Trillion-Dollar Moms: Marketing to a New Generation of Mothers

Overview

Mothers are the most powerful consumers in the United States today. But to obtain a portion of the $17 trillion+ spent by moms, authors Maria Bailey and Bonnie Ulman say marketers must recognize the power of mothers, appreciate the time they put into selecting a product, and understand what it means to be a mom today.

It&#8217s a far cry from years past. Recent Census results indicate that the mom market has dramatically changed. In Trillion-Dollar Moms, Bailey and Ulman ...

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Overview

Mothers are the most powerful consumers in the United States today. But to obtain a portion of the $17 trillion+ spent by moms, authors Maria Bailey and Bonnie Ulman say marketers must recognize the power of mothers, appreciate the time they put into selecting a product, and understand what it means to be a mom today.

It&#8217s a far cry from years past. Recent Census results indicate that the mom market has dramatically changed. In Trillion-Dollar Moms, Bailey and Ulman provide background information and analysis of today&#8217s multigenerational moms, revealing original research findings on how the differences between them affect purchasing behavior.

Drawing on proprietary research, their experiential insights, and case studies of successful marketing initiatives, the pair will empower you to secure the spending of moms with strategies and tactics that include: •Initiating publicity campaigns that resonate with mothers •Developing powerful sampling programs with doctors and pediatricians •Creating advertising campaigns with relevant messaging •Hosting special events that appeal to the mom market •Launching flex-time programs for working mothers •Incorporating women business owners into your vendor list •Designing Web sites with time-saving features for busy moms There&#8217s no doubt that mothers spend money. And with Trillion-Dollar Moms, you&#8217ll have everything you need to act on and capture your share of this lucrative market.

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Editorial Reviews

Entrepreneur
"...they show entrepreneurs how to mine today’s mother lode with the help of original consumer research, experiential insights, case studies..."
July 2005 issue
PRWeek
"...as much a sociological study as it is a marketing lesson...any marketer will benefit from this book’s compelling observations"
July 11th issue
Soundview Executive Book Summaries
Marketing To A New Generation Of Mothers
Studies have shown that mothers control 80 percent of all household spending, so all marketers should welcome some guidance on how to get their share of the $1.7 trillion in potential sales that mothers represent. In Trillion-Dollar Moms, marketing experts Maria T. Bailey and Bonnie W. Ulman describe how marketers can use the most recent research into the buying behaviors of mothers and mothers-to-be to sell more and increase market share.

Moms are a powerful consumer group, and the authors present many statistics to show readers exactly how powerful it is. For example, they write that the average family will spend more than $165,000 on a child by the time the child turns 18 years old. The authors also point out that there are 141,606,000 women with children in the United States, and 6.2 million women-owned businesses that employ 9.2 million people and generate $1.15 trillion in sales.

Generations of Moms
The authors begin Trillion-Dollar Moms by describing how companies can respond to the differences and similarities among Baby Boomer moms, of which there are 70 million; Generation X moms, of which there are 50 million; and Generation Y moms, of which there are 57 million.

For example, Gymboree® Play & Music is one of the nation's leading parent/child program developers. It is "probably fair to assume," the authors write, "that because the majority of women with children between the ages of newborn to 5 years old chronologically fall within the Generation X cohort, programs like Gymboree would consider those moms their sweet spot."

But the authors explain that similar companies should change their thinking about potential target customers, and define their sweet spot as mothers of infants and toddlers, regardless of the mothers' ages. These companies should expand their "definition of a target market generation that is wider and more inclusive." They explain that leveraging the target of any-age mothers with young children can create an expanded potential base of mothers that can invite many more peripheral consumers to become customers.

Working Mothers
According to the Bureau of the Census, the number of working mothers age 15 to 44 with infants under 1 year dropped to 55 percent from 59 percent in 1998. This was the first decline in the percentage of working mothers since the bureau started keeping track in 1976.

The authors write that this does not mean that mothers are returning to the role of June Cleaver. Instead, they explain, different generations of women see themselves differently when defining who they are, so even though a Generation X mother might say she is a stay-at-home mom, she might really operate a lucrative eBay business from her home at night. Although she is statistically a stay-at-home mom, she is still a working mother who creates opportunities for marketers. These opportunities to develop product extensions and increase sales and brand loyalty, they write, "come through two channels, moms as employees and moms as owners or purchasing agents for companies."

The authors note that a marketing plan connecting with mothers as employees and business owners can help companies tap into the billions of dollars they spend from their offices, "but it also will help you retain the best employees, reduce the cost of turnover, increase productivity, boost employee morale, strengthen your consumer image, and create avenues for expansion." Two companies that have been able to do this in a big way, the authors point out, are Avon, which has more women in management positions than any other Fortune 500 company, and Johnson & Johnson, which has many programs aimed at helping female employees and career-minded women.

Why We Like This Book
Trillion-Dollar Moms offers marketers a treasure trove of maternal information they can use to target their offerings to the various generations of mothers, including the older "Silver Birds" who are a large (15 percent of the population) yet underserved part of the mom market. The authors also provide a detailed examination of the types of messages that can attract and retain mothers of all ages. Copyright © 2006 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9781419504570
  • Publisher: Kaplan Publishing
  • Publication date: 3/1/2005
  • Series: G - Reference,Information and Interdisci
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.40 (w) x 9.10 (h) x 0.90 (d)

Table of Contents

1 Taking aim at the mom market 1
2 Talking about my generation 11
3 Working it : mothers in the office 27
4 Baby boomers : parenting pioneers 43
5 Gen X marks the spot 55
6 Generation Y not? 73
7 Silver birds, gilded wallets 87
8 Messages for moms 101
9 Reaching the right moms the write way 119
10 Getting moms buzzing through public relations 137
11 Connecting with moms through brand experiences 147
12 Moms online and unplugged 171
13 Cultural influences in a mom's world 193
14 Opportunities for the future 207
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted September 27, 2005

    Packed with Knowledge!

    If men are from Mars, mothers are from Venus and advertisers are from another galaxy altogether. Fortunately, authors Maria T. Bailey and Bonnie W. Ulman have a hot ticket for corporations that hope to rocket to the new frontiers of mother-focused sales. Backed by credible marketing data, real-life case studies and their own experiences as mothers in the world of marketing, Bailey and Ulman decipher the consumer motivations of modern moms and New Age grandmothers. They include excellent examples of successful corporate strategies and of some misdirected advertising campaigns as well, plus easy-to-understand charts, sidebars and graphics. This makes the book repetitious in parts, but still strong. We warmly recommend it to marketing, public relations, advertising and business development professionals.

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  • Anonymous

    Posted May 8, 2005

    Invaluable insight for the road ahead

    If you're in business you've already discovered the power of women, in every industry and segment from automobiles to hotels to financial services to health sciences and industrial equipment and beyond. Maria Bailey and Bonnie Ulman take us well beyond to the power of moms, and their research and insights are extremely valuable. In their words, 'From the diapers on their babies to the chicken they serve for dinner to the minivans that line the parking lot, moms spend money and, thankfully for consumer marketers, moms love to talk about where they spend it. In no other segment of consumers is word of mouth more powerful.' The authors offer insights into trends and values of the various cohorts including working it, baby boomers, gen x, gen y, silver birds and what I find particulary valuable is that with every page or two I found a 'zinger' - that little 'head twist' that caused a moment of serious reflection. To me that is the sign of a great work - where the authors' premise, stories, research and insights provide a catalyst for your more informed thinking about what you are doing. There is a significant market out there and you need to be aware of how to best to arm your company with the right knowlege and talent.

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