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2011 05-i moms-momindex

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