Category: Audience Analysis

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Audience Audience Analysis Branding Identity Implementation Messaging
3 Questions to Ask Yourself When Creating Brand Preference in Moms copy 1200x600 c default
3 Questions to Ask Yourself When Creating Brand Preference in Moms copy 1200x600 c default

For marketers who are aimed at creating brand preference in moms, it is useful to take a look at the brand itself. You want to attract the right types of moms for the brand, as attracting the wrong type can lead to dilution of brand value. Look at what your brand has to offer the mom market, and then embellish those qualities that allow it to stand out amongst competitors by asking a few key questions:

1. Is our brand memorable?

Though the brand doesn’t necessarily need to be in a mom’s face at all times, she does need exposure to the brand and needs ways to be able to find it when needed. In this era, being able to find the brand means that she can find it in the store, using Google, on Amazon, or social media sites.[quote]The harder it is to instill the brand into one’s memory, the harder it will be for brands to generate loyalty in their targets.[/quote] In order to help make the brand memorable, it’s essential to go to the platforms where moms are sharing information with one another in order to leave a lasting impression.

2. Is our brand meaningful?

Whether it’s enjoying a meal together at Olive Garden or walking through the mall in attention-getting Gucci shades, the brands that have positive impacts on the target’s lives are the ones that will succeed in creating preference. Without meaning, there’s no difference between buying Huggies and buying store brand diapers; but many moms are more apt to go for the Huggies because of their variety of facets, such as age-appropriate diapers, that help ease the frustrations of changing diapers. Huggies have made a connection point not only in their marketing, but also in their appeal to make the lives of women easier.

3. Is our brand likable?

Brand marketers should work to ensure that their brands are in line with the desires of mothers. A brand with a tough edge can open up it’s market to the modern mom by softening up, portraying the brand as likeable and fun. The brand marketer should embellish the aspects of their products that make moms’ lives easier, more exciting and more fulfilled. A company that sells necessities for children can better reach moms by bundling items such as diapers and baby wipes. Also, with new developments in big data, it’s easy to monitor what your users are saying about your products on Facebook, Twitter, Pinterest and other social media outlets. Make sure that you are listening to the conversation, engaging your audience and taking quick action to resolving any problems that may arise.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact our team today! We’ll share strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

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Audience Audience Analysis Consumer Insights Media & Analytics Search Engine Optimization
6 Jaw Droppingly Simple Marketing Tidbits We Bet You Didnt Know
6 Jaw Droppingly Simple Marketing Tidbits We Bet You Didnt Know

As the saying goes, you learn something new every day. That’s especially true in marketing, where sometimes even the smallest steps can lead to the largest payoff.

The items below are simple marketing tidbits we’ve learned after endless trial and error, and that we’re passing along to you because we think you can benefit from our Florida marketing agency’s blood, sweat and tears.

1. Putting a site wide search box can offer you great insight as to what people are trying to find when they come to your site, as you can track these searches through Google Analytics. If you run a blog, capitalize on this by producing content in accordance with what you find.

2. Only 9% of U.S. small and medium-sized businesses are optimized for mobile. This is true even though 34% of Americans admit that their cell phones are the primary device they use for going online, and smartphones and tablets accounted for more than 15% of all ecommerce sales in 2013. That number also fails to take into account the large number of people who browsed ecommerce sites from their phones or tablets but waited until they were at a computer or retail location to make purchases. Some experts estimate failure to optimize for mobile may cost these businesses, on average, $40,000 to $60,000 per year.

3. There are dozens of tools to use to determine how well your site functions and to identify problem areas. Try keying your site domain name into http://nibbler.silktide.com/ to see how it stacks up.

4. Maintaining an active Google+ site makes it more likely that your brand page will stand out on search engines. Moz reports that a URL’s number of +1s is highly correlated with its ranking in search. While Google claims +1s aren’t directly tied to search rankings, each +1 creates a link back to the post, which increases a site’s number of inbound links. These inbound links are one of the factors search engine algorithms use to determine the credibility of a site.

5. According to Experian (via Salesforce), $44.25 is the ROI for every $1 spent on email marketing. Even in spite of this, only 11% of emails are optimized for mobile. [quote]Many ecommerce sites don’t even collect emails.[/quote] To get the most out of collecting emails, implement a highly visible, yet non-intrusive email submission form front and center on your homepage.

