Commentary

The Eight Truths For Talking To Alpha Moms

Marketing to specific audiences is no different than fishing, and if you want to catch a big fish, you need the right bait. Reaching the coveted and influential "Mom market"-made up of Soccer Moms, Momma grizzlies, and whatever else you call her-is the goal of most marketers looking to succeed, but to reach them directly, properly and inoffensively is an art.

In the Mom market, the thought leader, trend setter and influencer is the Alpha Mom. She is the one who seeks out new products, information and services, has an extended social network and a willingness to share information.

Think Like One

If you want to catch an Alpha Mom you have to think like she does: She uses all available informational resources to stay at the top of her game. She is tech savvy, an early adopter and is honest and communicative in her reviews. She readily trumpets finds or flops without encouragement from marketers and PR people. She wants to be the first to champion a brand, product or service she believes in or the first to openly criticize a brand, product or service she deems unworthy.

Reliable Information

An Alpha Mom knows that to remain an influencer, she needs good, credible content and reliable information. To get both, she proactively devours research, including information found through traditional searches, blogs and wikis from the media she chooses. She doesn't spend time watching TV or leafing though magazine ads, which only allow for one-way communications and ads. Instead, she actively indulges in social media which has, consequently, given her the power of instantly recommending (or not) any brand, product or service to her large circle of "friends" and followers. She answers requests for advice posted by others and she crafts tweets with shopping advice and sales opportunities.

The Plan

Marketers can best reach Alpha Moms with authentic information that does not pressure her into making a decision or into writing a biased review. An Alpha Mom does not want to be sold or talked into an opinion. She wants to try a brand, product or service for herself and to form her own judgments.

Here's an eight-point plan for finding and getting through to an Alpha Mom. The overriding theme is credible content, told well.

1. Tell her the truth.

2. Tell her quickly. She is always busy.

3. Tell her where she will listen: her phone, her iPad, Facebook, mom blogs and the like.

4. Don't forget print. It's content-rich and still relevant in the Alpha Mom's world.

5. Highlight the benefits for her and her family.

6. Make that benefit worthwhile and measurable - as well as simple to digest.

7. Deliver on your offer in a tangible way.

8. Ask for her feedback; a conversation is always better than a monologue.

The value of a conversation with an Alpha Mom should not be underestimated. Her feedback will make your product or service better, easier to sell and more beneficial to more consumers. She will help you zero in on what's best for your target audience (she is, after all, one of its leaders) and will ultimately help you sell.

So give an Alpha Mom your best content and offers. She can't wait to tell her friends.

5 comments about "The Eight Truths For Talking To Alpha Moms ".
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  1. Jamie Tedford from Brand Networks Inc., December 22, 2010 at 10:30 a.m.

    Great insight Kimba! Going to share it with my network for sure.

  2. Maria Bailey from BSM Media, December 22, 2010 at 10:45 a.m.

    I agree that Alpha moms are the target but marketers need to remember that every subset of mothers have alpha in their group. There are alphas in groups of Beta moms in fact. Alpha is best definited as the influencer or mavens in each subset of mothers. It's also important to remember that an alpha mom for one product is not always an alpha mom for another. For example: a fitness alpha mom would not be an alpha mom for a fatty food product. Know your the alpha moms you need to target and then apply the great suggestions Kim has made here.

  3. Mark Willis from Northlich, Inc., December 22, 2010 at 12:55 p.m.

    Good stuff here. Very good.

    I might suggest rather than trying to “catch” an Alpha Mom, we instead think about connecting and conversing with them. Remember, this is two-way and they need us as much as we and our brands need them.

    In our experience, two things make Alpha Moms more powerful – product (and services) to try and honestly critique, and information (think “behind the scenes” and “sneak peeks” for instance) that they can digest, interpret and share prior to the rest of the world knowing about it. It’s all about power and they need some place reliable, effective and trusted to plug into. Be that trusted source and success is inevitable.

  4. Cindy Mironovich from Family Publications, December 22, 2010 at 2:07 p.m.

    Meet the "Gamma Moms"

    In the spring of 2008, Meredith partnered with NBC Universal to release What Do Women Want? The “Gammas” were described as neither queen bee “Alphas” nor their “Beta” followers.

    http://blog.gammawomen.com/downloads/GAMMA_REPORT_Meredith.pdf

  5. Stacey Mathis from Stacey Mathis Copywriting/Consulting, December 23, 2010 at 9:42 p.m.

    . . . be that trusted source, but don't rest on your laurels.

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