3 Ways Your Mom Marketing Sucks [Part 1]
We all know that moms are the holy grail when it comes to retail marketing as the South African female holds 92% of all purchasing decisions. Despite this massive target market, brands are still missing the mark as 92% of women say that advertisers do not understand them and as much as 52% of women indicate that they are actively annoyed by marketer’s approaches!
Despite this fantastic possibility that is the mom-market and despite thousands of Rands thrown at research trying to understand the South African mother; marketers are still having little success and making the same mistakes over and over again when trying to reach us.
The most despised tool in a non-mom marketer’s arsenal would be the ever so overused pastels…
Also, please marketer; ditch the stereotype of the miserable, frazzled overworked, out of control mom. Yup, we all have good days and bad days, but most of us do manage to shower most mornings.
Marketing to SA moms: Hit or Miss?
For the next brainstorming session, please tell Jason, Harry and Tony that they might have to sit this one out and get the mom’s opinions first.
And let’s add onto that to say – have a mom of 3 or more kids write copy, and have her be older – they know what’s the deal and that’s who we want to take advice from.