4 m approach=making moms the marketing medium

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Includes 5 Global Trends Driving Female Consumers, female psychology, mom's digital behaviour and an award winning case study on how moms were effectively leveraged for a Halloween sampling program.

Includes 5 Global Trends Driving Female Consumers, female psychology, mom's digital behaviour and an award winning case study on how moms were effectively leveraged for a Halloween sampling program.

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  • Get the digitally savvy to rate / review to spread the message and create the content that the other mother’s will receive through non-social channels (eg. Search)Connect online with the real worldOne-size fits all strategy against moms may not workTarget the age groups and moms with certain aged children based on their tech comfort zoneSpecific technologies are used to communicate to specific people
  • Make the Tetley Ambassador’s home the destination on the block that friends and neighbours will remember on Halloween night. As kids got a treat in their bag … mom got a treat in hers! A oneweek trial size box of Tetley Red tea.Moms will spread the messageUsing technology to find and connect with moms


  • 1. FUSE Marketing Group
    The 4M Approach: Making Moms the Marketing Medium
    June 2010
  • 2. Let’s Be Friends…
  • 3. What We’ll Be
    Talking About
    Interesting insights
    Tetley Red Tea Case Study
  • 4. Global Trends
    Driving Female
    Source: “Why She Buys”, The New Strategy For Reaching the World’s Most Powerful Consumers, Bridget Brennan, pg84-85
  • 5. Trend #1: More women in the workforce changes everything
  • 6. Trend #2: Delayed marriage = more money on “me”
  • 7. Trend #3: Lowered birthrates = fewer kids but more “stuff”
  • 8. Trend #4: Divorce economy = two of everything
  • 9. Trend #5: The presence of older women redefines target markets
  • 10. I use about 7,000 words per day
    Did you know that I speak about 20,000 words per day? Yeah that’s about 3 times what you speak…
    Source: ``The Female Brain” by Dr. LouannBrizendine
    Clinical Professor of Psychiatry at the University of California, San Francisco
  • 11. They give advice
    97.2% of moms said they regularly or occasionally give advice to others about products or services
    They seek advice
    93.6% saying they regularly or occasionally look to others before making their final decision
  • 12.
    • Moms have other interests aside from just parenting
    • 13. Level of interest in topics changes as children grow older
    Source: digital mom, report published by Razorfish and CafeMom
  • 14. Relevancy is Dependent on Life Stage
    Fluctuating brain chemistry causes perception shifts during the following hormonal phases:
    The teens
    The dating years
    Gradual, yet small changes
  • 15. Avoid the case of the “Ugly Snugli”
  • 16. Moms are buying,
    make it relevant for
    them too!
  • 17. Taking it to the next level…
  • 18. Moms Age
    • Moms <35 = newer communication platforms
    • 19. Eg. Social networks, SMS, mobile browsing
    • 20. Moms 45+ = informational tools
    • 21. Eg. Online news, consumer reviews and podcasting
    Childs Age
    • Children 12+ = Online video consumption / gaming highest
    Source: digital mom, report published by Razorfish and CafeMom
  • 22. Avoid a “blanket” strategy targeting all moms
  • 23. Case Study:
    The launch of Tetley Red Tea
  • 24. The Scenario
    Tetley is the market leader in the tea category
    Regular and specialty tea
    In 2008 they introduced Tetley Red Tea
    The product received high scores on taste, hence sampling the product was considered the key to converting consumers to purchase
    Many new SKUs (including major store and coffee shop brands) recently entered the category adding noise and clutter
    The Challenge
    Reach consumers and encourage trial of a virtually unknown flavour
    Work with a limited budget where majority of funding was dedicated to driving awareness
    The Objective
    Encourage trial of 12,500+ samples
  • 25. The Approach
  • 26. Make Moms the Marketing Medium (4M approach)
    Halloween Ambassador Sampling Program
  • 27. Identify Brand Ambassadors
    Mined Tetley’s under utilized consumer database
    Found a group of registrants who were:
    Confirmed Tetley drinkers
    Reportedly loyal to Tetley
    Average response e-mail rates: 5-10% (request and surveys)
    Demonstrated an interest in trying new products
  • 28. Get Ambassadors to Participate
    E-mail invitation sent to 3,500 Tetley consumers in urban Toronto, Calgary & Vancouver, inviting them to participate
    Contest overlay (win a $1000 gift card) was included to motivate response
    A second email confirmed participation and mailing address
  • 29. Provide Ambassadors with Samples
    Each participant was provided with 50 trial size boxes (7 bags each) + a coupon several days before Halloween
    Ambassadors were asked to try Tetley Red and to share the samples with neighbours
    As a thank-you, they were also given a full size canister of Tetley Cinnamon Spice Herbal Tea
  • 30. Gain feedback from Ambassadors
    Post-Halloween a follow up email was sent encouraging feedback via an online survey
    Respondents to the survey would
    be entered into the $1,000 gift card sweepstakes
  • 31. Results
    32% response to invitation to participate
    4+ times above goal
    Compared to benchmark of 5 – 10% among existing consumers
    Participation was 350% above goal
    1,125 participants versus objective of 250
    56,000 samples distributed
    78% above expectations
    Over 80% of participants (916) completed follow-up survey
    Well above the 10% typically expected in direct response
    87% would recommend the product to a friend
    Total program cost was less than $15,000 (plus the cost of the samples)
  • 32. Testimonials
    “Thank you!! I ended up taking a bunch of the samples to my son's preschool as a trick or treat for moms, and they were thrilled! I also noted the great reception the tea got when the kids ran down my steps saying ‘mommy, I got a treat for you too!!’.”
    “The parents thought it was a great idea, even some of the kids did too. A few parents even came to the door to personally thank me for having something especially for them”.
    “The adults thought it was wonderful that someone would think of them at Halloween. They appreciated the thoughtfulness of Tetley!”
    “All who received the tea were surpirsed and happy for the gift. Most said they could use it after they brought the kids in from Halloween. They were all grateful and I was one of the more popular houses on the street because of the tea”.
  • 33. Any Questions?