Product Description

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’s 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’s 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’s no doubt that mothers spend money. And with Trillion-Dollar Moms, you’ll have everything you need to act on and capture your share of this lucrative market.

Product Details

• Amazon Sales Rank: #265942 in Books
• Published on: 2005-03-01
• Released on: 2005-03-01
• Number of items: 1
• Binding: Hardcover
• 240 pages

PRWeek, July 11th issue
"…as much a sociological study as it is a marketing lesson…any marketer will benefit from this book's compelling observations"

Entrepreneur, July 2005 issue
"…they show entrepreneurs how to mine today's mother lode with the help of original consumer research, experiential insights, case studies…"

Customer Reviews

Great Book!
I really enjoyed this book. It opened my eyes to a different way of looking at marketing to moms. The authors gave tips that I could not have thought of on my own. I recommend this book to anyone who has a product that can be marketed to moms or women in general.
I will look back on this book multiple times. Great buy!

Not what I expected
Beyond some very basic ideals (market to mothers based on child's age, not mother's age), this book was disappointing to me. I really wanted some very specific ideas on what to do and this book had more 'here are the types of moms.' Few practical case studies on what has actually worked.

Mostly good but badly edited
A very good read with rich statistical factoids on an increasingly popular topic. Only problem is bad editing or sloppy fact-checking. Example: page 3, "Three major factors impact...", followed by only two factors. Pages 55 and 75, hailing both Gen X and Gen Y mothers as "...the most ethnically diverse population in the history of the United States".