It’s 6:30a and the baby has woken up with fever. It’s 11a and it’s started to snow and the schools are closing in one hour. It’s 5p and your boss just called an all-hands meeting and daycare closes at 5:45p. Whatever the unexpected circumstances, mom’s know how to adapt, be nimble and accomodate when it comes to their children. It’s just a part of being a mom.

According to an Ad Age article, Marketers Make Most of Falling Mecury (January 11,2010),  it’s no longer just moms adapting to changing circumstances, but brands are learning to capitalize on unforseen circumstances as well. The article showcases how brands are taking notice and are becoming more nimble themselves — not only changing executions and media purchases based on the weather or the economic conditions but looking at consumer behavior as well.

Taping into mom’s consumer behavior can give you insight as to what drives them to buy but also what changes their buying behavior and how a brand can capitalize on it. In a recent Trone mom study, six mom segments were identified.  The characteristics of these moms  identify how they interact with brands and what will keep them loyal and what will encourage them to change.

Don’t wait for the next snowy day to figure out what your brand’s mom audience wants, being in tune with her behaviors will allow your brand to be the solution no matter what her unexpected need.