at 5:34 PM
Marketing to Moms: Getting Your Share of the Trillion-Dollar Market, by Maria T. Bailey.
The answer, for many businesses, is "no". This book explores the secrets of reaching moms, including utilizing traditional means such as radio, television, print advertising, direct mail and websites; special events; marketing to kids; public relations and customer service. It discusses the tricky job of marketing to certain categories of moms without alienating others (i.e. working vs. stay-at-home moms). One of the most overlooked ideas is that moms are also employees and business owners, and will tend to use products at home which serve them well at work.
The mother in the family controls 80 percent of all household spending - a staggering $1.6 trillion. Is your company doing enough to attract your share of this mom market?
While this book at times seems most relevant for medium-sized businesses which are implementing or refining their marketing strategy, there were many ideas for small business and large corporations. I took over four pages of notes for my home-based business. It's also and interesting read, full of examples and case studies.