Moms Searching

Moms use search engines to research products before they buy. WOW! ;-0

Ok, it's not revolutionary, but DoubleClick's study does unveiled the extent to which mom use search engines, and therein lies the value. Here are the highlights.

• 90% have been using the Internet for more than seven years.
  
• 86% said search engines are the most efficient way to find information.
• 70% use search engines to gather information before making any online purchase.
• 57% use search engines to gather information before making any offline purchase.
• 64% use search engines to find out where to purchase products offline.

Kudos to DoubleClick and the other study sponsors to recognize that Moms are prolific Internet users.

To see a search engine designed specifically to the needs of Moms, visit LightIris.com

Marketing to Women Lens

Andrea Learned provides a concise and quality assessment of the state of marketing to women in her recent blog post, Marketing to Women Grows Up, on the Huffington Post. As she points out, there are few well-recognized and inspiring examples of marketing women to point to. On the surface, this can be rather disturbing considering the power of women and all the discussion of how businesses need to adapt. But perhaps the wrong lens is being applied here. Are there many well-recognized and inspiring examples of marketing to men to point to? I think not.

The truth is that there are a few well known examples of excellent marketing that are remarkable and clearly intended for either gender. The key words in the previous statement are “well known” and “remarkable.” Most marketing campaigns are not discussed in trade publications and written up as case studies. They fly under everyone's radar except for the people whose businesses reap the rewards and for those who work on them.

Marketing to women is improving from the ground up, not top down, through comparatively smaller projects, but not less meaningful.

clarity - august 2007

clarity - august 2007
We believe that certain consumer products and services can be effectively marketed within communities of moms and many of our clients agree. I have been a fan of this strategy both on- and off-line and enjoyed recently reading Doug Zanger’s article in Ad Age’s Small Agency Diary, August 9, 2007. Here’s a particularly telling statement that I applaud, “One of the great opportunities radio has is to refocus the local impact by not necessarily selling a marketer's "thing" but rather the "idea" of being part of the community. It's the notion that, on the most basic level, we all have a connection to our cities, towns and regions that goes beyond merely "being there." He follows it up with a conclusion that I will change ever so slightly. “I'm not exactly sure when we stopped telling the consumer why we loved being part of (their communities). But the time is ripe for us to refocus our energy (at least in local radio) to show local pride in as many ways as possible.” Makes you think…
in this issue
lucid featured partner A client recently remarked, “They’re pretty small, aren’t they?” when presented with an idea for how to integrate their marketing with the unique community of Family Matters Radio listeners. I understand the reference, as a radio program is often measured on number of markets and listeners. But, this ain’t no ordinary program. The hostesses of FMR have chemistry and credibility that breeds a loyal “membership” and that is exactly the relevance that mom marketers seek. In this age of fragmented markets and channels, Family Matters Radio is a gem. A syndicated, radio program in Top 50 markets throughout the US reaching 18.5 million listeners through radio station affiliates and 10,000 podcasts distributed monthly through web site affiliates. Weekday and Weekend Programs reach audiences in Cleveland/Akron, Toledo/Detroit, Jackson, MI, Buffalo, Kansas City, MO-KS and Los Angeles. The station airs during the coveted “drive time” for moms, 3:00 – 5:00 PM and Saturday and Sunday mornings. Podcasts Radio shows are converted into podcasts and made available via regular podcast distribution channels such as iTunes and Yahoo and are placed on affiliate partner websites receiving approximately 1.4 million impressions per month. Downloads are popular with listeners in the major cities of Seattle/Tacoma, Atlanta, New York/Tri-State and San Francisco. Website The newly redesigned FamilyMattersRadio.com is fun, fresh, and easy-to-navigate with 5,000 unique visitors per month. Primary Demographic: Women 25-54 HHI $75k 82% 86% of HH have 2+ Children For more information, please contact John King, john.king@lucidmarketing.com.