They say everything changes once you become a mom. That is a simple truth. From the basics like figuring out how to survive on half the sleep to the big decisions like to work or stay at home, a new mom’s life is a whirlwind of change, uncertainty, fear, joy, frustration, happiness, sadness and exhaustion. And once you think you’ve got something figured out, something new comes into play that brings you right back to that “new mom” feeling—whether it be a new stage in your baby’s life or a new baby that starts the cycle again—it’s hard to ever feel “seasoned” as a mom (maybe that doesn’t happen until the grandmother stage). This is why help is so important. That help can come from our moms, grandmothers, aunts, etc.; our close circle of friends, colleagues, doctors, Facebook friends, blogs, magazine articles, TV shows, and even products we buy or need on a regular basis.
As marketers wanting to reach this very important, growing and loyal segment, it’s crucial to understand and get into the psyche of the new mom. Making an emotional connection with her as a trusted, “go-to” brand, could not make more sense. Because if she can rely on you for even just an ounce of help, you are forever in her good graces and she will tell the world about you!
Let’s take mealtime—a part of life that is undeniably affected on a daily basis. An expectant mom is thinking about so many things—breastfeeding, daycare vs. nanny, buying the right crib/car seat/baby bath, etc. She’s probably not thinking about how much mealtime is going to change. But it does. BIG TIME.
When your child is an infant, you don’t really have to think about mealtime very often. In fact, you’re probably thinking of it very little, which is why you and your husband are eating cereal most nights. You’re absolutely exhausted and seemingly feeding the baby around the clock. Who has time to think about what to have for dinner?
And when your child gets older and if you have a new baby(ies), it gets even more challenging. Going to the store is not a fun prospect. If you have to take a child/baby, it can be excruciating due to the crying, whining, pestering—so much so that you might even have to leave the store (or be asked to leave) immediately without your half-filled cart. Planning meals, prepping for them, cooking and cleaning up involve time and effort that you usually don’t have. Instead of a nice occasion when the family can spend some quality time together, meal time becomes a harried and stressful experience with the only goal of getting something nutritious in your children’s mouths and getting them on to bath and bed.
As a marketer involved in a meal time category, making an emotional connection with mom as a trusted, “go-to” brand, should be considered a main ingredient in your marketing strategy. Because if she can rely on you for even just an ounce of help, you are forever in her good graces and she will tell the world about you!
Mom doesn’t have time to leisurely stroll down every aisle in the grocery store/Target/Walmart and contrast and compare all of the different brands in the category. Be her “go-to” brand! By offering her not just a good quality product but illustrating how it can help in her busy life and even offering more value with tips/content that she can really use, your brand can easily play that role. For instance, there are many women that, before they became moms, did not use paper plates. This woman was proud of the time and effort she put forth in planning and making meals for her friends and family and relished setting a table with “nice” dishes. Now, this woman is still proud of what she accomplishes for her family and friends at mealtime but she needs to cut corners to get it done. Sometimes, that means using paper plates for family dinners or get-togethers so she doesn’t have to worry about doing the dishes and can spend more time at the table. While the paper plate category is filled with brand choices for Mom, as a marketer you can be her only choice by knowing what she values most in this kind of product and fulfilling that need. Be in her “inner circle” by providing messaging and content that speaks to her and helps her. Something as small as offering “table talk” tips—conversation starters for the table (and if she has an infant, maybe it’s teaching the baby a word in sign language) or a recipe shortcut here and there help Mom accomplish a more successful and enjoyable meal time experience.
Yes, everything changes once you become a Mom. But change breeds great opportunity. For marketers, that opportunity lies in forging a stronger relationship with this consumer that is more meaningful and has the potential to impact sales – both near term and long term—in a tremendous way.