Marketing to Women: Facebook Targets TV Dollars with Video Ads

December 21, 2012 § Leave a comment

It’s all about Facebook, isn’t it?  First it was Instagram/Facebook obtaining our photos surreptitiously, then it was $1 messaging and now it’s video ads on our Facebook news feed.

facebook-video-popup-ad-500x242While we are all stuffing ourselves with sugar plums and Christmas pre- and post-sales, Facebook is planning to launch new video-ads sometime in the first half of 2013.  Ad Age reports by April, Facebook will offer advertisers targeted video ads to large numbers of Facebook users in their news feeds on both the desktop version of Facebook as well as on Facebook apps on mobile phones and tablets.   Oh, and you will see them, because the ads will automatically play.  And there is a lot of emphasis on the mobile capability for tablets and smartphones.

I am conflicted about all this Facebook news – as a marketer, I can see interesting and impactful users of this new ad feature.  But on the other hand, I am wondering if Facebook will lose its soul and lots of followers by commercializing each and every part of the social network.  Will users start migrating to other networks that offer less advertising intrusion?

As a marketer, we are always looking for ways to repurpose messaging and Facebook video might provide a strategic medium for some advertisers. Facebook’s ability to target gives it an edge over other forms of broadcast.

Marketing to Moms: Don’t Forget Hispanic Moms

August 14, 2010 § Leave a comment

I spend a lot of time in Los Angeles and often see Hispanic families enjoying many of the cultural opportunities the city has to offer.  On Sundays, they flock to parks and museums to enjoy time together as a family. One of my favorite places is the rose garden next to the Natural History Museum where families are often taking pictures (note picture of my handsome son Carter)  and enjoying lovely exhibitions such as the Butterfly Exhibit at the history museum.  I have often marveled at the closeness of these families.

Advertising Age recently published a story on the Hispanics in America which offers a fresh view of Hispanic families, remarking on how closely they exemplify our idealized concept of 1950s America.  The families are young.  They live in large, traditional, married-with-children families with lots of participation from grandparents.  They eat family meals at home and spend less than average on alcohol.  They are moving to the suburbs, are community-oriented, are Christian and value good education for their children.

Here are just a few of the facts about the Hispanic audience:

There are 50 million Hispanics, or one in six of every U.S. resident. This is a 42% increase from the 2000 Census. Hispanics are the second-largest consumer market after white non-Hispanics.

Some 91% of Hispanic children were born in the U.S., compared to only 47% adults. This group feels a strong sense of Latino identity but as they acculturate they may not spend as much time with Spanish media as their parents.   Some 27% are most comfortable in English, with another 17% comfortable in both English and Spanish.

The Hispanic population is some 10 years younger than the average for non-Hispanics, and the household size is the largest of any segment. The average Hispanic family has four members.

Hispanic households are the most geographically concentrated of any consumer segment, with eight states providing homes to 75% of all Hispanics. If you have traveled to Texas or California, then you will not be surprised that half of all Hispanics live in California or Texas.

The Hispanic Mom is a formidable market for the U.S.  For those marketing to that important Hispanic Mom, here are some things to know.

While they may be watching their novelas on Spanish television, they are also watching Desparate Housewives.  If they are seeing different spots from the same advertiser, it can be confusing.  However, poor translations can be even more confusing.

Brand choices may be established by other members of the family.  A husband may have lived in the U.S. before his wife and already have developed opinions about brands.  Children may come home from school and want products preferred by their non-Hispanic friends.  Grandmothers may still cling to the old brands they used in their home country.

All Hispanics prefer a Hispanic-friendly culture.  What does that mean?  It is more than just a translation.  It is a genuine welcoming attitude towards the Hispanic audience.  Car dealerships were among the first to recognize this important distinction.

Obviously, these Moms are focused on providing the best for their families and the family interaction is very important.  And quality is important and will be remembered on repurchase. With less to spend than other households, the quality of a product creates the value relationship.

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Four Important Tips for Marketing to Mom Bloggers

July 28, 2010 § 2 Comments

As marketers discover social media for their brands, there seems to be a fevered rush into the space without a lot of knowledge about the groups they want to reach.

