4 Things Moms Desire & How Brands Can Be a Helpful Resource

At the core of every amazing mom’s heart is her family. She wants to see them happy, healthy, and whole. As a born nurturer, she is selfless, giving love, time, and support freely.

Every single day, she works hard to help make this a reality - whether it’s daily affirmations of “I love you,” tight hugs and squeezes with her kids, thoughtful texts with her spouse, remembering every minute detail to keep the household running, making a hot meal, sleepy bedtime stories and talks about the day, the list goes on and on.

She's a natural multitasker, constantly giving of herself.

However, as focused as she is on her family, she often forgets to prioritize her well-being and, at times, becomes spiritually, emotionally, and physically exhausted. As a brand, there are four primary ways moms value support from the brands we love. Demonstrate how your products and services help to nurture her mind, simplify tasks to save time and money, affirm her, and provide a sense of calm.

Nurture Her Mind

There's something truly special about the deep connections and understanding that develop among mothers who share similar journeys. It's common for moms to feel isolated and yearn for meaningful connections with other women who can relate to their experiences.

By developing a virtual community for moms who use your products and services, you can provide them with a space to share their stories and support one another.

Providing this resource will also help you expand your customer base and strengthen your relationships with your existing customers. In addition, regularly creating compelling, informative content for your blog and social media platforms will also further resonate with moms and establish your brand as a valuable resource for them.

For example, I especially love how the fitness platform Eager 2 Motivate (E2M) does this holistically. It is a membership-based program that provides fitness, nutrition (whole foods and no supplements), and mental health support to its growing community of over 100,000 members through its Facebook group. On board with the team of dedicated coaches are licensed dieticians, chefs, and clinicians who are there to provide optimized support.

Simplify Tasks to Free Up Time & Save Money

As a mom myself, I understand the relentless struggle to find enough time in the day. It's important to reach out and show how your products and services can be a lifeline, giving back precious moments by simplifying daily chores and removing unnecessary tasks.

Affirm Her

Remind moms how amazing they are and engage with them regularly by sending daily affirmations to their inboxes or posting thoughtful social media posts. I love how Alexis Kerr, VP of the Mahogany Brand at Hallmark Cards, shares motivational quotes on her LinkedIn page multiple times each week. This is a great way to be personable, provide consistent value on a regular basis, and build trust in your brand.

Calm, Rest, & Sleep…Yes, Please!

Just as time is an evasive resource for moms, sleep and rest are its close cousins. At the end of the day when she finally lays down for the night, after homework has been done, dinner has been had, and the kids have been put to bed for the night, she doesn’t just drift to sleep. In her mind is an endless reel of the tasks she has to complete tomorrow and how she felt about everything that happened that day.

One of my favorite products for helping to relax the mind is Aveeno's line of soothing and calming lavender-scented bath products. They are truly calming and smell amazing. In addition, relaxing bedtime stories and soothing tunes from apps like Calm is also fantastic for relaxation.

It is imperative to wholeheartedly support mothers by ensuring they feel valued and appreciated for their individuality and the indispensable roles they play. We must uplift, acknowledge, and honor their unique qualities while recognizing the profound impact they have on their families and communities.

*Disclaimer: All images used in this article were retrieved from Unsplash.

Four pointers to consider when marketing to millennial parents

Are you a brand that targets millennial parents and markets products that help make their lives easier? Here are four tips to ponder when marketing to them.

According to the National Retail Federation, “Millennials born between 1981-1994 are parents to 50 percent of children in the United States of America, more than one million millennial women become moms each year, and millennials make a significant contribution to the $1 trillion U. S. parents spend raising their children each year.” To gain an understanding of this population, let's examine these four key factors: mom persona, daily challenges, authenticity, and connectivity.

Mom Persona

Mothers make around 83% of the household purchases for their families and are a significant part of your consumer base. Therefore, as a brand, it is crucial to understand who they are, their daily obstacles, and what matters most to them.

Today’s millennial moms are educated, professional women who are juggling caring for their families and building their careers. They are work-from-home, stay-at-home, or commute-daily moms, all struggling to find the sweet spot of work/life balance. They take pride in their families and homes, desire quality time to spend with the ones they love most, and desire the ability to care for themselves—mentally, physically, and socially.

Speaking of TIME, it is the single unifying factor that moms and dads wish they had more of. Given that fact, these busy parents need solutions to their needs now and want to be able to do a quick search for the products, services, and resources that are valuable to them.

A Day in the Life of a Parent

As spills and splatters often happen with littles, and with the possibility of unexpected visitors dropping by, parents appreciate household products that can help make life easier. For instance, units that can vacuum and mop simultaneously and organic juice pouches that don't contain harmful additives meet needs that are essential to parents. There is great relief and joy in using products that can solve problems and help prepare for unexpected challenges. It makes the day run more smoothly and allows them to maximize their time.

Brand Authenticity

Parents appreciate brands that cater to them and save time and money by simplifying their busy schedules. However, they are often bombarded with sales ads that promise solutions to problems they may not even have. Instead of focusing on sales, it’s more effective to engage with parents and demonstrate how your brand understands their challenges. Share what makes you special and commit to meeting their needs with your products, services and resources. Your brand message should be conveyed through a well-defined marketing strategy and fresh, relevant copy that clearly communicates your value, and keeps the content engaging and up-to-date.

Connectivity

Are you struggling to reach your target audience despite having developed a product, service, or resource that can save time by eliminating certain tasks? Don't worry, there's a solution. By partnering with a professional copywriter, you can effectively communicate your brand's value and connect with those who can benefit the most from what you have to offer.

An experienced copywriter can streamline your marketing efforts and ensure that your brand's message is delivered to the right people in the right way. So if you want to take your marketing efforts to the next level and make sure your brand stands out in a crowded market, partnering with a professional copywriter can prove to be a great investment.

Are you ready to start building a customized strategy today to reach your target consumers with a professional copywriter committed to partnering with you to grow your brand with hard work and consistency?

Let’s work together!

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