Brand Myths & Mom Realities

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Jones & Daughter: The best time to reach pregnant moms with your brand message.

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Brand Myths & Mom Realities

  1. 1. Brand Myths and Pregnant Mom Realities<br />Sandy & Marcie Jones<br />Jones & Daughter<br />1<br />
  2. 2. The more you know about expectant moms, the better! <br />
  3. 3. Approximately<br />4,315,000babies <br />were born in the U.S. <br />in 2007.*<br />* U.S. Census Bureau<br />
  4. 4. That’s the highest birthrate since 1971.<br />
  5. 5. An average of 11,812babiesare born in the U.S. every day!<br />
  6. 6. 20- to 29-year olds account for almost half of all U.S. births.<br />
  7. 7. 1,039,051 (about 1 in 5) births are to Hispanic moms.* <br />*2006 CDC figures.<br />
  8. 8. Hispanic birth rates are high for teens.<br />*http://www.cdc.gov/Features/dsTeenPregnancy/dsTeenPregnancy_270px.gif<br />
  9. 9. In 2007, 42% of births were to first-time moms.<br />
  10. 10. The average age of a first-time, U.S. mom is 25.<br />
  11. 11. Trust Building<br />
  12. 12. Mom needs to trust that the brands she uses will be with her every step of her journey…<br />
  13. 13. From her first pregnancy news through the early years of life with her child.<br />
  14. 14. How to talk to moms so they will listen:<br />Dear Mom:<br />We’re moms like you. We know how it feels to be pregnant. We’re here to help you. We have suggestions for you. -- Your friends <br />
  15. 15. PREGNANT MOMS’ HAVE BURNING QUESTIONS<br />How do I know if I am pregnant? When will my belly show? When is the best time to tell others my news? Is a glass of wine dangerous to my baby? What can I do for nausea? Is it okay to exercise during pregnancy? Is it safe to dye or bleach my hair? How much weight are you supposed to gain? When can I expect to feel my baby move? How far apart should MY contractions be before I go to the hospital? What does labor feel like? How can I get my newborn to sleep? <br />
  16. 16. How well do you know pregnant moms? <br />
  17. 17. Here are some familiar “Mom Myths” <br />
  18. 18. Mom Myth #1<br />“I’m excited and happy to discover I’m pregnant.”<br />
  19. 19. I’m what?<br />
  20. 20. Between 34% and 52% of pregnancies are an unexpected surprise for moms!* <br />*Centers for Disease Control and Prevention. Pregnancy Risk Assessment Monitoring System (PRAMS): PRAMS and unintended pregnancy: http://www.cdc.gov/PRAMS/UP.htm<br />
  21. 21. Mom Myth #2<br />“First comes love, then comes marriage...then comes Mom pushing a baby carriage.”<br />
  22. 22. Nearly 40% of today’s moms are single!<br />*Bazelton, E. 2 Kids + 0 Husbands = Family. New York Times Magazine. January 29, 2009. Access Web address: http://www.nytimes.com/2009/02/01/magazine/01Moms-t.html?pagewanted=1&_r=1<br />
  23. 23. Being single and a mom is a newly emerging identity for women.<br />Hip Mama<br />Making Lemonade<br />No Single Mama&apos;s Drama<br />Single Rose<br />Choosing Single Motherhood<br />Single Mommyhood<br />Single Mom Seeking<br />Single Moms Connect<br />Single Mother Resources<br />Single Mothers by Choice<br />Solo Mother<br />You and Me Kid!<br />A Single Woman&apos;s Journey to Motherhood<br />Single Mom Diva<br />Zen Mothers<br />
  24. 24. Mom Myth #3<br />“Mom is a happy homemaker.” <br />
  25. 25. 1out of 2 pregnant moms is working!<br />
  26. 26. 52% of today’s employed pregnant moms work up to the time of their delivery.<br />42% of moms return to work 3 months after giving birth, 55% by 6 months, and 63.7% by 12 months. <br />
