Want more mums to buy your products? 3 new ways to talk to mum that will make a connection. Insights from the Mumsnet conference, Mumstock 2015 And why big brands keep getting it wrong.
3 new ways to talk to mum that will make a connection
Jul 15, 2015
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Want more mums
to buy your
products?
3 new ways to
talk to mum that
will make a
connection.
Insights from the Mumsnet conference, Mumstock 2015
And why big brands keep
getting it wrong.
59% of mums believe that marketeers
think of motherhood as a series of chores.
Apparently, brands are
completely unaware of
what parenting is really
all about.
It’s about love.
Mumstock ‘15
A business conference hosted by theparenting forum, Mumsnet. Inassociation with Saatchi and Saatchi,Mumsnet engaged the 8 millionwomen across its community to revealcompelling insights into the rolesmothers are trying play in family andsociety.
Here Vista reveals the studyhighlights and 3 ways brandscan connect on a moreemotional level.
The survey found that rather thanbeing portrayed in media as“hygiene-obsessed drudges”, mumswant to be represented as:
Quote from Justine Roberts, CEO, Mumsnet
Loving
Fun
A friend
A role model
A hero
Happy…
Mumsnet identified eight key emotionalroles of modern motherhood:
The mums ranked the most important:
And identified the roles they wish they had more time for:
Fan
Being on thereceiving endand enjoyingthe mark theymake.
Partner in crime
Being down and dirty.
Rule Breaker
Not always being the disciplinarian.
So, how can your brand strike an
emotional connection with mum
by enabling her to play these roles
more often?
Some thought starters.
Fan:
Create new ways for mum to capture themoment.
1. Get mum closer to the action by sponsoring children’s activities
2. Create new ways for her to shout on social media
Provide excuses for mum to relinquish control.
1. Create challenges that require mum’s involvement
2. Give mum guidance to help her live in the moment
Partner in Crime:
Inspire mum with terribly good ways to be bad.
1. Nostalgic activities will remind mum to see the world through her child’s eyes
2. Provide clever ways to make the housework wait
Rule Breaker:
Remember it’s not about your
brand behaving in these ways.
It’s about enabling mum to.
Contact Jane at Vista for insights, ideas
and creative ways for your brand to
engage with mums.
01295 369 182.@VistaMums
VistaPRVista_PR
www.thevistavillage.com
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