We recently reported some preliminary results of a study fielded to 425 moms in February, 2010. A significant portion of that study was dedicated to respondents’ interaction with wholesale clubs. And, some surprising facts came to the fore.

Our interest in clubs was driven by two key factors. The first was the notable shift in mom’s shopping behavior as a result of the economy. The second was the unique communication challenges of a member-only environment.

As expected, clubs have benefitted from the economic downturn.

46% of the moms in our sample are members of a club, with one in nine club members belonging to two or more. Of those members, just over half (54%) visit the club one or more times a month. And, 52% of the members indicated that they had increased the volume of their purchases at clubs as a means of controlling their spending during the economic downturn.

For members, the rise in club purchases approached the most popular money-saving activities identified by moms at large. In the aggregate, the two most popular means of controlling spending were using more coupons (63%) and paying more attention to in-store offers (72%).

Club shoppers still favor “old school” communication.

When queried about their preferences regarding communication from their club(s) on a range of subject matter, moms adopted a very traditional stance. General, top 2 box interest in the media were:

Twitter – 11%
Club blogs – 14%
Facebook page – 21%
Email – 51%
Direct Mail – 56%

Somewhat surprisingly, among those interested in specific topics, the disparity between the preference for “old media” and “new media” actually grew—categorically. For example, as it related to notification of upcoming promotions, top two box interest in the communication vehicles was:

Twitter – 7%
Club blogs – 8%
Facebook page – 14%
Email – 58%
Direct Mail – 75%

Even in lower-interest categories such as “money saving tips for their home,” club shoppers displayed a preference for being communicated to via a traditional medium over the more contemporary options. Of note in this category was the interest shift between email and direct mail.

Twitter – 5%
Club blogs – 11%
Facebook page – 17%
Email – 68%
Direct Mail – 49%

This study establishes an important framework for understanding the value of various communication vehicles, specifically for the club channel but, with implications for other retail and product brands. It does not, however, account for all the marketplace dynamics.

All customers are not created equal.

Retailers have long known that some customers are of substantially greater value than others based on the volume of their purchases. In recent years great strides have been made in leveraging that knowledge. Supermarkets, airlines, hotels and many other industries have successfully (or less so) created loyalty programs to track and reward customer purchase behavior.

All brands, be they retail, product or service, have also gained an appreciation of the value of their customers as brand advocates. For example, in this study, moms were half again as likely to identify family and friends as important sources of information on children’s products than any other source. The difficulty lies in identifying who the advocates are and how to provide them the necessary information and motivation to become active disciples for the brand.

Clearly, the results of the study referenced above indicate that while “new media” has some value for wholesale clubs, traditional vehicles such as email and direct mail offer a substantially greater opportunity. What the study does not take into account, but a future study will, is the importance of the various media to those moms who are most likely to influence others.

Organizations like Trone^® and Forrester have identified that a relatively small group of people (~ 25%) are the primary contributors in social media environments. These moms can have an exponential impact on a brand’s spending. However, before they can disseminate information, they must first accumulate it and it will be the brands (retail, product or service) that best understand how and where to reach them that will be most successful.

In June of 2009 we reported on the impact the unstable economic environment was having on mom’s relationship with brands. With the economy stabilizing somewhat, we felt it was a good time to review the status of those mom-brand relationships.

In February, a study was fielded to 475 respondents with children under the age of 19 living at home. Among the many subjects on which this study probed was the behavior modifications moms have experienced re: product and retail brands.

Not surprisingly, some key measures of saving behavior actually increased during the period. For example, in the June ’09 study 66% of moms reported being more cognizant of in-store offers. In our most recent study that number has increased to 72%. Similarly, 58% of moms reported using more coupons in June. By February, that figure had increased to 63%. These numbers are hardly shocking. Undoubtedly, given the ebb and flow of the economy, some households that had not previously been impacted have experienced a personal downturn in the last eight months.

