10 things to remember when targeting moms
- Moms won't be won over by push messages. Brands need to join the conversation.
- Mom is looking for a relationship -- a two-way dialogue that shows the brand is listening and responding.
- Moms like transparency.
- Moms don't expect brands to be perfect, but they expect honesty.
- Moms work best when you give them tools and knowledge and then turn them loose to customize and make them their own.
- Moms like relevancy. Fill a need, answer questions, value her opinion, and then let her see action taken. And don't forget to make buying fun.
- Moms like you to get to the point. They're busy, so be authentic, clear, and genuine. Otherwise, the response will be skepticism.
- Moms love to be comfortable with decisions, and information is key to comfort. Make their homework easier.
- Moms think pragmatically and emotionally. Brands need to cover both sides of the conversation.
- Moms like stories. Social media is about communicating -- telling a story -- which is extremely different than selling.
In addition, moms are combining forces to harness the power of the web and technology to build their own personal brands. They teach each other how to use Twitter, Facebook, and myriad other applications. Armed with their mobile phones -- they rarely leave the house without them -- moms are using their phones to coordinate, expedite, communicate, and ferret out information they need to feel connected, empowered, and in control of their lives.
Avi Savar is CEO of Big Fuel Communications.
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