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Stop faking it
Creating meaningful connections with
mums
Marketers love simplicity
But the quest for simplicity is
selling mums short
Bland segmentations
Brand-centric research
Simplistic assumptions
Weaponised by automated
marketing
The result is that marketing
struggles to connect with mums
Only 19% of British mothers
claim there are any examples of
mums in advertising that they can
relate to
Source: Saatchi & ...
It’s time to stop
faking it
We need to stop
focusing on the stuff
that we really care
about
And start caring
about the things
mums really care
about
This year we handed Mumstock
over to mums
How do mums identify
themselves?
Source: Ipsos Connect quantitative research 2016
Top 25 Identities by Volume
On average they identify with 6 of
these groups
“I can empathise with many of these groups as I
have been divorced and I have twin daughters
in their teens of which one i...
Some are more defining than
others in their experience of
motherhood
Source: Ipsos Connect quantitative research 2016
Top 25 Identities by Intensity
It’s time you got to know their key
identities really well
Making real connections
A great deal of
value is off
limits to
one child
families
2.5m mums
“I find it hard to shop for a single child, I have a
lot of waste in my house”
“Its always mum, dad and 2 children or 1 pa...
Package holidays
are a life saver for
families with children
that have special
needs
1.4m mums
2nd most intense
“There are brands I would repeatedly use
because of reliability and trust e.g. First Choice
and Thompson holidays. They ar...
Teens mould mums
as much as mums
mould their kids
5.5m mums
“I’m finding I’m wearing a little more make up
these days, so yeah I am buying more, I’ve
never bought primer before, so I...
It’s time to be
positive about
lone parenting
2.3m mums
4th most intense
“Being a single mum makes you more
motivated to do well in your career. I’m the only
one that they are financially depende...
“The more you step back and embrace
complexity the better chance you have of finding
simple answers and its often differen...
Are you ready to
stop
faking it?
1. It’s not all about you
2. Spread the love internally
“Empathy is not a soft nurturing value but a hard
commercial tool that every business needs in its DNA”
Rene Schuster, for...
3. Open up your business and
your brand
“I’d love to collaborate. Anything that could help a
family like mine, a child like mine, or a parent like
me. These compa...
4. Ignore me at your peril
“They’ve not caught up with the times. It
would be good if they had a single parent
and a child, then a single dad or gay
...
5. Be nice to others and I’ll be
nice to you
6. You’re a mum,
act like a mum
“A lot of ads look like they have been made by
people who don’t have a clue what it’s like to be
me. There must be, they c...
Make life simpler,
stop seeking a simple life
Stop faking it - Mumstock 2016 keynote
Stop faking it - Mumstock 2016 keynote
Stop faking it - Mumstock 2016 keynote
Stop faking it - Mumstock 2016 keynote
Stop faking it - Mumstock 2016 keynote
Stop faking it - Mumstock 2016 keynote
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Stop faking it - Mumstock 2016 keynote

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The keynote presentation from Mumstock 2016 imploring marketers to stop faking it when it comes to connecting with mums

Publicado en: Marketing
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Stop faking it - Mumstock 2016 keynote

  1. 1. Stop faking it Creating meaningful connections with mums
  2. 2. Marketers love simplicity
  3. 3. But the quest for simplicity is selling mums short
  4. 4. Bland segmentations Brand-centric research Simplistic assumptions
  5. 5. Weaponised by automated marketing
  6. 6. The result is that marketing struggles to connect with mums
  7. 7. Only 19% of British mothers claim there are any examples of mums in advertising that they can relate to Source: Saatchi & Saatchi quantitative research 2014
  8. 8. It’s time to stop faking it
  9. 9. We need to stop focusing on the stuff that we really care about
  10. 10. And start caring about the things mums really care about
  11. 11. This year we handed Mumstock over to mums
  12. 12. How do mums identify themselves?
  13. 13. Source: Ipsos Connect quantitative research 2016 Top 25 Identities by Volume
  14. 14. On average they identify with 6 of these groups
  15. 15. “I can empathise with many of these groups as I have been divorced and I have twin daughters in their teens of which one is dyslexic. I have suffered a miscarriage and the death of a younger sibling. My step son is in a multicultural marriage and my children are mixed race. All of which are important factors in my family’s life.” Source: Ipsos Connect quantitative research, open ended question, 2016
  16. 16. Some are more defining than others in their experience of motherhood
  17. 17. Source: Ipsos Connect quantitative research 2016 Top 25 Identities by Intensity
  18. 18. It’s time you got to know their key identities really well
  19. 19. Making real connections
  20. 20. A great deal of value is off limits to one child families 2.5m mums
  21. 21. “I find it hard to shop for a single child, I have a lot of waste in my house” “Its always mum, dad and 2 children or 1 parent and two children. There is no option to reduce the child” Joanne
  22. 22. Package holidays are a life saver for families with children that have special needs 1.4m mums 2nd most intense
  23. 23. “There are brands I would repeatedly use because of reliability and trust e.g. First Choice and Thompson holidays. They are all as it says on the tin. I have to be able to say to my daughter this is where we’re going, what we’re doing…it reduces her anxiety if I can keep her calm, the family is calm ” Kadra
  24. 24. Teens mould mums as much as mums mould their kids 5.5m mums
  25. 25. “I’m finding I’m wearing a little more make up these days, so yeah I am buying more, I’ve never bought primer before, so I bought a Benefit primer and a BB cream” Manon’s friend
  26. 26. It’s time to be positive about lone parenting 2.3m mums 4th most intense
  27. 27. “Being a single mum makes you more motivated to do well in your career. I’m the only one that they are financially dependent on. It’s a massive motivation – I’ve progressed over the years because that’s what I felt necessary. It’s quite a positive thing, not a negative thing” Helena
  28. 28. “The more you step back and embrace complexity the better chance you have of finding simple answers and its often different to the simple answer you started with” Eric Berlow, Ecologist, TED 2010
  29. 29. Are you ready to stop faking it?
  30. 30. 1. It’s not all about you
  31. 31. 2. Spread the love internally
  32. 32. “Empathy is not a soft nurturing value but a hard commercial tool that every business needs in its DNA” Rene Schuster, former CEO Telefonica
  33. 33. 3. Open up your business and your brand
  34. 34. “I’d love to collaborate. Anything that could help a family like mine, a child like mine, or a parent like me. These companies that make these decisions, they don’t know everything - you can only learn from experience. If you have that experience you can pass it on and learn from it.” Kadra
  35. 35. 4. Ignore me at your peril
  36. 36. “They’ve not caught up with the times. It would be good if they had a single parent and a child, then a single dad or gay parents. Maybe even grandparents who raise the children” Michelle
  37. 37. 5. Be nice to others and I’ll be nice to you
  38. 38. 6. You’re a mum, act like a mum
  39. 39. “A lot of ads look like they have been made by people who don’t have a clue what it’s like to be me. There must be, they can’t have an entire advertising industry without having mums involved but it doesn’t show” Monique
  40. 40. Make life simpler, stop seeking a simple life

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