Conversely, many families who had felt the economic sting prior to last June have seen their personal situations improve in the interim. Lost jobs have been replaced; salary cuts have been restored, etc. Even more likely, people expecting the worst back in the summer of 2009 never realized it. How have these moms’ behaviors changed?

As a result of these economic realities, we anticipated that a large portion of our sample would have migrated back to their previously established brand relationships. But, while some brand migration is evident, it is nowhere near the levels anticipated.

On the product side, 65% of the respondents reported making substantive changes in the brands they’ve purchased. Of that number, only 9% said that they have returned to many or all of their previously favored brands. Of special interest are the influences on the decision to revert to prior brand behaviors.

In some instances (33%), comfort level with an old brand was identified as a major influence on moms reestablishing their relationship. Other brands benefitted from a lack of performance on the part of the competition. 37% of respondents identified dissatisfaction with their alternative selections as a primary driver of their return to prior purchase patterns. Of equal importance, however, were the steps their original brands took to woo mom back. 34% cited lower pricing and 31% reported more aggressive promotions as major influences on their decision to return to their historic brand relationships.

Retailer loyalties, while significantly impacted by the economy, have not experienced the same degree of migration as product brands have. 54% of moms reported substantial outlet switching. Of these only 8% have returned to most or all of their previously favored retailers.

The reasons for switching back mirror the rationale provided for returning to historic brand behaviors. Comfort with their prior stores was noted as a primary influence by 36% of the moms who’ve reverted to at least some of their old outlets. 30% cited dissatisfaction with the product assortment offered by their alternative choice. And, as was the case with product brands, many retailers had to win customers back with better deals. 36% cited lower prices and 35% noted more aggressive promotions as primary motivators in switching back to their old retail relationships.

The economy, while more stable than it was last summer, remains in flux. As a result, there are continuing pressures on brands’ relationships with moms. The longer this situation continues, the greater the likelihood that the attitudinal and behavioral shifts we have seen will remain permanent. The result will be more cautious and demanding consumers, particularly among those responsible for family. Retailers will continue to go out of business and brands will disappear from the shelves. The winners will be those organizations that understand the true needs and wants of their audiences and can successfully strengthen their customer relationships at every touchpoint.

If you are interested in connecting with moms, email Nicole, our mom team lead.

Find out more about how we talk to mom»

"Relationship Mom" is outlet loyal,
not brand loyal.

In the latest Trone^® panel survey, fielded October 2009, six distinct mom segments emerged. One of which is Relationship Mom. Not surprisingly, she is traditional in her desire to have relationships with family and friends. But wouldn’t that same woman want a relationship with a brand? Oddly, the answer is no. She is much more loyal to a store than to a brand. In fact, she’s 50% more likely than all other moms combined to be retail loyal.

Other findings provide a rich profile of Relationship Mom. Here’s a snapshot of her.

Head: The logical way she makes decisions

Relationship Mom displays the highest loyalty to retail stores (39% v overall sample of 26%), but inversely, has the lowest loyalty to specific brands. For example, she indexes at 60 when it comes to brand loyalty in the children’s apparel category, a category known for branding. To provide a contrast, Fashionistas, the most style-conscious group, display a greater loyalty to product brands, 30-40% higher across all categories than their counterparts. Not only does Relationship Mom put the least stock in brand names, she is also less concerned about brand reputation (37% v. 51%).

 

Heart: Emotionally what rises to the top

When it comes to parenting, Relationship Mom scores the highest on each and every descriptor of her relationship with her children from provider (99%) to best friend (51%). Knowing this about her relationship with her children, we find that predictably, she puts tremendous stock in family opinions when it comes to raising her family (76% top 2 box importance).

 

Wallet: How she spends her money

If Relationship Mom received an extra $10,000, she would spend it on her children.

