Social Media Moms: How tweet it is!
Remember when our Moms had all the time in the world to chat on the phone and eat bonbons? Yeah, neither do we. Moms never had time on their hands. Or enough hands, for that matter. And today, when technology and all sorts of conveniences are supposed to free them up? Seems they’re crazy-busier than ever. No wonder the Twitter phenomenon has them all, well, a-twitter.
What could be faster? What could be more time-efficient? What could be friendlier? More convenient? Informative? And let’s face it, fun?
In a recent Social Savvy* survey of 317 moms, 36.3% say they tweet 10-20 times a day, mostly between the hours from noon to 3 p.m. Their main motivations: 1) to share and exchange information about products for kids and other moms, and 2) to interact with other moms.
If you looked over their shoulders, here’s what else you’d find: that 78.2% of moms like to follow various companies on Twitter to learn about new products, discounts and coupons. And sales! Who doesn’t love those? Especially the serendipitous kind: Delighted by finding the perfect item in the nick of time, most moms agree they’d rather participate in a one-day flash sale than one that lasts all week long.
All that taken into consideration, if there’s one reason for marketers to put Twitter on their strategic to-do list, it’s the astounding fact that 73.1% of moms indicate they went ahead and purchased a product — all because of another mom’s Twitter recommendation. A brand’s sales potential…is exponential.
Pretty amazing what 140 characters will buy you these days.
http://burnsent.com/blog/mom-family
Source: *Engage: Moms 9/28/201
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The objective every business hopes to achieve is…more business. With over 40 years of expertise in consumer analysis, pop culture and matching celebrities with brands, we’ve helped our clients galvanize sales, share and profit. We invite you to read our success stories. And become one of them. Please visit http://burnsent.com/case-studies and/or contact Lisa.Streitmatter@burnsent.com.
The Multigenerational Family… Marketing Implications
The Cleavers, The Huckstables and even The Brady Bunch are probably rolling over in their syndicated graves, seeing how much the American family has changed over the past 10 years. Mom is the breadwinner, Dad shops for toilet paper, 6-year old Amy texts friends on her cell phone, and grandpa is in the basement doing bicep curls and squats.
Here at Burns, we’ve had to dive headfirst into the dynamics of “the modern family”, working with brands like Dove, Toyota, Skippy, Suave and Wendy’s. And as we’ve helped clients engage today’s families, we’ve uncovered a treasure trove of insight we’re happy to share.
Did you know nearly 20% of Americans live in a multigenerational household? Parents, children, college graduates and grandparents live under the same roof. There is no longer a uniform way for brands to target “families” in advertising, because families as we know them no longer exist. Instead, it’s far more effective to target units bound by interest rather than blood.
- Brands targeting Millennialls or Seniors might want to focus messaging on how they help consumers feeling suffocated find privacy or escape
- Brands that cater to multiple generations might consider how they can help overhaul the very nature of “home”, allowing parents, children and grandparents to each find comfort — check out how BSZ Arquitects has designed a housing unit for 3 generations.
- The Wii’s success illustrates just how powerful technology with multigenerational appeal can be. Brands should continue to mine this demand with electronics that appeal to more than one age group — perhaps offer multiple ‘skill’ levels that toggle between basic for older folks and advanced for tech-savvy youth.
- A rise in non-nuclear families drives demand for packages that accommodate kids, adult kids, parents, elderly parents, single parents, same-sex parents, grandparents, or any combination thereof. Cruises and resorts, CPG, food brands and others should offer packages that entice groups of friends or relatives vacation/share/eat together.
- The recession has fueled a renewed appreciation for family time; As dining and entertaining at home has emerged as a thriftier option than going out, families remember how wonderful a home-cooked meal or board game session could be.
Burns works extensively with brands in the FAMILY space, so we’re constantly delving deep into their buying habits, motivations, etc. We just launched this “Moms and Families” section of our website, so check back often for new insights and case studies!
Perhaps some of our findings will prove useful in your next brainstorm.
Click to watch a TV spot from our ultra-successful Healthy Choice Relaunch campaign featuring Julia Louis Dreyfus, which increased market share almost 10%.