what every marketer should know about today’s moms, 5.2014
TRANSCRIPT
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Going beyond clichés and stereotypes to better understand her hopes, dreams, values and vulnerabilities. Ultimately to better connect with her. May 2014
What every marketer should know about today’s moms.
Motherhood is….
All rights reserved, Ulli Appelbaum 2013
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Copyright © 2014 Ulli Appelbaum. All rights reserved. Unless otherwise indicated, all materials on these pages are copyrighted by Ulli Appelbaum. All rights reserved. No part of these pages, either text or image may be used for any purpose. Therefore, reproducEon, modificaEon, storage in a retrieval system or retransmission, in any form or by any means, electronic, mechanical or otherwise, is strictly prohibited without prior wriGen permission.
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What this presentation is about.
Understanding what resonates with today’s
moms -‐ beyond stereotypes and clichés.
Inspiring brands to beGer connect with moms by solving real mommy
problems.
Helping brands play a more meaningful role in moms
lives.
Helping marketers idenEfy fresh ways to look at and
engage moms.
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The marketing community has a huge opportunity to make things better. And make more $$$.
of moms feel that advertisers don't really understand what it's like to be a mom.
73%
of moms feel like marketers are ignoring their needs.
60% of moms think advertisers are doing a poor job at connecting with them.
80% Source: M2Mom.com
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Brands still focus on motherhood “ideals” and stereo-types and usually miss the mark.
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Mommy’s culture however has evolved and changed.
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The result is a major gap between moms own narratives and expectations and the social norms embraced by most brands. Brands that will close the gap first will win.
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8
but first…
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Who is this guy?
And what does he know about MOMS?
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Strategist
20+ years of global experience in brand strategy and customer experience design.
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Proud dad & husband
Lola, 5 Fynn, 5 Leo, 3
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Entrepreneur
Co-founder of www.wemothers.com, a start-up focusing on moms emotional wellbeing.
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Community Manager
I’ve built a community of 7000+ moms (total $ investment = 0) and I have been listening to them for the last 2 years.
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14
The research.
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The research.
Over 1200 Facebook posts capturing insights, truths, needs, vulnerabilities, jokes, aspiration about motherhood. Delivered in a Facebook friendly format, “digital posters*”. To our community of 7000+ moms. posters
*To learn more about digital posters visit www.ulliappelbaum.com
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How it works.
• Moms see one of our posts (digital posters)
• They decide in a split second whether the content (the post) resonates with them and whether they want to engage (“like”, “comment” or “share”) or not.
• This methodology measures moms’ “blink” reactions. No rationalization, social filtering or forced conversations, just real spontaneous and visceral reactions that show moms hot buttons. A real temperature check of what resonates with today’s moms.
• Facebook provides the analytics that allows us to measure the strength of the reaction and engagement.
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Quick facts
Digital posters posted
1200+
Moms reacting to those posts
7000+
most engaging posts are the focus of this presentation
Top 10% Top 10%
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18
Let’s dive in 31 truths that resonate with today’s moms.
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Moms daily experiences often clash with the cultural “ideal” of motherhood.
Mommy Truth:
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Moms reject the notion of the “perfect” mom. So why do brands insist on maintaining these stereotypes?
Mommy Truth:
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Once you’re carrying a child, suddenly the world has an opinion
on each and every choice you make, despite the fact that they have less
than nothing to do with your decisions
or the outcome.
Most moms hate unsolicited advice & dread being judged. They’ll get plenty of both (also from brands).
Source:
Mommy Truth:
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Once a woman asked me whether I planned to breast-feed my baby,
so I asked her whether she shaved her vagina. Oh, I’m sorry, you don’t
like personal, none-of-your-business questions?
A harmless and well-meant question can quickly be perceived as judgmental (Moms are first and foremost women after all).
Mommy Truth:
* Source: Motherhood Comes Naturally (and Other Vicious Lies), Smokler, Jill
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Because as wonderful as motherhood is, it’s also the hardest job in the world, and we’d all go crazy if we
couldn’t laugh at ourselves*.
Moms often use humor when sharing their experiences. It’s a way to relieve tension, to bond and remain sane.
Mommy Truth:
* Source: Motherhood Comes Naturally (and Other Vicious Lies), Smokler, Jill
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Motherhood is this place at the intersection of heaven and hell.
Mommy Truth:
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Moms will tell you that yes, motherhood is fulfilling but in the same breath they will bond over how tough it is. Listen.