  27. 27. Mom Myth #4<br />“I get all my pregnancy information from my doctor.”<br />
  28. 28. Where moms are really getting their pregnancy & birth information*<br />33% Books<br />19% Other moms and friends<br />16% Internet<br />14% Doctors<br />10% Childbirth Educators<br /> 4% Midwives<br /> 2% Mass Media<br />(*Childbirth Connection. The Listening to Mothers II survey, 2002.)<br />
  29. 29. Over 75% of pregnant moms are using the Internet to find pregnancy information.*<br />*The Listening To Mothers II Survey<br />
  30. 30. Expectant moms average <br />20visits to the Internet <br />seeking information on <br />pregnancy and birth, <br />1in 5 (19%) report at least 100 visits.<br />
  31. 31. 16% of first-time mothers and <br /> 13% of experienced mothers <br />Rate the Internet as their most important source for pregnancy information.<br />
  32. 32. Mom Myth #5<br />“The last months of pregnancy are the best time to deliver our brand message to moms.” <br />
  33. 33. Unfortunately, everyone else has the same idea!<br />
  34. 34. Hundreds of companies are spending millions of dollars to reach moms during the last weeks of pregnancy!<br />
  35. 35. To list a few…<br />Formula Manufacturers<br />Car manufacturers<br />Insurance companies<br />Baby product manufacturers<br />Baby product retailers<br />Baby magazines<br />Photo studios<br />Home improvement stores<br />Real estate companies<br />
  36. 36. Mom Myth #6<br />“I’m a happy, new mom, and that’s the best time to promote your brand to me.” <br />
  37. 37. But Mom is in a post-birthfog!<br />
  38. 38. She is not reading her mail!<br />
  39. 39. She has only minutes to read e-mails from friends and family…until…<br />
  40. 40.  CLICK HERE<br />
  41. 41. During the first 6 weeks after birth…<br />between25% and 40%of moms <br />are in the process of recovering from <br />Cesarean sections -- major surgery.<br />
  42. 42. Approximately 44% of all mothers report physical and/or emotional impairment during the first 2 months after birth.* <br />* Based on responses of 903 mothers. Declercq, ER and Sakala C, et al. New mothers speak out. The Childbirth Connection. 2008, pg. 18.<br />
  43. 43.
  44. 44. 40% -85%of new moms experience <br /> “Baby Blues” soon after giving birth.*<br />15% - 20% are vulnerable to more serious Postpartum Depression (PPD).*<br />34%are troubled by a lack of sleep.** <br />*Bennett, Shoshanna. Baby blues or postpartum depression. Psychology today. Access: http://www.psychologytoday.com/blog/mommy-mental-health/200902/baby-blues-or-postpartum-depression<br />**Listening to Mothers II.<br />
  45. 45. But, there IS an “ideal” window<br />for reaching Mom with your brand message!<br />
  46. 46. Between her positive pregnancy test ...<br />
  47. 47. And her first sonogram at 12 to 20 weeks of pregnancy.<br />
  48. 48. That’s when <br />Mom’s baby becomes real<br />to her!<br />
  49. 49. Sonogram images are now the key initiator of Moms’ baby-shopping process. <br />
  50. 50. By the end of her 2nd trimesterand the middle of her 3rd trimester,<br />1 out of 4moms has already chosen her favorite baby brands.*<br />* Jones & Daughter baby-registry survey, 2008.<br />
  51. 51. And many expectant moms make their brand choices based on what other moms tell them.*<br />*Jones survey, 2008.<br />
  52. 52. Let us help to build your brand based on solid Mom realities, not myths.<br />
  53. 53. Sandy & Marcie JonesJones & Daughter150 W. Southwood Dr.Brevard, NC 28712Tel: 828-884-4442e-mail: JonesBabyExpert@aol.com<br />September, 2009<br />

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