This document appears to be a presentation from Encyclopædia Britannica given at their 5th Annual Marketing to Moms Conference. The presentation discusses targeting mothers for back-to-school marketing and promotions, examining mothers' purchasing power and influence. It provides data on back-to-school consumer spending and shopping habits, and offers recommendations for effectively marketing to mothers during the back-to-school season. Examples of past successful co-marketing promotions between Britannica and other brands are also presented.

1. Encyclopædia Britannica presents:
The Power of Mom
EXAMINING THE PURCHASING POWER
AND DRIVERS OF TODAY’S MOM
***

2. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
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YESTERDAY’S MOMS

3. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
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…TODAY’S MOMS

4. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
TODAY’S AGENDA
• Who is Encyclopædia
Britannica?
• Taking a Closer Look at
Grandma’s Role
• The Three “C's” of Targeting
Mom
• Discover Back-to-School
• Targeting Mom at Back-to-
School
• Creating Effective Back-to-
School Campaigns
• Case Studies
• Summary
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5. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
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ENCYCLOPÆDIA BRITANNICA?

6. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
BRITANNICA TODAY!
• The #1 Best-Selling Encyclopedia
• #1 in Print, #1 Online, #1 in Software
• #1 at Schools, #1 at Colleges, #1 at Retail
• #1 Worldwide
• Britannica Digital Media leads the Industry
• Britannica Online – www.britannica.com
• Software – more than 50 SKUs
• DVD/Video – 1000’s of titles
• Audio Books and mp3 files
• Mobile and Wireless Applications
• PDA Applications
• iPod and eBook Applications
• Britannica vs. the Web
• One source for accurate, researched, and authoritative
information
• Family-friendly and kid-safe
• Reduces research and homework time
• And we sell to Moms every day!
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7. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
THE GRAND/MOM MARKET
• $1.6 TRILLION is spent by Moms in the U.S. each year
• 85%+ of household budgets are spent by Moms
• 71% of Moms with children are in the work force.
• Single mothers are the fastest growing
demographic.
• Grandmothers are increasingly providing
primary and secondary child care at their
homes.
• Grandmothers are purchasing and serving
after-school snacks.
• Grandmothers are helping with Back-to-
School shopping.
• Grandma is the #1 influencer of Mom.
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8. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
THE THREE C’S OF TARGETING MOM
• Compassion
•Clarity
•Credibility
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9. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
Back to School
is a
$54 BILLION
Selling Season!
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10. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
BACK-TO-SCHOOL MARKET
2006 Consumer Spending on
Top Back-to-School Categories
School Electronics &
Supplies Computer
$2.9 Billion $3.8 Billion
Shoes
$3.3 Billion
Clothing &
Accessories
$7.6 Billion
Source: National Retail Federation/BIGresearch
*How can you partner with brands in these strong Back-to-School categories?
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11. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
BACK-TO-SCHOOL MARKET
Back-to-School Spending by Year
$590
$600 $527
$483
Dollars Spent per Year
$500 $442 $451 $444
$400
$300 2 2 2 2 2 2
0 0 0 0 0 0
$200 0 0 0 0 0 0
2 3 4 5 6 7
$100
$-
Source: National Retail Federation/BIGresearch & Retail Council of Canada
* Electronics/Computers/Peripherals are generally responsible for the
increase in average consumer spending over the last few years.
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12. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
BACK-TO-SCHOOL MARKET
Where Consumers Shop
for Back-to-School Items - 2006 Data
Grocery/Drug
Office Supply Discount/Mass
Catalog
Online
Department
Specialty
Source: National Retail Federation/BIGresearch
*Discount/Mass and Department Stores account for more than 50%of total dollars
spent. Don’t overlook Office Supply and Grocery/Drug as alt. channels.
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13. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
BACK-TO-SCHOOL MARKET
When Do Consumer Begin Shopping
for Back-to-School Items?
2006 Data
32.5%
1-2 Weeks Prior
41.9%
3-4 Weeks Prior
6.6%
Same Week
2.5%
16.5% After School
2 Months Prior Starts
