Speaking to the Mogul, Mom & Maid

When Mogul, Mom & Maid: The Balancing Act of the Modern Woman came out at the end of last year, reviews raved about the founder of Hello Ladies’ new book. The author wrote an inspiring piece for Huffington Post on the almost mogul, dedicated mom, too-often a maid woman of 2014. “After barely staying one breath ahead of a panic attack all week due to too many work deadlines, two homemade Halloween costumes and a fourth grade book report, I had a meltdown Friday night,” she wrote. At the end of the post I thought to myself, do these women even have time to develop a relationship with a brand? How do we talk with them during their daily balancing act?

Moms, as diverse as they come, have always been an enticing marketing audience. They’re easy to talk to and understand; three-fourths of them will answer polls and survey and they are 19% more likely to follow a brand, become a fan or comment on a post. Look up the average mom’s Facebook page and you’ll see hundreds of groups and pages they are active in.

But not all moms are created equally and every year we see a larger delay in marriage and childbirth which experts attribute to the growing population of career women. Today, 40% of mothers are working and contributing to half or more of the household income. Marketing2Moms says millennial moms, the brunt of the mom workforce, alone have a $200 billion spending power, the first generation to outsize the influential Baby Boomers. Marketers should absolutely be focusing their attention on this specific consumer.


So how do we reach out specifically to these moms-making-dinner-and-washing-soccer-uniforms-while-working-on-their-quarterly-reports? Wooing on the web through mommy blogger sponsorship isn’t working for these working moms: MediaPost reports a poll back in 2011 about social media usage showed that 40% thought moms were “posers,” 85% were annoyed and 32% bothered by moms “bragging about their perfect lives.” Bloggers who glorify home life are not easy for working moms to identify with.

However, there are other places to reach her. The busiest of moms read 4.1 magazines a month on average. Working moms ride in their cars (a convenient place for listening to podcasts and radio spots!) far more than any other demographic. They tend to be more technologically savvy than stay-at-home moms. They’re watching sports: they are 24% more likely to have watched ESPN in the last week.

Mogul, Media & Maid offered some advice for communicating with this group. The 2007-8 ads showing a superwoman mom doing it all (i.e. Kelly Ripa in Electrolux commercials) won’t work today because, as pointed out, these moms are striving to be okay with not being perfect. Think of enduring campaigns like Dove Real Beauty; embracing imperfections is aspirational for working moms. Some social listening quickly reveals moms are also thinking of the next generation of women. It’s not about mom’s issues to these moms, it’s about discussing how to parent the women of tomorrow. This year’s Super Bowl ads, most notably Verizon’s and GoldieBlox’s spots, are engaging in conversation about preparing daughters to become the boss, not just the assistant.

You can check out Mogul, Mom & Maid here:

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