 

Feet: Where mom gets her information

Not only is she traditional in her retail loyalty, she is also traditional in her media consumption. Relationship Mom is the least involved in all online activities. Along with her cohorts the "Affectionates," Relationship Moms have the lowest measures of engagement with email, blogs, even research. Affectionates and Relationship Moms share a skepticism of the value of published materials such as blogs (2% top 2 box v 15%). Trone has found that a media mix of print and TV is still necessary when courting the dedication of Relationship Mom.

 

After helping Healthtex children apparel secure distribution in Walmart, we produced an emotional spot that reminded moms of the fleetingness of childhood. The spot featured both the retailer, Walmart, and the Healthtex brand. Moms responded. Decide for yourself whether you think they are Relationship Moms or not. Here’s the Healthtex TV spot and a sample of the responses.

Quotes:

"I just discovered your clothing line today, and I just wanted to say THANK YOU for allowing me to dress my two year old like the innocent little girl that she is instead of a 17 year old. I’m going to be looking for this brand from now on! Thank you!"
—Natasha

"I am a mother of three. I was hoping you could tell me who sings the "wait, wait, wait, hold on" song in your commercial!! It is working! Great song, would love to find out more about the singer and your clothes!"
—Julie

"I actually started tearing up because the music and video clips made me think about how fast these babies grow up. I was laughing at myself for crying so easily, but then I realized that was a really good commercial! It touched my heart, especially having little ones the exact age as the babies in the commercial."
—J. Kennedy

If you are interested in connecting with any or all of the six segments of moms, email Nicole, our mom team lead.

Find out more about how we talk to mom»

Should you be talking to the Data Darling?

In the latest Trone(R) panel survey, fielded October 2009, six distinct mom segments emerged. As marketers develop communications, it is critical to recognize the differences in the groups and how they use and value brand information.

First of all, there are many universal truths about moms. They are moms and just as one would expect they put their children first. Moms see themselves first and foremost as protectors (85%) and providers (80%) with teacher as the next highest (75%). When it comes to safety, moms are skeptical. For example, only 15% feel that products are safe and that the government does a good job at monitoring the safety of products. Most all moms love natural products, but the added expense is a hindrance.

With that being said, the differences in Moms are just as interesting as their similarities and skepticisms.

Fashionistas

They are twice as likely as their counterparts to be influenced by brand name when it comes to children’s purchases. Not surprisingly, they are less focused on product durability, especially in clothing. But they are a loyal group, displaying a brand loyalty 30–40% higher across all categories than their counterparts. They are by far the most “me-centric,” admitting to spending too much money on themselves.

Intellectuals

The distinguishing characteristic of this group is their self-description. They are notably more likely to describe themselves as outgoing, aggressive, creative and smart. They do share some attributes with Fashionistas like valuing brand names, but they find their product decision more important. They use the presence of children in the home to buy more or bigger things: homes, cars, cameras, etc.

Affectionates

Maybe the most traditional of all the moms, they do distinguish themselves in many ways by what they are not. They are not brand or retail loyal. They are not trusting of nearly all sources of information on raising children, especially published information in blogs or magazines. She is also the least likely to see herself as her child’s best friend. But she is the most likely to see herself as friendly and approachable (Affectionates 93% v. total sample 74%) and kind and sincere (100% v. 79%).

Relationship mom

The name says it all. This mom scored the highest on every descriptor of their relationship from provider 99% to best friend 51%. They put tremendous stock in family opinions on raising their children. They display the highest retail loyalty of any group but put the least stock in brands. However, they are no more likely than the others to have switched brands as a result of the economy, but they are more than 30% more likely to stick with their new brand relationship.

Worriers

Scoring lowest on all aspects of relationship with their children (49% v. 65%), this group was much more worried about their children than any other segment. From their children’s behavior, academics to future decision making they are doubly concerned than the average of all other groups. Not only are they worried about their children, their anxiety crosses over to their relationship with their spouses and long-term finances.

