Forbes Magazine reports that mothers in the U.S. control $2.1 trillion in annual spending. Based on population distribution, that would mean Maine moms will account for $8.6 billion dollars of that giant wad of cash over the next year.
According to Nielsen, there are 141,748 moms living in southern Maine. So, what is best way for Maine small business owners to reach this category of consumers who are eager to spend? All signs point to Portland radio.
The Value of Moms To Maine Small Business Owners
In just about every way, moms living in southern Maine are more lucrative customers than the general population of women. According to Nielsen, these mothers are 42% more likely to have household incomes of $100,000 or more.
Here are just some of the ways Maine moms are likely to spend their cash:
- 102% more likely to buy a motorcycle this year
- 88% more likely to go skiing or snowboarding this year
- 52% more likely to look for a new job this year
- 48% more likely to visit a quick service restaurant 5-9 times this month
- 46% more likely to be a Maine small business owner
- 46% more likely to go back to school this year
- 39% more likely to buy or lease a new car this year
- 30% more likely to purchase a recreation vehicle this year
- 17% more likely to buy a new house condo this year
Media Habits of Maine Moms
Of all media available to Maine moms, Portland radio reaches the most, particularly among working moms. Here is how Nielsen breaks down media consumption of women living in Southern Maine.
How To Talk (and not talk) Mom
Once a Maine small business owners has enlisted Portland radio to help unlock the $8.6 billion dollars Maine moms will spend this year, the next step is what to say to them.
Last year, Saatchi & Saatchi, a large global communication and advertising agency, released a survey, "Moms & Marketing: IRL (In real life). According to Ad Age, the key takeaway for marketers, including Maine small business owners, is, "When it comes to moms, get real. Stop focusing on motherhood as a job, and start talking to moms like the multifaceted, multidimensional human beings they are."
According to the Saatchi, 51% of moms surveyed believe advertisers and marketers just don't understand them. That could mean Maine business owners are talking the wrong way to more than 70,000 key consumers.
Ad Age goes on to say, "Moms dislike when marketers portray their role as 'the toughest job in the world,' an exhausting daily grind emphasized 'by showing frazzled drudgery with the odd moment of saintly pride,' according to the study.
So, advertisers and agencies should "stop treating motherhood as a job," and quit constantly positioning goods and services as furthering women's maternal "careers," said Mary Mills, worldwide director of strategic intelligence at Saatchi. "Motherhood is about being, not doing. Sure, there is a lot of 'doing' involved, and we aren't saying otherwise. But the aim of every mum is surely to be a good mother, not to do well at motherhood."
What's more, continues Ad Age. moms believe that ads too often depict motherhood as a sacred duty, putting moms on pedestals.
Mastery Is Not Required
"Don't focus on perfection" or portray your products as the means to attaining it, Mills advised marketers. After a while, such ads "begin to look alike," and moms tune them out or get resentful. "Avoid the 'happy housewife,' the one-dimensional caretaker, the striving perfectionist," said Mills. "Motherhood is not an innate ability, and moms feel they never quite nail it, so remind her that mastery is not required."
According to the survey, continues Ad Age, unsurprisingly, moms mainly see themselves as "carers," spending nearly half their time providing for their family's emotional needs. That said, they also serve as "elders," dispensing cultural wisdom (13 percent of the time) and "coaches," guiding kids on how to behave (11 percent). To a lesser extent, moms also can serve as "playmates," "heroes," "friends" and "fans."
"Each of these roles provides your brand and business with relatively uncontested territory in which to engage mums," said Mills. So, marketers should mix things up and acknowledge the many parts moms play, rather than narrowly focusing on an outdate paradigm, said Mills: "Mums don't want you to help them do a job—but they will let you help them be everything they want to be."
Ad Age concludes, At least sometimes, "let [mom] be the goofy one for a change," a role advertising usually reserves for dad, said Mills. Overly earnest advertising can be a turnoff, and marketers can gain more acceptance if they lighten up every once and a while and "let mom be fun."
More Advice For Business Owners
- Maine Businesses Employ Portland Radio To Recruit Best Job Candidates
- Borrow These Radio Ads: Inspiration For Maine Small Business Owners
- Star Power Works For Maine Businesses Advertising On Portland Radio
- Is Anyone Still Listening To Portland Radio?
- Maine Business Owners Reach Most Desired Consumers on Portland Radio
- Maine Small Business Owners Ask: Is Portland Radio Still Relevant?