child-related direct marketing collateral - how to turn moms into customers
TRANSCRIPT
If you market to moms, you already know she is a unique consumer. Getting and holding her attention can be quite a challenge.
The marketer's message must shout "Mom!" louder than all other information vying for her attention.
Many of the one million things on her mind are already directly or indirectly child-related. The bottom line, marketers:
Focus on the health, safety and emotional wellbeing of "her baby," whether that baby is two years old or thirteen years old.
Always Be Where She Is: Be on mom’s phone. Craft an electronic version of your collateral, and make your content simple and mobile-friendly.
Although many of us find mobile ads to be annoying, moms respond well to them.
According to emarketer, "…in the past year alone, the number of U.S. mothers using smart phones increased nearly 34%. And 46% of these mothers admitted being addicted to their smartphones. "
From single to married, from wealthy to working class, all moms love a good deal. Research shows that moms prefer ads with special offers and discount.
However, according to BSM Media, mom doesn’t necessarily crave the cheapest product. She wants a product with a competitive price combined with good quality and customer service.
And remember, she is among the savviest of customers and can easily see when a retailer is blowing smoke. Do not try to get one over on her. Do so at your own peril!
Company Name: If the name of your business is not well-known, make your headline more prominent than your company name.
Headline: Hook mom's attention with one of her top values:
▪ Health & Safety▪ Saving Time▪ Simplicity▪ Value▪ Child Enrichment.
Subheads: Drive home the essence of your product or service.
ABC Summer Camp is
more than just a camp . . .
→It's a home away from
home.”
Picture: People prefer to see pictures of other people. Mom thinks with her heart and her mind. She wants an image of a child and situation she can relate to.
Give mom visuals of children actively engaged with your Product.
List the benefits of your product or service: Paragraphs are fine, but bullets highlight well. Take note that your best writing is used in the benefits section.
What’s the Advantage of Eating XYZ
Brand Healthy Snacks?
●Increase Nutrient Intake
XYZ Brand snacks provide ….
●Sustain Energy Levels
After you eat an XYZ Brand snack . . .
●Recovery from Exercise
XYZ Brand snacks includes . . .
●Avoid Eating Less Health Foods
XYZ Brand snacks can help you . . .
Features: If at all possible, bullet your features too. Bullets allow you to tell moms the most in the least amount of time. Again, you only have a few seconds, and bullets make sentences reader-friendly, particularly for busy moms.
Dig Deeper: If you have held mom's attention this far, you don't want to lose it here. Convince her of why she should choose you and not your competition.
■Tell her the why’s.■ Give her the stats.■ Show her the proof.■ Provide credible examples.■ Show how your corporate story connects to the core of her
child’s issue.
Proofread: You should dot your i's and cross your t's on every panel or page. Triple check your grammar, spelling and punctuation, especially if you are providing a service or offering an educational product. Get a good proofreader if you need to.
Testimonials: An ideal testimonial endorses the key benefits of your product.
Moms are skeptical about testimonials. If you are an unknown, convincing testimonials are critical. Use first and last names and home towns when you can. Include the reviewer’s or the reviewer’s family’s photo when possible.
Call to Action (I of II):
▪Now that you’ve identified a problem mom can relate to, position your brand as the ideal solution to that problem.
▪Answer mom’s questions. She wants to know what happens once she follows your call-to-action.
▪Use strong actionable verbs and phrases, e.g., “Call or email us today for an in depth tour of our afterschool facility.”
▪Make the action as easy for her as possible.
▪Create a sense of urgency. A time limitation strengthens your calls-to-action, since it adds a sense of importance.
▪Make your call-to-action stand out from the rest of your design. Try a contrasting font color.
▪Add a no-obligation statement, reducing or removing risk. It gives mom confidence to buy.
Call to Action (II of II):
Now It’s All About You . . . Well, Sort Of: Here is where you include or expand on any required certifications, licensing or registration your company or organization has.
Wow Factor: You want the opportunity to WOW mom before shegets bogged down with business details.
Miscellaneous: Criteria to be met by moms, hours of operation, your contact information, and directions, all belong here. Although this section is significant, it should always be towards the end, so it won’t interfere with the flow of mom's initial decision-making process.
Make Your Collateral Indispensable: Leverage the back panel of your brochure, etc. Make it a keeper.
TRAVELNew York City
7 Ways to Keep Your Child From Getting Lost When Visiting New York City
▪▪▪▪▪▪▪
If you’re a family-friendly travel agency, print a bulleted list, e.g., "7 Ways To Keep Your Child From Getting Lost When Visiting New York City. "
Read more at travelplace.com/nyc
P.S. From your headline to your "call-to-action, "EVERYTHING in your brochure must be first-rate when you are marketing to moms.
Send me an email or call me and let’s talk about how you can resolve this issue.
Does your business need marketing copy that magnetizes mom consumers?
(800) 862-0361
