Marketing, Parents, Strategy
August 24, 2017
6 tips to help brands market to parents
6 tips to help brands market to parents

The mom and baby industry is saturated with brands (AKA there is a lot of noise you need to break through if you’re marketing) and more and more competitors are entering the market daily. How do you market to parents? It has become harder and harder for brands to connect with parents in a meaningful way because of all of the conflicting and strong brand messaging out there.

Keep in mind that all this noise doesn’t make it any easier on your target audience either. You need to figure out a way to cut through the noise to get your message across.

Here are 6 tips to take into consideration to help you market to parents successfully.

Tip #1: It’s not just about the moms

Market to parentsThis is the most common mistake brands make when marketing to parents. Moms are a big deal. We get it. All the research out there is geared towards figuring out what makes moms tick. However, as each generation steps up, 69% of fathers feel that fathers are becoming more and more involved with raising their children. When they have stayed at home looking after their children, 45% of dads said they’ve been called the “babysitter” – 38% find it offensive. Dads are stepping up in a big way when it comes to parenting, and they have been for a while. Brands just haven’t acknowledged it enough yet. With “traditional family roles shifting and parenting becoming more of an equal opportunity role, make sure you are reaching dads as well as moms. Moms are definitely strong, but dads are more than just supporting characters in the familial structure.

Tip #2: Not all parents are the same

You can’t just say you’re targeting parents and then run with it. You still need to further segment your audience so you know your messaging will resonate with them. Parents fall into different segments based on factors such as:

  • Age: We all know that Millennials have different purchasing behaviours than Gen Xers. Even if they are looking for similar products and services, they will come to a final decision on a different path.
  • Lifestyle: If you are looking at parents as individuals (because they are!) their lifestyle as adults will determine how they parent their children. They could be vegan, health & fitness nuts, socially conscious, working parents, stay at home parents, etc.
  • Geography: Parents who are based in big cities may have different consumer behaviour than those that are from small towns. They will definitely have different needs based on everyday living.

Regardless of who your ideal parent customer is, figure out what problems they face as parents and give them a solution. Don’t just sell them a product for the sake of selling.

Tip #3: Understand what it means to be a modern parent

market to parentsAs time passes, the role of parents evolves. Brands need to keep up with how parents see themselves in a modern age. Globally, 51% of moms think marketers have an outdated view of what it means to be a parent and that they just don’t understand them. That’s a lot of missed opportunities when it comes to connecting with your target audience!

In this day and age, parents are multi-dimensional. They don’t see their role as a parent as a second job, it’s a part of who they are as individuals. They are caregivers, teachers, coaches, playmates, friends, and so much more. It is your job as a brand to learn about them and connect with them on a personal level.

Tip #4: Use digital channels wisely

While 88% of US mothers use social media, Facebook usage for Canadian moms dropped 18% in 2016 Because they found it too stressful to “keep up appearances” as the perfect parent. And it’s not just moms – 88% of dads feel pressure to be “the perfect dad.”

market to parentsSeventy-five percent of parents turn to social media for information and support from friends and online communities. One issue is that a lot of online support focuses on moms, not dads. Almost 70% of dads feel that there isn’t enough parenting information online for dads. Considering how 7 in 10 dads say they have “complete or partial shopping responsibility” when it comes to household or children’s products, brands are missing out on an opportunity online.

Social media and other digital channels can be your best friend when it comes to efficiently connecting with your target audience. Just make sure you aren’t alienating any of them by portraying an unattainable picture of parenthood or ignoring one group completely.

Tip #5: Do your research before connecting with influencers

market to parentsAn influencer relations strategy can be a great way to amplify your reach and connect with a larger target audience. However, not all influencers will be right for your brand – and they aren’t all as well-connected as they say they are. Keep in mind that followers can be purchased on social media channels – so look to other metrics such as how engaged their following is with the content that is posted online. You also want to make sure that your brands are a good fit.

Doing your foundational research before implementing an influencer relations strategy is important, especially because 92% of Canadian moms say that they take online product reviews into consideration when purchasing products.

Tip #6: Keep it simple and easy

Parents have enough to worry about on a day-to-day basis without having to navigate your complicated sales funnel. Get to the point by telling them how your product or service will make a difference in their lives. If you are more approachable than salesy, then you will find the parents in your brand community will trust you and seek out your brand rather than feeling pressured to purchase and running away.

If you are trying to market to parents but you just can’t seem to break through and make meaningful connections, we’ll help you position your brand in the best way possible. It just starts with a call!

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