Data Darlings

She loves information and is appreciative of all resources, especially on the subject of raising children. She is a marketer’s dream in that she values company websites (49% v. 29%) as well as articles so much more than other groups. Not surprisingly, they give advertisers more credit for understanding their needs. They share the propensity with the Affectionate mom to be less brand and retail loyal. Along with the Fashionista, the Data Darling is the most engaged with the internet, participating in social networks and blogs.

The survey revealed that a fifth of all moms are Data Darlings and are viewed by peers as a key source for brand information. Her value to marketers is invaluable.

Trone has found low bounce rates to be one way to evaluate the Data Darlings’ appreciation of meaningful online information. This fall, Trone designed and developed a website for Healthtex children’s clothing. The brand was virtually unknown to today’s mothers. The site was designed to educate this missing generation of young mothers on the attributes of a brand their mothers knew and loved. A link to Walmart allowed moms to purchase the clothing. The results were astounding. Moms stayed and absorbed information with an unheard-of 2.9% bounce rate from the site (The average for a product site is 13–15%). Visit the site for yourself.

Find out more about how we talk to mom»

Mom’s financial burdens are impacting her brand relationships, but not all of them.

As we have reported in the past, short-term economic influences are affecting moms’ behavior and their attitudes toward brands. A recent study of 1,638 moms on the opinions@trone panel was designed to confirm our prior learning and to gain incremental understanding of how these changes are being manifested.

The study confirmed that short-term economic issues are mom’s single greatest source of stress, surpassing even the anxieties associated with their hectic schedules and the pressure to get everything done. This is both a reasonable and understandable phenomena as 53% have experienced a decline in income of an immediate family member, resulting from either a layoff or a reduction in hours and/or wages.

Taking steps to cope.

The most common thing mothers are doing to deal with this financial pressure is making sure they aren’t “leaving money on the table.” Sixty-six percent report being much more cognizant of in-store offers and 58% are using more coupons. Beyond this they are displaying a surprising willingness to change brands.

Fifty-seven percent are frequently or very frequently shopping at less expensive stores while 54% are frequently or very frequently switching to less expensive brands in some categories.

The impact is being felt across the board.

Virtually every member of the family is experiencing this change to some degree. The same holds true for nearly all the product categories moms buy. The biggest change is occurring in packaged goods where more than two-thirds of moms have modified their behavior. In canned goods, for example, 14% report shopping at different stores for the same brands, 34% are buying less expensive brands at the same stores and 15% have changed both the stores they shop and the brands they buy.

Beyond consumables, moms are most likely to change the brands/outlets they shop for their children first, next themselves and finally dad and the family pet. Lest we think that moms have been driven to an as yet unseen degree of selfishness based on the economy, we need to bear in mind two things about purchases for children. First, their goods are short-lived and second, their needs are not easily deferred. Mom can delay purchasing that new outfit for herself, but if the children have outgrown their clothes, purchases must be made. And, where mom’s outfit might last years, the kids’ items might make it through a season.

Moms’ traditional unselfishness was demonstrated in another line of questioning. When asked about their willingness to change to less expensive sources for a gift for their child or clothing they’d wear to a special event, moms were 68% more likely to deny themselves.

Willingness to change has its limits.

While it’s not true for all, most moms have limits. There are some brands they just don’t want to give up—under any circumstances. So, as a part of the survey, we asked them on an unaided basis to name three brands that fell in that category. Considering the tens of thousands of brands that moms interact with, from Carter’s^® to Coach^®, Tampax^® to Tiffany^®, it is surprising that there is any consensus at all. But, there is. Of the 88% (12% are brand ambivalent) of the respondents who indicated one or more brands they would never want to give up, 20 brands were mentioned by greater that 1.5% of the sample. As the following brand preference cloud demonstrates, some were mentioned far more frequently than that. In fact, the leader (Kraft^®) was mentioned by a remarkable 12.8% of respondents.

There are two stories to this data.

