Influence Of Alpha Moms Grows With Marketers
That's why the nation's biggest marketers--from Procter & Gamble to General Motors to Nintendo--are focusing on this remix of the modern mom. "She ignites markets," says Michael Silverstein, consumer guru at Boston Consulting Group. Liz Vanzura, Cadillac's new global marketing director, is a self-described Alpha Mom with three kids, ages 4, 7 and 12. The brand recently started targeting Alpha Moms because Vanzura saw Cadillac missing out on a big growth opportunity. A chunk of Cadillac's campaign at mycadillacstory.com features them.
Alpha Mom TV--in 11.5 million homes--has struggled in the early going, but the company will turn a profit this year, says CEO and "founding mother" Isabel Kallman.