CONTACT:Amy Colton: acolton@currentlm.com : 847-770-1832
Teri Lucie Thompson: terith@safeco.com; 206-473-5858
AMERICAN MOMS SEND MESSAGE TO SUPER BOWL ADVERTISERS:
“HEY, WHAT ABOUT US?”
Majority Plan to Watch the Big Game but Feel Ignored by Advertisers
Marketing to Moms Coalition Puts Out a Call for H.E.R. Award Entries
January 21 2007, CHICAGO, IL … She buys the beer, sets out the chips and plans the party, but a new survey shows that most moms feel uninvited to the Super Bowl. With more than 130 million Americans typically tuning in, most moms in America say they too are planning to watch the big game (80%), according to a new survey of moms by the Marketing to Moms Coalition.
In fact, more than half of moms surveyed say they are watching just to catch the ads (60%), yet more than three out of four (76%) say they don’t think the ads are targeting them. Since moms are responsible for the majority of purchases in this country – to the tune of $2.1 trillion – it’s no surprise that most moms (77%) think Super Bowl ads should be talking to them.
The survey was fielded by the Marketing to Moms Coalition; an independent industry group dedicated to helping corporations understand the needs and desires of mothers, and their status as the most important consumer segment in the U.S. Leaders of the Coalition believe the results should give marketers pause when planning their programs for future match-ups.
“The Super Bowl is an all-American affair, and moms around the country not only organize their families’ home-viewing parties, but are the segment of the market that actually purchase most of the products advertised during the game,” says Teri Lucie Thompson, Marketing to Moms Coalition board member and vice president of marketing for Safeco Insurance. “Whether it’s a snack food or a car, American women dominate consumption in virtually every consumer product category. And, even when products are geared specifically for men, marketers should keep in mind that it’s often the women in their lives that are actually picking the product and buying it.”
Moms Need a Good Laugh, Too
When asked what they wished to see in an ad, more than three out of four moms (76%) answered humor that they can relate to, while 67 percent want to see ads that acknowledge their feats in multitasking every day. Two out of three (62%) want to see families interacting together as part of commercials.
“No one needs a good laugh more than a stressed-out mom,” said Thompson. “Humor works to make your message resonate, but it’s not something you often see in advertising that speaks to women and moms.”
Marketing to Moms Coalition Super Bowl Survey
Kids Are Watching, Too
Another audience to keep in mind is kids. According to the survey, more than two out of three moms (61%) will watch the game and the ads with their children but the jury is out on whether the ads are appropriate for their viewing. Roughly 44 percent of moms say the ads are not appropriate for their kids to see, while 54 percent say they are ok with the content in most Super Bowl ads for their children. When asked who else moms will watch the game with, 75 percent said their spouses, 45% said friends and 14 percent will watch alone.
Marketing to Moms Coalition Calls for H.E.R. Awards
Do you have a favorite marketing campaign that is effectively reaching moms in America? The Marketing to Moms Coalition is accepting nominees for the second annual H.E.R. Award. The award recognizes marketing campaigns that honor, respect and empower mothers. Winners will be chosen each April for a program that has been executed within the last 12 months. Last year’s recipient was the Whirlpool Brand for its integrated approach in reaching moms, including:
The Whirlpool Brand Mother of Invention Grant –A program that gives mothers the chance to turn their invention, business or service ideas into reality through seed money, prizes and business training.
Whirlpool Brand American Family Podcasts – A series that explores a range of issues affecting today’s families, including topics such as parenting, education, career, health and relationships.
Whirlpool Habitat for Humanity Partnership – A long-standing program through which Whirlpool brand donates a refrigerator and range to every new Habitat home in North America
“I Don’t Do Dishes™” with OPI – An innovative partnership with OPI Nail Lacquers to promote a new Whirlpool Gold dishwasher with PowerScour™ technology which helps save manicures.
Whirlpool brand “Inspired by You” television advertising campaign – A series of visually beautiful vignettes with the tagline, “There’s more to every day than just laundry.”
For more information about the Super Bowl Survey, H.E.R. Award program or the Marketing to Moms Coalition, go to www.marketingtomomscoalition.org.
About The Super Bowl Survey
The 2008 Super Bowl Survey was commissioned by the Marketing to Moms Coalition; an independent industry group dedicated to helping corporations understand the needs and desires of mom, and their status as the most important consumer segment in the U.S. The survey respondents included 370 mothers of children under the age of 18 living at home. Respondents represent a cross-section of household incomes, marital status and regions of the country. Mom respondents represent a mix of full-time working moms outside of the home, part-time employed moms, work-from-home moms and full-time home caretakers. The survey was fielded nationwide during the month of January 2008.
