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Reaching the Multi-Minding Mom M2Moms Conference October 17, 2005
The Staggering Buying Power of the Female Consumer • Women’s buying power reaching unprecedented levels and expected to increase dramatically in coming years • U.S. economy increasingly female driven Women: • Control $3.3 trillion in consumer spending • Mothers control more than $1.3 billion in consumer spending • Make 62% of all car purchases • Take more than 50% of all business trips • Control over 50% of the wealth in this country • Are responsible for 80% of the household buying “What’s more, women are expanding their influence.” - Business Week Magazine
Female Consumers Getting More Attention from Marketers “Finally! In the past 18 months to two years, I’ve seen major movement. Marketers are now wooing women in nearly every consumer category,” she notes, “even those that have been traditionally targeted to men or have been considered gender neutral.” - Martha Barletta, author, Marketing to Women • The Home Depot “Do-It-Herself” Workshops • Volvo’s YCC (Your Concept Car), first car designed “by women for women” • 2005 Consumer Electronic Show panel focused on the female perspective when buying electronics • Harley Davidson Web site updated for female buyers
Current Efforts Not Working as Well as Marketers Would Like “Women are simply not buying the message we have to sell.” - Linda Wolf, CEO, Leo Burnett Worldwide “60% of moms say that they feel marketers are ignoring their needs.” - “Trillion Dollar Moms” “Four in 10 U.K. women see campaigns geared toward females as out-of-date, and two-thirds ages 35-54 feel that ads can be patronizing.”- Study by ad agency TBWA London
All Consumers Increasingly Difficult to Reach, Challenge Magnified with Women 25-54 • “…200 cable television networks. More magazines (5,500 consumer titles alone). More radio stations (10,500). And the Web has mushroomed to more than 30 million sites.” • Roper Reports • Now Consider… • “72% of mothers believe they are overscheduled.” • Mintel Reports • “34% of women polled reported working 41 to 50 hours a week, with working moms reporting only 54 minutes of personal time a day.” • Self Magazine • “Multi-tasking is exploding.” • BIG Research Reports • “Women report living the ‘Thirty-Eight Hour Day’ – by packing 38 hours of activity into a 24-hour period.” • Yahoo! Research
Today’s Mom Information overload… 80% of household buying decisions… little time for commercial messages… decreasing attention span… multi-tasking…
Market Demanding New Ways to Understand and Reach Audiences Our point-of-view: Multi-tasking has evolved into… And multi-minding female consumers require a new approach.
Our Primary Research Reveals… • Women 25-54 are 31% more likely than men to say they juggle a lot of tasks (81% of women vs. 62% of men) and 22% more likely to say they juggle a lot of thoughts (72% of women vs. 59% of men) • Three-quarters of women 25-54 agree there are many things competing for their attention at the same time(74%), which is 23% higher than men 25-54 (60%) • Three-quarters of women 25-54 agree they spend more time thinking about others’ needs than their own (74%), a difference of 51% from men in general (49%) • 61% percent of women 25-54 “constantly feel pulled in different directions” compared to just 36% of men • Experts, friends and family, and media reports are most credible sources of information for women 25-54, in that order • Of women 25-54, 62% have little time for commercial messages Survey results based on nationally representative sample of 1,000 Americans. Margin of error is +/- 3%.
Same Trends, But More Pronounced With Moms… • Of moms 25-54, 84% say they juggle a lot of tasks, and 73% say they juggle a lot of thoughts • 81% of moms 25-54 wish there were more hours in the day to get things done • Moms 25-54 report that on average, they think about 9.4 things in any given five-minute period • 76% of moms 25-54 spend more time thinking about others’ needs than their own • Two-thirds of moms 25-54 reported that they have more on their minds now than they did five years ago (65%) • Of moms 25-54, 65% have little time for commercial messages Survey results based on nationally representative sample of 1,000 Americans. Margin of error is +/- 7%.
What Does It Take to Connect with “Multi-Minding” Moms? • Credibility • “Bite-sized,” repeatable messaging • 360-degree touch points • Consistency
Women 25to54 – A Better Way to Reach Female Consumers Women 25to54 is a four-phased communications action plan that fulfills an unmet need in the marketplace to effectively reach today’s “multi-minding” female consumers. It delivers credible messaging that quickly connects with women 25-54 and surrounds these consumers with communications that are compatible with their “multi-minding” lifestyle.
1 1 1 2 2 2 3 3 3 4 4 4 “What Really Matters” Credibility Index for the Canned Food Alliance (CFA) 40% Editors 25% Experts Equals 20% Entertainment 15%
“Quick-Connect” Messages • What it is: Concise, credible and repeatable messaging • How it works: The “Quick- Connect” Message Map employs Ketchum’s time-tested messaging process to develop credible messaging • Rationale: Reaching multi-minding female consumers requires bite-sized, repeatable messaging that can be delivered by “Quick-Connect” Canned Food Alliance Canned foods are more convenient than fresh foods and as convenient as frozen foods when prepared for the table. • Nutrition • Convenience • Mealtime.org According to research, canned foods are as nutritious as their fresh and frozen counterparts when prepared for the table. Visit the Canned Food Alliance’s Web site, mealtime.org, for recipes and nutrition information.
“E-Surround” • What it is: Communications programming that surrounds today’s “multi-minding” consumer • How it works: Once messages are developed, the “What Really Matters” Credibility Index is then used to develop a “formula” for surrounding consumer communications: • Experts (influencers/key opinion leaders) • Editors (or media) • Equals (peers) • Entertainment (TV, movies, sports sponsorships) • Rationale: Communicating effectively with today’s “multi-minding” consumer requires blending in with her lifestyle and “surrounding” her with credible messaging
Consistent Confirmation • Online communities • User groups • Help networks • Consumer influencer “seedings” • Integrates with E-Surround
For More Information: Kelley Skoloda Director, Global Brand Marketing Practice 412.456.3963 firstname.lastname@example.org