Frontline Mom
marketing to mom

Marketing to Moms – key ingredients (but no single recipe) that works

June 3, 2011 by · Leave a Comment 

As a working Mom in marketing I get a chance to market to Moms but as a Mom I also get exposed to others marketing to me – the great and the good practices, the bad and the ugly. No small surprise that Moms are a major influence behind consumer spending; the ones who not only make purchases (such as food, clothing, cleaning supplies, etc.), but also live/love to tell about them. 

Nearly 46 percent of moms often tell a friend about a business or website if asked, according to data collected in January 2011 by Lucid Marketing. Another 52 percent sometimes tell a friend, while only two percent never do. The point? Get Mom on your side and she will promote your business, product or service. Here are a few dos and don’ts of marketing to moms.

Do use social networking sites. 71 percent of Generation Y moms said they have a network of online friends, compared with 64 percent of Generation X moms, according to Lucid Marketing. Get your message across to moms via popular social networking sites, such as Facebook,, and, to name a few.

Do support a cause. While most U.S. consumers have a better image of a product or company when it supports a cause, mothers are even more sensitive to this approach. According to a 2010 study from Cone LLC, 95 percent of moms believe cause-marketing is acceptable. In fact, 73 percent of moms will try a new or unknown brand because it supports a cause, and 26 percent of moms will purchase a more expensive brand because of the same reason.

Do give free stuff. One of the best ways to influence moms of all demographical backgrounds is to promote free products, items and discounts, according to a Retail Advertising and Marketing Association survey conducted by BIGresearch. On a scale of one to five, when asked what types of promotions most influence their purchases, moms said: free samples in the store (3.9), free samples delivered to residence (3.6), loyalty cards (3.5), and special displays (3.4).

Don’t generalize. Although every mom is a parent, they should be treated as individuals. Some moms like to prepare light, healthy meals while others make hardy comfort foods. Some moms stay at home while other moms go to the office. Craft a unique marketing message that doesn’t offend moms by making a generalized statement.