Graeme Newell

Marketing Research Case Study – Key Tactics When Advertising to Mothers

Want to win mom’s affections?  There are three best branding strategies that every marketer should know.  In this three-minute emotional marketing lesson video, emotional marketing researcher Graeme Newell shows the images and messages that work best when advertising to mothers.  Watch this marketing research case study and learn how to align your branding with mom’s fondest hopes and dreams.

Transcription

Text of the 3-Minute Emotional Marketing Lesson Video “Marketing Research Case Study – Key Tactics When Advertising to Mothers” by Graeme Newell, emotional marketing researcher, emotional marketing speaker, customer loyalty researcher, and consultant at 602 Communications.

Hi I’m Graeme Newell. How can you win the hearts of mothers?

We’ve evaluated thousands of ads targeting mothers, and our research shows that brands usually follow one of three very distinctive paths.

We call the first path “nirvana mom,” a joyous maternal paradise.

“We do a little dance to make the tears stop. You’ve learned a million things to help your little one, like what to do at the first sign of diarrhea”

Whoever thought diarrhea could be so wonderful.

The key emotional driver behind nirvana mom is order.

“Hey, you made your own lunch. Yep. I’m so proud of you!”

No clutter.  No chaos.  The children play quietly in their room.

“So how’s it going girls? We’re doing great. Great. Mom’s like you choose Jiff”

Pacing is another key driver for nirvana mom.  This is slow, quality time.

“I know when I was pregnant with Nick, one of my hopes and dreams was that he would love being outside, and thankfully he does.

Sacrifice is the next key emotional driver. If you want to win mom’s heart, show her selflessly giving.

“Come on guys, we’re going to the airport. Good game. You need a ride? No thanks, my dad should be coming. Every day, millions of people choose to do the right thing. There’s an insurance company that does that too.

And moms light up when their sacrifice is appreciated.  Hallmark nailed the feeling in this ad.

“Tell me that I’ve been a good mom. That I actually taught you something. Tell me I’m ready. That you look up to me. Tell me you like spending time with me. That I’m doing this right.”

Commiseration is the third key emotional driver, a sympathetic friend who understands that families sometimes torment mom.

“Shit. Good afternoon madam. Can I see your papers please? Hello. Mommy in a bit of a hurry was she? That’s not my mommy. Step out of the car madam!”

Of all the spots we tested on moms, that one got the most reaction, both positive and negative.  So remember, great brands don’t just meet mom’s functional needs. They also build mom’s ego, and show her she has a friend who understands her pain. I’m Graeme Newell and that’s emotional marketing.

There are an estimated 85 million mothers in America, developing the best branding strategies for marketing to mothers should be at the top of any marketer’s priority list. Luckily, the best branding strategies for other brands are also the best branding strategies when advertising to mothers, making this job a bit easier. This marketing research case study on marketing to mothers will show you just what the best branding strategies are when advertising to mothers.

Best Branding Strategies for Marketing to Mothers

When doing the research for this marketing research case study, we discovered that the best branding strategies for advertising to mothers can be split up into three different categories: nirvana mom, sacrifice mom, and commiseration mom. A lot of marketing to mothers we found fit into one of these three categories, making them hands-down the best branding strategies when advertising to mothers.

Best Brand Strategies for Marketing to Mothers: Nirvana Mom

In searching for the best branding strategies for advertising to mothers for this marketing research cast study we came across lots of examples of mom existing in a perfect, nirvana-like existence. The children aren’t screaming or causing any trouble. Everything is in the right spot, and mom is in full control of the situation. When using this technique for marketing to mothers, the best branding strategy is to keep the pace slow and soothing, and everything quiet and wonderful.

Best Brand Strategies for Marketing to Mothers: Sacrifice

At its core, advertising to mothers is an exercise in making moms feel good about themselves. One of the best branding strategies for this is to show just how selfless moms are. One of the most prevalent emotions we found when doing research for this marketing research case study on advertising to mothers was the feeling of self-sacrifice for family – specifically children. Mom sees herself as a silently suffering martyr that quietly shoulders the suffering for the good of all.

Best Brand Strategies for Marketing to Mothers: Commiseration

The best branding strategies for advertising to mothers usually revolve around lifting mom up, but this particular one is just meant to put her at ease. Moms have to put up with a lot of nasty stuff, and sometimes they just want someone to let them know that they understand. They want others to recognize the great struggles and suffering they endure. When advertising to mothers, the feeling of “we get you, we understand how hard this is” is one of the most powerful. In fact, our marketing research case study found that the most powerful ad for mothers used this exact branding strategy.

So to recap:

  • Our marketing research case study found that the best branding strategies for advertising to mothers can be divided up into three categories.
  • Nirvana mothers want to feel calm and serene. The best branding strategies when advertising to mothers in this category are keeping the pace slow and calm, and showing peace and serenity.
  • Sacrifice is very important to mothers. The best branding strategies when advertising to mothers in this category are showing that their sacrifice is appreciated and we take notice of it.
  • Lastly, commiseration is tantamount to mothers. The best branding strategies when advertising to mothers in this category are letting mothers know that it’s ok to be stressed out by the chaos of motherhood.
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