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TUNING INTO MOM

TUNING INTO MOM. Understanding America ’ s Most Powerful Consumer Michal Clements @MichalClements Teri Lucie Thompson @TeriLucie website: www.tuningintom.com . IT'S EVIDENT THAT MOM IS SOMETIMES NOT BEING HEARD. AUTHORS.

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TUNING INTO MOM

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  1. TUNING INTO MOM Understanding America’s Most Powerful Consumer Michal Clements @MichalClements Teri Lucie Thompson @TeriLucie website: www.tuningintom.com

  2. IT'S EVIDENT THAT MOM IS SOMETIMES NOT BEING HEARD

  3. AUTHORS Customer segmentation experts who have written a book. This book is designed to help brands and individuals who recognize mom as a key decision maker and purchase influencer become more effective. Michal Clements Teri Lucie Thompson

  4. THE BIRTHING OF THE BOOK (STARTED IN 2004) 2004 2009 2009 - early 2010 Customer Segment Marketing Purdue Press Contract Phase II Interviews 2010 Academic Reviewof Book 2008 Case Study Development, e.g., Sara Lee Soft & Smooth 2006 Marketing to Moms Coalition formed 2008 October 15th 2011 Phase I Interviews PUBLICATION!! 2008 2007 2010 2009 Second State of the American Mom Report (Quantitative) First State of the American Mom Report (Quantitative) Fourth State of the American Mom Report (Quantitative) Third State of the American Mom Report (Quantitative)

  5. SEGMENTATION CREATES A BROADER VIEW OF THE MARKET OPPORTUNITY OVERALL MARKET AND STRATEGIC FRAME OF REFERENCE UNDERSTAND MARKET SEGMENTS Segment A Segment B Segment C Segment D Segment E SELECT TARGET TARGET DISCIPLINED BUSINESS AND MARKETING STRATEGIES

  6. Defining the Frame of Reference is a Critical Step to gain the Broader, “Outside In” Perspective ILLUSTRATIVE ALTERNATIVE FRAMES OF REFERENCE FOR DISABILITY INSURANCE Financial Management Income & Asset Protection Liquid Investment/Savings for Long term Current Spending Long-term Disability Insurance Annuities Personal liability & homeowners insurance Long term care insurance Real Estate Investments

  7. FOR EXAMPLE, SEGMENTATION FRAMEWORK INCLUDES SEGMENTS AND AGE OF OLDEST KID BASED NEED STATES Customer Segments A B C D E F Young Adult (18-29) Age of Oldest Child (MOKA) Older Child Age Opportunity Area Teen (13-17) • Opportunity Area • Needs/unmet needs • Benefits sought • Current competitive set • Size, Value Middle Child Age Middle School (10-12) Elementary (7-9) Youngest Child Age Preschool (3-6) Infant/Toddler (<2)

  8. Have the discipline to Select the Most Attractive Target(s) for Your Organization Within a Defined Market OVERALL STRATEGIC VISION – DEFINES MARKET FRAME OF REFERENCE CUSTOMER SEGMENTS IN THE MARKET Segment A Segment B Segment C Segment D Segment E AGE OF OLDEST CHILD (MOKA) Y Young Adult (18-29) Preschool (3-6) Elementary (7-9) Middle School (10-12) Teen (13-17) Infant/ Toddler (<2) TARGET OPPORTUNITY SELECTED TARGET DISCIPLINED BUSINESS AND MARKETING STRATEGIES

  9. ABOUT OUR RESEARCH In-depth qualitative interviews with moms Success Stories * Note: Individual totals may vary

  10. POWER OF MOM: LARGE 77 MILLION MARKET U.S. Mom Population By Age of Children Child Age 0-2 9.1 million 3-5 9.5 million 6-13 20.3 million 14-17 11.9 million 18-29 26.5 million = 1 million moms Total = 77.4 Million Source: U.S. Census Bureau (November 2009 and November 1999). Current population survey; ITA estimates

  11. A SIZEABLE PURSE AMONG YOUNG ADULTS, TEENS AND MIDDLE SCHOOLERS = $100 Billion Source: Maria T. Bailey, Power Moms: The New Rules for Engaging MomInfluencers Who Drive Brand Choice. Bureau of Labor Statistics, Consumer Spending Survey

  12. HOW CAN YOU BECOME MORE EFFECTIVE WITH MOM? Leverage Best Practice “Success Stories” Tune In and Align with Mom’s Hot Buttons Pick a Focus By Age of Oldest Child (MOKA)

  13. PICK A FOCUS BY AGE OF OLDEST CHILD (MOKA) Moms of Young Adults 18-29 Moms of Middle schoolers 10-12 Moms of Teenagers 13-17 Moms of Preschoolers 3-6 Moms of Elementary schoolers 7-9 Moms of Infants & Toddlers Up to age 2

  14. LET’S COMPARE THREE OF THE SIX MOKA AGE GROUPS Exercise/Sports Hot Button Theme Focus Exercise/Sports Brand

  15. MIDDLE SCHOOL MOM – MELISSA- NO MORE SWEATER VESTS! Almost all the moms on my street are stay-at-home moms. They stay fit. When I hear them talk, they’re very much into style and fashion. They’re watching E! and Bravo and America’s Next Top Model. There are so many messages to see about being hip, not dowdy.

