4 m approach=making moms the marketing medium
DESCRIPTION
Includes 5 Global Trends Driving Female Consumers, female psychology, mom's digital behaviour and an award winning case study on how moms were effectively leveraged for a Halloween sampling program.TRANSCRIPT
FUSE Marketing Group
The 4M Approach: Making Moms the Marketing MediumJune 2010
Let’s Be Friends…
@jeffpontes
LinkedIn.com/in/YourBrandVoice
http://bit.ly/CMA_blog
What We’ll BeTalking About
Interesting insights
Tetley Red Tea Case Study
Global Trends Driving Female
Consumers
Source: “Why She Buys”, The New Strategy For Reaching the World’s Most Powerful Consumers, Bridget Brennan, pg84-85
Trend #1: More women in the workforce changes everything
Trend #2: Delayed marriage = more money on “me”
Trend #3: Lowered birthrates = fewer kids but more “stuff”
Trend #4: Divorce economy = two of everything
Trend #5: The presence of older women redefines target markets
Source: ``The Female Brain” by Dr. Louann BrizendineClinical Professor of Psychiatry at the University of California, San Francisco
I use about 7,000 words
per day
Did you know that I speak
about 20,000 words per day?
Yeah that’s about 3 times what you
speak…
They give advice97.2% of moms said they regularly or occasionally give advice to others about products or services
They seek advice 93.6% saying they regularly or occasionally look to others before making their final decision
• Moms have other interests aside from just parenting• Level of interest in topics changes as children grow older
Source: digital mom, report published by Razorfish and CafeMom
Relevancy is Dependent on Life Stage
• Women– Fluctuating brain chemistry causes
perception shifts during the following hormonal phases:
• Childhood• The teens• The dating years• Motherhood• Menopause
• Men– Gradual, yet small changes
Avoid the case of the “Ugly Snugli”
Moms are buying, make it relevant forthem too!
Source: digital mom, report published by Razorfish and CafeMom
Moms Age• Moms <35 = newer communication platforms
o Eg. Social networks, SMS, mobile browsing• Moms 45+ = informational tools
• Eg. Online news, consumer reviews and podcasting
Childs Age• Children 12+ = Online
video consumption / gaming highest
Avoid a “blanket” strategy targeting all
moms
Case Study:The launch of Tetley Red Tea
The Scenario• Tetley is the market leader in the tea category
– Regular and specialty tea• In 2008 they introduced Tetley Red Tea
– The product received high scores on taste, hence sampling the product was considered the key to converting consumers to purchase
– Many new SKUs (including major store and coffee shop brands) recently entered the category adding noise and clutter
The Challenge• Reach consumers and encourage trial of a virtually unknown flavour • Work with a limited budget where majority of funding was dedicated to driving
awareness
The Objective• Encourage trial of 12,500+ samples
The Approach
Make Moms the Marketing Medium (4M approach)
Halloween Ambassador Sampling Program
1. Identify Brand Ambassadors– Mined Tetley’s under utilized
consumer database– Found a group of registrants who
were:• Confirmed Tetley drinkers• Reportedly loyal to Tetley• Average response e-mail rates: 5-10%
(request and surveys)• Demonstrated an interest in trying new
products
2. Get Ambassadors to Participate– E-mail invitation sent to 3,500 Tetley
consumers in urban Toronto, Calgary & Vancouver, inviting them to participate
– Contest overlay (win a $1000 gift card) was included to motivate response
– A second email confirmed participation and mailing address
3. Provide Ambassadors with Samples– Each participant was provided with
50 trial size boxes (7 bags each) + a coupon several days before Halloween
– Ambassadors were asked to try Tetley Red and to share the samples with neighbours
– As a thank-you, they were also given a full size canister of Tetley Cinnamon Spice Herbal Tea
4. Gain feedback from Ambassadors– Post-Halloween a follow up email
was sent encouraging feedback via an online survey
– Respondents to the survey wouldbe entered into the $1,000 gift card sweepstakes
Results• 32% response to invitation to participate
– 4+ times above goal– Compared to benchmark of 5 – 10% among existing consumers
• Participation was 350% above goal– 1,125 participants versus objective of 250
• 56,000 samples distributed– 78% above expectations
• Over 80% of participants (916) completed follow-up survey– Well above the 10% typically expected in direct response– 87% would recommend the product to a friend
• Total program cost was less than $15,000 (plus the cost of the samples)
Awards
“Thank you!! I ended up taking a bunch of the samples to my son's preschool as a trick or treat for moms, and they were thrilled! I also noted the great reception the tea got when the kids ran down my steps saying ‘mommy, I got a treat for you too!!’.”
“The parents thought it was a great idea, even some of the kids did too. A few parents even came to the door to personally thank me for having something especially for them”.
“The adults thought it was wonderful that someone would think of them at Halloween. They appreciated the thoughtfulness of Tetley!”
“All who received the tea were surpirsed and happy for the gift. Most said they could use it after they brought the kids in from Halloween. They were all grateful and I was one of the more popular houses on the street because of the tea”.
Testimonials
Any Questions?
@jeffpontes
LinkedIn.com/in/YourBrandVoice
http://bit.ly/CMA_blog
Contact