Getting The 'Single Mom' Conversation Right

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There was a recent article on ParentSociety.com that highlighted the things you should never say to a single parent, which included such gems as “I’m envious of your ‘alone time.’” It isn’t just people who get the single-parent conversation wrong; marketers have long been driven by the single-mom myths often depicting her as a frazzled woman who is overwhelmed with juggling kids, work, and romance and who often feels as if she is alienated from the rest of the “mom” crowd. But, according to a Women at NBCU study, 92% of single moms feel they have more social acceptance than ever and 55% say they’re “very traditional” moms.

Yet, they are still very much misunderstood in the marketing-to-mom world. If you are trying to authentically connect with single moms, here are some things to keep in mind:

Value Trumps Price

Yes, many single moms are working with tight budgets, but they are willing to take a few more dollars out of their wallets if they feel the product and/or service will add value to their lives. High-quality clothing that can be handed down from child to child will save her time and money and an extended warranty on electronics will give her peace of mind that she won’t have to pay for any unexpected repairs.

Reinforce Her Choices

This includes reinforcing her decision to be a single mom. Regardless of the life circumstances that have led her down the single-parent road (a rising number of women are choosing to have a child on their own), your brand should not only support her choices, but make her feel good about the decisions she is making for herself and her family. Healthy, ready-to-serve meals she can pick up on her way home from the office allow her to still have a sit-down dinner with the kids and not feel guilty about the cooking time crunch.

Don’t Forget the Kids

Where single moms go, kids often follow and there are two very good reasons for this: 1) Single moms are often challenged when it comes to finding reliable and affordable childcare and 2) they value their family time. Create opportunities for her to enjoy herself even if she wants to bring her children. Offer unique childcare options or develop mom/kid activities that are not only fun, but promote quality family time. Even a “Girls Night Out” wine tasting can have a kid-friendly twist by having a room available where kids can taste unique fruit juice combinations.

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2 comments on "Getting The 'Single Mom' Conversation Right".

1. Maryanne Conlin from RedRopes Digital/4GreenPs
   

   commented on: February 8, 2012 at 11:08 p.m.
   Great job, Patti- an often misunderstood demographic!
2. Jaime Jay from TrafficBlogCafe.com
   

   commented on: February 10, 2012 at 1:53 p.m.
   I found it very difficult to market to moms as I am not a mom myself; however, being a dad that doesn't get to see his daughter often, it's difficult to relate. I truly admire moms and all they do and wish there was a way that I could do a better job communicating to them. I am trying to change my frame of mind to understand what they want, but it's difficult. No, I don't mean to be humorous, but I can understand the muffled chuckle from moms all around...Moms do present a large portion of the market and as long as you can identify with their needs, (which I do know), I guess that is a good starting point. As you said in the article don't forget the kids...shouldn't that be in the forefront? Instead of not forgetting the kids, embrace them. It's as much or more of the message to involve the children...don't you think?

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