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