Archive for April, 2012

Spring is upon us  and while many marketers plan based on a retail calendar, we challenge you to think like a mom. Knowing what’s on her “to-do “ list today can impact your bottom line tomorrow.
Here’s where the opportunities lie today for marketers:

1)      Easter Baskets-  Moms are frantically searching for small, fun items to fill their children’s baskets.  If you are a toy company with a product under $10, this is the perfect season to become a Peter Cottontail solution! Healthy, kid-friendly snacks and spring clothing companies can also take advantage of a Mom’s need to find special tokens for her children.

2)      Graduation- The gift-giving needs of moms don’t just include college and high school graduates.  Thanks to the desire to share the milestones of their children, moms now throw special events for nursery school, elementary and middle school graduations. This is a great time for school supply, technology and keepsake brands to let moms know you are here and ready to meet their gift-giving needs.

3)      Summer Camp and Activity Planning- In a short few weeks, the school bell will ring for its final time and moms will be challenged to entertain children for the summer.  Now is the time that she is seeking out camps that aren’t already filled and booking daytime activities to keep her attention hungry kids busy.

4)      Summer School- In some parts of the US, summer means school.  North Carolina moms, among others, are on year-round school and it’s time to restock the pencils, pens and notebooks. For college-bound graduates, it means stocking their dorm rooms. Moms are already looking for deals on bed sheets, college tools and new technology to send with their young adults.

5)      Summer Eating- The sun is extending the days for moms and this means her cooking pattern changes.  In a recent survey by BSM Media, mom confirmed that the summer means a change in the foods she buys and the dinners she serves.  Moms are grilling out more and purchasing more “on the go” foods as her family goes in different directions with the relaxed schedule of summer. She prefers lighter foods and individually packaged snacks.

6)      Organization- This is the time of the year when mom is getting organized. She’s putting away the winter clothes that her family barely wore this year and attempting to get organized before her children get out of school.  If you are a solution for packing away sweaters or clearing off counter tops, now is the time to reach out with your brand.

7)      Travel- I left the most obvious for last.  Moms are finalizing their summer travel plans. However, you don’t have to be an exotic beach destination to get her attention.  With gas prices high and time short, local amusement areas and state parks have the opportunity to lure mom and the family.  She’s looking for experiences that are memorable, affordable and fun.

Keeping in step with moms is one of the most important tactics of marketing to her.  Leverage these insights to speak in a meaningful and relevant manner that’s timely and solution-driven and you’ll be successful in marketing with moms.