  16. INFANT/TODDLER MOMS SEE THE MOST MARKETING Estimate of How Often You Believe Ads/Marketing Targeted to You as a Mom % Who Say 25% of The Time or More By Age of Child Note: Total Moms at 64%

  17. TUNE IN AND ALIGN WITH MOM “HOT” BUTTONS Exercise & Sports Education Food Safety & Health Technology Fashion & Beauty

  18. WE CONSISTENTLY SEE THE HOT BUTTONS ARE MOM'S PRIORITIES Moms’ Top Priorities

  19. EXERCISE AND SPORTS: MOVING TOGETHER

  20. SPORTS IS THE LEADING EXTRACURRICULAR; MOM IS INVOLVED Type, And Time Dedicated to Child(ren)’s Extracurriculars

  21. SUCCESS STORY: NikeId

  22. SUCCESS STORY: NikeId Nike has put out a site (NikeiD) where you can customize a football shoe now, wide, extra wide, both physical appearance and internal structure. Tanner pointed it out. And we used the site together to order a shoe …. When I saw the Nike website, I thought ‘It’s about time.’ It’s a great marketing tool. It’s a no brainer

  23. SUCCESS STORY: NikeId

  24. FOR MOM HOUSEHOLD ACTIVITIES, FITNESS WALKING AND CARDIO ARE THE WAYS SHE STAYS ACTIVE Most Popular Physical Activities Participated in at Least Once a Week – Summary Total Moms Top 10 Activities Participated in by Kids Top 10 Activities Participated in by Moms = Unique to group Source: Marketing to Moms Annual Media Survey, 2010, Q46-47

  25. SUCCESS STORY: LUNA BAR

  26. SUCCESS STORY: LUNA BAR Photo Source: “Strollers: Mother of all workouts” Star Tribune: Oct. 12, 2011 Fitness classes that incorporate the baby and carriage are getting the attention of new moms across the Twin Cities

  27. THEME RESOURCE GUIDE – EXERCISE & SPORTS • More concerns with adult child’s exercise but little ability to impact • Sports not a focus • Exercise by moving around • Keeping kid active • Sports starting • Sports participation family lifestyle • Sports focus • Depends on whether child plays sports Infant/Toddler Moms Preschool Moms Elementary School Moms Middle School Moms Moms of Young Adults Moms of Teens Mom's Concern For Her Child • Exercise • Get back in shape • Exercise for health • Exercise for health • Exercise and fitness • Weight management • Exercise and fitness • Exercise and fitness Mom's Concern For Herself = Higher Mom’s priority = Moderate Mom’s priority = Lower Mom’s priority

  28. MOMS FOCUS SHIFTS AS HER CHILD AGES - MORE TIME FOR SELF STARTING IN THE MIDDLE SCHOOL YEARS' Activities to be a Better Mother(Among Moms Who are Married/Living with a Partner)

  29. FOOD: STEALTH VEGGIES & PANINI MAKING

  30. MOMS ARE TRYING TO HELP IMPROVE FAMILY HEALTH New rules about sugar snacks/desserts More family active fitness time together New rules about snacks Sitting down for dinner more often More kids’ sports or fitness extracurricular activities New rules around eating and fitness in your household Compared to last year Total Moms

  31. MOMS ARE TRYING FOR HEALTHIER FAMILY EATING % of Moms Changing The Way Their Family Eats To Be More Healthy By Age of Oldest Child Note: Total Moms 73% Source: Marketing to Moms Annual Media Survey, 2010, Q44

  32. MOMS TRY TO EAT DINNER TOGETHER, BUT THAT BECOMES DIFFICULT AS THE CHILD BECOMES A TEENAGER Number of Times Per Week Family Eats Dinner Together By Age of Oldest Child Daily 5-6 times a week 3-4 times a week 1-2 times a week Never Source: Marketing to Moms Annual Media Survey, 2010, Q33

  33. STEALTH VEGETABLES HELP MOMS HELP KIDS EAT HEALTHY (everything from muffins to meatballs)

  34. MOMS PUT HEALTHY FOOD ON TOP FOR THEIR KIDS, BUT CALORIES RANK HIGHER FOR HERSELF Top 10 Most Important Food Ingredients/Characteristics Top 2 Box Agreement Very/Somewhat Important (Total Moms) Important When Shopping for Child(ren) Important When Shopping for Mom Source: Marketing to Moms Survey, 2010, Q38, 39

