Moms demand life-easing value from ads
If you're trying to sell the average mom on a product that's geared to her child, it might be time to reassess your ad copy and your media spending strategy. Maria Bailey, author of Marketing to Moms: Getting Your Piece of the Trillion Dollar Market, surveyed more than 600 mothers ages 22 to 46 last year to find out what kinds of marketing is hitting home with this demo. And the verdict is that a lot of advertisers are probably missing the mark. Bailey's report finds that 50% of mothers feel that ads targeting them don't recognize or acknowledge their needs. '50% of US$1.6 trillion - that's a lot of money to leave on the table,' she notes.
January 1, 2005
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