6. More Facebook page likes doesn’t necessary mean better business for your company. What’s most important is the quality of the follower. Having lots of low-quality followers could actually be detrimental to your brand. Don’t believe it? Check out this article and pay special attention to the video from Veritasim. We’ve actually seen significant success for some brands with Facebook Ads, so take the experiments with a grain of salt.

Interested in learning more? Contact us today to start the conversation!

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Audience Audience Analysis Audience Segmentation Consumer & Healthcare Healthcare
Rational vs. Emotional – The Differing Appeals of the Healthcare Field in the Mom Market
Rational vs. Emotional – The Differing Appeals of the Healthcare Field in the Mom Market

Once a marketer has addressed the proper mom segment for his product or service, it becomes time for him to create an approach that reaches out to her. Finding an appeal that works to address the target helps generate brand preference down the line.

Just as there are multiple methods for subdividing the moms market, there are multiple appeals that are effective within the moms market. These may be appeals rooted in emotions, practicality, humor, fantasy, adventure, or a number of other types of appeals that relate to the needs, wishes and desires of the mom.

Different industries will see success with different appeals. A heartfelt appeal may be of less value to a luxury goods manufacturer than an appeal that offers a notion of adventure or fantasy. Industry-specific appeals can help drive the audience’s imagination, thereby beginning the process of instilling brand preference. Below, we will examine the appeals of the healthcare field.

People need healthcare services throughout every stage of their lives. Therefore, healthcare organizations tend to be family-friendly, fostering an environment of care and support, much as the family unit does. This also leads to marketers to hone in marketing to moms within this sector by emphasizing a commitment to care and service.

However, because of costs, service quality, expertise and other factors, moms have innumerable choices when it comes to providing healthcare for themselves and their families. Healthcare marketers may wish to convert new customers and retain existing ones by marketing in a manner that speaks to either the mom’s rational side or her emotional side.

Rational Appeals

[quote]Reaching out to moms by addressing their rationality is a strong tactic for healthcare marketers.[/quote]A rational appeal is a grounded approach that backs up marketing information with data-specific information and expertise in order to help sway the mother into making the “best” choice for her family. For example, when a marketer notes that four out of five doctors recommend a product, this appeals to rationality – if the doctors agree that it is the best product, then certainly it’s good enough for a mother and her family unit.

  • Statistics. Statistics are great ways to create a rational appeal. If studies show that your child will be 90% safer with a certain type of car seat, it is likely that a responsible mother is going to be willing to spend extra money to ensure her child’s safety.
  • Expertise. Backing up claims with expertise is also a great tool that marketers in the healthcare field can use to create rational appeal. A product endorsement from a noted physician or health care organization can help increase sales, as people are inclined to respect the product as they respect the noted professionals. An endorsement or testimonial assures the viewer or reader that the marketed product is effective, safe and useful.

Emotional Appeals

[quote]Designed to reach the mother at a greater level, the emotional appeal should elicit a deep feeling in the mother.[/quote]By nature, mothers are protective and offer a safety net for their children, as a mother is expected to help keep her child away from harm and to foster an environment of education and care. Touching on aspects of the child’s life that may jeopardize those elements will prompt the mom to act in a certain manner, and brands can recreate these feelings to help appeal to the mom, particularly when it comes to healthcare marketing.

  • Fear. No matter how brave we might seem, there are some things that we fear on a daily basis. In the world of healthcare marketing, these items may be as broad as increased risk of illness, or keeping a child away from injury. It may also involve continual monitoring of a child to ensure that he or she is in good health. Marketers can help warn of the potential dangers by using a tactic designed to instill fear into mothers, thereby causing them to take action. Demonstrating dangers and then providing solutions is a solid way for healthcare marketers to make sure that they are sending their messages loud and clear.
  • Comfort, Security and Safety. On the other hand, a strategy that incorporates comfort, security and safety may also provide a powerful incentive for moms to invest resources into healthcare. A hospital that idealizes itself as a caring environment may appear to be better suited for a sick child than a competing hospital that does not offer a feeling of comfort.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact us today! Our team at BIGEYE is prepared to share tangible strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business!

