Posts tagged "Tuning Into Mom"

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks
When Kellogg’s Special K, Starbucks VIA and Target teamed up to offer a special promotion to a key demographic, the results were impressive. Brian Keefe, Senior Vice President and Scott Weller, Director of Client Solutions at Insight Promotions, LLC explain why: “This strategic partnership reaches the status of legend. The program was wildly successful, with... 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 »

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 »
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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 »

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 »

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 »
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Mrs. Meyer’s Clean Day Earns a 30% Price Premium by Giving Mom Peace of Mind

Mrs. Meyer’s Clean Day Earns a 30% Price Premium by Giving Mom Peace of Mind
The Wall Street Journal called the Mrs. Meyer’s Clean Day cleaning products line a “surprise retail hit” that carries a 30% price premium. The products are widely available in the US, from big box stores to small, independent retailers. Mrs. Meyer’s Clean Day has built a brand around helping moms provide natural, safe environments for... 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 »

Mom’s Hot Buttons: Understanding the Importance of Safety and Health

Mom’s Hot Buttons: Understanding the Importance of Safety and Health
The physical safety of her children weighs heavily on Mom’s mind, rating as one of her most important priorities. Mom knows, both instinctually and intellectually, that her first priority is to keep her child safe and healthy. In State of the American Mom research, only quality of communication with her child, her relationship with her... Read more »
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Math: An Overlooked Opportunity to Connect Your Brand with Moms’ Interest in Her Child’s Education

Math: An Overlooked Opportunity to Connect Your Brand with Moms’ Interest in Her Child’s Education
Family Reading Nights Are Great, But Why Won’t Brands and Moms Sign Up for Math? Educational success is one of Mom’s most important hot-button issues we identified in Tuning Into Mom. It’s third only to her relationship with her child and the quality of communication between them. Brands that can connect with Mom through educational... 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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