1. TV and Radio Ads (52%)
No surprise here, the majority of moms still find out about new products from TV and radio ads. Targeted networks like WeTV and Lifetime draw in a lot of moms, which naturally attracts advertisers with messages that appeal to them. Radio has experienced a renaissance with music streaming services like Spotify and Pandora. Stations tailored to moms based on their listening behaviors give brands a great place to talk about their latest offering.
2. Online Ads (50%)
The rise of programmatic has given advertisers the ability to target ads with laser precision. Moms, like everybody else, spend a lot of time on the internet. Shopping and social media make up a sizeable chunk of a typical mom’s time online. Display ads in particular do a great job of getting your product in front moms while they are browsing through related content.
3. Word-of-Mouth Recommendations (40%)
Every brand that targets moms is striving to get consumers talking about them because the power of word-of-mouth recommendations is particularly strong among moms. It really pays off to create a great product and back it with a great customer experience that gets moms talking to other moms about you.
4. Magazine and Newspaper Ads (37%)
Print isn’t dead, especially among moms. Magazines like Cosmopolitan strike a perfect balance between being entertaining and informational which speaks to a wide majority of moms. Meanwhile, specialist magazines like Parents and Good Housekeeping target specific interests of moms and offers advice and reviews on a variety of brands and their products.
5. Search Engines (35%)
Search engines have become the first place moms go to find a quick answer to a question or to research brands and what they offer. Simple searches like “organic peanut butter” often return results of products they were expecting along with new brands and products they are seeing for the first time. Make SEO a priority whenever you are trying to launch a new offering.
6. Brand Websites (32%)
Nothing tells you more about a brand’s products and services than its website. Many of today’s brands have taken steps to make their websites a destination worth regularly visiting and not just a depository of information about the company and what it offers. If you tailor your website to engage current customers launching new products becomes much easier.
7. Consumer Reviews (30%)
There is definitely no shortage of reviews online and they have become a trusted resource for moms. The sale of items for babies is driven almost completely by consumer reviews. Moms want to know what has and hasn’t worked for other moms and use that to determine what they buy for their children.
8. In-store Product Displays (28%)
Much of the shopping for the family still falls on moms. The time they spend in grocery stores or other retailers exposes them to many new products and services. Merely throwing a new product on the shelf next to your older products often isn’t enough to drive awareness and push a purchase decision. Product displays stand out and draw attention, so this has been a go-to for many CPG brands trying to launch their latest product.
9. Social Media Mentions (27%)
Pinterest is one of the fastest growing social media networks for moms and getting them to share your products on there is worth it’s weight in gold. Unlike many other social networks which tend to focus on user-to-user engagement, Pinterest is made to share products and brands. Let your competitors continue wasting their time trying to entertain on Facebook, invest in Pinterest and you’ll see results.
10. Billboard Ads (25%)
Out-of-home media has always been one of the most attention grabbing forms of advertising and that’s not going to change anytime soon. Today’s moms stay on the go and one of the best ways to get your message to them is to engage with them while they are on the move. While moms are driving, taking public transportation, or shopping they are more receptive to the messages around them than they may realize.