4 m approach=making moms the marketing medium

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

jeff.pontes@fusemg.com

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!

Taking it to the next level…

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

jeff.pontes@fusemg.com