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Audience Audience Analysis Consumer Insights
trending celebritybabies – The Power of Using Babies to Market Your Brand 1200x600 c default
trending celebritybabies – The Power of Using Babies to Market Your Brand 1200x600 c default

Babies are adorable! There’s nothing in the world as beautiful as a smiling newborn. For years, marketers have caught on to this, providing uplifting content that features babies in the forefront. One example is an Evian campaign that features babies on roller skates, dancing to “The Rapper’s Delight.” The video has over 18 million views on YouTube. Another example is the famous E*Trade baby commercials that we look forward to while watching the Superbowl every year.

But beyond just babies, the team at our Orlando marketing agency thinks the fanfare around using babies to market your brand offers opportunities to make emotional connections to their target consumers. By being able to identify with their users, marketers can target the emergence of celebrity baby stories, and can often leverage these no matter what their relationship to baby products.

Through Twitter and Facebook, companies attach to celebrity baby stories that seem to fall in line with their brand stories and brand visions. Motherhood and maternity-oriented businesses seem to be especially in line with welcoming newborns, though it seems that broader companies like Target and Wal-Mart could stand to benefit just the same.

When the royal baby was born merely months ago, Twitter was on fire with tweets from marketers around the globe. Pampers used the birth of Baby George to promote a video under the pretense of the fact that every baby is a prince or princess, which it had obviously been waiting to push until the moment the Royal Baby arrived.

Marketers also catch on the tabloid celebrity baby fads. When Kim Kardashian and hotheaded celebrity Kanye West, recently gave birth to their daughter North West, marketers flocked to the notion that the baby could epitomize what it means to be a luxury baby brand. Additionally, there are rumors that Kim herself is planning to launch a clothing line for babies, attesting to the marketing power of celebrity status and the Kardashian family’s ability to capitalize on it.

[quote]The luxury baby market is expected to be a $10.4 billion industry in 2014, with strollers going for as much as $3,000 for an Aston Martin brand leather stroller.[/quote]

By latching on to uplifting baby stories, marketers can identify with the emotions behind the brand’s mission. In joining the conversation, these marketers prove they are in tune with things that are happening in the world, and that they are appreciative of the uplifting nature of a good celeb baby story.

Be it Alec Baldwin, Fergie or Simon Cowell, fans love and support stars on their mission to start or continue growing their families. By offering comforting tweets about celebrity babies, marketers can seize the opportunity to join the conversation, while also pushing their products incidentally.

Brand are solidified based on their relationships with potential customers, so encouraging chatter about celebrity babies and being early informers of such breaking news helps drive a brand’s social media.

The best thing about all this is that people aren’t going to stop having babies anytime soon, and as long as there are babies, there will be opportunities for people to love seeing them. The team at our Florida marketing agency thinks celebrity #babies can help brands see #success! Contact us today to learn more!

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Audience Audience Analysis Consumer Insights
Hot Trends in Hotel Advertising Subtlety Works Best 1200x600 c default
Hot Trends in Hotel Advertising Subtlety Works Best 1200x600 c default

“I want a feast
I want a bean feast

Cream buns and doughnuts and fruitcake with no nuts so good you could go nuts.

No, now!

I want a ball

I want a party

Pink macaroons and a million balloons and performing baboons and

Give it to me now.

I want the world,

I want the whole world.

I want to lock it all up in my pocket

It’s my bar of chocolate

Give it to me now!

I want today

I want tomorrow

I want to wear them like braids in my hair and I don’t want to share them

I want a party with roomfuls of laughter

Ten thousand ton of ice cream

And if I don’t get the things I am after

I’m going to scream!

I want the works,

I want the whole works!

Presents and prizes and sweets and surprises in all shapes and sizes,

And now!

Don’t care how I want it now!

Don’t care how I want it now!”

The above song may be a harmonious tantrum performed by one Veruca Salt in the 1971 film adaptation of Charlie and the Chocolate Factory, but the lyrics speak to the way a hotel should perceive its guests. That’s not to say that all guests are sniveling, snotty-nosed adolescents, but for an industry that deals in comfort and convenience, it doesn’t hurt to operate under that assumption. The average overnighter takes for granted the luxuries a hotel provides. So when something does go awry, no matter how miniscule, the concierge often takes an ear-licking.

