With an estimated $2.1 trillion in spending power, moms influence 85% of all purchase decisions and buy nearly everything for everybody. Based on consumer neuroscience, a growing area for marketers looking to better understand consumers in more depth and with greater detail and precision, we know that moms and women in general use more areas of their brains to process information than men do, giving them enhanced multi-tasking, especially when it comes to shopping activities.
So based on these insights, marketers and ad agencies need to understand some best practices when it comes to targeting moms. Here’s a short list:
- Enhanced Senses. Brands should consider scent marketing for products and stores and engage as many senses as possible, but avoid sharp corners in the aisles since they create an avoidance response in the brain
- More Active Mirror Neuron System (MNS). Brands should include people moms can identify with while showing others actively enjoying your product in realistic scenarios that they can relate to. The MNS is the system that “mirrors” brain activity when watching another person have an experience or perform a task.
- Sense of Community. Moms seek opportunities to connect with others, especially images and pictures that show family and community. These messages must be authentic and genuine.
- Increased Vigilance. Rather than using scare tactics, brands should point out safety features in a positive light while providing as much information as possible in order for moms to make an informed decision.
- Greater Efficiency. Marketers should make navigating their store or site asefficientand easy as possible. They should also consider grouping items that are used together, and provide information clearly and concisely.
- Multitasking. Brands should provide tools (shopping lists, apps, etc.) to make mom’s life easier while using details to explain your product or service.
- Altruism. Because caring and nurturing are one of her strongest values, moms want to know that you support a cause and give her an opportunity to contribute as well. Moms will be drawn to these types of themes and messages.
- Safety. Because a mom’s brain notices practically everything, brands need to be vigilant about the condition of a store or certain display. As mentioned above, avoid sharp corners in the aisles and be honest and open about a product or service that may have an issue.
For a presentation on engaging women online click here