About the Marketing to Moms Coalition
The Marketing to Moms Coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the U.S. A resource to industry professionals, the Coalition provides insights, identifies trends, connects members and recognizes companies and brands that honor, empower and respect mothers. The Coalition’s founding members are Maria Bailey, BSM Media; Bridget Brennan, Female Factor; Michal Clements, Insight to Action; Amy Colton, Current Lifestyle Marketing; and Teri Lucie Thompson, Safeco Insurance.
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CONTACT: Amy Colton 847/770-1832
“STATE OF THE AMERICAN MOM” REPORT RELEASES FINDINGS
Marketing to Moms Coalition Study Shows what’s on Moms’ Minds Heading into 2008
Holiday Shopping Trends Revealed
November 15, 2007, CHICAGO, IL … Despite all of the highly publicized efforts to fight childhood obesity and promote physical fitness among kids, a new study shows that these topics fall low on the list of concerns among moms in this country. The 2007 State of American Moms Report was released today, revealing what’s on the minds of America’s most important consumer segment – mothers with children under 18.
The 2007 State of the American Mom report was commissioned by the Marketing to Moms Coalition, an independent industry group dedicated to helping corporations understand the needs and desires of mom, and their status as the most important consumer segment in the U.S. -- responsible for more than $2.1 trillion in spending today. The large scale study surveyed a nationally representative group of 1,279 moms. Among key findings, the top five priorities for moms in order of importance include:
- Her relationship with her children
- Quality of education and teachers
- Safety – in the physical world as well as online
- Drug and alcohol use prevention
- Healthy eating and exercise
Which Moms Attend Most Kid’s Extracurricular Events, Rely Most on Cell Phones
The State of the American Mom also shows a shift in perception among working moms vs. stay at home mothers. Surprisingly, more working mothers say they attend their child’s school and extracurricular events than mothers who do not work outside of the home. Also of note, African American mothers are the highest cell phone users in the group – relying on technology to talk to their children more frequently throughout the day. In addition to top-of-mind priorities, children’s scheduling and cell phone use, the Report also examines allowance practices, kid’s purchasing power and pester influence on categories ranging from restaurants to home computers to food, as well as extracurricular activity participation.
2007 Holiday Shopping Trends Revealed
According to the report more than one quarter of moms (45%) started their holiday shopping in September and October, while 39% percent will start heading to stores in November. A few procrastinators – or savvy last-minute sales shoppers – don’t begin buying until December (13%). The average mom will spend $700 this year on holiday presents Moms of teens spend slightly more ($835), while mothers of children under six will spend slightly less ($664).
Kids Get Cash to Pick Out Presents, Too
Moms aren’t the only ones to get in on the holiday shopping – nearly three fourths (72%) of mothers plan to provide their kids with their own spending money to pick out presents. According to the report, mom typically doles out an average of $50 for her kids’ shopping – teenagers usually get more ($74) while the little kids get a bit less ($37).
About The 2007 State of American Mom Report
The Report’s findings include responses from a nationally representative sample of more than 1,200 mothers living in the United States with children under the age of 18 living at home. Data was analyzed by level of opinion leadership, parenting style as well as level of education. The results were analyzed by the members of the Marketing to Moms Coalition, and the Chicago-based research firm Insights Into Action, Inc. An outline of the report is available at www.marketingtomomscoalition.org, and the full report is available - for purchase for $5,000.
About the Marketing to Moms Coalition
The Marketing to Moms Coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the U.S. A resource to industry professionals, the Coalition provides insights, identifies trends, connects members and recognizes companies and brands that honor, empower and respect mothers. The Coalition's founding members are Maria Bailey, BSM Media; Bridget Brennan, Female Factor; Michal Clements, Insight to Action; Amy Colton, Current Lifestyle Marketing; and Teri Lucie Thompson, Safeco Insurance.
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FOR IMMEDIATE RELEASE:
HOLIDAY SHOPPING WILL START EARLY FOR MOTHERS
Marketing to Moms Coalition Study Shows Key Holiday Shopping Plans
Chicago, Illinois, October 1, 2007 – Moms are getting a jump on holiday shopping this year – buying for Christmas and Hannukah even long before Halloween, according to a new study released today by the Marketing to Moms Coalition.
According to the Marketing to Moms Report, Holiday Shopping 2007, more than one quarter of moms (45%) start their holiday shopping in September and October while 39% percent will start heading to stores in November. A few procrastinators – or savvy last-minute sales shoppers – don’t begin buying until December (13%).
The average mom will spend $700 this year on holiday presents Moms of teens spend slightly more ($835), while mothers of children under six will spend slightly less ($664).