Source: National Retail Federation/BIGresearch & Retail Council of Canada
*It’s imperative your marketing efforts begin immediately after July 1.
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14. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
SELLING TO MOM AT BACK-TO-SCHOOL
• Include decision-making data in all marketing efforts
- Moms research products and service 4.5x more than dads
• Tell Mom your product is smart, safe, or healthy
- These three claims resonate louder than any other
• Facilitate and increase Mom's productivity
- Pay at the pump gas stations
• Make shopping convenient and quick
- Integrate drive-through windows whenever possible
• Integrate your product into Mom’s everyday life
- “Minute Clinics” at local drug stores
• Talk to Moms online
- iVillage.com, School Web sites, Pregnancy Planners
• Target Grandma in your advertising and sampling
- Consider women’s magazines with an older demographic
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15. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
BRITANNICA CASE STUDIES
• Procter & Gamble – Back-to-School Mail-In Software Offer
• Kellogg – Celebrating Black History CD Promotion
• Frito-Lay & Pizza Hut – Back-to-School Online Subscription Coupons
• Sprint & EMBARQ – Back-to-School Teacher Promotions
• Fox Home Entertainment – Grocery Channel BTS Promotion
• Bennigan’s & Sonic – Kids’ Meal Promotions
• JCPenney & Kohl’s – In-Store Back-to-School Promotions
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16. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
Consumer Marketing Solutions
CLIENT
Procter & Gamble
AGENCY
Marketing Labs
BRITANNICA PRODUCT
Student Edition CD-ROM
PROGRAM DESCRIPTION
Back to School Promotion -
Consumers who purchased
four or more P&G products
during one shopping trip
*
could mail in their store
receipt and a completed tear-
pad sheet for gift
redemption.
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17. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
Consumer Marketing Solutions
*
CLIENT
Frito-Lay
AGENCY
Classmates Marketing
BRITANNICA PRODUCT
Britannica U.S. Maps
PROGRAM DESCRIPTION
In-School marketing program
aimed at increasing children’s
outdoor activities. This
poster/map was distributed to
one million students and
hung in 2,000 school
cafeterias.
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18. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
Consumer Marketing Solutions
CLIENT
FOX Home Entertainment
AGENCY
In-House
BRITANNICA PRODUCT
Homework Essentials Plus CD-ROM
PROGRAM DESCRIPTION
Back-to-School 2006 gift with
purchase program, grocery channel.
Buy a FOX DVD and get the
Britannica CD-ROM free of charge.
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19. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
Consumer Marketing Solutions
CLIENT
Kellogg Company
AGENCY
Brigandi & Associates
BRITANNICA PRODUCT
Custom CD-ROM titled,
“Kellogg proudly presents A
Celebration of Black History”
PROGRAM DESCRIPTION
Mail-In Offer: Consumers
purchasing three Kellogg
“qualifying” products can mail-
*
in a completed form to receive
this CD-ROM free of charge.
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20. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
SUMMARY
* Make Back-to-School a critical
part of your marketing plan.
* Deliver value as it relates to
Mom’s life - offer increased
productivity and convenience.
* Tell Mom what makes your
product/brand different –
demonstrate key strengths.
* Deliver on your brand promise –
she’ll be a repeat customer
and tell all of her friends.
* Include education, child safety or
nutrition in your messaging.
* Don't forget Grandma! Start Planning Now for
Back-to-School 2009!
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21. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
CREDITS
• U.S. Bureau of the Census, Census 2000
(www.census.gov)
• Retail Council of Canada (www.retailcouncil.org)
• Center for Women’s Business Research
(www.cfwbr.org)
• National Retail Federation/BIGresearch
(www.nrf.com)
• MarketingProfs (www.marketingprofs.com)
• Winning the Toughest Customer, Delia Passi with
A.B. Aronson
• Trillion Dollar Moms, Marketing to a New
Generation of Mothers, Maria T. Bailey and
Bonnie W. Ulman
• Entrepreneur Magazine, Working Woman
*
Magazine, Business Week
• Judy Frank, the #1 Mom
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22. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference
* PARTNER WITH BRITANNICA TODAY
Steve Gilberg
Director, Promotions & Licensing
312-347-7237 - direct
sgilberg@eb.com
Encyclopædia Britannica
World Headquarters
331 N. LaSalle Drive
Chicago, IL 60610
www.britannica.com
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