This grouping tells two important stories for marketers. It identifies, on the one hand, how strong a brand relationship can be and on the other just how fragile. Given the billions of dollars spent by the tens of thousands of brands with which moms interact, why did these 20 rise to the fore? Clearly, recency is an issue, but that does not explain the presence of Sony^®, Levi’s^® or Fisher-Price^®. These brands share no common attribute or application. Some are mom’s brands, some are for the kids and some have application across the entire family. Some are consumables and some are durables. The only thing these brands have in common is the one thing that all marketers strive for: They have built a sustainable relationship with their customer.

Moms. They control such a depth and breadth of spending that they remain an ever critical target for virtually all brands. But, they’re pulled in so many directions they can be extraordinarily difficult to reach and way too distracted when you do. The internet can help, but only if you appreciate both their mindset and behaviors.

That is one of the many things Trone attempted to accomplish through a study of online activity conducted among 2,656 consumers.
The study identified six basic segments of information technology users. Somewhat surprisingly, moms mirrored the general population along the primary criteria used to define the segments and fell into those segments proportionately. Fortunately, however, they displayed some unique attributes that provide marketers valuable direction in their pursuit.

The internet is the information highway, but moms are after a different type of information than other groups. The information they seek is about people-it is all about staying connected. Moms are 21% more likely than the rest of the adult population to be a member of an online social network. And, they use it. Of the 54% of moms that are in one or more social networks, 7% are on Facebook five or more times per day.

Their social network participation runs the gamut of available activities. Moms reported they “always” or “very frequently” did the following significantly more often than others.

• Connect with family: 34%
• Meet new people: 33%
• Update their profile: 30%
• Upload pictures: 35%
• Use entertainment applications: 40%

With no more, or even less, time available to be online what do moms sacrifice to make time for this connectivity? Primarily, it is research. Moms reported they “never” use the internet for the following types of research significantly more frequently than the rest of the population.

• Current events: 25%
• Historical events: 14%
• Health/fitness-related topics: 20%
• Products/services: 22%

The good news for marketers is that moms are more appreciative of the internet than others and more trusting of the content they find there. They were 19% more likely to agree or strongly agree that the information on company websites is very reliable and 62% more likely to trust the information they see in blogs.

Clearly, connecting a brand to moms is a difficult but critical task. Not only do their opinions impact their relationships with brands but, with all the contact they maintain, how are they shaping the attitudes and behaviors of others? What type of relationship does your brand have with moms? What are they saying about your brand and to whom?

Moms modify purchasing behavior more than any other customer group.

The economy. It’s become a daily reason for not buying, not going, not doing and not splurging. And it’s affecting everyone. But no one quite so much as Mom.

Trone recently polled 1,140 mothers with children still at home to find out how the waning economy was impacting their lives and routines. We then compared their answers to those of the 2,181 other respondents and noted some clear distinctions.

Stress levels are up.

It’s not extremely surprising. But it is disturbing. Our panel of moms indicated many more sources of stress than other respondents. They’re frustrated that there’s never enough time to get everything done. They’re concerned about their relationships with their spouses. And most importantly, they’re worried about how the current economy will affect their families and their children. Moms were actually 26% more likely than other participants to say that the long-term implications of the economy are contributing to their stress level. The difference jumped to 29% when asked about short-term financial issues.

Spending is down.

Moms are doing everything they can to plan for their family’s financial future—including reducing spending on everything from health and beauty aids to home furnishings. They’re spending less on the things they need and deferring purchases of the things they want until a later date.

Across the board, moms are being more aggressive than other segments of the population to pursue savings opportunities. Coupons are becoming more important and family entertainment and vacation allowances are being cut.

Even the woes of the automobile industry are partially attributable to the recent behaviors of families with children at home. Moms are 25% more likely than others to defer a planned automobile purchase this year. And, among those that must buy, most are more likely to purchase a smaller or used car to save money.

