This document discusses strategies for monetizing products and services targeted towards mothers. It notes that moms are highly connected, savvy shoppers who are mobile and use technology on-the-go. Moms are also heavy consumers across many categories like food, apparel, beauty, and activities. The document recommends understanding customers, knowing how to find audiences through multiple channels like email, search, and referrals. It also suggests building customer loyalty through personalization and surprising customers to drive repeat business.

1. Making Moms Day
Lessons in Monetization
Lisa Alderson
Mama Bear Family Tech Conference
April 20, 2012
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2. Understand Your
Customer
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3. Moms are highly connected, savvy shoppers
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4. Moms are mobile and use technology on-the-go
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5. Moms are heavy consumers
3 Month Product Purchase Intent
Restaurant meals (eat-in, or… 69%
Groceries, or other specialty … 55%
Apparel & Accessories 55%
PRIMARY TIER
Baby or Children’s items … 55%
Gift cards/certificates 54%
Beauty services … 48%
Tickets to entertainment events … 44%
Home & Garden supplies… 33%
Electronics 27%
Travel 25% SECONDARY TIER
Car services (repair, car … 24%
Pet supplies (food, toys, etc.) 22%
Activities or Adventures … 20%
Health & Fitness (gym…
TERTIARY TIER
18%
Tickets to sporting events 13%
Not sure 6%
Other (please specify) 1%
None of these 0%
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6. 62% Moms’ 51%
of subscribers prefer to Shopping of subscribers are open to
shop at
small, local, independe
Preferences buying products/services
from unfamiliar brands
nt shops
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7. Know How To
Find Your Audience
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8. Reaching Moms
Traffic Sources Plum District uses multiple
channel strategies to build
Partner /
Affiliate (~25%) Display/Oth awareness and drive traffic
er, 11%
Partner&
Affiliate 14% Email, 37%
Search, 8%
Referral 17% Direct
to Consumer
Direct, 14%
(~75%)
Q4 2011 Traffic
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9. Direct vs. Channel…Which is Better?
Direct Partner/Affil
Partner/Affiliate
Direct (~75%)
iate
(~25%)
Tips Tips
 Make sure you are  Understand the upfront
capitalized investment requirements
correctly, particularly (e.g., tech integration)
if marketing direct to  Make sure you have
consumer executive sponsorship /
 SEO and WOM are share of mind in the partner
typically the most organization, along with
cost-effective means of committed resources
building
awareness/engagemen
t
Key Metrics
Cost to Acquire
Customer LTV
Payback Period
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10. Referral: One of the best ways to grow your base
Ways Our Moms Share Deals and
Purchases with Others
Email 85%
Told friends/family in
67%
person
Facebook 60%
Text message 32%
Twitter 11%
A forum or discussion
10%
group I belong to
My personal blog 8%
I have NEVER shared deals
2%
or purchases with others
Other (please specify) 1%
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11. Building Customer Loyalty
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12. Surprise & Delight Your Customers
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