Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Kat Gordon

1,024 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Kat Gordon

  1. 1. Marketing to Moms@katgordonThursday, May 9, 13
  2. 2. But first...a little backgroundThursday, May 9, 13
  3. 3. Motherhood = onlineThursday, May 9, 13
  4. 4. Motherhood = online• A woman’s use of search doubles when she learns she ispregnantThursday, May 9, 13
  5. 5. Motherhood = online• A woman’s use of search doubles when she learns she ispregnant• Average 4 Internet-connected devices in homeThursday, May 9, 13
  6. 6. Motherhood = online• A woman’s use of search doubles when she learns she ispregnant• Average 4 Internet-connected devices in home• 2 hrs 43 minutes w/Internet in last 24 hoursThursday, May 9, 13
  7. 7. Motherhood = mobileThursday, May 9, 13
  8. 8. Motherhood = mobile• Spends 17 days in the car with her kids each yearThursday, May 9, 13
  9. 9. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphonesThursday, May 9, 13
  10. 10. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphones• Working moms are 42% more likely to download mobile contentThursday, May 9, 13
  11. 11. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphones• Working moms are 42% more likely to download mobile content• 40% have shopped using a mobile browser in the past 30 daysThursday, May 9, 13
  12. 12. Motherhood = mobile• Spends 17 days in the car with her kids each year• 93% of Moms with smartphones never go anywhere without theirphones• Working moms are 42% more likely to download mobile content• 40% have shopped using a mobile browser in the past 30 days• Half of social media use via mobileThursday, May 9, 13
  13. 13. Motherhood = socialThursday, May 9, 13
  14. 14. Motherhood = social• 109 word-of-mouth conversations/week about products, brands + svcsThursday, May 9, 13
  15. 15. Motherhood = social• 109 word-of-mouth conversations/week about products, brands + svcs• 72% of moms have a Facebook profile + check it 4.7 times daily (Dads: 2.1)Thursday, May 9, 13
  16. 16. Motherhood = social• 109 word-of-mouth conversations/week about products, brands + svcs• 72% of moms have a Facebook profile + check it 4.7 times daily (Dads: 2.1)• Biggest differences:77% use YouTube (vs. 61% general population)27% use Instagram (vs. 15% general population)61% more likely to visit PinterestThursday, May 9, 13
  17. 17. How to make your marketingmore mom-friendly?HINT: It’s not about the technology...Thursday, May 9, 13
  18. 18. Motherhood = humanThursday, May 9, 13
  19. 19. Motherhood = human• Don’t sanitize -- show her perfectly imperfect lifeThursday, May 9, 13
  20. 20. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”Thursday, May 9, 13
  21. 21. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”• Practice story-sellingThursday, May 9, 13
  22. 22. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”• Practice story-selling• Don’t “enter talking” -- earn the rightThursday, May 9, 13
  23. 23. Motherhood = human• Don’t sanitize -- show her perfectly imperfect life• Be relational: “we” not “me”• Practice story-selling• Don’t “enter talking” -- earn the right• Show diversity: only 4% of HH fit June Cleaver blueprintThursday, May 9, 13
  24. 24. B.R.O.A.D.S.Thursday, May 9, 13
  25. 25. B.R.O.A.D.S.• B: What’s Your Blanket?Thursday, May 9, 13
  26. 26. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already isThursday, May 9, 13
  27. 27. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimisticThursday, May 9, 13
  28. 28. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimistic• A: Ambassadors: identify + mobilize themThursday, May 9, 13
  29. 29. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimistic• A: Ambassadors: identify + mobilize them• D: Donate to a charity that aligns with brandThursday, May 9, 13
  30. 30. B.R.O.A.D.S.• B: What’s Your Blanket?• R: Reach her where she already is• O: Be optimistic• A: Ambassadors: identify + mobilize them• D: Donate to a charity that aligns with brand• S: Service -- offer outstanding real-time helpThursday, May 9, 13
  31. 31. What it looks like done rightThursday, May 9, 13
  32. 32. A big idea, easy participation, social integration, mobile-friendly,user-generated content, diversity + positive themeThursday, May 9, 13
  33. 33. Relational, everyday, showing -- not tellingThursday, May 9, 13
  34. 34. Empowering, real, collective, shareable.Thursday, May 9, 13
  35. 35. Thank You• katgordon@maternalinstinct.comThursday, May 9, 13

×