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  • MOMS&MARKETING

  • The Global Moms and Marketing study

    was designed to provide a globally

    consistent view on the inadequacies of

    marketing to women with kids.

    We debunked a number of myths

    about Moms that marketers have clung

    to for too long.

    And we identified a way forward to

    enable brands to find clear strategic

    territory with which to reposition

    themselves.

    W H Y W E D I D T H I S

  • W H A T W E D I D

    We did a quantitative online survey

    among 750 Moms in each region, plus

    30-50 in depth ethnographic interviews

    in those same regions.

    We talked to Moms with children aged 0-17

    in 8 different markets: China, Germany,

    Italy, India, Mexico, UK, US

    and US Hispanics.

    Fieldwork was conducted between July 30th August 24th , 2015

    ~

  • T H E I S S U E

    Over 70% of women in the world aged

    15yrs+ are Moms. Thats almost 2 billion

    women.

    More than 50% of these Moms feel

    that marketers dont understand them,

    and are talking to their Moms.

  • O N A V E R A G E H A L F O F M O M S A G R E E T H A T M A R K E T E R S D O N O T U N D E R S T A N D T H E M

    ~

  • So approximately 1 billion women feel marketers have an

    outdated and inaccurate view of them, and are not speaking to

    them in authentic ways.

    DO THEMATH

  • W E Q U A N T I T A T I V E L Y C O N F I R M E D T H E A T T I T U D E S W E D I S C O V E R E D I N O U R E T H N O G R A P H Y :

    Its a work in progress, I always have

    more to learn.

    I feel tremendous pressure to get

    it right.

    My partner helps out, but I am the

    family CEO, the designated worrier.

    I love my mum, but make no mistake,

    I am not my mum.

    Marketers just dont seem to get

    me most of the time.

    Working Moms now are better role

    models than stay-at-home Moms.

    We mother on a stage - social media

    has changed the maternal landscape,

    and provided a platform to showcase

    my successes, my failings and foibles.

  • T H E G A P

    H O W M O M S F E E L . . .

    Toughest job in the world

    Its all about caring and nurturing

    Motherhood is sacred, she belongs on

    a pedestal

    Empathize by showing frazzled

    drudgery, with the odd moment of

    saintly pride.

    I didnt have kids because I wanted

    another job

    Its an emotionally complex

    relationship

    Im real, flawed and still have the

    idiosyncrasies that make me me.

    I want even more...

    H O W M A R K E T E R S M A R K E T . . .

  • ITS ABOUT BEING, NOT DOING

  • I D E N T I F Y I N G W H I T E S P A C E

    Weve found 9 UNIQUE ROLES based on

    what Moms value, where we can connect

    more meaningfully and more effectively

    with true empathy. And verified these

    quantitatively, in 8 major markets.

    Significantly, we found that Gen X Moms

    and Millennial Moms do not differ in their

    views on these roles.

  • W H I L E M O M S S P E N D M O S T O F H E R T I M E I N T H E C A R E R R O L E ,

    T H E R E A R E 8 O T H E R R O L E S S H E C H O O S E S T O P L A Y .

    CARER SAFE HOUSE RULE BREAKERPLAYMATE FRIEND ELDERHEROCOACH FAN

    How mom spends most of her time (%)

  • FU RTH E R , S H E S E E S H E R S E L F A S TH E I DE A L P R OVI D E R

    FO R A L L O F TH E S E R O L E S .

    Role Division Who ideally should perform the role? (%)

    Mom Parenting Partner

    CARER RULE BREAKERPLAYMATE FRIEND ELDERHEROCOACH FANSAFE HOUSE

  • Ideally spending more or less time on each role (%)

    A N D H E R C A P A C I T Y I S E N D L E S S .

    She wants to do more of each role

    Less More

    CARER RULE BREAKERPLAYMATE FRIEND ELDERHEROCOACH FANSAFE HOUSE

  • A W A Y F O R W A R D

    We then mapped each of these

    roles using a behavioral economics

    mapping methodology.

    We now have a deeper understanding

    of the emotions and values connected

    to these roles, and how to leverage

    them for a brand.

  • Knowledgeable

    T H E S E A R E T H E 8 A R C H E T Y P A L Z O N E S T H A T F O R M E D T H E B A S I S O F O U R M A P P I N G O F T H E M O M S R O L E S .

  • W E C A N S H O W Y O U W H E R E E A C H O F T H E S E R O L E S S I T O N T H I S A R C H E T Y P A L M A P , B Y R E G I O N , W I T H A L L T H E A S S O C I A T E D V A L U E S A N D E M O T I O N A L C O N N E C T I O N S .

  • W E C A N A L S O S H O W Y O U W H E R E Y O U R B R A N D S I T S O N T H E S E M A P S , A N D S H O W Y O U H O W T O O P T I M I Z E T H E D A T A F O R Y O U R B R A N D C O M M U N I C A T I O N S .

  • C O N T A C T U S T O F I N D O U T M O R E

    Jeff Geisler,

    Global CMO

    jeff.geisler@saatchi.com

    Mary Catherine Mills,

    Global Director of Strategic Intelligence

    mary.mills@saatchi.ca