Bailey offers real suggestions to attendees

Bonita Springs, Fla.— In order to market to moms, you have to understand where they are coming from, said Maria Bailey of BSM Media, the keynote speaker at the 5th annual Kids Today Conference here last month.

One of the most important things to think about is how moms are using your products, said Bailey — and it might be different than what you think. A mother herself, Bailey gave an example of moms freezing juice boxes for their kids' lunch boxes. One brand of juice box has a straw that will fall off when chilled; if the manufacturer had understood how the product was being used, that's something it would have considered in the package design.

Bailey's research has shown that 90% of moms remain loyal to a company that meets their expectations, and convenience ranks high on the satisfaction scale. About 70% are more likely to purchase from a company that recognizes a woman's multiple roles.

Try to be mom's pal in the shopping experience, said Bailey. Offer solutions that save time and/or money in the long run. Bailey also suggested talking about the benefits of a product and how it can be used rather than overloading moms with a product's fine points.

Bailey also said retailers should suggestive sell to moms' best intentions. For example, for Office Depot, Bailey created point-of-sale materials suggesting parents stock up supplies for those unexpected "9 p.m. projects" that they don't find out about until after the store has closed.

Bailey's research also showed that 70% of moms said they'd use their tax refund on home improvement and decorating, so she suggested advertising refund sales in the early part of the year.

The Internet provides moms with a way to research products before making a purchase, and Bailey's research shows 82% of moms do this. Moms also look online and in magazines for ideas, tips and quick advice, so offering information on the Web and on in-store signs and leaflets is helpful. Having a Web site that caters to them can build trust in a product or store.

Manufacturers and retailers know that advertising to kids works by getting the child to beg the mom for a certain toy, but 86% of moms say ads targeting their kids get their attention, too.

Moms spend a lot of time in their cars, especially in the afternoon. Radio ads can target moms who are picking up kids from school, going shopping and dropping kids off for after-school events.

Bailey also stressed the importance of knowing a child's age. If you know what life stage the child is going through, then you better understand mom's lifestyle, she explained.