Kids Get Cash to Pick Out Presents, Too
Moms aren’t the only ones to get in on the holiday shopping – nearly three fourths (72%) of mothers plan to provide their kids with their own spending money to pick out presents. According to the report, mom typically doles out an average of $50 for her kids’ shopping – teenagers usually get more ($74) while the little kids get a bit less ($37).
“One of the trends we’re seeing among mothers across the board is giving children more of a role and more responsibility for the family,” said Michal Clements, Marketing to Moms Coalition Board member and Managing Director of insight to Action. “Whether it’s cleaning up the house, deciding what movie the family should see or what to give their siblings for the holidays, empowering kids to make their own choices is a big part of parenting today.”
Holiday Online Shopping Habits
Online shopping is always important for retailers, and the report shows that this year is no exception. The majority of moms (62%) plan to fill at least some of their purchasing online, while more than one in 10 (14%) will do most of their shopping on the Internet this year.
“Heavy online shopping moms are most likely to be the first to talk about a product and discuss information with other parents,” said xx. “ Our research shows that these moms spend a lot more than other shopping moms, so reaching this group of women can make a big difference for retailers’ holiday sales.”
In fact, moms who will do at least half of their holiday shopping online will spend an average of $980 dollars this year, while other moms will spend $700.
The Marketing to Moms Coalition Holiday Shopping 2007 Report was conducted in early August 2007 via on-line invitation. The sample, which included 1279 mothers with children under 18 living at home, including at least one child 7 to 12 years old, was well distributed by region, household size, population density, income and ethnicity. The results were analyzed by Insight to Action, a leading strategic branding and naming firm. A full copy of the report is available at no cost through the Coalition's website, www.marketingtomomscoalition.org.
About the Marketing to Moms Coalition
The Marketing to Moms Coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the U.S. A resource to industry professionals, the Coalition provides insights, identifies trends, connects members and recognizes companies and brands that honor, empower and respect mothers. The Coalition's founding members are Maria Bailey, BSM Media; Bridget Brennan, Female Factor; Michal Clements, Insight to Action; Amy Colton, Current Lifestyle Marketing; and Teri Lucie Thompson, Safeco Insurance.
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For More Information:
Teri Lucie Thompson
206-545-5420
terith@safeco.com
Melissa M. Krantz
KRANTZ AND CO.
917-653-6716
mkrantz@krantzandco.com
FOR IMMEDIATE RELEASE:
MOTHERS WILL SPEND NEARLY $450.00 FOR BACK TO SCHOOL 2007
MARKETING TO MOMS COALITION STUDY REVEALS TOP SPENDING CATEGORIES AND IMPACT ON MOM'S BEHAVIOR, FAMILY SCHEDULES AND FINANCES
Chicago, Illinois, August 24, 2007-Back to school creates new family priorities, plans and resolutions. It's also not cheap, according to a new study released today by the Marketing to Moms Coalition.
According to Marketing to Moms Coalition Report, Back to School 2007, "School Age Moms" (mothers with children aged 7-12) will spend nearly $450.00 on average on Back to School 2007. School Age Moms with two children between 7 and 12 will spend nearly $600.00.
The top two spending categories were 33% for clothes and 17% for sports and exercise gear, including uniforms, shoes, and equipment. Other top categories were 14% for school supplies and 14% for school activity fees.
In making the announcement on behalf of the Coalition, Teri Lucie Thompson, Marketing to Moms Coalition Board member and Vice President of Marketing for Safeco Insurance explained, "Back to school time is the real New Year's Day for many moms. It symbolizes a fresh start and is the time to change family routines."
"While the beginning of the calendar year is an opportune time for resolution making and priority setting, for back to school moms, the beginning of the school year is a new beginning for important family decisions. For example, fully 63% of the school age moms surveyed plan to pack more healthy lunches for their children this year. In addition, with the large and disproportionate expenditures for back to school, moms are re-evaluating all of their family spending for the balance of the year, including the Holiday Season," Ms. Thompson concluded.
The Marketing to Moms Coalition Back To School 2007 Report was conducted in early August 2007 via on-line invitation. The sample, which included 1,278 mothers with children under 18 living at home, including at least one child 7 to 12 years old, was well distributed by region, household size, population density, income and ethnicity. The results were analyzed by Insight to Action, a leading strategic branding and naming firm. A full copy of the report is available at no cost through the Coalition's website, www.marketingtomomscoalition.org.
About the Marketing to Moms Coalition
The Marketing to Moms Coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the U.S. A resource to industry professionals, the Coalition provides insights, identifies trends, connects members and recognizes companies and brands that honor, empower and respect mothers. The Coalition's founding members are Maria Bailey, BSM Media; Bridget Brennan, Female Factor; Michal Clements, Insight to Action; and Teri Lucie Thompson, Safeco Insurance.
