Marketing to Moms: Getting Your Share of the Trillion-Dollar Market
Prima Pub., 2002 - 286 ページ
Looking for new markets? Then focus on mothers!
Moms wield "awesome power as both consumers and decision makers who control the family purse. Just visit any popular park or mall in your town and you'll hear moms compare health care coverage, discuss the merits of different brands of baby food, and critique the hottest family vacation destinations. Moms spend most of the family's money, and, thankfully for consumer marketers, moms love to talk about where they spend it. You've heard of word of mouth. This is word of mom, the most powerful marketing tool in existence. So how can you and your company get a bigger piece of the "trillion-dollar mom market?
Author Maria T. Bailey discusses the tools you need to reach the mom market and gain market share for your company. Drawing on 30 extensive interviews with high-level marketing professionals and the responses of more than 500 consumer moms, you'll uncover the secrets to successfully conveying your message to this economically powerful group. Topics include how to:
-Effectively target the mom market and understand its dynamics
-Craft messages that speak directly to moms
-Design a Web site that increases e-commerce revenues
-Build a brand and create product loyalty within the mom market
-Develop an internal marketing strategy that attracts and retains mothers as employees
-And much more
This groundbreaking book is the first to examine the dynamic idea that moms are a separate and distinct consumer group with a mind very much its own. These collected insights, experiences, and opinions from both marketing professionals and real-life moms offer valuable information for any size company with any size marketingbudget--including yours.
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Understanding the Mom Market
Speaking a Language Mom Can Understand
StayatHome Versus Working Moms
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