2011 05-i moms-momindex


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2011 05-i moms-momindex

  1. 1. Marketing with <br />Paths to delighting and engaging today's moms<br />Laura Fortner<br />EVP, Marketing & Insights<br />CafeMom<br />
  2. 2. CafeMom Knows Moms<br /><ul><li>Leading destination for Moms on the Web with over </li></ul> 7MM UVs/mo, 20MM+ across CafeMom Network<br /><ul><li>Top community, content</li></ul> and gaming site <br /><ul><li>70,000 + groups
  3. 3. 3MM pieces of original content </li></ul> posted each month<br /><ul><li>Gaming platform featuring original </li></ul> games and licensed library of titles<br /><ul><li>We listen to moms every day, know what moms are talking about, and what experiences they are sharing.</li></li></ul><li>CafeMom Knows Moms<br />Primary research studies…<br /><ul><li>2009 DIGITAL MOM STUDY explored moms’ online behavior and the evolving advertising landscape:
  4. 4. Connecting with digital moms through emerging technologies
  5. 5. The role social media plays in moms’ lives
  6. 6. How to engage with moms in new environments
  7. 7. 2010-2011 MOMINDEX measures the quality of moms' lives across five major dimensions
  8. 8. Quarterly perspectives
  9. 9. Partnership with Good Morning America </li></ul>MomIndex 1 Summer 2010<br />MomIndex 2 Fall 2010<br />Click to learn more about the MomIndex<br />MomIndex 3 - Winter 2011<br />3<br />
  10. 10. Understand Moms<br />Mom Quality of Life Index - Overview<br /><ul><li>Mom Quality of Life Index (MomIndex) is </li></ul> quarterly barometer measuring moms’ quality of life<br /><ul><li>Overall score out of 100 and five scores in: </li></ul> kids, relationships, self, money, world<br /><ul><li>Based on mom responses </li></ul> to over 100 questions<br /><ul><li>Fourth quarterly national survey fielded </li></ul> March 9-25, 2011, over 2200 respondents<br />
  11. 11. Today’s Moms – New Environment<br />A shift in mom trust means brands have go beyond traditional advertising approaches <br />to win in the new environment<br />Just 7% of moms say they trust advertising messages from corporations<br />81% of moms say they trust friends and other moms like them for recommendations<br />How can brands win with moms in a new environment?<br />1<br />2<br />3<br />Get Moms to<br />Spread Your<br />Message<br />Understand Moms and their Challenges<br />Add Value to <br />Moms’ Lives<br /><ul><li>Source: MomIndex, 2011</li></li></ul><li>MomIndex4 - Kids<br />Raising kids is the aspect of moms’ lives going best<br /><ul><li> 95% say their kids are growing up with the right values
  12. 12. 86% have enough quality time with their kids
  13. 13. 87% able to maintain good discipline</li></ul>New challenge for tween and teen moms – managing their mobile and socially networked kids<br /> 81% taking measures to monitor child’s cell phone use<br /> 93% taking measures to control child’s social network use<br />1<br />
  14. 14. MomIndex4 - Relationships<br />Relationships are still strong, though moms are short on time with their Significant Others, as well as with their friends<br /><ul><li>44% not satisfied with quality time with S.O.
  15. 15. average 4.4 hours/week – 38 min/day
  16. 16. Top relationship goal for the coming year:
  17. 17. spend more quality time with S.O.
