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While we dig deep into Demographics’, Geographic’s, niches, ideas, social media, digital, traditional marketing and analyze who buys what and for how much, let’s not forget about who really controls the wallet in MOST households.
Almost 84 million women right here in the USA is a mom. They are probably the most powerful consumer group of all, controlling 85% of household spending, according to Mintel International.
In the automotive digital/traditional marketing world, it is important to know that women influence 75% of all car-buying decisions. That needs repeating… Women influence 75% off ALL CAR BUYING DECISIONS!
To reach busy moms, it’s important to customize your message and deliver it around their frantic lifestyle. With more than 7 million moms, also running a small business out of the house, as well as being a taxi for soccer games, doctor appointments, grocery shopping, etc. , there is no one answer.
You can either deliver the message while they are on the go (email, text, radio) or wait until they have more time, like going through the mail (still a daily ritual) or even social media. No matter what way you decide, just make sure to be relevant.
Moms want discounts and deals. In a survey by Mintel, moms with household incomes of more than $75,000 are just as likely as those with household incomes of less than $50,000 to say they are spending more time looking for sales, discounts and coupons.
Also, it’s important to note that for the first time, moms are out of generational lock-step. That is to say, there are Generation Y, Generation X, and Boomers, all with babies! They all perceive brands inversely so if you are sending out the same message to everyone (like we did in the 80’s and 90’s, it may be a good time to reevaluate, update, and test different marketing strategies.
The “mom” is critical in influence and making decisions, so make sure that your message is being heard and acknowledged by her…(My mommy told me to put that in this blog, so, yeah, I did...)