The Power of Mom - 5th Annual Marketing to Moms Conference, Chicago
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This document appears to be a presentation from Encyclopædia Britannica given at their 5th Annual Marketing to Moms Conference. The presentation discusses targeting mothers for back-to-school marketing and promotions, examining mothers' purchasing power and influence. It provides data on back-to-school consumer spending and shopping habits, and offers recommendations for effectively marketing to mothers during the back-to-school season. Examples of past successful co-marketing promotions between Britannica and other brands are also presented.
The Power of Mom - 5th Annual Marketing to Moms Conference, Chicago
- 1. Encyclopædia Britannica presents: The Power of Mom EXAMINING THE PURCHASING POWER AND DRIVERS OF TODAY’S MOM ***
- 2. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference 2 Smart promotions begin with Britannica YESTERDAY’S MOMS
- 3. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference 3 Smart promotions begin with Britannica …TODAY’S MOMS
- 4. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference TODAY’S AGENDA • Who is Encyclopædia Britannica? • Taking a Closer Look at Grandma’s Role • The Three “C's” of Targeting Mom • Discover Back-to-School • Targeting Mom at Back-to- School • Creating Effective Back-to- School Campaigns • Case Studies • Summary 4 Smart promotions begin with Britannica
- 5. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference 5 Smart promotions begin with Britannica ENCYCLOPÆDIA BRITANNICA?
- 6. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference BRITANNICA TODAY! • The #1 Best-Selling Encyclopedia • #1 in Print, #1 Online, #1 in Software • #1 at Schools, #1 at Colleges, #1 at Retail • #1 Worldwide • Britannica Digital Media leads the Industry • Britannica Online – www.britannica.com • Software – more than 50 SKUs • DVD/Video – 1000’s of titles • Audio Books and mp3 files • Mobile and Wireless Applications • PDA Applications • iPod and eBook Applications • Britannica vs. the Web • One source for accurate, researched, and authoritative information • Family-friendly and kid-safe • Reduces research and homework time • And we sell to Moms every day! 6 Smart promotions begin with Britannica
- 7. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference THE GRAND/MOM MARKET • $1.6 TRILLION is spent by Moms in the U.S. each year • 85%+ of household budgets are spent by Moms • 71% of Moms with children are in the work force. • Single mothers are the fastest growing demographic. • Grandmothers are increasingly providing primary and secondary child care at their homes. • Grandmothers are purchasing and serving after-school snacks. • Grandmothers are helping with Back-to- School shopping. • Grandma is the #1 influencer of Mom. 7 Smart promotions begin with Britannica
- 8. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference THE THREE C’S OF TARGETING MOM • Compassion •Clarity •Credibility 8 Smart promotions begin with Britannica
- 9. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference Back to School is a $54 BILLION Selling Season! 9 Smart promotions begin with Britannica
- 10. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference BACK-TO-SCHOOL MARKET 2006 Consumer Spending on Top Back-to-School Categories School Electronics & Supplies Computer $2.9 Billion $3.8 Billion Shoes $3.3 Billion Clothing & Accessories $7.6 Billion Source: National Retail Federation/BIGresearch *How can you partner with brands in these strong Back-to-School categories? Smart promotions begin with Britannica10
- 11. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference BACK-TO-SCHOOL MARKET Back-to-School Spending by Year $590 $600 $527 $483 Dollars Spent per Year $500 $442 $451 $444 $400 $300 2 2 2 2 2 2 0 0 0 0 0 0 $200 0 0 0 0 0 0 2 3 4 5 6 7 $100 $- Source: National Retail Federation/BIGresearch & Retail Council of Canada * Electronics/Computers/Peripherals are generally responsible for the increase in average consumer spending over the last few years. Smart promotions begin with Britannica 11
- 12. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference BACK-TO-SCHOOL MARKET Where Consumers Shop for Back-to-School Items - 2006 Data Grocery/Drug Office Supply Discount/Mass Catalog Online Department Specialty Source: National Retail Federation/BIGresearch *Discount/Mass and Department Stores account for more than 50%of total dollars spent. Don’t overlook Office Supply and Grocery/Drug as alt. channels. Smart promotions begin with Britannica12
