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Another Niche To Consider Marketing To – Mothers

wooden moms

Last year I wrote a post on marketing to women as a niche buyer.  To further target this buyer, try appealing to mothers.

Compelling stats

There are 75 million mothers in the U.S.  According to the Marketing to Moms Coalition this group is responsible for $2.1 Trillion in spending. 

  • 5 million moms own their own businesses
  • 88% of mothers refer to themselves as household CFO
  • 40% of boomer moms are involved in purchases for their aging parents

We know some things about this group.  According to Neilsen’s Moms Annual Media Survey these busy ladies’ most common online activity is paying bills, reading the news, researching products and shopping.   Check out this November 2009 survey for more details.

Also compelling is the marketing upside.  58% of moms surveyed believe ads that target moms are effective, particularly when they are relatable depicting daily life scenarios such as having fun with the kids, or multitasking.   

They’re online … you’re online

I wonder how well a Moms section on your blog would be received, and if it would be a good use of your time?  You can start by repurposing some of your current content – school info, local parks info, shopping, etc. then adding more to it.

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Anyone have any stories to tell regarding mom’s as niche buyers?

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Written By

Brandie is an unapologetically candid marketing professional who was recently mentioned on BusinessWeek as a Top Young Female Entrepreneur. She recently co-founded consulting firm MarketingTBD. She's held senior level positions with GE and Fidelity, as well as with entrepreneurial start-ups. Raised by a real estate Broker, Brandie is passionate about real estate and is an avid investor. Follow her on Twitter.

18 Comments

18 Comments

  1. Todd Carpenter

    January 21, 2010 at 1:29 pm

    Three of four years ago, I wrote a post on the Realty Blogging blog (long gone now) about how a “So you’re having a baby” blog would be a good idea. Load it with local resources like Lamaze classes and nursery design. The idea being, that having a baby represents one of those key events in life that often trigger the purchase of a new home.

    • Brandie Young

      January 21, 2010 at 1:40 pm

      Sage advice, Todd. Did anyone follow it?

  2. Ben Goheen

    January 21, 2010 at 2:57 pm

    Brandie – on a similar note, here are a few good blogs I read that are geared towards marketing to women:

    wonderbranding.com/
    womenwisemarketing.com/
    marketlikeachick.com/
    marketingtowomenonline.typepad.com/blog/

  3. Nanette Labastida

    January 21, 2010 at 8:21 pm

    this sounds great and almost a no brainer as a mom, the things i am interested are what mom’s are interested in.

    • Brandie Young

      January 21, 2010 at 9:02 pm

      Great, Nanette – you won’t have to reach far at all!

  4. Ken Brand

    January 21, 2010 at 9:18 pm

    Smart.

    I thought this was interesting: marketingtowomenonline.typepad.com/blog/2010/01/marketing-to-moms-on-facebook-report.html

    🙂

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