Girltalk header image 1

Life Lessons for Mothers With Sons

June 12th, 2013

HL

For all the mothers of sons out there: I recently came across a couple of these lessons and decided to continue compiling my own list – to give myself an “atta-girl” when I’ve done good, and to remind me where I need to pay attention. Please feel free to suggest other lessons if you have them.

1. Be a cheerleader for his life. As a mom there is no doubt that you are the most passionate person in the stands at his football, hockey or baseball games. There is no doubt that he will tell you to stop when you start singing along to the radio when you’re driving with him and his friends. There is no doubt that he will be embarrassed when you start telling his cute childhood stories to his friends.  He will say he’s embarrassed.  But he will know that there is at least one person on this earth that will always unconditionally root for him.

2. Teach him how to do laundry. And clean the bathroom, load the dishwasher, and iron a shirt.  He may not want to learn, and he may never have to do it.  But he will know how.

3. Read to him and with him. Emilie Buchwald said, “Children become readers on the laps of their parents.”  Provide your son the opportunity to learn new things, believe in pretend places, and imagine bigger possibilities through books.  Let him see you reading…reading the paper, novels, magazine articles.  Even reading on your iPad. Help him understand that writing words down is a way to be present forever.

4. Encourage him to dance freely. Dance, rhythm, and music are cultural universals. He doesn’t have to be good, and he shouldn’t be embarrassed if he’s not.  Just encourage your son that when he feels it, it’s perfectly fine to go ahead and go for it.

5. Provide examples of good men who are powerful because of their brains, their determination, and their integrity. The examples of men as superheros will surround your son from birth.  But make sure he also knows about men who kick ass because of their brains (Albert Einstein), their pen Mark Twain, their words (Dr. Martin Luther King, Jr.), and their ideas (The Wright Brothers).

6. Provide examples of women who are beautiful because of their brains, their determination, and their integrity. The examples of traditionally beautiful women will surround your son from birth.  But make sure he knows about women who are beautiful from the inside out because of their brains (Madame Maria Curie), their words (Eleanor Roosevelt), their determination (Annie Sullivan), their ideas (Oprah Winfrey), and their fearlessness (Ameila Earhart).

7. Teach him manners. Because it’s nice, and it makes him nice. And it makes the world a better place.

8. Give him something to believe in. Because someday he will be afraid, or nervous, or heartbroken, or lost, or just need you, and you won’t be able to be there.  Give him something to turn to when it feels like he is alone, so that he knows that he will never be alone; never, never, never.

9. Let him ruin his clothes. Commit to staying cool about dirty and ruined clothes.  You’ll be fighting a losing battle if you get upset every time he ruins another piece of clothing or pair of socks. Don’t waste energy being angry about something inevitable.  Boys tend to learn by jumping, spilling, falling, and making messes that will also make you nuts.

10. Learn how to throw a football. Or how to shoot a hockey puck, or read music, or (in my case) everything there is to know about platypus. Be in his life, not as an observer but as an active participant.

11. Go outside with him. Turn off the television, unplug the video games, and put your cellphone away.  Go outside with him and watch his face as he explores his world.

12. Let him lose. Losing is not fun, but everybody isn’t always a winner.  Even if you want to say, “You’re a winner because you tried,” don’t.  He doesn’t feel like a winner, he feels sad and disappointed.  And that’s a good thing, because sometimes life doesn’t work out the way we want it, no matter how hard as moms we want to fix it for our kids. Make sure he understands that sometimes we win, and sometimes we lose.  No one ever gets a free pass. But that doesn’t mean to ever give up.

13. Give him opportunities to help others. There is a big difference in giving someone the opportunity to help, and forcing him to help.  Giving the opportunity lights a flame in his heart, and once the help is done the flame shines brighter and asks for more opportunities.

14.Remind him that practice makes perfect. This doesn’t just apply to performance-based activities, but also applies to everything in life.  You become a better writer by writing.  You become a better listener by listening.  You become better speaker by speaking.  Practice, practice, practice.

