Moms Throughout her life, a mom is engaged in a variety of unique and personal experiences. Do you know how to get and keep her attention?

MomsMomsThroughout her life, a mom is engaged in a variety of Throughout her life, a mom is engaged in a variety of unique and personal experiences. Do you know how unique and personal experiences. Do you know how

to get and keep her attention?to get and keep her attention?

A A mommom is……. is……. According to the U.S. census, there are 83 million According to the U.S. census, there are 83 million

moms in the U.S., and each year, four million new moms in the U.S., and each year, four million new moms are “born.” moms are “born.”

On average, today’s mom is 27 years old, working On average, today’s mom is 27 years old, working and interested in having more than 2 kids.and interested in having more than 2 kids.

Every year moms spend $1.7 trillion dollars.Every year moms spend $1.7 trillion dollars. Moms control 80% of household spending.Moms control 80% of household spending. 90% of mothers use the same products at 90% of mothers use the same products at

home and the office. home and the office. 5 million moms own their own business.5 million moms own their own business. For the first time in history, four generations of For the first time in history, four generations of

mothers comprise the Mom Market mothers comprise the Mom Market

Why companies target Why companies target momsmoms Females outnumber males in the United States by over six Females outnumber males in the United States by over six

million.million. There are 141,606,000 women with children in the United States. There are 141,606,000 women with children in the United States. Woman-owned businesses generate $1.15 trillion in sales. Woman-owned businesses generate $1.15 trillion in sales. 9.2 million people are employed by Women-owned businesses. 9.2 million people are employed by Women-owned businesses. U.S. women spend more than $3.7 trillion annually on consumer U.S. women spend more than $3.7 trillion annually on consumer

goods and services.goods and services. U.S. women make up the number three market in the world, with U.S. women make up the number three market in the world, with

their combined buying power exceeding the economy of Japan. their combined buying power exceeding the economy of Japan. According to the U.S. Department of Agriculture, an average-According to the U.S. Department of Agriculture, an average-

income family will spend $165,630 on a child by the time the income family will spend $165,630 on a child by the time the child reaches eighteen years of age.child reaches eighteen years of age.

How to reach How to reach momsmoms Print AdvertisingPrint Advertising

Magazines are the preferred choice of reading for moms. The Magazines are the preferred choice of reading for moms. The average mother reads 4 different magazines a month with 3 of them average mother reads 4 different magazines a month with 3 of them being delivered to her home. being delivered to her home.

TelevisionTelevisionTelevision advertising directed at mothers is capturing the Television advertising directed at mothers is capturing the

attention of only a small portion of the market. attention of only a small portion of the market. Word of MouthWord of Mouth

Word of mouth is the strongest form of marketing within the Word of mouth is the strongest form of marketing within the mom market. 55% of mothers say they rely on recommendations when mom market. 55% of mothers say they rely on recommendations when making purchases for the home. The number jumps to 64% when it making purchases for the home. The number jumps to 64% when it comes to buying a product for their child.comes to buying a product for their child.

OnlineOnlineMoms are online seeking information and spending money on Moms are online seeking information and spending money on

the Internet. 94% of moms say they have purchased a product online. the Internet. 94% of moms say they have purchased a product online.

The Walt Disney Co. is targeting moms with a one–stop The Walt Disney Co. is targeting moms with a one–stop web site designed to provide answers to everything from teething to web site designed to provide answers to everything from teething to saving for college. Family.com was just launched for its trial run. saving for college. Family.com was just launched for its trial run. The website includes parenting and child development help and The website includes parenting and child development help and support, food recipes, activities and entertainment for the whole support, food recipes, activities and entertainment for the whole family, education guides to schools and learning, travel help, and family, education guides to schools and learning, travel help, and shopping with the latest must haves and reviews. Eventually aiming shopping with the latest must haves and reviews. Eventually aiming to create a “ParentPedia,” with information on over thousands of to create a “ParentPedia,” with information on over thousands of topics that can be expanded by users. topics that can be expanded by users.

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Sony has chosen to reach out Sony has chosen to reach out and touch the Mom Market (an example and touch the Mom Market (an example of Sony’s advertisement to the right). of Sony’s advertisement to the right). Why should I choose a Sony Why should I choose a Sony Handycam®? Sony knows just how to Handycam®? Sony knows just how to touch a mom’s heart. A mom’s most touch a mom’s heart. A mom’s most precious memories are milestones precious memories are milestones achieved by their child. Capturing those achieved by their child. Capturing those events are priceless. Sony hit the nail on events are priceless. Sony hit the nail on the head. the head.

In a commercial by Sony they In a commercial by Sony they show a mom away on business in a hotel show a mom away on business in a hotel room reaching into her suitcase and room reaching into her suitcase and finding a DVD. As the DVD plays her finding a DVD. As the DVD plays her two children sing her Happy Birthday. two children sing her Happy Birthday. Every mom knows how hard it is to be Every mom knows how hard it is to be away from their child and Sony bridged away from their child and Sony bridged a connection with their product . a connection with their product .

Your child’s first steps. College graduation. Life is full of moments that are well worth remembering. There’s no better way to capture those moments than with a Sony Handycam® camcorder. It’s never been easier to immortalize your memories in stunning sight, sound, and motion, allowing you to simply capture life as it happens. Sony Handycam® camcorders are versatile, powerful, and easy to use. Discover the emotions, the memories, and the fun by creating you own movies to cherish and share.

Resources and LinksResources and Links Packaged Facts: U.S. Mom Market: A Ground-Breaking Profile of Mothers Packaged Facts: U.S. Mom Market: A Ground-Breaking Profile of Mothers

as Consumersas Consumers

http://www.packagedfacts.com/Mom-Ground-Breaking-886173/http://www.packagedfacts.com/Mom-Ground-Breaking-886173/ Confectioner Magazine: Tapping Into Kids’ TouchpointsConfectioner Magazine: Tapping Into Kids’ Touchpoints

http://www.confectioner.com/content.php?s=CO/2006/03&p=9http://www.confectioner.com/content.php?s=CO/2006/03&p=9 eMarketer: eMarketer Reports 32 Million Mothers Are OnlineeMarketer: eMarketer Reports 32 Million Mothers Are Online

http://www.marketwire.com/mw/release_html_b1?release_id=135985http://www.marketwire.com/mw/release_html_b1?release_id=135985 Sony: Why Choose Sony Handycam® Sony: Why Choose Sony Handycam®

http://www.sonystyle.com/is-bin/INTERSHOP.enfinity/eCS/Store/en/-/http://www.sonystyle.com/is-bin/INTERSHOP.enfinity/eCS/Store/en/-/USD/SY_ViewStaticStart?page=static%2farticles%2fhandycamguideUSD/SY_ViewStaticStart?page=static%2farticles%2fhandycamguide%2eis%2eis

BSM Media Marketing to MomsBSM Media Marketing to Moms

http://www.marketingtomoms.com/about/company.phphttp://www.marketingtomoms.com/about/company.php YouTube: Sony Handycam DVD commercial TVYouTube: Sony Handycam DVD commercial TV

http://www.youtube.com/watch?v=xL1RP3bAJz0http://www.youtube.com/watch?v=xL1RP3bAJz0 ABC News: Disney to Launch Web Site Aimed at MomsABC News: Disney to Launch Web Site Aimed at Moms

http://www.abcnews.go.com/Technology/wireStory?id=2945622http://www.abcnews.go.com/Technology/wireStory?id=2945622