  18. 18. 63% not satisfied with the time they spend </li></ul> connecting with their friends<br /><ul><li>average 3.1 hours/week – 27 min/day</li></ul>1<br />
  19. 19. MomIndex4 - Self<br />As summer approaches, just 31% of moms are <br />happy with their appearance.<br /><ul><li>Weight loss remains a challenge for most moms
  20. 20. 89% looking to lose weight
  21. 21. Average weight loss goal of 21 lbs
  22. 22. 51% of moms agree “my life is filled with stress and anxiety”
  23. 23. growing number of stressed moms since first MomIndex
  24. 24. 2 out of 3 moms not satisfied with the amount of “me time”
  25. 25. Average 2.1 hours/week – 18 minutes a day!</li></ul>1<br />
  26. 26. MomIndex4 - Money<br />The Economy continues to be moms’ greatest worry <br /><ul><li>28% of households dealing with job loss in past year
  27. 27. 46% say can’t provide for their families in the way they want
  28. 28. 93% taking money saving measures </li></ul>1<br />47% of Moms cutting back spending on media<br />
  29. 29. MomIndex4 – Larger World<br />Moms’ world view continues a downward trend this quarter, just 16% of moms feel America is headed in the right direction<br /><ul><li>Moms don’t feel positively about Washington and politicians
  30. 30. 61% say Washington doesn’t understand problems of moms like me
  31. 31. 32% think President Obama is doing a good job
  32. 32. 26% believe US will be world superpower in 50 yrs
  33. 33. Moms distrust corporations
  34. 34. 11% trust corporations to do the right thing
  35. 35. 7% trust messages companies include in advertising
  36. 36. 81% of moms trust friends and other </li></ul> moms like them for shopping and <br /> product recommendations<br />1<br />
  37. 37. MomIndex Score<br />Our third Mom Quality of Life Index score was 75.0<br />1<br />
  38. 38. Add Value to Moms’ Lives<br />Given what we now know about moms’ key challenges, <br />how can brands add value to moms’ lives and impact overall life satisfaction?<br />
  39. 39. Add Value to Moms’ Lives<br />Factors Impacting Mom Satisfaction<br />A closer analysis of the most satisfied moms surfaces key lessons and themes on quality of life:<br /><ul><li>Demographics / income is not destiny
  40. 40. Happiness with kids is NECESSARY but NOT SUFFICIENT for high quality of life score</li></ul>2<br />13<br />
  41. 41. Add Value to Moms’ Lives<br />The MainDrivers of Happiness for Moms<br />CONNECTIONS<br />strong relationships with friends & others outside of the home<br />CONTROL<br />the ‘master of their fate’-at home & everywhere else<br />the<br />to<br />path<br />happiness<br />SELF EXPRESSION<br />participate in activities, feel challenged, express talents<br />2<br />14<br />
  42. 42. Brands Improving Moms’ Lives: Connections<br /><ul><li>Goal: Enable moms to make connections and strengthen relationships
  43. 43. How? Provide platforms that allow them to find friends and connect to other moms like them and opportunities to meet others through online and offline activities</li></ul>2<br />
  44. 44. Brands Improving Moms’ Lives: Connections<br />Marketer implication - support programs that:<br />1. Enable Moms to make connections and strengthen relationships<br />Sponsored Communities can bring moms together on topics relevant to them<br />2<br />
  45. 45. Brands Improving Moms’ Lives: Control<br /><ul><li>Goal: Help moms gain greater control on issues close to them
  46. 46. How? Provide relevant content and tools</li></ul>2<br />
  47. 47. Brands Improving Moms’ Lives: Control<br />Marketer implication - support programs that:<br />2. Help Moms gain greater control on issues close to them by providing relevant content<br />Sponsored Real Mom Tips and expert content provide real value to moms<br />2<br />
  48. 48. Brands Improving Moms’ Lives: Self Expression<br /><ul><li>Goal: Allow moms to explore interests, use talents, be recognized
  49. 49. How? Provide experiences for moms to express themselves and feel challenged and engaged</li></ul>2<br />
  50. 50. Brands Improving Moms’ Lives: Self Expression<br />Marketer implication - support programs that:<br />3. Provide experiences for moms to express themselves and feel challenged & engaged<br />Sponsored experiences can empower moms to make a difference for causes they care about <br />2<br />
  51. 51. <ul><li>Moms’ customer loyalty
  52. 52. 62% of moms say would buy more from company adding value to her life beyond the typical product/service provided
  53. 53. Happier moms are more influential:</li></ul>Brands Improving Moms’ Lives: Benefits / Dividends<br />
  54. 54. Get Moms to Spread the Word<br />Engage Moms as Co-Creators<br />Given the right opportunities to have influence and impact on corporations, Moms are willing to participate and be co-creators with brands they like:<br /><ul><li>87% of moms would provide feedback that would make products better for moms like her.
  55. 55. 82% of moms would provide feedback on what is said in advertising and marketing messages.
  56. 56. 78% would spread the word about brands if given the opportunity to be a Brand Ambassador.</li></ul>3<br />
  57. 57. Winning with Moms<br />How can brands win with today’s moms?<br />Understand <br />Moms and their Challenges<br />Add Value to <br />Moms’ Lives<br /><ul><li>Connections
  58. 58. Control
  59. 59. Self Expression</li></ul>1<br />2<br />3<br />Get Moms to<br />Spread Your<br />Message<br />
  60. 60. Follow MomIndex to Keep a Pulse on Moms<br /><ul><li>Download PDFs of MomIndex reports at www.cafemomindex.com or pick up print copies at iMoms
  61. 61. Like us www.facebook.com/momindex</li></ul> Follow us www.twitter.com/cafemomindex<br /><ul><li>Stay tuned for our MomIndex4 book out in June, 2011</li></ul>Laura Fortner<br />EVP, Marketing & Insights<br />CafeMom<br />laura@cafemom.com<br />