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Marketing with
Paths to delighting and engaging today's moms
Laura FortnerEVP, Marketing & Insights
CafeMom
CafeMom Knows Moms Leading destination for Moms on the Web with over
7MM UVs/mo, 20MM+ across CafeMom Network
Top community, contentand gaming site 70,000 + groups 3MM pieces of original content
posted each month Gaming platform featuring original
games and licensed library of titles
We listen to moms every day, know what moms are talking about, and what experiences they are sharing.
Primary research studies…
3
2009 DIGITAL MOM STUDY explored moms’ online behavior and the evolving advertising landscape: Connecting with digital moms through emerging technologies The role social media plays in moms’ lives How to engage with moms in new environments
Click to learn more about the MomIndex
2010-2011 MOMINDEX measures the quality of moms' lives across five major dimensions Quarterly perspectives Partnership with Good Morning
America MomIndex 1 Summer 2010
MomIndex 2 Fall 2010
MomIndex 3 - Winter 2011
CafeMom Knows Moms
Mom Quality of Life Index (MomIndex) is quarterly barometer measuring moms’ quality of life
Overall score out of 100 and five scores in: kids, relationships, self, money, world
Based on mom responses to over 100 questions
Fourth quarterly national survey fielded March 9-25, 2011, over 2200 respondents
Understand Moms
Mom Quality of Life Index - Overview
Get Moms toSpread Your
Message
Understand Moms and their
Challenges
Add Value to Moms’ Lives
How can brands win with moms in a new environment?
A shift in mom trust means brands have go beyond traditional advertising approaches
to win in the new environmentJust 7% of moms say they trust advertising
messages from corporations
81% of moms say they trust friends and other
moms like them for recommendations
•Source: MomIndex, 2011
1 2 3
Today’s Moms – New Environment
Raising kids is the aspect of moms’ lives going best
MomIndex4 - Kids1
95% say their kids are growing up with the right values
86% have enough quality time with their kids
87% able to maintain good discipline
New challenge for tween and teen moms – managing their mobile and socially networked kids
81% taking measures to monitor child’s cell phone use
93% taking measures to control child’s social network use
Relationships are still strong, though moms are short on time with their Significant Others, as well as with their friends
44% not satisfied with quality time with S.O. average 4.4 hours/week – 38 min/day
Top relationship goal for the coming year: spend more quality time with S.O.
63% not satisfied with the time they spend connecting with their friends
average 3.1 hours/week – 27 min/day
MomIndex4 - Relationships1
As summer approaches, just 31% of moms are happy with their appearance.
Weight loss remains a challenge for most moms 89% looking to lose weight Average weight loss goal of 21 lbs
51% of moms agree “my life is filled with stress and anxiety” growing number of stressed moms since first MomIndex
2 out of 3 moms not satisfied with the amount of “me time” Average 2.1 hours/week – 18 minutes a day!
MomIndex4 - Self1
47% of Moms
cutting back spending on
media
The Economy continues to be moms’ greatest worry 28% of households dealing with job loss in past year 46% say can’t provide for their families in the way they want 93% taking money saving measures
MomIndex4 - Money1
Cancelling magazine subscriptions
Scaling back or cutting cell phone plan
Cutting back or cancelling cable TV
Driving less, carpooling/using mass transit more
Buying more generic products
Using coupons/finding deals more
Cooking at home more
21%
25%
26%
40%
61%
66%
77%
Moms’ world view continues a downward trend this quarter, just 16% of moms feel America is headed in the right direction
Moms don’t feel positively about Washington and politicians 61% say Washington doesn’t understand problems of moms
like me 32% think President Obama is doing a good job 26% believe US will be world superpower in 50 yrs
Moms distrust corporations 11% trust corporations to do the right thing 7% trust messages companies include in advertising 81% of moms trust friends and other
moms like them for shopping and product recommendations
MomIndex4 – Larger World1
Our third Mom Quality of Life Index score was 75.0
MomIndex Score1
Add Value to Moms’ Lives
Given what we now know about moms’ key challenges,
how can brands add value to moms’ lives and impact overall life satisfaction?
A closer analysis of the most satisfied moms surfaces key lessons and themes on quality of life:
Demographics / income is not destiny
Happiness with kids is NECESSARY but NOT SUFFICIENT for high quality of life score
13
Factors Impacting Mom Satisfaction
2 Add Value to Moms’ Lives
14
The Main Drivers of Happiness for Moms
CONNECTIONSstrong relationships with friends & others outside of the home
CONTROLthe ‘master of their fate’-at home & everywhere else
SELF EXPRESSIONparticipate in activities, feel challenged, express talents
the to happinesspath
Add Value to Moms’ Lives2
Goal: Enable moms to make connections and strengthen relationships
How? Provide platforms that allow them to find friends and connect to other moms like them and opportunities to meet others through online and offline activities
Brands Improving Moms’ Lives: Connections2
1. Enable Moms to make connections and strengthen relationships
Sponsored Communities can bring moms together on topics relevant to them
Marketer implication - support programs that:
Brands Improving Moms’ Lives: Connections2
Goal: Help moms gain greater control on issues close to them
How? Provide relevant content and tools
Brands Improving Moms’ Lives: Control2
Sponsored Real Mom Tips and expert content provide real value to moms
2. Help Moms gain greater control on issues close to them by providing relevant content
Marketer implication - support programs that:
Brands Improving Moms’ Lives: Control2
Goal: Allow moms to explore interests, use talents, be recognized
How? Provide experiences for moms to express themselves and feel challenged and engaged
Brands Improving Moms’ Lives: Self Expression2
Sponsored experiences can empower moms to make a difference for causes they care about
3. Provide experiences for moms to express themselves and feel challenged & engaged
Marketer implication - support programs that:
Brands Improving Moms’ Lives: Self Expression2
Moms’ customer loyalty 62% of moms say would buy more from company adding
value to her life beyond the typical product/service provided
Happier moms are more influential:
Brands Improving Moms’ Lives: Benefits / Dividends
Given the right opportunities to have influence and impact on corporations, Moms are willing to participate and be co-creators with brands they like:
87% of moms would provide feedback that would make products better for moms like her.
82% of moms would provide feedback on what is said in advertising and marketing messages.
78% would spread the word about brands if given the opportunity to be a Brand Ambassador.
Get Moms to Spread the Word
Engage Moms as Co-Creators
3
Get Moms toSpread Your
Message
Understand Moms and their
Challenges
Add Value to Moms’ LivesConnectionsControlSelf Expression
How can brands win with today’s moms?
1
2
3
Winning with Moms
Follow MomIndex to Keep a Pulse on Moms
Download PDFs of MomIndex reports at www.cafemomindex.com or pick up print copies at iMoms
Like us www.facebook.com/momindex Follow us www.twitter.com/cafemomindex
Stay tuned for our MomIndex4 book out in June, 2011
Laura FortnerEVP, Marketing & Insights
