December 18, 2014

Direct Marketing to Millennial Moms: 17 Things You Need to Know

direct marketing to millennial moms

Direct marketing to millennial moms. A cool generation. A tough segment to peg.

Each generation thinks it is, and will forever be, the coolest generation going. My mom and her Motown generation did. I and my Brady Bunch generation did. And now my son and his organic-eating, tech-driven millennial cohorts do too. But, I must admit, there is something special about this latest generation, particularly when it comes to the moms.  Unlike past generations, it’s a lot more difficult to peg them, especially for marketers. They branch into so many sub-categories that it’s a challenge to keep tabs on their trends and purchase triggers.

For you marketers planning to target this dynamic group, you may be interested in checking out the latest research findings:

Stuff you need to know when direct marketing to millennial moms:

  1. In one study, 42% of millennial moms surveyed said they feel that marketing is not geared toward women like them.
  2. Millennial moms are 11 percent more interested in do-it-yourself concepts as compared to millennial women who do not have children.
  3. Millennial mothers are 25% more likely than average to agree that they are always one of the first to try new products or services.
  4. Millennial moms are more likely to be interested in comfort foods that reflect their regional heritage.direct marketing to millennial moms
  5. At a purchase-level, millennials are more interested in investing in lifestyles. They enjoy products that promote socially-conscious living, convenience and overall health when they enter motherhood.
  6. Millennial moms are highly connected – each having an average of 3.4 social network accounts.
  7. Millennial moms spend 17.4 hours per week on their social media sites – almost four hours more than the average mom.
  8. Millennial moms are sharers.
  9. 74% of millennial moms surveyed said people in their networks regularly seek their opinions on purchasing decisions.
  10. 40 percent of millennial moms (ages 18 to 34) created a social media account for their child before the child’s first birthday.
  11. Millennial moms tend to ‘like’ products on social media at least 10.4 times per month.
  12. Millennial moms are 18% more likely than the average mother to identify as a “spender” rather than a “saver.”
  13. Millennial mothers are 18% more likely to agree that brand name is the best indication of quality.
  14. Working Millennial mothers have large purchase power.direct marketing to millennial moms (credit cards)
  15. Millennial moms have large spending potential in the beauty, fitness and health sectors.
  16. Millennial moms are 9.1 times more likely to research eye makeup.
  17. Corporate-working moms are more interested in fitness compared to stay-at-home Millennial Moms.

Millennial moms expect their concerns to be taken seriously. And it can be something that seems so mundane in the eyes of marketer.  Beware.  For example, some millennial moms have trouble identifying with images of conventional, two-parent families.  Some millennials have issues with being addressed by the term “mom” if the speaker is not their child. Moreover, they will transfer their allegiance to another brand if they can’t relate to or are offended by your message.

So, what does all this mean?  Millennial moms are frequently misjudged by marketers and entrepreneurs.  It’s worth the energy to explore this demographic to gain a more thorough understanding of them so that your marketing efforts are not in vain, and, most importantly, don’t backfire.

Child-Related Direct Marketing Collateral: How to Turn Moms into Customers

Child-Related Direct Marketing

Child-Related Direct Marketing to Moms

Direct marketing to moms is a key if you want to be successful in just about any industry. Women make most of the purchasing decisions in the home. Many of these women are moms. Direct marketers and business owners who understand this demographic and appeal to mom will usually be more successful and have a higher response rate. Knowing how to appeal to moms means understanding what she needs and wants. It means understanding her concerns, priorities and her mindset. This presentation will shed light on the dos and don’ts when crafting child-related direct marketing collateral that turns moms into customers.

 

Social Media Marketing Strategy: Craft the Perfect Posts for the “Big 3″ Social Networks

social media strategy
Our friends at Hubspot show you how to Craft the Perfect Posts for the “Big 3″ Social Networks.

 

Why and How to Use Video to Boost Your Business

use video to boost your business

Use video to boost your business

Video is not “the next big thing.”  It IS the big thing now!  Consumers love video — and so should you. They also tend to stay longer on sites with videos, and even better, they’re more likely to return.

The possibilities for business owners are endless –  increase profits, productivity and awareness in the world market.   Learn the  “the why” –  all the reasons your business should incorporate video into your marketing strategy . . . as a primary tool, not an afterthought.

