Mom-Friendly Marketing Campaign

Posted by Kelly Schmit

This past holiday season was the first time my son was old enough to truly enjoy this time of year .. .not to mention Santa Claus. So my husband and I wanted to give him an amazing experience, but we were stuck. What would our almost three-year-old want?

We did not have to go far for suggestions. Our local media sources were more than happy to tell us, and our son, exactly what he wanted. The more commercials we watched, radio ads we heard and colorful fliers we received in the mail, the more annoyed and frustrated I became--and the more stuff our kid wanted.

So I would like to share with you how to prepare a mother-friendly marketing campaign (or at least one that would get my attention). No matter if you are in the credit union industry or otherwise, here are some rules to follow:

1. You need to compete--not only with each other but with the chores, screaming children, husband, pets and myriad other things going on in the lives of your members. We are all busier than bees in a honey factory.
   
2. Simplicity is key--get to the point and get there quick. Don't give me three paragraphs of tiny copy or a commercial that goes on for 30 seconds. You are allowed approximately three seconds of my time before I have to deal with something in rule No. 1. 
   
3. Repetition, repetition, repetition, repetition, repetition, repetition (you get my point here)--I need to see your product several times for it to stick in my mind.
   
4. Accessibility makes the sale--if I have to look for your product in a store or figure out how to order it on line I am gone. Again, please see rule No. 1 for a very likely reason why you've lost me.
   
5. Price is king--consider me a deal bloodhound. I can sniff out a good price from a mile away. If you are not priced competitively, I am going to find someone who is. For me, brand loyalty is dead.

Have you found ways to successfully compete with the busy lives of your members? And win over some moms?