Guests expect their stay to go off without a hitch. They don’t want to see an establishment’s seams, so to speak. So, a hotel must present itself as competent, discreet and ahead of the curve. There are numerous approaches that can be taken to this end. Here, we discuss four:

1. Street propaganda:

Guerrilla marketing, a low budget, avant-garde approach to self-promotion can be highly effective in portraying an out of the box, curatorial image to a potential client; it also falls into the discreet category. A good propaganda campaign should promote with clever subtlety. Our Florida advertising agency knows the value of this technique lies in its ties to social media marketing. A really creative guerrilla strategy can take on a life of its own by inspiring observers to document their reactions through Twitter, Pinterest, Instagram and countless other social media sites. The following link demonstrates several examples of unique street propaganda:

http://www.boredpanda.com/cool-and-creative-street-ads/

2. Easy online accessibility:

Hotel’s must make their website accessible and up-to-date. The site should leave no question unanswered. A customer should be able to book a room, dinner reservation or spa appointment with the touch of a mouse. They should be able to speak to a hotel representative via online chat. Basically, a hotel’s website should act as an interactive reception desk. Daily updates and notices regarding not just the hotel, but also the surrounding area can be helpful as well. It pays to work with a good developer who is aware of the latest advents and limitations of the Internet.

3. Go green image:

Environmentally conscious business practices are key. More so than a hotel making sure it’s operating with the tiniest footprint it can muster, it should also promote these efforts to its guests. If the restaurant in the hotel only uses organic, farm-to-table ingredients, this should be made known. If the lobby motif is made from recycled materials, shout it from the rooftops. After all, green is definitely the new black. Guests will respect any effort to that end.

4. Respond to online comments:

Yet another cheap and fruitful way to make a positive impression with an audience is to keep up with what that audience is saying. This is sort of a no brainer, but to be truly effective, don’t just keep track of sites like Trip Advisor or Travelocity. Instead, reply to comments, be those comments good or bad, with useful information. If a past guest complained about an obstructed room view, apologize and offer them a room with a better view during their next stay. If another applauds the tuna tartar at your dining establishment, thank them kindly and tell them they’re a real mensch for saying so. This practice makes a hotel seem more human; less like a machine on autopilot.

In search of a hotel advertising strategy to ensure that your visitors will also become your biggest fans? Contact our team of marketing experts today!

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Audience Audience Analysis Campaign Creation & Development Creative & Production
Is Your Marketing Campaign Mom Friendly
Is Your Marketing Campaign Mom Friendly

Over the past two decades, Moms have controlled up to 80% of household spending. When you break it down, they are not only buying for themselves but for many other age groups and demographics including adults, babies, tweens, teens, males and females. By putting in some consideration and tailoring your marketing campaigns to fit this influential consumer group, you could reap quite the harvest in customer conversion and tap into a market that will keep giving.
As a Florida advertising agency we make sure our clients consider the demographic they are marketing to. If the age range or product falls anywhere close to the “Mom” demographic, we like to ask the following questions as we develop or critique an existing marketing campaign:

Question 1: Are my marketing campaigns easy to read and navigate on a mobile phone?

From juggling careers, family schedules and keeping the home in order, Moms are always on the go and use their trusty mobile sidekicks to keep up the pace. According to BabyCenter’s September 2012 Media Mom Report, 65% of moms have smart phones (38% higher than the general US population). Quick, easy and straightforward is the name of the game when you’re dealing with Moms and mobile media. In fact, BabyCenter’s monthly poll states 91% of smartphone equipped Moms expect websites to be mobile friendly.

Pay specific attention to:

    • Clear click-through links: Consider the webpage that your ad, email campaign or image may link them to. Does it bring the audience straight to the desired destination? Or does it lead them to a home page that they would have to scroll through to find the information or product?
    • Mobile visuals: How does it visually look on the phone? Is the image clear? Is the color scheme eye-catching and easily understandable?
    • Clear call to action: Does the content clearly and concisely state what you would like them to do? For example: “Click Here to Order.”

Question 2: What kind of woman am I marketing to?

