Stay-at-home mums have one of the most important jobs in the world – they dedicate their time, and their lives, to looking after children, and providing a safe home environment that helps their family to thrive. For marketers, these mums represent an incredible selling opportunity. After all, mums make a huge portion of the average family’s purchasing decisions, and are responsible for everything from collecting grocery shopping, to making decisions about gas and electricity suppliers, so targeting stay-at-home mums is a hugely important part of any brand marketing strategy.
No matter your niche, you could find that getting on the right side of stay-at-home mums gives you the power to grow and expand your business. However, before you can achieve marketing success, you need to know the best way of targeting stay-at-home mums. Here are our top tips…
Tip 1: Make it Mobile
One of the biggest mistakes that marketers make when targeting stay-at-home mums is assuming that stay-at-home mums actually stay at home. The truth is that these women might be at home for nap time, but they’re frequently leaving the home to pick up kids from school, run errands, and get crucial tasks done. That means if you want to appeal to stay-at-home mums, you need your marketing to be mobile friendly. Make sure that mums can browse your website or advertising efforts on their phone while they’re waiting in the car, or standing in line at a shopping centre. Mobile is key.
Tip 2: Timing is Everything
A lot of advertising campaigns work on specific time frames. For instance, some people might send out tweets and emails first thing in a morning because 80% of people check their phones as soon as they wake up. However, when you’re targeting stay-at-home mums, it’s important to remember the times when they’re most likely to be distracted. For instance, most stay-at-home mums are out in the morning, and around 3pm when school finishes.
Tip 3: Go Where Mums Go
A mum’s lifestyle is a mobile one. So rather than trying to make mums come to you with targeted branding and marketing efforts, it’s crucial to make sure that you go to them. In other words, join the conversation on parenting blogs and social media pages, advertise outdoors in parks and family-friendly locations like cafes, zoos, and other popular attractions.
Tip 4: Build a Consistent Relationship
If you want to make a lasting impression on a stay-at-home mum, then you need to be persistent and consistent with your marketing efforts. The more brands interact with mums, the more they create a sense of connection, fostering the feeling that mums can trust certain brands to deliver a level of quality. Since mums are all about making emotional decisions, it’s crucial, when targeting stay-at-home mums, that you build long-lasting relationships with them as your primary demographic.
Tip 5: Embrace Advocates
Speaking of trust, it’s usually far more effective for a trustworthy and influential figure to tell a mum that your product is great, than for you to do it yourself. Since stay-at-home mums rely on close-knit groups of friends in their day-to-day life, if you can generate a good reputation for yourself, and make the most of brand advocates, then you’re more likely to capture the attention of your new audience.
Tip 6: Learn their language
Data tells us a lot about how to connect with mums. Research tells us that two-thirds of mums are 35 or older. What’s more, they’re not afraid to try new things (either technology or brands). But equally, they’re really busy and don’t have time for waffle or time-wasters. Talk to Mums founder, Sally Durcan, advises businesses to focus on their messaging: “The tone of voice that a brand uses has always been crucial, but mums are shrewd and incisive. It’s best to communicate in an honest and authentic way or you risk alienating one of the most lucrative segments of your market, especially when it comes to targeting stay-at-home mums.”
Get in touch today to find out more about how Talk to Mums can help you get your products into the right hands.