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Veritas and com.motion Dr. Mom presentation


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Marketing to Moms presentation given by Kathy Murphy (Veritas Communications) and Ed Lee (com.motion) on the influences that surround the modern day mom - with a focus on health and nutrition.

Published in: Business, Health & Medicine
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Veritas and com.motion Dr. Mom presentation

  1. 1. Dr. Mom Understanding the Communication Influences of the Modern Day Mom
  2. 2. Kathy Murphy Vice President, Marketing Public Relations Ed Lee Managing Director com.motion
  3. 3. Dr. Mom Coach Dietician Relationship Expert Geriatric Expert Teacher
  4. 4. What Moms Are Saying
  5. 5. The Modern Day Mom <ul><li>Profile </li></ul><ul><li>Age: 29 </li></ul><ul><li>Occupation: Marketing Consultant </li></ul><ul><li>Community: Urban </li></ul><ul><li># of Kids: one </li></ul><ul><li>Age of Kids: 18 months </li></ul>
  6. 6. The Modern Day Mom <ul><li>Technographic Profile </li></ul>
  7. 7. The Modern Day Mom <ul><li>Profile </li></ul><ul><li>Age: 36 </li></ul><ul><li>Occupation: At Home </li></ul><ul><li>Community: Urban </li></ul><ul><li># of Kids: 2 </li></ul><ul><li>Age of Kids: 7, 10 </li></ul>
  8. 8. The Modern Day Mom <ul><li>Technographic Profile </li></ul>
  9. 9. The Modern Day Mom Profile Age: 47 Occupation: CA Community: Suburban # of Kids: 2 Age of Kids: 16, 20
  10. 10. The Modern Day Mom Technographic Profile
  11. 11. What Moms Want <ul><li>We polled 100 Canadian moms on their attitudes to health and nutrition </li></ul>
  12. 12. What Moms Want <ul><li>Age breakdown </li></ul>
  13. 13. What Moms Want <ul><li>Number of children </li></ul>
  14. 14. What Moms Want <ul><li>How much do you worry about your family’s health? </li></ul>
  15. 15. What Moms Want <ul><li>What sources do you go to regarding your family’s health? </li></ul>
  16. 16. What Moms Want <ul><li>What media do you like receiving information from? </li></ul>
  17. 17. What Moms Want <ul><li>Who do you consider the most credible source for health and nutrition information? </li></ul>
  18. 18. What Moms Want <ul><li>Authoritative sources of information </li></ul><ul><ul><li>Validated by “people like me” </li></ul></ul><ul><li>Not continuously top of mind </li></ul><ul><ul><li>Always close to bubbling up to the surface </li></ul></ul><ul><li>Doctors and dietitians still key for health and nutrition </li></ul><ul><ul><li>More and more information being stored online </li></ul></ul><ul><li>Moms are becoming increasingly web-savvy </li></ul>
  19. 19. Applying learnings <ul><li>Listen to your audience </li></ul><ul><ul><li>Changing needs and habits </li></ul></ul><ul><li>Media neutral </li></ul><ul><ul><li>Go where Moms go </li></ul></ul><ul><li>Rinse and refine; not rinse and repeat </li></ul><ul><li>Third party endorsers are critical </li></ul><ul><li>Holistic, integrated approach </li></ul><ul><ul><li>Many influences and influencers for this audience </li></ul></ul>
  20. 20. Putting it into Action <ul><li>Start with the target </li></ul><ul><li>Identify influences </li></ul><ul><li>What does success look like? </li></ul><ul><li>Adapt budget </li></ul><ul><li>Refine messages </li></ul><ul><ul><li>Be Credible! </li></ul></ul><ul><ul><li>Use tonality (off vs. online) </li></ul></ul><ul><li>Establish relationships </li></ul><ul><li>Determine means to end </li></ul><ul><li>Activate </li></ul>
  22. 23. They’ve Done It Well
  23. 24. They’ve Done It Well <ul><li>Controversial mom focused ad sparked criticism online </li></ul><ul><li>Pulled the ad and apologized </li></ul><ul><ul><li>Contained issue online </li></ul></ul><ul><li>BUT research subsequently showed: </li></ul><ul><ul><li>90% of women hadn’t seen the video </li></ul></ul><ul><ul><li>Just 8% said it negatively affected their view of the brand </li></ul></ul><ul><ul><li>32% said it made them like the brand more </li></ul></ul><ul><li>Faced with a backlash, what should we do? </li></ul>
  24. 25. They’ve Done It Well
  25. 26. They’ve Done It Well <ul><li>Target: women aged 35 – 54 </li></ul><ul><ul><li>Engaged online influencers </li></ul></ul><ul><ul><li>Created ambassadors </li></ul></ul><ul><ul><li>Integrated traditional media </li></ul></ul><ul><ul><li>Educated consumers </li></ul></ul><ul><ul><li>Drove sales </li></ul></ul>
  26. 27. What We Do MPR
  27. 28. Trying to reach Dr. Mom? <ul><li>Contact: </li></ul><ul><li>Ed Lee & Kathy Murphy </li></ul><ul><li>Veritas Communications </li></ul><ul><li> </li></ul><ul><li>416-482-2248 </li></ul>