Product Description

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 marketing budget—including yours.

Product Details

• Amazon Sales Rank: #1173117 in Books
• Published on: 2002-10-22
• Released on: 2002-10-22
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 304 pages

From Library Journal
The focus of Bailey's book is how to reach the unique market of mothers, or the "mom market," with a marketing message. Bailey, the CEO of BSM Media, Inc., a media and marketing company that specializes in the mom market, contends that mothers are a distinct group and respond to different stimuli. Furthermore, marketers must recognize the diversity in the mom market and target a specific segment of this huge, cash-rich group. Bailey details invaluable techniques for crafting messages and building brand loyalty. Packed with personal interviews and real-life examples of companies successfully marketing to mothers, the book's chapters cover topics like "Stay-at-Home Versus Working Moms," "Development of an Effective Web-Site Strategy," "Marketing to Moms Through Their Children," and "Creating a Marketing Plan." Case studies to illustrate these topics are relevant and clear, and a short list of notes for each chapter will lead students and researchers to other resources. The "Mom" research study results will be of interest to many businesses. This compact volume will be a valuable addition to any business collection.
Susan C. Awe, Univ. of New Mexico Lib., Albuquerque
Copyright 2002 Reed Business Information, Inc.

Review
Praise for Marketing to Moms:
"I became aware of the incredible economic power of mothers when I developed the first financial services company for women. With Maria Bailey's help, any size business can hone its message and attract these women as devoted customers." ? Jennifer Openshaw, founder of Women's Financial Network snf author of What's Your Net Worth?
"Maria Bailey is a marketing maven who provides insights into moms' buying habits that will enhance any marketing plan for moms. The invaluable advice in this book covers it all, from helping you see through the eyes of moms selling to them creating brand loyalty among mothers and more. Marketing to moms will never be the same again!" ? Ellen Reid Smith, author of e-Loyalty: How to Keep Customers Coming Back to Your Website and founder of e-loyaltyresource.com
"Maria reveals the secrets of how and where to reach a potent consumer group?moms! Find out how to succeed with the largest consumer group by heeding the advice in Marketing to Moms. A must read for consumer marketers." ? Kay Koplovitz, founder of USA Networks and author of Bold Women, Big Ideas -- Review

Review
Praise for Marketing to Moms:
"I became aware of the incredible economic power of mothers when I developed the first financial services company for women. With Maria Bailey's help, any size business can hone its message and attract these women as devoted customers." — Jennifer Openshaw, founder of Women's Financial Network snf author of What's Your Net Worth?
"Maria Bailey is a marketing maven who provides insights into moms' buying habits that will enhance any marketing plan for moms. The invaluable advice in this book covers it all, from helping you see through the eyes of moms selling to them creating brand loyalty among mothers and more. Marketing to moms will never be the same again!" — Ellen Reid Smith, author of e-Loyalty: How to Keep Customers Coming Back to Your Website and founder of e-loyaltyresource.com
"Maria reveals the secrets of how and where to reach a potent consumer group—moms! Find out how to succeed with the largest consumer group by heeding the advice in Marketing to Moms. A must read for consumer marketers." — Kay Koplovitz, founder of USA Networks and author of Bold Women, Big Ideas

Customer Reviews

Boring!
I've read every book on the topic and this is by far the most elementary. You don't need a degree in marketing to see the author has no experience or insight on this delicate market.

Marketing 101
I had great hopes for the new insights I'd get from this book, but it was like the author hadn't been to Marketing 101 and thought she'd figured out the virtues of direct marketing all by herself. Some interesting case histories and anecdotes, but was it worth the cover price?

Interesting Read
This book contained many interesting examples of how companies are targeting the mom market. But what is most surprising is how many companies are missing the boat by advertising in a way that talks down to mothers. This book will open your eyes up to the potential of gaining a mother as a customer.