Brand relationships are at risk.

Here’s the big one. Moms’ economy-driven behaviors are affecting brand loyalty.

In all packaged goods categories, moms are more willing than others to switch both product and retail brands to lower expenses. Take groceries for example: Among moms looking to reduce spending on groceries, 66% are very or extremely likely to shop at less expensive outlets and 77% will switch to less expensive brands.

The effects don’t stop at packaged goods either. While moms will obviously do their best to protect their children from feeling the impacts of the economy, the same can’t be said for themselves or the family pet. Fifty percent of moms plan to reduce spending on themselves this year by shopping at less expensive outlets (78%) and switching to less expensive brands (73%). Similarly, over 75% of moms that are interested in saving on pet expenses plan to try different retailers or seek cheaper brands.

Brand communications must adapt.

Two things are obvious.

1. The economy has changed Mom’s spending behavior.
2. Brands must address this new Mom differently.

The tactics that have been used to reach and speak to moms in the past are obsolete. Every message that a brand puts out into the world must now pass through a financial filter. Do I need it? Do I want it? Is it worth it?

In the future, manufacturers and retailers alike will need to consider this financial filter and stay in touch with their customers’ changing needs. Constantly evolving will be the key to keeping their brands relevant in these trying times.

Why most marketers aren’t connecting with today’s mom.

Take a look at any advertising targeted to moms and you’ll quickly notice a familiar cast of characters. The Soccer Mom. The Super Mom. The Career Mom. And yes, even June Cleaver. It’s the safe and easy route. But is it working? We thought maybe we should ask moms. We did, and we found that Mom is tired of being typecast and we’ve got some work to do to reconnect with her. Using our Trone Brand Connections Panel, we heard from over 1,500 moms across the U.S. who currently have a child 18 or under in the home. When it comes to advertising, the results were clear:

• 74% of moms do not find advertising useful
• 86% of moms think advertisers don’t understand what it’s like to be a mom
• 86% of moms think advertisers don’t understand their problems

Usefulness of Advertising to Moms

To really understand today’s mom, Trone developed and fielded an online segmentation study. The study revealed that what really differentiates moms are not their demographics, but their attitudes and motivations. Motivations and Attitudes Everyone values time and money. We discovered moms value those two resources in very different ways. Using a variety of questions about time and money, we learned that moms fell into three core motivational segments: Moms who focus on “me first,” “kids first” and “information first.” While they’re all motivated to some degree by all three, they have a primary motivation that rises to the top of the list. Within these three motivational segments, exists six attitudinal segments, two in each.

What Motivates Moms

“Me First” Moms

Fashionistas – “Appearance is everything to me…clothes, my home, my car” • They don’t like to drive cars more than five years old and their child’s image is important to them

Cool Influencers – “I’m very sociable, trendy and enjoy recommending things to all my friends” • They often provide health and fashion advice and are often the first to try new products

“Kids First” Moms

Relationship Moms – “I can adapt to whatever my children need” • They’re good at wearing many different hats • If they had an extra two hours a day they’d spend it with their family

Affectionate Reliables – “My children are so dear to me” • They are very conscious of what their kids wear and what they eat

“Information First” Moms

Worrier Moms – “Life is overwhelming and kids have taken over” • They’re stressed by everything: from taking care of kids to their own relationship

Answer Seekers – “I’m on the lookout for helpful information wherever I can find it” • They are plugged in to multiple sources of media: tv, radio, internet and more • If they had an extra two hours, they’d spend time with friends or on a hobby

Connecting the dots If you want to create relevant and believable brand experiences for moms, you need to figure out how your brand connects with what she truly values. It’s not enough to save her time and money. “Me First” moms are interested in brands that are trend savvy. “Kids First” moms will resonate with brands that reflect their values. And “Information First” moms are looking for brands that offer solutions. Use that as a first step to evaluate how your brand can start making more authentic brand connections.