• 3 Tips For A Different Back-To-School Season
    It's May, a time of year when moms are looking forward to the end of school, the start of summer and a more relaxed schedule. However, May is a slightly different story for the moms of more than 3.2 million high school students who have graduated or will graduate over the next couple of weeks. Brands that target moms of college students and their Gen Z co-eds have a valuable opportunity to tap into this enthusiastic consumer segment.
  • The Secret To Advertising That Wins Over Moms AND Kids
    When marketing budgets were booming with no end in sight, advertisers ran dedicated ads for kids as well as for parents. After all, children need to want and love your brand, while parents need to be convinced that your brand is right for them.
  • What Healthy Eating Means To Moms
    Upheaval continues across the food industry as brands struggle to appeal to moms' desires for their families to eat healthier. But what do today's moms see as healthy eating? Low carb. Gluten free. Vegetarian. Low sugar. Paleo. "Clean" eating. What's next?
  • The Fashion-Hungry Mom: Capturing A Missed Opportunity
    There's a noticeable lack of fashion designers and retailers specifically targeting moms and working women who are in the peak of their wage-earning years. These are women whose multi-faceted lifestyles require broader wardrobes and whose bodies may be changing, but still want to look sexy.
  • Maximizing Influencer Relationships to Create Powerful Content That Reaches, Motivates Moms
    Finding the right influencers to work with your brand is only one of the challenges. Ensuring that influencers create content that has the potential to move moms to action is another.
  • Marketing To Moms Now, In Non-Peak Seasons
    When marketing to moms, most marketers think about a sales calendar and plan for the obvious peaks. However, there are many more opportunities to tap into moms' spending budgets other than Christmas, Back to School and Easter. By knowing what's on moms' minds and what's on to-do lists now, you can open up opportunities to grow your brand's bottom line. There are many tactics that don't require a huge spend on ad campaigns or a long lead. The inherently fast and flexible options available through social media also let moms know that brands understand the "mom calendar." Therefore, these brands ...
  • Want To Reach Moms? Celebrate Imperfection, Authentically
    Motherhood is as old as time. And so is perpetuating the myth of the perfect mother. Whether a stay-at-home mom or a work-away-from-home mom, most women do not relate to the flawless and faultless mother archetype that media and advertising continue to exalt.
  • Will Moms Buy Groceries Online?
    In late 2015, Oreo cookies ran a successful promotion tied to the holidays called "Oreo Colorfilled." The brand cleverly engaged consumers online by allowing them to personalize special holiday-themed packages of Oreos to send to friends. The entire experience took place online from personalization of the cookie packages all the way to credit card capture and check out.
  • Dear Doctor: How To Market To Moms
    I recently completed a four-article series on marketing to moms for "Bentson Clark reSource," a quarterly publication dedicated entirely to orthodontic practices. Why orthodontists, you may ask? This particular healthcare category is all about moms and their children, of course.
  • Want To Sell Products To Parents? Stop Ignoring Dad
    On this year's Super Bowl broadcast, Audi became the latest brand to depict a new kind of father in its advertising, one who is sensitive, thoughtful, and deeply committed to the well-being of his children. In the 60-second commercial, a dad watches his daughter compete in a go-cart race while expressing the hope that she will one day be treated as an equal to her male peers. After years of commercials dominated by bumbling men, ads like Audi's are not only a breath of fresh air for the audience but also a business necessity for the brands that produce them.
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