why health & wellness decisions are harder than deciding who to marry
TRANSCRIPT
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An AbelsonTaylor Company Marketing to moms presentationOctober 6th, 2015
Health & Wellness Decisions Are Harder than Deciding Who to Marry
Abelson Taylor Marketing to Moms PresentationOctober 6, 2015
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Is the H&W decisionFUNDAMENTALLY
DIFFERENTthan any other purchase
decision moms make?
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In Comparing H&W vs. Non H&W Purchases
Mom spends TRIPLE the time deciding onH&W purchases
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The Anatomy of aH&W Purchase Decision
They are SLOW & DELIBERATE• Conscious• Questioning• Analytical
H&W purchase choices are NOT FAST OR INTUITIVE decisions
Always 3 VARIABLES at play• Complexity• Fear (greater risk)• Highly personal
H&W purchase decision is here
DECISIONFATIGUE
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Since not all Moms are super science-savvy, making HEALTH & WELLNESS
decisions can be a source of confusion
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Buzzwords thatinstilled confidence… Enhanced Fortified More Plus
3 YEARS AGOMom had a
“more is more” mentality
Buzzwords thatinstilled confidence… Pure Simple Without Free-from
TODAYMom has a “free from” mentality
This Confusion has Perpetuateda Recent Shift at Shelf
Artificial ingredients
& additives
areOUSTED
73%
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Say FULLY KNOWINGwhat’s hidden or unknown in products is most important
This Confusion has Perpetuateda Recent Shift at Shelf
%73
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All for what?
Sugar Free
Gluten Free
Cage FreeOrgani
cNo Pesticides
Eats Boogers
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In Comparing H&W vs. Non H&W Purchases
She feels 3 TIMES the frustration if she can’t use her preferred H&W brand
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Purchase Path to Loyaltyor the Road to Ruin
Mom faces a vulnerable moment
Mom researchessolutions
Mom choosesa brand
Mom is a success
Brand functionbecomes
brand love
Product fails toresolve problem
Mom feels like a failure
Brand is sent to the
product graveyard
Product resolves
the problem
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In Comparing H&W vs. Non H&W Purchases
MORE CONFIDENT in their job performance
moms are
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Vulnerabilities are at the center of every H&W decision she makes
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
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So, what do we meanby vulnerability?
Open to moral attack; criticismSusceptible to being wounded or hurtDifficult to defend
EMOTIONAL EXPOSURE
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This Years Ambitious TaskQuantify vulnerabilities (423 moms)–Vulnerability needstates–Dominant vulnerabilities by time and category
Quantify the impact of vulnerabilities on purchase
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Universal Vulnerability Needstates
CUTTINGTHE CORD
TRYING TRANSITION
S
FEELING THEIR PAIN
LOSING THE REINS
STRESSINGTHE FIRSTS
DREADING THE UNKNOWN
VULNERABILITY Map
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Mom’s Needstates Can Change
as her Journey Progresses
Cutting the Cord
44%
Moms of Infants Losing the Reins
32%
Moms of Toddlers Trying Transitions
30%
Moms of Preschoolers
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We had to employ a sneaky quant methodology because
moms are MASTERS OF DECEPTION
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Vulnerabilities by Category
Dreading the Unknown
Bandages Pain Medicine
Feeling their Pain
Sunscreen
Losing the Reins
Vitamins
Losing the
Reins
Diapers
Trying Transitio
nsFormula
Stressing the Firsts
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Infant Formula: It’s Not All
About the Boobs
Stressing the Firsts
49%
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Vitamins: Picky Eating or When Your Child Crosses Over to the Dark Side
Losing the Reins
62%
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H&W brands are uniquely poised to help mom achieve superior mom performance
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
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Intense connection
Emotional currency for future choices
A special kind of brand loyalty
HER VULNERABILITIES
BRAND ENABLER
Strategic Approach
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Moms are
more likely to choose a brand if its position is ROOTED IN VULNERABILITY
%57
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H&W Brands are MOM’S NEW STATUS SYMBOL
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But, wait aren’t statussymbols superficial?
Flaunting Possessions Flaunting Life Choices
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For Today’s Mom, What’s INSIDE is Even More
Important than the Bag Itself
Flaunting Values
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Help solve her vulnerabilities to make your brand her new badge of honor!
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