- 13. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference BACK-TO-SCHOOL MARKET When Do Consumer Begin Shopping for Back-to-School Items? 2006 Data 32.5% 1-2 Weeks Prior 41.9% 3-4 Weeks Prior 6.6% Same Week 2.5% 16.5% After School 2 Months Prior Starts Source: National Retail Federation/BIGresearch & Retail Council of Canada *It’s imperative your marketing efforts begin immediately after July 1. 13 Smart promotions begin with Britannica
- 14. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference SELLING TO MOM AT BACK-TO-SCHOOL • Include decision-making data in all marketing efforts - Moms research products and service 4.5x more than dads • Tell Mom your product is smart, safe, or healthy - These three claims resonate louder than any other • Facilitate and increase Mom's productivity - Pay at the pump gas stations • Make shopping convenient and quick - Integrate drive-through windows whenever possible • Integrate your product into Mom’s everyday life - “Minute Clinics” at local drug stores • Talk to Moms online - iVillage.com, School Web sites, Pregnancy Planners • Target Grandma in your advertising and sampling - Consider women’s magazines with an older demographic 14 Smart promotions begin with Britannica
- 15. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference BRITANNICA CASE STUDIES • Procter & Gamble – Back-to-School Mail-In Software Offer • Kellogg – Celebrating Black History CD Promotion • Frito-Lay & Pizza Hut – Back-to-School Online Subscription Coupons • Sprint & EMBARQ – Back-to-School Teacher Promotions • Fox Home Entertainment – Grocery Channel BTS Promotion • Bennigan’s & Sonic – Kids’ Meal Promotions • JCPenney & Kohl’s – In-Store Back-to-School Promotions 15 Smart promotions begin with Britannica
- 16. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference Consumer Marketing Solutions CLIENT Procter & Gamble AGENCY Marketing Labs BRITANNICA PRODUCT Student Edition CD-ROM PROGRAM DESCRIPTION Back to School Promotion - Consumers who purchased four or more P&G products during one shopping trip * could mail in their store receipt and a completed tear- pad sheet for gift redemption. 16 Smart promotions begin with Britannica
- 17. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference Consumer Marketing Solutions * CLIENT Frito-Lay AGENCY Classmates Marketing BRITANNICA PRODUCT Britannica U.S. Maps PROGRAM DESCRIPTION In-School marketing program aimed at increasing children’s outdoor activities. This poster/map was distributed to one million students and hung in 2,000 school cafeterias. 17 Smart promotions begin with Britannica
- 18. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference Consumer Marketing Solutions CLIENT FOX Home Entertainment AGENCY In-House BRITANNICA PRODUCT Homework Essentials Plus CD-ROM PROGRAM DESCRIPTION Back-to-School 2006 gift with purchase program, grocery channel. Buy a FOX DVD and get the Britannica CD-ROM free of charge. * 18 Smart promotions begin with Britannica
- 19. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference Consumer Marketing Solutions CLIENT Kellogg Company AGENCY Brigandi & Associates BRITANNICA PRODUCT Custom CD-ROM titled, “Kellogg proudly presents A Celebration of Black History” PROGRAM DESCRIPTION Mail-In Offer: Consumers purchasing three Kellogg “qualifying” products can mail- * in a completed form to receive this CD-ROM free of charge. 19 Smart promotions begin with Britannica
- 20. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference SUMMARY * Make Back-to-School a critical part of your marketing plan. * Deliver value as it relates to Mom’s life - offer increased productivity and convenience. * Tell Mom what makes your product/brand different – demonstrate key strengths. * Deliver on your brand promise – she’ll be a repeat customer and tell all of her friends. * Include education, child safety or nutrition in your messaging. * Don't forget Grandma! Start Planning Now for Back-to-School 2009! 20 Smart promotions begin with Britannica
- 21. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference CREDITS • U.S. Bureau of the Census, Census 2000 (www.census.gov) • Retail Council of Canada (www.retailcouncil.org) • Center for Women’s Business Research (www.cfwbr.org) • National Retail Federation/BIGresearch (www.nrf.com) • MarketingProfs (www.marketingprofs.com) • Winning the Toughest Customer, Delia Passi with A.B. Aronson • Trillion Dollar Moms, Marketing to a New Generation of Mothers, Maria T. Bailey and Bonnie W. Ulman • Entrepreneur Magazine, Working Woman * Magazine, Business Week • Judy Frank, the #1 Mom 21 Smart promotions begin with Britannica
- 22. Encyclopædia Britannica | 5th Annual Marketing to Moms Conference * PARTNER WITH BRITANNICA TODAY Steve Gilberg Director, Promotions & Licensing 312-347-7237 - direct [email protected] Encyclopædia Britannica World Headquarters 331 N. LaSalle Drive Chicago, IL 60610 www.britannica.com 22 Smart promotions begin with Britannica