Last week I received another email inviting me to a great event that absolutely perfect for the entire family. I was filled with glee because I’ve been trying to find NEW things for my kids to do while I practice my photography.
I’ve got the camera in hand in the kids in tow before realizing one thing…
That’s right it was another invite to a spectacular event conveniently planned for the middle of the day on a weekday.
Oh poop (that’s not what I really said). I said something way cooler than that.
See I’m one of those; I’m a mommy blogger that works full-time. While I appreciate all of the wonderful invites to some really great events, I almost always have to turn down the opportunity because I also work full-time.
Which makes me think, I clearly can’t be the only working mom that blogs, right? I’ve seen others out there on Twitter and Facebook. Quick raise your hand (leave a comment) if you are a mommy blogger or blogger that also works full-time.
Anyway, this post isn’t really about my misfortune of having to turn down events, but it did get me thinking…
I wonder if all of these brands catering to moms realize they are missing the opportunity to reach out to over 21 million consumers. According to a report released by Scarborough working moms make up 9% of the US adult population and 43% of working woman are full-time working moms.
While working moms account for only 18% of woman, here are some reasons why they should be in your target market.
- Working moms spend more on groceries
- 2/3 of working moms use grocery coupons, 28% use them weekly
- Working moms are more likely to eat fast food (by the way I’m not saying that is a good thing, but I’m guilty)
- Working moms spend more annually across all clothing categories
- Working moms are 29% more likely to paint/wallpaper their home in the next year
- Working moms spend 21% more on wireless phone service than the average phone user. Check out my article on Why the Mobile Market Should Love Moms on lifetimemoms.com
- Working moms drive over 1000+ miles in a month (For working moms in LA it may not necessarily be the distance by the time of travel that sucks your time)
As a working mom, work at home mom, mom entrepreneur, or whatever you want to call me I generally have control over the spending for my family like other moms. My choices do influence the brand choices my children will make in the future.
In my opinion working moms sound like a great target market because they are generally tech savvy, in need of some serious me time, are always looking for cost savings and healthy choices and are always looking for was to be more efficient with time and money.
So how do you reach out to the time-starved working mom?
- Plan an event that includes dinner – I know the first thing on my mind after work is, what’s for dinner. Hosting a family night dinner would be an interesting way to bring working mother together to share your brand and ideas.
- Spa Day – Ever working mother is starved for me time, plan a spa day event in the evenings or on the weekend.
- Offer babysitting services for adult only presentations. Since events are sometimes hosted in hotel conference rooms, why not reserve a second room for the kids to play
- Plan events on the weekends rather than weekdays
- Host a shopping event – invite working moms to a boutique or store for a nice cocktail party and allow them to explore your product line.
Those are just a few suggestions. What do you think working moms? Do you have any tips or suggestion on how brands should try and reach out?
The data in this study is from Scarborough USA+ Release 1 2009. Data collection dates are February5, 2008 through March 7, 2009, except for page 12, which is based on six months of data. Scarborough defines the working women as “women who are employed full-time and have one more children in the household. For more information on this study, please see www.scarborough.com. You can download the working mom report here.