Mothers are one of the most important consumer groups a retailer can reach. They control a significant portion of household spending, and make decisions on everything from what toys to buy, to where to go on holiday, to where the family should shop for food. For brands to appeal to mums it’s all about finding ways to save them time, lower their stress and ease convenience, while at the same time providing them with high quality goods and services.
But as well as all the things brands should be doing to get a mum’s attention, what about all the things they shouldn’t be doing? What turns mums off a brand? What makes them look elsewhere? To help keep you on the right, family-orientated track we’ve put together our top ten tips of things brands should avoid when targeting mums.
1. Vague Descriptions – When you’re targeting a specific market, like mums, you can’t afford for your product descriptions to be vague and unrefined. Mums want to feel as though they’re buying the safest products for their children, and if they do then they’re more inclined to make “extended” purchasing decisions, rather than nominal or “impulse” buys. Make sure that you include all the information a mum might need to choose your product.
2. A Lack of Strategy – If you’re targeting mums, then you need a marketing strategy that instantly places you in front of them. For instance, make sure that your website is advertised on parent-friendly websites, and shared on parent-oriented social media groups. Strategy means that you’ll have all the tools you need to target your mums where they already are. Basically, don’t assume that the average mum pays attention to the media sources that the average marketer does… because the chances are, they don’t.
3. High Prices – Although mums might be willing to pay a little more for quality in certain things like baby formula and medicine, they’re unlikely to pay higher prices for basics. If you want to appeal to families, then you need to make sure that your prices are family-friendly.
4. Stress or Hard Work – Mums might be looking out for the wider family, but they have a lot to do in an average day – they don’t have time to worry about making your product work. If you can offer them something that’s going to simplify their life, then you’re far more likely to have success than if you try to sell something complicated and time-consuming.
5. Danger – Mums can hone in on danger like a hawk. Make sure that there’s nothing about your product that could be considered untested, dangerous, or flawed. All items should be thoroughly checked before they ever hit the shelves.
6. Jargon – Whether you’re appealing to young mums or not, it’s important to avoid using words that might go over the heads of your target demographic. Mums want to make simple and logical purchasing decisions, which means they don’t have time for industry-specific words and phrases.
7. Inauthenticity – Mums are most loyal to the brands that they feel that they can trust. This trust is generated not only through the delivery of a consistently high-quality products, but also the use of honest, and authentic branding. Remember, mothers are savvy shoppers – don’t try to pull the wool over their eyes, or you’ll end up regretting it.
8. Impersonal Advertising – Another thing that helps to build trust with mums is a personalised approach to marketing. Don’t try to give your audience the same one-size-fits-all approach to products. Instead, remember that every mother and her family is different, and do your best to show your customers that you respect the unique nature of their family dynamic.
9. Going Against Popular Values – While many mums are likely to shop wherever they can get the best deals, they’re most loyal to brands that support the same social and moral values. If you can show a mother that your brand cares about the same things that she cares about, then you’re more likely to earn her respect.
10. A Corporate Image – When it comes to millennial mums, branding might not be everything. In fact, smaller home-grown brands seem to appeal more to mothers than big corporate or faceless brands. Giving your company that local, socially-conscious edge could help you come out on top.
Ultimately, targeting mums is about leveraging a lot of untapped potential. As our Managing Director Sally Durcan explains: “We know that 40% of mums are influenced to talk about a new product from a first-hand experience. Not only that, but 53% of mums across the UK recommend products on some level once a week.
“That’s an incredible stat. It means that any business that doesn’t segment their marketing and reserve any of their marketing strategies for mums are leaving revenue on the table.”
Talk to Mums is a peer to peer marketing platform that enables brands to access ‘everyday mums’. These are women aged 20-50 years with dependent children. We get our mums to give away free product samples to have engaging face-to-face conversations with other mums at mum centric locations and then share their opinions and feedback on social channels. We call it mum-powered marketing.