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Veritas and com.motion Dr. Mom presentation

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Marketing to Moms presentation given by Kathy Murphy (Veritas Communications) and Ed Lee (com.motion) on the influences that surround the modern day mom - with a focus on health and nutrition.

Marketing to Moms presentation given by Kathy Murphy (Veritas Communications) and Ed Lee (com.motion) on the influences that surround the modern day mom - with a focus on health and nutrition.

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Veritas and com.motion Dr. Mom presentation Veritas and com.motion Dr. Mom presentation Presentation Transcript

  • Dr. Mom Understanding the Communication Influences of the Modern Day Mom
  • Kathy Murphy Vice President, Marketing Public Relations Ed Lee Managing Director com.motion
  • Dr. Mom Coach Dietician Relationship Expert Geriatric Expert Teacher
  • What Moms Are Saying
  • The Modern Day Mom
    • Profile
    • Age: 29
    • Occupation: Marketing Consultant
    • Community: Urban
    • # of Kids: one
    • Age of Kids: 18 months
  • The Modern Day Mom
    • Technographic Profile
  • The Modern Day Mom
    • Profile
    • Age: 36
    • Occupation: At Home
    • Community: Urban
    • # of Kids: 2
    • Age of Kids: 7, 10
  • The Modern Day Mom
    • Technographic Profile
  • The Modern Day Mom Profile Age: 47 Occupation: CA Community: Suburban # of Kids: 2 Age of Kids: 16, 20
  • The Modern Day Mom Technographic Profile
  • What Moms Want
    • We polled 100 Canadian moms on their attitudes to health and nutrition
  • What Moms Want
    • Age breakdown
  • What Moms Want
    • Number of children
  • What Moms Want
    • How much do you worry about your family’s health?
  • What Moms Want
    • What sources do you go to regarding your family’s health?
  • What Moms Want
    • What media do you like receiving information from?
  • What Moms Want
    • Who do you consider the most credible source for health and nutrition information?
  • What Moms Want
    • Authoritative sources of information
      • Validated by “people like me”
    • Not continuously top of mind
      • Always close to bubbling up to the surface
    • Doctors and dietitians still key for health and nutrition
      • More and more information being stored online
    • Moms are becoming increasingly web-savvy
  • Applying learnings
    • Listen to your audience
      • Changing needs and habits
    • Media neutral
      • Go where Moms go
    • Rinse and refine; not rinse and repeat
    • Third party endorsers are critical
    • Holistic, integrated approach
      • Many influences and influencers for this audience
  • Putting it into Action
    • Start with the target
    • Identify influences
    • What does success look like?
    • Adapt budget
    • Refine messages
      • Be Credible!
      • Use tonality (off vs. online)
    • Establish relationships
    • Determine means to end
    • Activate
  • WHY MARKETING TO MOMS WORKS
  •  
  • They’ve Done It Well
  • They’ve Done It Well
    • Controversial mom focused ad sparked criticism online
    • Pulled the ad and apologized
      • Contained issue online
    • BUT research subsequently showed:
      • 90% of women hadn’t seen the video
      • Just 8% said it negatively affected their view of the brand
      • 32% said it made them like the brand more
    • Faced with a backlash, what should we do?
  • They’ve Done It Well
  • They’ve Done It Well
    • Target: women aged 35 – 54
      • Engaged online influencers
      • Created ambassadors
      • Integrated traditional media
      • Educated consumers
      • Drove sales
  • What We Do MPR
  • Trying to reach Dr. Mom?
    • Contact:
    • Ed Lee & Kathy Murphy
    • Veritas Communications
    • www.veritascanada.com
    • 416-482-2248