The Mom Market
It’s no surprise that since Mother’s Day is upon us, that my mind is on mothers. Mothers come in all sizes and shapes. They come in all types of personalities, as well. Some are new, others are more experienced. And yes, some are better at their jobs than others. By and large, however, they love their children deeply and unconditionally. They are their greatest source of satisfaction and joy, and admittedly, confusion and concern. It comes with the territory.
How many of us owe our core businesses to moms? I don’t mean by what our own moms taught us, although that is a good thing to acknowledge and appreciate, but our target market. If most of your customers are women, you may very well be marketing to mothers, and you’re likely wooing them by offering their favorite scents, colors and the products they use most. If this is true for you, how do you market to them? How do you find them and how do you keep them as customers? We know that moms are busy, so we need fresh ideas and tactics to reach their attention quickly and effectively. Of course, your product selection and appearance are paramount to catching their attention. Beyond that, what do you consider important? Deciding which kind of mom you’re catering to will help guide you. If you offer vegan products, you’re looking for a certain kind of mom–a “granola” mom who appreciates and seeks your offerings. Others may be looking for organic moms or fashionista moms or moms in search of younger looking skin. For every type of mom, a soap, bath and body or candle maker exists. You just have to choose your kind of mom, develop your product line around her, and help her to find you. Once she does, provide a quality product and service, and you’ll have a long-term customer.
Indeed, one of the things I like best about my job is knowing that I am supplying a mom with something to make her day more pleasant and a product that she feels good about using. I like thinking that my products make her feel pampered and pretty or well taken care of.
What about you? What kind of mom do you market to? What makes it worth the effort to you?
If you’re a hobbyist, you aren’t worried about marketing, but you probably make products to please others in your lives, such as relatives and teachers. Whom do you create for?
Don’t forget to treat your mom on Sunday if you’re blessed to have her! If you are a mom, let your family spoil you a little bit and take the day off. Happy Mothers’ Day!
Until next time, may your days be filled with bubbles and wax.
Beth Byrne for the Saponifier