Stereotypes and assumptions of a Mom’s role can often be detrimental to a marketing campaign if skewed in the wrong direction. Mothers no longer fit within the “Leave it To Beaver” role these days and are sometimes categorized somewhere between stressed and tired or on an episode of Real Housewives. The truth is that Mom’s are women first, modern, forward thinking women who have added responsibilities like children, a spouse and other family members. Mom-hood doesn’t change the fact that they are still women and want to feel beautiful, empowered and all around badass, plus able to cook a mean grilled cheese sandwich.

Question 3: Just how social is my marketing campaign?

Moms are all about relationships and look to social sites like Facebook that promote that relational connection. In fact most Moms spend their socializing time on Facebook because of the information and content sharing capabilities between friends and family. Twitter has been found to be more influential with the tech savvy and higher wage-earning Mom. To reach the mainstream Mom market, use Facebook for social promotions and talk to those Moms because they are certainly talking too.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact our team of experts today! We’re poised to discuss strategies for segmentation, creating appeals and assessing your own brand to determine perfect target market for your business.

Resources:

http://www.prnewswire.com/news-releases/babycenter-reveals-five-trends-that-impact-the-business-of-mom-172863301.html
http://online.wsj.com/article/SB10001424052748703521304576278964279316994.html#project%3DNUMBERS_GUY_1104%26articleTabs%3Dinteractive%20OR%20http://online.wsj.com/article/SB10001424052748703521304576278964279316994.html

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Audience Audience Analysis
Digitally Divided Understanding How Young People Use Technology 1200x600 c default
Digitally Divided Understanding How Young People Use Technology 1200x600 c default

Sometimes, the rapid speed of technology makes me feel older than my years (and I’m not even that old!).  Back in my day, we didn’t have tablets or smart phones – most people didn’t even have computers.  We had to communicate to one another by dialing them on a home phone, and, if my parents couldn’t reach me because I wasn’t where I said I was going to be, then I would be in big trouble when I got home.

But things have changed a lot since then, and parents have lots of ways to keep track of their children.  Young people communicate through text messaging, preferring that method over email due to its convenience.  They don’t even really have to learn handwriting – they’re practically born with keyboards in their hands.  Even when dealing with a slightly older generation, some of the 20-somethings I know don’t even own televisions, since they get all of their media from the computer.

Interesting to think about, isn’t it?  These technologies that once were innovative and paved the future for us are now barely even relevant.  That’s why, as someone who works within digital media, I find it important to keep up with the newest technology – to play with it, own it and learn how to use it.

While TV is not dying anytime soon (how could it, with so many baby boomers who’ve grown up with televisions?), it’s important to take notice of the ways young people use, engage with and interact with technology.  This is a new generation, full of young people who are “digital natives.”  And, the disconnect is clear: while some marketers and advertisers have found ways to reach these people, lots of digital media initiatives still miss the mark.

For instance, I go on YouTube all the time, but I couldn’t name a single YouTube celebrity without the help of our marketing interns.  But they point me to Ray William Johnson and Daily Grace, both of whom are completely unrecognizable to parents, yet have millions of teen/young adult followers on the internet.

Or, take the popularity of mobile gaming.  Some people I know play games like Tetris or Bejeweled on their mobile devices, but young people take mobile gaming to a whole new level.  Through role-playing games that contain a social component, they can interact with an entire new world where in-game currency can be exchanged for real-life currency.

(And that DEFINITELY didn’t exist when I was a kid!)

If you work for a brand and are aiming to ramp up your digital presence, it is essential to keep track of the newest gadgets, games and trends in technology.  With an abundance of blogs like Gizmodo and TechCrunch, there’s no reason that marketers can’t be in touch with the ways that young people use tech.

As you’re planning your digital strategy, I encourage marketers to look toward the future.  With more technologies becoming widely available each day, it’s important to carefully plan your strategy to ensure that it’s reaching the audience where they are.  Our Orlando marketing agency advises you to spend a little bit of time getting to know what’s new in technology, in order to help gap between digitally divided generations.

