• by Megan Maguire , August 11, 2010

It's no surprise that Moms are true dealmakers when it comes to shopping and saving money. For decades, marketers have tried to grab the attention of this influential demographic with compelling offers to save more on their brand through coupons. As technology pushed Moms online, marketers followed, offering exclusive downloadable deals through couponing sites and, more recently, by using social media in the hopes of making these deals -- and their brand -- go viral.

With so much competition in couponing, Mom Central wanted to know what Moms really thought about saving money through store and brand promotions. In July, we surveyed 2,200-savvy Moms to better understand what deals entice them the most; what avenues they use to find coupons; how they share the best deals with others; and what offers make them stray from their favorite brands.

The offer matters most. Moms are most likely to purchase an item they generally wouldn't if offered a coupon that saves them more than 50%. Moms find these discounts more valuable than other offers including "buy one, get one," instant coupons attached to products, and bulk discounts (i.e., saving by purchasing more than three items at once). To help ensure the success of coupon-driven campaigns, brands must first understand Moms' tipping point -- the product-specific offer that is just enough to entice them to purchase something new.

Moms make the effort to save. 96% of Moms have used a coupon to purchase a brand they would not normally buy, and 74% visit more than two stores weekly to redeem coupon offers. Though most still prefer clipping coupons (72%), marketers should diversify offers both online and off as 70% of Moms find coupons online and 73% subscribe to couponing emails or newsletters. Integrated campaigns combining viral distribution of paper coupons through offline influencers with online promotion on couponing websites and blogs enable Moms to find the deals that best fit their shopping habits, ultimately supporting long-term redemption.

Brand loyalty trumps even the best deals. Despite their efforts to save, Moms aren't always willing to use coupons. 82% reported brand loyalty to certain items, citing the perceived quality (71%) and value (51%) of the brand for its price as their primary reasons. When targeting this audience, brands should invest in unique offers that fit their audience, rather that simply offering a high-value deal.

Convenience equals conversion. Products must be easily accessible on store shelves or featured on promotional displays as 70% of Moms said they would give up on a coupon if they couldn't find the product in the store. Further, making coupons move with Moms through mobile applications may increase usage as 70% of Moms report forgetting to bring coupons along on shopping trips, and 89% say they would use coupons more if they were more convenient.

Influencer marketing drives awareness. 52% of Moms say they use social media to find discounts and 45% read couponing blogs. Tapping into these communities gives coupons added exposure to support long-term conversion and brand awareness.

With so many avenues to distribute coupons, marketers today have the unique advantage of reaching Moms in more ways than ever. Before simply pushing offers forward, first think about how the promotion will reach the target consumer.

Whether activating influential couponing Moms online, finding the unique offer new consumers can't refuse, or even developing a mobile app that makes couponing too convenient to resist -- the success of a couponing promotion and its ability to convert new consumers into advocates relies on the brand's ability to first pinpoint which offer Moms simply won't be able to refuse.