Mommy Truth:
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Mommy Truth:
Motherhood is like riding an emotional roller coaster. And emotions drive behaviors.
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The pre-dominance of positive moods ensures the reproduction of our species. But most of these are often overlooked by brands.
0 2 4 6 8 10
Proud
Happy
Excited
Overjoyed
Calm/content
Awed
Elated
Serene
Mood frequency for the past 30 days
Source: Wemothers LLC
Mommy Truth:
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Mood frequency for the past 30 days
0 2 4 6 8 10
Tired/Exhausted Overwhelmed
Worried Frustrated Anxious Upset Cranky Angry Sad
Confused Bored
Depressed Desperate
But motherhood is also a world rich in negative emotions. Negative emotions are actually often stronger at driving behavior.
Source: Wemothers LLC
Mommy Truth:
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Welcome to a life of ongoing chaos.
Mommy Truth:
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She will rationalize her shortcomings (an opportunity for brands).
Mommy Truth:
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A mom will develop her own measures of success.
Mommy Truth:
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It’s about the little successes. (Removing chaos and achieving tidiness trumps achieving squeaky cleanliness.)
Mommy Truth:
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A mom will redefine her standards and the compromises she’s willing to make.
Mommy Truth:
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I confess that most days, I feel like I have no idea what I’m doing. Everyone thinks I have it all together—
good wife, good mom, successful career— but I really don’t. I’m ready to stop
pretending to be perfect now Many moms will have this nagging feeling of inadequacy and not knowing what they are doing.
Mommy Truth:
* Source: Smokler, Jill, Confessions of a Scary Mommy: An Honest and Irreverent Look at Motherhood: The Good, The Bad, and the Scary.
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Her confidence and attitude however grows and changes with the number of children.
Mommy Truth:
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Many of them will struggle with their self-images. Or stay in a state of denial.
Mommy Truth:
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Moms will often struggle between who they used to be and who they have become. Are you talking to the woman or to the mom?
Mommy Truth:
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Being a mom means that someone else will always come first.
Mommy Truth:
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And moms turn their sacrifice into a virtue and a celebration.
Mommy Truth:
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Moms never get a break, ever. It’s 24/7 job. Duh.
Mommy Truth:
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Being a mom means always being exhausted.
Mommy Truth:
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Weekends become “week days with less breaks and more messy people around”. And vacations stop being vacations & become “trips”.
Mommy Truth:
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It’s so bad, that even daily chores carried out alone become a vacation.
Mommy Truth:
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So it’s not surprising that moms crave breaks from their daily routine.
Mommy Truth:
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And moms will go to great length to take that break.
I lock myself in the bathroom and act like I have diarrhea, but really I am si@ng in there reading
magazines and playing on my phone. My husband keeps pestering me to see a gastroenterologist.
Mommy Truth:
I joined a gym just for the free day care.
I drop the kids off and read magazines
and blogs in the locker room.
* Source: Smokler, Jill, Confessions of a Scary Mommy: An Honest and Irreverent Look at Motherhood: The Good, The Bad, and the Scary.
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By golly, I'm taking myself to a movie tonight! Ge@ng out of bedGme duGes thanks to my wonderful husband. Score!
KrisEne on Facebook
Mommy Truth:
The joys of being a mom include “not being a mom” for once. A fresh opportunity to celebrate motherhood.
I love my kids. Don't we all? But do you know what else I love? I also love all-‐day Kindergarten and early bedGmes. I love Moms' Night Out and Date Night
with the Hubs. But I especially love anything that gives me five minutes of uninterrupted peace to myself to JUST PEE ALONE!
* Source: Smokler, Jill, Confessions of a Scary Mommy: An Honest and Irreverent Look at Motherhood: The Good, The Bad, and the Scary.
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Hidden in the pantry in a box labeled “flour” is top -‐of-‐the-‐line chocolate and a few joints. I rarely resort to it, but it’s a comfort knowing it’s there.
Every loving, dedicated and sacrifice-making mom also has a dark side (often in the form of chocolate) that she selfishly hides from others.
Mommy Truth:
* Source: Smokler, Jill, Confessions of a Scary Mommy: An Honest and Irreverent Look at Motherhood: The Good, The Bad, and the Scary.
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Which explains moms hysterical love for wine. It symbolizes me-time, letting go & bonding.
Mommy Truth:
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But no seriously, don’t mess with a mom’s ME-Time. A mom will turn on you in a heart beat.
Mommy Truth:
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For more information www.ulliappelbaum.com