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Kat Gordon

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  • 1. Marketing to Moms@katgordonThursday, May 9, 13
  • 2. But first...a little backgroundThursday, May 9, 13
  • 3. Motherhood = onlineThursday, May 9, 13
  • 4. Motherhood = online• A woman’s use of search doubles when she learns she ispregnantThursday, May 9, 13
  • 5. Motherhood = online• A woman’s use of search doubles when she learns she ispregnant• Average 4 Internet-connected devices in homeThursday, May 9, 13
  • 6. Motherhood = online• A woman’s use of search doubles when she learns she ispregnant• Average 4 Internet-connected devices in home• 2 hrs 43 minutes w/Internet in last 24 hoursThursday, May 9, 13
  • 7. Motherhood = mobileThursday, May 9, 13
  • 8. Motherhood = mobile• Spends 17 days in the car with her kids each yearThursday, May 9, 13
  • 9. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphonesThursday, May 9, 13
  • 10. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphones• Working moms are 42% more likely to download mobile contentThursday, May 9, 13
  • 11. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphones• Working moms are 42% more likely to download mobile content• 40% have shopped using a mobile browser in the past 30 daysThursday, May 9, 13
  • 12. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphones• Working moms are 42% more likely to download mobile content• 40% have shopped using a mobile browser in the past 30 days• Half of social media use via mobileThursday, May 9, 13
  • 13. Motherhood = socialThursday, May 9, 13
  • 14. Motherhood = social• 109 word-of-mouth conversations/week about products, brands + svcsThursday, May 9, 13
  • 15. Motherhood = social• 109 word-of-mouth conversations/week about products, brands + svcs• 72% of moms have a Facebook profile + check it 4.7 times daily (Dads: 2.1)Thursday, May 9, 13
  • 16. Motherhood = social• 109 word-of-mouth conversations/week about products, brands + svcs• 72% of moms have a Facebook profile + check it 4.7 times daily (Dads: 2.1)• Biggest differences:77% use YouTube (vs. 61% general population)27% use Instagram (vs. 15% general population)61% more likely to visit PinterestThursday, May 9, 13
  • 17. How to make your marketingmore mom-friendly?HINT: It’s not about the technology...Thursday, May 9, 13
  • 18. Motherhood = humanThursday, May 9, 13
  • 19. Motherhood = human• Don’t sanitize -- show her perfectly imperfect lifeThursday, May 9, 13
  • 20. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”Thursday, May 9, 13
  • 21. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”• Practice story-sellingThursday, May 9, 13
  • 22. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”• Practice story-selling• Don’t “enter talking” -- earn the rightThursday, May 9, 13
  • 23. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”• Practice story-selling• Don’t “enter talking” -- earn the right• Show diversity: only 4% of HH fit June Cleaver blueprintThursday, May 9, 13
  • 24. B.R.O.A.D.S.Thursday, May 9, 13
  • 25. B.R.O.A.D.S.• B: What’s Your Blanket?Thursday, May 9, 13
  • 26. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already isThursday, May 9, 13
  • 27. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimisticThursday, May 9, 13
  • 28. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimistic• A: Ambassadors: identify + mobilize themThursday, May 9, 13
  • 29. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimistic• A: Ambassadors: identify + mobilize them• D: Donate to a charity that aligns with brandThursday, May 9, 13
  • 30. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimistic• A: Ambassadors: identify + mobilize them• D: Donate to a charity that aligns with brand• S: Service -- offer outstanding real-time helpThursday, May 9, 13
  • 31. What it looks like done rightThursday, May 9, 13
  • 32. A big idea, easy participation, social integration, mobile-friendly,user-generated content, diversity + positive themeThursday, May 9, 13
  • 33. Relational, everyday, showing -- not tellingThursday, May 9, 13
  • 34. Empowering, real, collective, shareable.Thursday, May 9, 13
  • 35. Thank You• katgordon@maternalinstinct.comThursday, May 9, 13

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