The secret to getting moms to buy your product is …

I read a really interesting article in the November 2009 issue of Happi magazine. A study by Allen & Gerritsen, a Massachusetts-based advertising agency, says that retailers need to emphasize quality and durability rather than just outward style or the “cool” factor this holiday season. Andrew Graff, CEO, says that moms are more apt to buy meaningful and long-lasting products.

I didn’t think that those findings were really earth shattering. Who wants to buy meaningless stuff that’s not going to last? I’m sure Graff said much more than that … but that’s what Happi reported. Anyway, the survey results do get better. The story continues …

The study included 454 Boomer, Generation X and Generation Y moms. Fifty four percent of Boomers, 45% of Gen X and only 37% of Gen Y moms said that they were willing to completely eliminate things they felt were unnecessary.

This is getting a little more interesting. Gen Y moms. What’s up? Could it be that Boomers and Gen Xers are more frugal? More willing to spend less? Gen Y moms are you frivolous spend-a-holics? Catherine Sheehan, audience intelligence planner at A&G, puts a nice spin on this (as quoted in Happi):

“We see a sharp generational divide between a willingness to sacrifice and go without, versus a determination to find a balance that lets you hang on to things you love doing, even if it’s in a modified form.”

Nicely put, Sheehan. Gen Y moms, you aren’t frivolous spenders. You’re just trying to be smarter.

So what’s the secret to getting moms to buy your product? It means … you’ve got get even deeper into mom’s head. What is necessary to her? What can she not give up? Why does mom REALLY need your product? And what about your product answers all of those questions?

Going through this exercise will lead you to Hitting The Sweet Spot (great book). You’ll understand what it is about your customer and what it is about your product that just sings compatibility, necessity, and of course … purchase.

Source
Selling to Mom’s: Tell Them They Really Need It
Happi Magazine
November 2009 Issue