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Audience Audience Analysis Branding Strategy & Positioning
Marketing to Moms Night Time is the Right Time 1200x600 c default
Marketing to Moms Night Time is the Right Time 1200x600 c default

When the producers at Viacom did some market data on their viewers, they discovered an interesting insight.  Moms would often put their children in front of the television to watch shows on Nickelodeon while they cooked, cleaned and did chores around the house, anytime between the hours of 5 p.m. and 10 p.m.  These mothers would then turn the TV off to put the kids to bed, returning sometime after 10 p.m. to sit in front of the television to relax for a moment, and to unwind from the day.

And the first channel these moms saw when they turned on their TVs?  It was Nickelodeon.

Viacom’s leading executives got creative with this insight and recently launched an effort to connect to these moms through a 2-hour television slot that runs programming geared toward moms from 10 p.m. until midnight (7 p.m. until 9 p.m. PST).  The idea was to capitalize on this routine action by introducing a brand targeted toward these moms during that time slot.  The answer?  NickMom.

But more than just a block of programming, NickMom is also a community. Women who watch the programming in the evening can also incorporate elements of social television, Tweeting and Facebooking about their favorite shows and bringing the channel into their homes on multiple screens.

One tiny insight led to an entire brand strategy overhaul at Viacom.  The insight is a powerful one, too.  Because of school schedules, soccer practices and piano lessons, plus work, many moms do not get to relax until the end of the day.

Marketers can use insights such as this to help their own companies to reach out to moms as well.  In many families, mom might sip a glass of wine to unwind as her family lay resting, sitting on the couch with her tablet in hand as she checks her email, messages friends on Facebook and browses on the online shops from her favorite retailers.  In fact, in 2011, the New York Times published an entire article on the phenomenon of inebriated shopping.  The article notes how companies like Gilt, Sacks, and QVC are capitalizing on the trend, noting spikes in sales around the evening hours, and also noting that the offers sent around these times generate results.  Though the Times article doesn’t specifically limit the tipsy shopping trend to moms, it’s worth noting that the article mentions various types of companies that cater to the female, 18-35 age group.

[quote]

Are you a social savvy mom? Connect with us on Facebook, Twitter, Instagram, Linkedin, Pinterest and Youtube. You name it, we got it!

[/quote]

Even for moms who do not drink alcohol, the evening is time to relax.  Once dinner is served, dishes are washed and kids are asleep, people are happy, relaxed and ready to spend some time on themselves.  And, in this era of mobile devices, sitting down watching television doesn’t mean you have to quit browsing the Internet – you can browse from your phone, pausing your program at any time to make sure you don’t miss anything.

If you are trying to hone in on moms to help grow your business, perhaps it is worth experimenting with running an evening promotion, sending nighttime email blasts or posting on Facebook later in the evening, after work hours.  If you can reach the mom when she is feeling social and relaxed, you are not only are more likely to inspire a spontaneous purchase, but also to form a positive association between the mom and your brand.

Moms are a very particular target, and in many homes they hold the purchasing power to make decisions as to spending, budgeting and savings.  To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, check out our Florida marketing agency’s recent whitepaper on marketing to moms, which discusses strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

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Audience Audience Analysis Consumer Insights Market Intelligence
A Facebook Only a Mother Could Love How Social Are Moms
A Facebook Only a Mother Could Love How Social Are Moms

When Facebook first began, it was a tool for students to connect with one another, typically within a limited age range of about 20-30.  Later, when Zuckerberg opened up the Facebook forum to people of all ages, more people learned about the value of reaching out to one another using what is now the world’s largest social network.  What was once seen as cool and limited to a select group of people who were “in the know” became open to everyone.  A college student would cringe to open up his friend requests to see, smiling back at him, an image of his own mother.
But these days, it’s the norm for mothers of all types to connect with their children and with other moms using Facebook, Twitter and other popular social networks.  As women are seeing the benefits of technology, more of them are also investing in tablets and smart phones, which provide ways for them to stay connected.

Facebook is a revolutionary tool for mothers, who often post pictures of their children and families to share with friends.  In fact, many young mothers make their living from blogging and working remotely in social fields, as doing so allows them the flexibility to stay home with their children while still allowing them to earn a living.  Older mothers have found the value of using Facebook to help them stay connected to business contacts.

[quote]For advertisers, moms are a highly coveted demographic, as they are often the ones who have the power to make purchasing decisions for items such as diaper brands, video games, and children’s cereals, among other things.  [/quote]It seems like a no-brainer that these mothers would engage in significant social sharing activity – through social networking sites, they stay connected.