If  you’re on the fence with this whole video thing OR if you’re serious about engaging massive, global audiences and deepening relationships with customers, check out this slide presentation.

 

Documented Strategy Helps Brands Track Content Marketing ROI

Documented Strategy Helps Track Content Marketing ROI

Use Documented Strategy to Track Content Marketing ROI (REPORT)

We’d all like our content marketing efforts put in some understandable context so we’ll know all our hard work has not been in vain.  Everybody keeps telling us ya gotta track content marketing ROI.  Here, I thought I was one of a few marketers having an issue with it.  ‘ turns out I’m not, and that  tracking content marketing ROI is a challenge most brands still have.

But, there’s hope for all of us. According to a study on 2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America from MarketingProfs and Content Marketing Institute, a well-documented strategy can offer new insights.

Some of the key points to take away  from this comprehensive report specifically relating to documented strategy  include:

  • 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of those who have a verbal strategy.
  • The 35% who have documented their strategy are more effective in all aspects of content marketing than those who have not.
  • You need a documented strategy (not just a verbal one!) if you want to be an effective content marketer.
  • Those who have a documented content marketing strategy (23%), are the most likely to say they publish new content daily.
  • 70% of B2B marketers are creating more content than a year ago.
  • Just 21% of content marketers report that they’re successful at tracking ROI.
  • The most effective marketers, as well as those who have a documented strategy, use all of the following paid methods a bit more frequently than the overall sample, except for print/other offline promotion, which they use a bit less frequently:

B2B Paid Advertising Usage

Other key points to take away:

  • With regard to marketing tactics, Infographics have had the largest growth in usage – from 51% to 62%.
  • The most popular and most effective social media channel for B2B marketers is LinkedIn.
  • The most effective tactics for B2B marketers are live events.
  • Over 50% of B2B marketers plan to increase their content marketing budgets during 2015.

Not sure about you, but having learned (from the best) that using a documented content marketing strategy helps increase effectiveness in all areas of content, I plan to implement one pronto!  And I hope you will too.

                                                                                                                                                                            Happy Marketing

                                                                                                                                                                            Stacey

Getting a Copywriting Job in London

Posted By Guest Blogger: Tim Green-

I was told that copywriters need to be creative, have a love of language and be adaptable.  I was all of these things so surely it was a perfect fit. Indeed, having studied journalism and with a love of books and writing, I figured this should be easy. London Underground - Getting a Copywriting Jobs in London

The reality was a little different. Getting a copywriting job was not as easy a task as I had thought it would be.  Most people like to think they are good with words and most are able to speak English.  But a good copywriter requires a host of other talents beyond this: attention to detail, ability to work to tight deadlines, adaptability, good communication — these traits are ones which anyone going into the business must have.

Freelance

I initially pursued the job by doing some freelance work. Luckily I had a few friends in publishing who required corporate articles and advertising briefs for their sports blogs or for online magazines. This was not overly glamorous or well-paid but it did help me to build up a portfolio and make contacts. And the experience was invaluable—writing an advertorial on sportswear one week, a pitch for party planning the next— I was learning all the time.

Recruitment Agency

After I built up a decent portfolio of work I sent my CV to a couple of big London recruitment agencies. It was a tough market to begin with.  While they liked my work, they reminded me that copywriting is a competitive business and places didn’t come up very often. But one day a friend of mine recommended me to a specialist recruitment agency in London.

They had a link to many of the more interesting companies around. Luckily, they liked my portfolio and my determination to find a job in the industry. They also liked that I had shown initiative on my freelance work and the diversity of things I had written about.

Be Persistent

I learnt that it is as hard to find a good copywriter as it is for copywriters to find a good company.  In the end, I was put forward for three interviews.  The second one I went for offered me a job as a trainee.  In the last year I have moved up and now handle a couple of client accounts myself and work on others with more senior colleagues.  It can be very rewarding work, learning about new industries and meeting and liaising with a diversity of interesting people. I’ve worked with fizzy drink companies, telephone makers, banks and fashion agencies. You need to have good writing skills, creativity and work to tight deadlines to succeed. Registering with a good agency is also a pretty good avenue to pursue in my experience. Just remember to be both patient and persistent! It will work out.

 

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Tim Green works as a copywriter at a marketing company in London. He supports http://www.yellowcatrecruitment.co.uk/

 

Tags:  Advertising copywriter, copywriter salary