15. Answer him when he asks, “Why?” Answer him, or search for the answer together.  Show him the places to look for the answers (like his dad, or grandparents, or his aunts/uncles, or his books, or internet searches).  Pose the question to him so he can begin thinking about answers himself.  Someday, when he needs to ask questions he’s too embarrassed to ask you, he’ll know where to go to find the right answers.

16. Let his dad teach him how to do things. Without interrupting about how to do it the ‘right way.’  If you let his dad show and teach and discover with your son while he is growing up, some day down the road he will come to the realization that his dad knows everything.  You will always be his mother, but in his grown-up man heart and mind, his dad will know the answers.  And this will be how, when your son is too busy with life to call and chat with his mom, you will stay connected to what is happening in his life.  Because he will call his dad for answers, and his dad will secretly come and ask you.

17. Build forts. Forts have the ability to make everyday normal stuff into magic.  Throw the couch cushions and a couple blankets on the floor and transform your living room into a magical place.  For the rest of his life, he’ll be grateful to know that everyday normal stuff has the potential to be magical.

18. Take him to new places. Set aside time for mother/son adventures – just the two of you.  It will open his brain and his heart, and the memories will live forever.

19. Kiss him. Whether he is 2 or 16, kiss him when he’s loving and kind, and kiss him even more when he’s not.

20. Be a safe place for him to fall. You are home to him.  When he learns to walk, he will wobble a few feet away from you but then come back.  When he tries something new, he will look for your proud smile.  When he learns to read, he will repeat the same book to you twenty times in a row, because you’re the only one who will listen that many times.  When he plays his sport, he will search for your face in the stands.  When he is sick, he will call you. When he is grown and strong and tough but he feels like crying, he will come to you; because a man can cry in front of his mother without feeling self-conscious.  Even when he grows up and has a new woman in his life, you are still his mother; home base, the ever constant, like the sun.  Know that in your heart and everything else will fall into place.

→ No CommentsTags:

Marketing to Moms: Is Abercrombie CEO Brash or Brilliant?

May 15th, 2013

A&F

“Only Cool Kids Can Shop Here”

Abercrombie & Fitch CEO Mike Jeffries is in the middle of a social media firestorm with his comments that he doesn’t want plus-sized people shopping there. Jeffries is quoted as having said the following in an earlier interview:

“In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

“As far as Jeffries is concerned,” wrote reporter Benoit Denizet-Lewis in Salon, “America’s unattractive, overweight or otherwise undesirable teens can shop elsewhere.” His comments have many moms up in arms, including Andrea Neusner who wrote the letter below:

Dear Mr. Jeffries:

Thank you for clarifying the reason you do not carry sizes larger than a 10 at Abercrombie. Your customer is an “attractive, all-American kid with a great attitude and lots of friends.” I am a mom of 3 daughters, ages 17, 13, and 10. They are all thin, attractive, all-American kids with great attitudes and lots of friends. They shop at Abercrombie. I believe they are your target audience.

Please find the enclosed clothing, purchased at our local Abercrombie/Abercrombie and Fitch stores. My thin, popular, cool kids will not need them anymore.

Not only will I not let my kids shop at Abercrombie again, I will not let them wear what they already have in their closets. Normally I donate our unwanted clothes, but in this case, I wouldn’t want any unsuspecting thin, cool person to send the message that being exclusionary is OK.

Sincerely,

Andrea Neusner 

At the opposite end of the spectrum is the Dove Real Beauty Sketches online commercials, in which Dove commissioned a police sketch artist to draw women as they see themselves, and then as others describe them. The women see themselves as less attractive, while others see them far more kindly. The commercials have gone viral with 52 million hits to date. Its mantra: “You are more beautiful than you think!”

It looks like a self-esteem smack-down: Abercrombie vs. Dove. Mean, bully culture (A&F) vs. a self-esteem promoting, compassionate, we-can-make-the-world-a-better-place sensibility (Dove).

