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1) Moms multitask...and they
don't always feel good about it.
Moms at almost
every age feel pulled in thousands of directions daily. They're
usually in juggling work responsibilities, immediate and extended family
commitments, and church, civic and other community activities.
And they almost
always feel that while they're trying to do it all, they're doing little of
it well. They often feel that everyone's getting the short end of the
stick.
Time-efficient
products and services help relieve moms' guilt and worry about spreading
themselves too thin. Products and services that help moms achieve more
balance in their lives are also well-received.
Examples
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A "Healthy
Meals In A Hurry" workshop
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Exercises that
moms can do while standing in the checkout line
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Sanity-saver
time management seminars that help reduce stress
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Mind/body
programs that help participants calm and center their thinking
2) Moms want their families to
"be all they can be".
They want their
spouses, partners and children to lead fulfilling and rewarding lives.
They want their kids to be confident, happy, and healthy, empowered by both
classroom learning and other enrichment activities to reach their fullest
potential.
And moms want to
share enriching and emotional experiences with their kids.
To fulfill this role, moms often go far beyond what you'd
expect from a typical customer. For example, they often demand a
strong voice in how the kid-oriented programs they choose actually operate.
Finally, while
we've seen an upsurge in purposeful play - products and services
specifically designed to get kids more active - "play for play's sake" is
making a strong return.
Examples
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Kid fitness
programs, both general fitness and sports-specific
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Wellness-oriented programming that includes creative or artistic
elements (dance and movement, for example)
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"Mom & me"
programs - with careful design and appropriate marketing, these can be
appropriate for very small kids through teens and offer a joint
experience moms often appreciate
3) Moms feel
accountable for family health.
"Dr. Mom" is one
of the most significant mom roles. In most families, moms are the
primary architects of family wellbeing. They think about prevention -
how to keep everyone healthy, well, and full of energy. And when
family members have health issues, it's usually mom who orchestrates what
happens next.
Some of the
biggest mom concerns about family health:
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How to get a spouse or
partner to change lifestyle habits for the better
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How to keep
kids active when the siren call of television, computers, and Nintendo
lures them into couch potato territory
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How to teach
kids healthy eating habits when they encounter what we'll charitably
call "diverse" food choices almost everywhere they go
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How to get
healthy meals on the table with limited time and unpredictable schedules
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How to foster
kids' emotional wellbeing in a world that can cause great stress,
uncertainty and fear
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How to teach kids about
healthy living without being tuned out
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How to address their own
health (or improve their overall wellbeing) despite all the demands on
their time
To tap into these concerns, focus
on solutions in developing your wellness products and services.
Incorporate the other principles we've identified - for example, the desire
of many moms to participate with their kids in activities.
Examples
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A "Mom & Me: Snacks On The
Fly" session where moms and kids together try easy-to-fix healthy snack
recipes
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Kits with fun toys that
encourage active play among parents and kids - for example, soft rubber
balls, frisbees, jump ropes, and more
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Leadership programs that help
build confidence and self-esteem - for example, using teens as mentors
to teach healthy lifestyle habits to younger kids
4) Moms respect value.
When moms make purchase
decisions, they're looking for the perfect combination of quality, results
and price. They research important purchases - and important for a mom
isn't just a big-ticket item. It's anything she thinks will help
address the issues we've outlined here.
How do moms research?
Research can be formal - for example, looking at Consumer Reports or
searching for information on the internet. It's also often informal -
for example, checking with other moms for their recommendations and
experiences.
Examples
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Establish a
customer circle of your best customers and share the latest and greatest
news and trends, product samples and tips, etc., with them
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Use customer
testimonials to communicate how well your services work
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Make their
lives easier (remember how busy they are?) by making every transaction
painless - whether it's a return, a purchase, a billing issue.
5) Moms are women with kids.
The concerns of moms in their 20s and moms in
their 40s are very similar. The concerns of women in their 20s
and women in their 40s are quite different.
This is especially important because the average age at which
women first bear children continues to increase and more women are first
giving birth in their 40s. The key here:
moms do retain an identity of their own, separate
from their status as mothers. Keep both dimensions in mind.
Traditional
"women's concerns" are evolving. For example, concerns about the
health risks of obesity co-exist with increased acceptance of heavier weight
among many women. This means that weight loss matters to some women -
but a "fit at any size" approach may have more appeal for other women. |