Tip #1 Respect the Mom Blogger Universe

There are currently 2500 bloggers on BlogHer, an online community devoted to women bloggers.  And that’s just the tip of the iceberg.   Many of these moms have been blogging longer than marketers have been aware of their presence.  They are a strong group and have their own conferences like the BlogHer ’10 that just concluded in New York this weekend.   The sold-out conference included both experienced and novice bloggers seeking to interact at information sessions, parties and celebrity events.  Oh, and by the way, Mom is just one of several titles these bloggers wear – they are  lawyers, engineers, chefs, writers, journalists, teachers, small business owners,  community leaders and politicians – just to name a few.  Some like the title mommy blogger and others feel that it is too limiting.  So please use the title “mom bloggers”.

Now, many of these Mom bloggers are cultivating even bigger followings through Twitter.

Tip #2  Bloggers are more connected than marketers

Because they are passionate about their subject matter, they are experts on a variety of topics and seek out other expert opinions among their peer group.  Topics include adoption, arts and crafts, breastfeeding, breast cancer, entertainment, fashion, food and cooking, homeschooling, specific health conditions like autism among children,  parenting, shopping, saving money, single Moms, faith related topics, Work at Home Moms, and more.  Moms have 109 word of mouth conversations per week so just imagine how many of us are talking about back to school concerns right now.

So multiply that by these numbers –

  • 36 million women participate in the blogosphere
  • 21 million women read blogs
  • 15 million women publish blogs and are active readers

Tip #3  Read the blogs you are targeting

In Elisa Camahort Page’s recent interview with Advertising Age , she offered some pretty basic advice that marketers should heed.  Read the blogs and learn to know the blogger.  She compares bloggers to journalists and says marketers must establish a relationship with bloggers and get to know their preferences.  And if you are contacting them, always address them by name and choose subjects you know they are interested in.  A chief complaint among bloggers is being approached by an automated message.  Also, integrity is important to bloggers.  Not all promotions need to be solely about the brand.   One of the more successful promotions Page notes was conducted by Prego asking for the best money saving tips.  Prego was mentioned voluntarily, without having to be prompted.

Tip #4  Determine your strategy and allocate resources to it

Social media is not just an add-on to your current marketing plan.  You must set specific goals and determine what manpower, financial and/or outsourced resources are needed to plan, participate in and measure social media.

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Marketing to Moms: Campbell Soup and the Recession

September 9, 2009 § 2 Comments

On September 8, 2009, AdAge had a great story on Campbell Soup and how they are helping moms deal with providing for their household meals with less.

Campbell Soup does research among 50,000 consumers annually, using more intimate ways of understanding their habits like attending dinner parties, shop-alongs and in-home interviews. That research then becomes synthesized into new recipes, products and meal ideas for Moms.

Campbell Soup marketers have been able to put a face on what Moms need now by giving a glimpse into one Mom’s life, Melissa Goida, who is struggling to provide meals for a family of five for $100 a week. She has replaced some brands for generics but generally continues to buy brands that make a difference to her children. She has cut out bottled water and juice boxes. She has cut back on casual dining and tries to cook some of those meals at home. And back to school shopping is happening later, when the kids actually need the clothes and supplies.

Here’s some research on moms’ recession spending habits conducted by The Parenting Group’s MomConnection panel this April. The top five areas where moms have cut back least reinforce the importance they place on preserving the status quo for their children:

  • Housing 81%
  • Education 76%
  • Medical expenses 73%
  • Lessons for kids 68%
  • Childcare 62%

So when they asked moms about their plans for back to school shopping, they knew there would be some adjustments. To ensure that they’re getting the most value for their back-to-school dollars, moms are employing a variety of cost-cutting tactics to save money. The most popular are:

  • 75% plan to use coupons
  • 70% will stock up on school supplies when they’re on sale during the summer
  • 48% are switching from brand-name items to store-brand or generic products
  • 43% are using hand-me-downs instead of buying new clothing for kids
  • 42% plan to have their kids re-use last year’s

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