talk is cheap

Cuisinart & Urbanmoms.caConnecting with Moms

Talk is Cheap PresentationMichelle Kostya, Cuisinart Marketing Manager

Jen Maier, Founder of Urbanmoms.ca

Cuisinart Target Audience

• Women Age 25-54 (Bulls eye 35)

• Household Income 70K+

What comes next?

Work – Life Balance

The Ultimate Consumer

• Key influencers- women control 80% of consumer spending

• ¾ adult women are mothers

Approaching Mom

• Marketers need to attend to those messages about how their lives can be made easier.

Messages

• How small appliances speed up food prep

• Healthy meal solutions – fast

Cuisinart Objectives

• Develop relevant and meaningful relationship with moms

• Enhance brand awareness and ultimately consumption behaviour

• Trigger conversation and advocacy of Cuisinart

• Build a team of brand ambassadors (evangelists) for Cuisinart

Most importantly…

• Give Cuisinart personality

• Differentiate

Considerations

• Budget

• Control

So, we had to be creative

Women and Community

• Women rely on a sense of community throughout their lives.

Cuisinart Kitchen Parties

PR and Media Relations

–Marketing Magazine

–Adnews

–Media in Canada

–Strategy Magazine

–Home Style Magazine

–CBC Television

–Rogers Television

– A Channel

–Chatelaine

PR and Media Relations

Results

Online

• 90% of respondents had visited the“Kitchen Party” section of the Urbanmoms site

• After seeing the Cuisinart sponsored “Kitchen Party” section:– 21% purchased a Cuisinart product for

themselves; – 43% recommended a Cuisinart product to a friend

or family member. • Interaction on the blog is incredible with comments

weekly between 20 and 50

Offline

• After attending the event, 89% of respondents said they were very likely to buy a Cuisinart brand the next time they had to buy a small kitchen appliance

• The vast majority (78%) said their impression of the brand improved greatly, while another 22% said it improved slightly.

Since the {Kitchen Party}, I have purchased the Cusinart electric knife, coffee maker, toaster oven and Panini/Grill. My Mother has also purchased the Cusinart electric knife, mini chopper, coffeemaker and toaster over. My sister has purchased the toaster oven and the coffee maker.

Mom from Montreal Kitchen Party

I was totally surprised at how the Griddler has become a part of our weekday meal plans.  I drive myself crazy trying to keep our meals nutritious, especially when we eat 4 -5 meals per week in the car.  For myself, I refuse to eat hot dogs and feed them to my kids more than once a month!!! 

Mom from Toronto Kitchen party

“I love your site. I read it every day, and think about it every time I use my Cuisinart!”

Urbanmoms.ca Member

“Urban Moms is a great community and I get a lot of enjoyment from it. I enjoy reading about Kath and her weight loss stories and Kitchen Party is one of my favourite parts of the site.”

Urbanmoms.ca Member

Next Steps

• Engage our Brand Ambassadors

• Open up the Kitchen Party experience to more Urbanmoms.ca members