talk is cheap
TRANSCRIPT
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.
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