At a recent BlogHer conference sponsored by a number of mommy-friendly companies like Diet Pepsi and Johnson & Johnson, hundreds of moms got together to discuss trends in social media and digital networking.  These aren’t your traditional soccer moms – many of these moms were urban professionals who make a living in the digital media industry, networking to reach out to other moms to create and maintain a community.

Sites like Babble.com cater to what they call “a new generation of parents,” writing articles with titles like “18 Ways to Keep Yourself Feeling Sexy During a Dry Spell.”  In essence, this ain’t your mama’s website…. Except actually, it is!

So, back to the core question – how social are moms?  In a word, incredibly.  Neilsen reports that moms are some of the biggest influencers out there, and use social media to stay connected to one another.  They are:

– 81 percent more likely to become a fan of or follow a brand online

– 86 percent more likely to post a status update

– 84 percent more likely to comment or post content than the general population.

Of course, there may be demographic shifts due to the age of the parent, location, household income and a host of other factors.  But, the mother of one four-year-old I know has hundreds of connections on LinkedIn, due at least partially due to her propensity to use LinkedIn as a networking tool to help her grow her small business.

As social media continues to grow and expand, so too will the ways in which mothers reach out to one another through social media.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, check out our Florida marketing agency’s recent whitepaper on marketing to moms, which discusses strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

Are you a socially savvy mom? Connect with us on Facebook!

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Audience Audience Analysis Branding Campaign Creation & Development Creative & Production Identity
Up Close and Personal Creating a Campaign Around Your Brand Identity
Up Close and Personal Creating a Campaign Around Your Brand Identity

Once you’ve figured out your brand identity, it is essential to determine how to move forward with a campaign that strategically addresses your target consumer.  While the types of campaigns you can run are as varied as the types of businesses themselves, you can use some of our tips to help you design something that works efficiently and effectively to help target your ideal consumer.

Go Where Your Audience Is:  Think you know your audience, and that they’re all on Facebook?  You may be mistaken.  These days, Pinterest is extremely popular with adult women, while male geek-types may use Reddit more than Twitter.  Some children even view Facebook as something that only their parents use – certainly, no 12-year-old wants to hang out where his mom hangs out.  If you don’t know where to find your target consumer, it’s imperative to find out before you develop a social media campaign.

Keep Your Expectations Realistic:  If there’s one thing I’ve learned in my years as a strategist, it’s that no one can make a video go viral.  This is particularly true if it doesn’t reach a person on an emotional level, such as through humor or heart.  If you think simply telling someone about your product or service in a video will garner millions of views, it’s important to review your strategy.  Instead, consider what will appeal to your audience, and market toward their emotions.

Remember the Brand Power of a Comprehensive Campaign:  Your Twitter strategy is getting tons of interaction, and your Instagram account gets hundreds of “likes” every time.  But something still seems amiss in terms of success.  What’s going on?

Perhaps it’s first important to address whether there is a clear call to action established within the context of the campaign.  If the goal is to get new followers, then reaching out to the people on Twitter who already follow your company doesn’t do much good.  In order to create the best interactive campaign you can create, our Orlando ad agency advises you to find ways to efficiently integrate several multimedia platforms if possible.  You can talk about your Instagram photo contest on Twitter and sync it with Facebook, or you can create a TV ad with a clear call to action to ask people to follow you on your various social media accounts.  Carefully consider the medium, the message and the desired goal.

Keep It Agile:  Even amazing ideas may fail sometimes (remember Friendster, the precursor to MySpace [which was the precursor to Facebook]?).  But, if you’ve formulated a strategy that you can pivot as it takes shape, you’re far ahead of your competition and, in some cases, can prevent major PR disasters should your plan go awry.

Learn From Mistakes:  Every single company in the world makes mistakes from time to time, and often these mistakes involve failed marketing strategies.  Examine what went wrong, and what you could do differently.  Even in the case of a successful campaign, it is important to examine the results in order to help duplicate success in the future.

Follow these brand identity tips, and our Florida advertising agency assures that you’ll hit the target consumer with the target strategy at the right time.

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