“The attitude you have as a parent is what your kids will learn from more than what you tell them. They don’t remember what you try to teach them. They remember what you are.” Jim Henson
Targeting moms is a pretty challenging task, especially if they are working professional. However, more challenging means it is more rewarding as well.
If you are a small business and are targeting your local neighborhood, then you need to understand the audience pretty well. Yes, it is better to target a niche because you have to spend less than on different audiences.
Read ahead to know more about how you can target the working moms in your neighbourhood efficiently:
- Opt for door-to-door selling
The local market deserves special treatment. Your target audience is mostly busy helping the kids with the chores or getting ready for the office in the morning and similarly, in the evening. So, it is advisable to hire a team of excellent salespeople, who can go door-to-door in the neighbourhood and convince the mothers to buy your products and services. Door-to-door selling will be useful in grabbing their attention and being able to talk to them in their busy schedules. Once you have their attention, the rest depends on the feasibility of your products and communications skills of your salesperson.
- Advertise your products in a way which shows how you can help them with their daily tasks
Targeting their need will be more effective than aiming for their desires because it is difficult for working mothers to find time for themselves in their busy schedule, and if your products & services can help them with their daily tasks, then they will be inclined towards making a purchase from you. If your products and services can reduce their cleaning time or work, increase the amount of time that they spend with their kids or give her energy (energy bars and drinks) to take care of the tasks more efficiently, only then will they be convinced to consider you over others. Apart from designing such products or services, you have to advertise them like that too.
- Invest in promotional products
The practice of offering promotional gifts is regarded as the most effective branding approach in the industry. When a person receives a gift from a brand, he/she feels positive towards the brand. This helps in retaining customers and building loyalty in the market. The promotional items can be anything; from mugs and pens to t-shirts and bags. All you have to do is maintain the quality and feasibility of the products. The busy working mom will remember your brand name when she is holding your coffee mug in the office or wearing your t-shirt for her morning walk. This is how you can penetrate the competitive market and attract more customers toward your brand, as many others will see your brand name on all the other items that she has. A little investment today will have incredible returns in the future!
- Utilize the local tools that you have
What are the local tools at your disposal? When you are targeting your neighbourhood, you need to recognise the value of word of mouth, influencers and brochures. If you can install your standees and posters in parks and similar areas, where your target audience (moms) go for morning walks, with their children or maybe the local food market, then you will see how well they will perceive your brand. The purpose is to grab their attention and then persuade them to make a purchase. The former is the most challenging task that you will face; considering their busy routines.
- Don’t spend more on television commercials or social media as compared with other marketing tools
The working mothers are less expected to sit in front of the television or use social media platforms all day, which is why you need to know your audience properly before spending anything on your marketing campaign. Your products and services may not require a mention on any social media platform from your end; it may be best marketed in the form of radio commercials, brochures or hoardings beside a busy highway. The neighbourhood will consider a local brand only if they trust the brand and find the quality and price justifiable. You can achieve this with effective marketing strategies, which will allow you to save some on promotion and invest some on quality.
Know your audience! Target the pretty moms! Sell handsomely!