3 fresh ways to look at moms (Mommy Insights crowd-sourcing)


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  • Yes moms will acknowledge the rewards of motherhood, but they will also immediately acknowledge the sacrifices involved. Motherhood is o the perfect happy shiny scenario. It’s not about stylizing motherhood, showing stereotypes of the perfect moms.
  • Moms will acknowledge that they behave very differently with their 2nd or 3rd kid than with their first.
  • 3 fresh ways to look at moms (Mommy Insights crowd-sourcing)

    1. 1. Motherhood is…. 3 (of many) “fresh” ways to look at moms. Going beyond clichés and stereotypes to better understand their hopes, dreams, values and “little secrets”. Ultimately to better connect with them. All rights reserved, Ulli Appelbaum 2013
    2. 2. The marketing community has a huge opportunity to make things better for moms. 73% of moms feel that advertisers don't really understand what it's like to be a mom*. 60% of moms feel like marketers are ignoring their needs*. 80% of moms think advertisers are doing a poor job at connecting with them*. Source: M2Mom.com
    3. 3. Brands still focus on motherhood “ideals” and stereo-types and usually miss the mark.
    4. 4. Mommies’ culture however has evolved and changed.
    5. 5. The result is a major gap between moms own narratives and expectations and the social norms embraced by most brands. Brands that will close the gap first will win.
    6. 6. but first… 6
    7. 7. Who is this guy? And what does he know about MOMS?
    8. 8. Strategist 20+ years of global experience in brand strategy and customer experience design. www.ulliappelbaum.com
    9. 9. Proud dad & husband Lola, 4 Fynn, 4 Leo, 2
    10. 10. Entrepreneur Co-founder of www.wemothers.com, a start-up focusing on moms emotional wellbeing.
    11. 11. Online Community Manager I’ve built a community of nearly 10.000 moms by listening to and conversing with moms for the last 2 years (total investment = $0) .
    12. 12. The research. 12
    13. 13. The Stimuli. Over 1200 Facebook posts capturing insights, truths, needs, vulnerabilities, jokes, aspiration about motherhood. Delivered in a Facebook friendly format, “digital posters*”. To our community of 7000+ moms. posters *To learn more about digital posters visit www.ulliappelbaum.com
    14. 14. The Methodology. • Moms see one of our posts (digital posters). • They decide in a split second whether the content (the post) resonates with them and whether they want to engage (“like”, “comment” or “share”) or not. • This methodology measures moms’ “blink” reactions. No rationalization, social filtering or forced conversations, just real spontaneous and visceral reactions that show moms hot buttons. A real temperature check of what resonates with today’s moms. • Facebook provides the analytics that allows us to track the engagement levels and type of engagements.
    15. 15. 1200+ Quick facts Top 10% Digital posters posted 7000+ Moms reacting to those posts Top 10% most engaging posts are the focus of the research.
    16. 16. Nearly 250.000 “likes” and 64.000 “shares” within the first 72 hours on the HuffPost alone. To test the relevance4of Estimated reach: 3 to million readers. How relevant and engaging are these insights? No, really? these insights, I ran an artcile on the Huffington Post I published a “consumer friendly” version of these insights on the Huffington Post entitled :”24 Clear Signs You’re a Mom”.
    17. 17. 3 of the “Mommy truths” identified in the research are highlighted next. The Digital Posters shown in the next section were chosen because they triggered some of the strongest engagement levels from moms (liked, shared or commented). In other words, they rung particularly true with moms. 17
    18. 18. Mommy Truth 1: Today’s moms celebrate and take pride in their lack of “perfection”. They celebrate the “anti-hero” archetype.
    19. 19. Moms are “heroes”. There is no doubt about that. However, the “narratives” they use to describe themselves and the type of experiences they use to relate to each other are those of “anti-heroes”. It’s all about celebrating the little imperfections and short-comings of motherhood. Thought starters. While it is tempting for a brand to celebrate the “ideal” and portray moms as the heroes (that they are), this approach often doesn’t ring true with moms. Try instead to explore and understand the little imperfections that moms will admit to and “celebrate”. This will open up a whole range of new and innovative solutions on how to relate to moms.
    20. 20. Mommy Truth 2: Most people think daily chores are, well, “chores” and vacations are, well, ‘vacations”. Moms however are not like most people.
    21. 21. Most categories are based on certain conventions that define what is good and what is not. Brands usually use those conventions to differentiate themselves and add value. Thought starters. Moms however may experience the core conventions and drivers in your category quite differently. A trip to a retail outlet, under the right circumstances, can become a treat. A vacation is often seen as “work away from home”. How do moms’ perceptions and experiences differ from your own beliefs and conventions about what the category is or should be. And how would you change the way you interact with moms or the type of experiences your brand provides if you were to re-frame your category understanding around moms’ point of view?
    22. 22. Mommy Truth 3: Hidden in the pantry in a box labeled “flour” is top -of-the-line chocolate and a few joints. I rarely resort to it, but it’s a comfort knowing it’s there*. Every loving, dedicated and sacrifice-making mom also has a dark side (often in the form of chocolate) that she selfishly hides from others. * Source: Smokler, Jill, Confessions of a Scary Mommy: An Honest and Irreverent Look at Motherhood: The Good, The Bad, and the Scary.
    23. 23. Thought starters. To build on the previous thought-starters, do you know your audience’s little indulgences, “little secrets” and secret selfish little behaviors and habits? Once you have identified them, it becomes easy to identify better and more meaningful ways to relate to her.
    24. 24. Interested in learning more about this research, how it can help you better understand and connect with today’s moms and most importantly how to translate these insights into powerful marketing strategies & programs? Just reach out. www.ulliappelbaum.com
    25. 25. What experts say about the research. “The study offers a fresh yet powerful approach to understanding what moms today think, feel and want. Using a crowdsourcing and social approach to garnering insights allows for a rich, and honest perspective from real moms. His insights are very valuable to any company who wants to reach the critical mom target and his ability to demonstrate how these insights can reach moms will make meaningful impacts on your business.” M. Edgin, Global Director, Digital IQ at Kimberly-Clark Corporation (the makers of Huggies). “The methodology is impressive in its ability to capture the real sentiment of today’s moms. The presentation is full of fresh and interesting insights that will benefit everyone trying to better understand and connect with moms both strategically and creatively.” S. Bamber, EVP Chief Strategy Officer at DraftFCB and mommy marketing expert