused on making sure my children had a nutritious breakfast before heading off to school, such as peanut butter on wheat bread or Quaker oatmeal. Like most moms, I believe breakfast... Read more »

How Does the Changing American Family Change Your Market Strategy?

How Does the Changing American Family Change Your Market Strategy?
American families have made fundamental shifts in recent years.   Family structures and compositions are changing, as depicted by recent portrayals like the Chevy Traverse spot “The New Us” and the ABC program Modern Family. The decline of the nuclear family has been well documented, along with the corresponding increase in alternate family structures and non-family... Read more »
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Venus and Mars at the Pediatrician’s Office?

Venus and Mars at the Pediatrician’s Office?
Today’s First-Time Dads Attend Well-Baby Visits Recently, I had the chance to observe my local pediatrician’s office for a few hours in the afternoon.  I was interested to note several dads engaging with the well-baby visits.  I observed dads and moms going together (with baby of course) to meet with the nurse and pediatrician. After... Read more »

Make it About Mom: Positioning Your Brand for Moms of Babies

Make it About Mom: Positioning Your Brand for Moms of Babies
Successfully positioning a product or service to moms of infants and toddlers requires specific recognition and appreciation of Mom’s role. A simplistic focus on the product or service benefit won’t resonate with this market. Your brand will need to make it about Mom. Tylenol has a recent marketing campaign that does a brilliant job of... Read more »

Dads Redefine Fatherhood

Dads Redefine Fatherhood
But They Can’t Match Mom’s Intensity Dads have redefined their role as parents. This change is driven by Gen X dads, who now make up the majority of dads with kids under 18 at home. As the chart below from Boston College’s The New Dad report shows, these dads define being “involved and present in... Read more »
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The Balancing Act: Marketing to Moms AND Dads

The Balancing Act: Marketing to Moms AND Dads
As we’ve discussed before in my article “I am Dad, Hear Me Roar,”, the vast majority of dads today are involved with parenting, along with household responsibilities and chores. The Marketing to Moms Coalition State of the American Moms 2012 Report looked at parenting priorities of moms and dads and found high levels of agreement... Read more »

What Brands Need to Know about Segmenting First-Time Moms by Age

What Brands Need to Know about Segmenting First-Time Moms by Age
Much has been mentioned on the subject of first-time moms becoming older in the US. In 1980, the average age of the first-time mom was 22.7, and in 2010 it had increased to 25.4.  Delving into the data a bit more, you see African American and Hispanic first-time moms have an average age of 23.1... Read more »

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 »
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What Makes a Millennial Mom?

What Makes a Millennial Mom?
Important Insights for Marketers from the State of the American Mom Report Millennial moms have emerged as a distinct market, representing almost 25% of moms with kids under 18. These moms are ages 18-30 themselves, with younger children. They now account for two thirds (65%) of first time moms of infants/toddlers (oldest child is under... 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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