  35. SUCCESS STORY: SARA LEESOFT & SMOOTH

  36. Soft and Smooth – Focused Marketing with a Strong Partnership • Strategic Approach to Marketing Spend • Prioritize Brands • Leverage partnerships vehicles and “borrow” equity as much as possible for marketing efficiency • Same basic year to year marketing calendar to ensure company alignment • In store, regional spend basic for bread category Priority 1 Disney Strategic Partnerships • Joy of the Lunchbox • Targets – Kid & Parent • Leverages Disney Media vehicles (Disney Channel, Radio, and .com) for nationwide reach & efficiency • In-store promotions Campaign Back To School (August/September) Return To School (January/February) Marketing Calendar – Consistent Year by Year

  37. EDUCATION: FROM LEAPFROG TO COLLEGE

  38. EDUCATION IS THE #1 MAJOR SPENDING ITEM FOR MOMS Approach to Major Spending Items This Year – Planned to Purchase and WILL ACTUALLY OR HAVE ALREADY PURCHASED 35% Education 31% Vacation 22% Computer Equipment Home Appliance (e.g., washer/dryer, stove, grill) 16% New House 8% House Renovation/repairs 19% 16% Home Electronics (e.g., TV, Stereo) 12% New Car Source: State of the American Mom 2009

  39. SUCCESS STORY: PURDUE UNIVERSITY

  40. SUCCESS STORY: PURDUE UNIVERSITY • Parent e-newsletter increased distribution by 94% with a 50% open rate. Topics include: winter weather, ordering a "Boiler Treat Pack", etc • University website specifically for parents and families • Parents and families Facebook page. Threads include: travel without a vehicle, advisor issues, shuttle services, summer internships, etc • Family calendar

  41. TECHNOLOGY:TEXTING, TALKING, TEACHING

  42. MOMS DRIVE TECHNOLOGY PURCHASE DECISIONS Higher income moms have less say in the purchasing decision Child Me Significant Other Mutual Decision When it comes to buying technology, who is most important to the buying decision?

  43. Most Moms Use Home Computers Most Regularly for Internet Access, with 25% Using Smart Phones Devices used regularly to access the internet (Check all that apply) Home desktop computer (at home) Home family laptop computer (shared at home) Work desktop or laptop computer (at work) Have personal laptop computer* (at home) Smart Phone Gaming Device like Xbox 360, PS3, WII Tablet PC or eReader for books *Note: (Not shared) Smart Television/Web TV Source: State of the American Mom 2011, Q25

  44. Smart Phones Are Getting a Good Workout From Moms For Store Locations, Hours, Scheduling and Keep In Touch Situations where Moms use the smart phone (Among the 44% of Moms who own smart phones) To look up store locations and hours on my phone I Google or search online for nutrition information while I am at store I keep my family’s schedule on a smart phone I keep a grocery list in my phone I text my friends/family while shopping to get their input on clothing choices I use online coupons from my phone I keep track of the total spent on my phone as I am shopping I keep my work schedule on a smart phone I pull recipes and menus from my phone To use QR codes Source: State of the American Mom 2011, Q45

  45. TEENS ARE THE MOST LIKELY TO INITITATE CONTACT WITH MOM VIA CELL Cell Phone Interaction % Who Call Each Other Equally or Child Calls More OftenBy Age of Child Moms with Oldest Child Age 3-6 Moms with Oldest Child Age 7-12 Moms with Oldest Child Age 13-17 Note: Total Moms at 52% Kids < 2 not included

  46. SUCCESS STORY: IPHONE

  47. VIDEO OF BABY USING MAGAZINE THINKING IT IS A BROKEN IPAD

  48. How Can You Become More Effective with Mom? Tune In & Align with Mom’s Hot Buttons Leverage Best Practice “Success Stories” Pick a Focus by Age of Oldest Child Food Young Adults 18-29 Exercise & Sports Teenagers 13-17 Middle schoolers 10-12 Fashion & Beauty Elementary schoolers 7-9 Education Preschoolers 3-6 Technology Infants & Toddlers Up to age 2 Safety & Health

  49. HOW MIGHT YOU APPLY THIS? AN INTEGRATED APPROACH A. Mom’s Oldest Kid Age (MOKA) and Hot Button Opportunity Assessment 4. Interim Strategic Review 1. Diagnostic Review and Hypothesis Development 2. Demand Discovery - Opportunity Identification 3. Nielsen 360 Assessment • 1 week • 6 weeks (concurrent with Step 3) • 6 weeks (concurrent with Step 2) • 2-3 weeks • B. MOKA Mom Optimized Go to Market Actions 5. Nielsen Audience Assessment and Measure-ment 6. Safari Go to Market and Messaging Optimization 7. Executive Summary and Integrated Recos • 3-4 weeks • 4-5 weeks • 1-2 weeks

  50. LEARN MORE:WWW.TUNINGINTOMOM.COM AMAZON, BARNES & NOBLE, WAL-MARTFOLLOW US ON TWITTER:@MICHALCLEMENTS@TERILUCIE

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