The Power of MOM WOM
by John Moore TalkTrack Conversationalist, December 6, 2010Tags: Brands, Keller Fay Group, Moms, Social media, TalkTrack®, WOM, word of mouth
Mothers are a very social group. Whether it’s talking with other mothers at work, at a park, or online, when moms get together conversations will include mentions of brands, products, and services. Because of this, big brands like Walmart, Johnson & Johnson, and State Farm are designing more and more word of mouth marketing programs that appeal to the mom audience.
Mothers wield tremendous spending power. It’s estimated American mothers are responsible for up to 85% of all household purchases. And this holiday season, moms are expected to spend, on average, $820 on gifts for family and friends. MOM WOM is a big deal.
Keller Fay recently updated their MOM WOM data and the findings show MOM WOM is indeed a big deal.
Moms Mention More Brands
Mothers are more active in talking about brand names in conversations than is the average woman and typical male. According to Keller Fay TalkTrack® data, American mothers mention specific brand names 73 times per week in conversations with others as compared to 64 times per week for the average American woman and 57 times per week for the typical male. Spread out over a full year, mothers will mention specific brand names in conversations with others almost 500 times more than the typical man. Moms truly lead the way when it comes to marketing-related word of mouth conversations.
Moms Have Greater Credibility
Mothers have far more conversation clout than do men. Keller Fay data clearly reveals, as shown in the chart below, when mothers talk about brands, people find those conversations more credible and more likely to lead to a purchase than recommendations from men.
ADVICE: Reach Moms by Being Relevant
From Keller Fay data, we learn marketers can best tap into MOM WOM by focusing on conversation triggers ranging from usability to efficacy to uniqueness of products and brands.
For example, Walmart uses its ElevenMoms online community to spark conversations about the usability of brands. Johnson & Johnson actively engages with influential moms by bringing them to company headquarters to showcase new products. State Farm insurance works with mothers to create videos on YouTube and podcasts on iTunes sharing unique information about baby-proofing homes, purchasing home, and the importance of having a life insurance policy.
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