1. Marketing to Women in a Social World
Erin Hunter – Global Head of CPG Marketing

3. Marketers today get less bang for their buck
Source: Advertising Age Data Center, accessed Nov 2012
1987 2012
Major Global CPG Advertiser
0
2
4
6
8
10
12
14
0
20
40
60
80
100
120
140
Sales/ad$spent
Salesvolume
Sales ($B) Sales/Ad Spend

4. The good ole’ days of centralized
and predictable TV are gone

5. It’s more difficult and expensive to reach the same
audience through TV than it was 15 years ago
Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012)
$11.18
cost of network
primetime per
1000 homes
Target audience 1997 vs. 2012
$24.08
cost of network
primetime per
1000 homes
Reach
80–90%
Reach
60%
20121997

6. 39%
18%
5%
7%
31%Never use a mobile
device to shop
Only a couple times a year
Once a month
Daily
Mobile moms use their phones while shopping
Source: Alliance Data, "The Mobile Mom," April 2013
Weekly

7. Products for which US mom mobile shoppers use
their smartphone/tablet to shop or research
Source: Alliance Data, "The Mobile Mom," April 2013
6%
21%
31%
39%
42%
47%
56%
Clothing
Beauty products
Household products
Toys
Items I need for the kids
Jewelry
Other

8. 400
200
0
600
1 year 8
years
800
people
1B
4
years
100
0
people
680M

9. Sources: Forrester
Retail is changing
Share of retail sales 2001
1%
22%
77%
Online
Influenced
Offline

10. 7%
47%
46% Online
Influenced
Offline
Sources: Forrester
Retail is changing
Share of retail sales 2012

11. 9%
49%
42% Online
Influenced
Offline
Sources: Forrester
Retail is changing
Share of retail sales 2016

12. 98% (3x)
84% (2x)
64% (2x)

13. Who’s doing it well today?

14. Great creative on Facebook is … just great
creative
Timely/
User relevance
Initiative-basedSuperiority/
Benefit driven
Base business/
Equity

15. Luxury brand buyers are highly active on
Facebook and have lots of friends on the site
Source: Facebook Internal, Dec 2012
523
avg # friends
active users, U.S.
resident, retail/shopping:
luxury goods12.5M
2.5x
comments
3.2x
status
updates
3.7x
likes

16. She has 25% more friends
Her friends are other moms
Moms’ most trusted influencer is
other moms
More than anything else, she
shares news, photos and stories
about her family
She talks about family 140% more
Why Target Moms?

17. +

19. lift in sales
—Laurent Faracci, Reckitt Benckiser

20. What’s Next?

22. Reach the RIGHT people

23. Reach ALL of them

24. Make them into engaged and loyal advocates

25. Television gets us scale but blunt targeting
W 18–34
Luxury-Beauty
―Want natural
products‖
W 18–34

26. Cable TV and print get us better targeting but
limited scale
W 18–34
Luxury-Beauty
―Want natural
products‖
Luxury-Beauty

27. People have momsMarketers have demographics

28. WOMEN

29. WOMAN

30. ―Heavy Buyer‖ segments developed based on
volume, sales dollars, recency and frequency
The future is not about demographics
Greeting cards
OTC drug
Grocery spending
behavior
Sweets & snacks
Household
cleaners & supplies
CerealDairy & eggs
Personal carePet care Health foodsFrozen foodsBeverages
Children’s food
& products

32. Consumers receive messages
that are best for them
$18K
$18K
―Top rated in safety: the
all new XYZ‖
―On road or off-road: the
all new XYZ’s got it‖
―Built like a tank to give
you peace of mind‖
―XYZ can do 36 mpg in
its sleep‖
Old Way
Today
F 18–45
Sedan
Outdoors
F 18–55
Sedan
Green
W 18–34
Sedan
Moms

33. Marketers can reach their own consumers
through new platforms
Facebook
Marketer’s CRM database