A new study by the Marketing to Moms Coalition—a not-for-profit group that seeks to share insights about moms to help marketers better engage with them—shows just how much American moms are sacrificing so their families can stay afloat during the downturn. The survey results reveal that “mothers are sacrificing purchases for their own use in order to ensure their families get what they need,” according to a report at the Brandeo blog. A couple of examples, as cited in the blog:
• 72% of survey respondents lowered the quality of new clothes they buy.
• 51% cut back on health-and-beauty product quality.
“Yet the majority of mothers say they are not scrimping on the quality of their children’s food, medical needs and clothing,” the post notes.
The annual State of the American Mom Report is a nationally representative sample of moms with kids under 18 living in the home. Among its other findings:
• 78% of moms have cut back on household spending this year.
• More than half of all moms are making special trips to retailers that offer the best price.
• 61% are focused more on the environment this year.
• 39% are on Facebook, while 11% are on Twitter.
• Most moms plan to spend more than $600 on holiday gifts this year.
What does that mean for advertisers targeting moms this holiday season? Try stressing the quality of the products you offer for their family members and the value of products they may grab for themselves.
We’ve all seen the ads on late night cable featuring Matthew Lesko, AKA question mark suit dude. I even found one of his books in my husband’s moving boxes. He’s up there as one of those infomercial/make money scammer types that really grind a nerve that he makes so much money by being annoying. Well, now he’s sticking it to the ad biz, which makes him more annoying to me. Lesko has literally spent millions on TV advertising and has used several ad agencies to help with his campaigns. To promote his latest gimmick, he’s shifting his ad budget to be able to give away money to the people. He promises to pay five dollars to anyone who visits and joins “My America Benefits Plan”. Of course, to get the five dollars, a person has to sign up for the program, pay one dollar and then receive five dollars back. It’s a win-win for him – he makes more money and he gets access to your personal data. Sure, I’d like an extra five dollars, but is permitting him to now be able to literally in my face on my computer screen worth it?
We’ll see how long his internet strategy lasts – at least with traditional cable buys, he’s pumping money into the industry and we can all pick up our remotes.
I ask a lot of people for their opinion of social-media tools like Twitter and I always get a lot of different responses—ranging from 100% commitment to curiosity to utter disdain. However you feel about social media, here is one simple fact: Even if you’re one who considers these tools inane and a waste of time, a large number of your most influential customers do not. And that means you must at least monitor the conversation for possible signs of trouble.
In a Premium article at MarketingProfs, Mack Collier outlines five such tools you simply cannot ignore. They include Google Sidewiki, a new add-on for Internet Explorer and Firefox browsers. Once installed, it can open a side panel where visitors are able to read other visitors’ feedback—and leave their own—on any page at any website.
“Every webpage now can be commented on,” explains Collier. “Every. Single. One. Potentially, your competitor could comment on your company’s website criticizing your products and services. So can your customers. Did you launch a blog and turn off comments? Now your readers can still comment ‘on’ your blog.” “You need to familiarize your company with what this tool can do,” says Collier, “so that you can react to feedback left for your company and, hopefully, become proactive in using Sidewiki to connect with current and potential customers.”
In other words, you can no longer control the conversation, even on your own homepage—because for those with the Sidewiki tool, every site is a social-media site.