Retailers like H&M, Forever 21 and American Eagle do a pretty good job of exciting fashion customers of all ages and sizes. And they’ve been consistently stealing market share from the floundering Abercrombie & Fitch.

And while his version of marketing genius seems to be stoking the anxiety of youngsters who want to be considered cool by their peers, it’s an anxiety that CEO Jeffries, now in his late 60s, doesn’t seem to have outgrown himself. As Salon put it:

“Jeffries wants desperately to look like his target customer (the casually flawless college kid), and in that pursuit he has aggressively transformed himself from a classically handsome man into a cartoonish physical specimen: dyed hair, perfectly white teeth, golden tan, bulging biceps, wrinkle-free face, and big, Angelina Jolie lips.”

Here’s the thing: Jeffries is a businessman, and he can certainly market to whomever he wants. But who does he think is paying for all those A&F jeans and tops? That’s right. Moms. And though targeted marketing is done by many brands, the real issue here is that his remarks are just plain mean, and moms see that.  Call me crazy, but it seems that alienating the people who buy his merchandise might not be the smartest thing.

What do you think: Should marketers feel free to market their brands as they see fit? In the end, it’s up to the consumer to decide, even if the concept is outdated.

 

 

→ 2 CommentsTags:·······

Three Children Is the Most Stressful Number for Moms

May 7th, 2013

Three young children playing outdoors smiling

 

 

 

 

 

According to a new Today.com survey, mothers who have three children are the most stressed out, but they tend to ‘let go’ and become more relaxed once they reach four children.  Read the full story here.

 

→ No CommentsTags:

How Brands Can Celebrate Moms on Mother’s Day and Throughout the Year

May 3rd, 2013

Mom

Mother’s Day.  The day I look forward to each year.  The day when my son and I spend the entire day together – just the two of us.  Whether it’s going to a movie, out for sushi, or on a road trip, that day is what memories are made of.

Though most moms say time spent with their loved ones and homemade cards are what they really cherish, the National Retail Federation  says Mother’s Day spending will jump 11 percent this year to $20.7 billion, with consumers spending an average $168.94 on mom.

“It’s clear that Americans want to honor the women with the hardest job in the world this Mother’s Day,” said NRF President and CEO Matthew Shey.  And for good reason.  Moms are typically the household chef, chauffeur, organizer and primary purchase decision-maker for their families.  But they’re not just buying for themselves; they’re also buying for kids, husbands, friends, sports teams and often their own parents.

Marketers are always looking for ways to reach moms, but it can be a struggle if they don’t understand how best to connect with them. Following are a few tips to help attract and engage moms:

  • Participate directly with moms.  Brands trying to win over moms must participate directly with them, and develop a credible voice:  one that is engaging, personal, authentic and participatory.
  • Research where she is online. Yes, moms like to shop and read blogs, but they also research health information, conduct online banking, watch videos and play games.  Because patterns vary by life stage and interests, marketers need to understand their audience and how they are using the Internet.
  • Help her connect with your other customers. Moms gravitate toward brands that help them converse and connect with other moms.  Brands can accomplish this through their websites, blogs and other social media sites where moms are connecting.
  • Don’t talk AT moms. Many brands create social media campaigns aimed at engaging moms, but fail because they end up talking “at” moms with self-serving advertising speak.  Create added value for moms by providing them with information that is useful and interesting.  Then provide tools that allow moms to interact not only with the brand, but each other.  Listen to their feedback and make changes accordingly.
  • Respect her. Moms want brands to listen to them and respond to what they’re saying by showing respect and understanding their needs.
  • Don’t stereotype.  Soccer moms. Helicopter moms. Boomer moms.  Gen Y moms.  Stay-at-home moms.  A mom wouldn’t describe herself as such, so why do marketers?  Appreciate the diversity of moms and connect accordingly.
  • Make her laugh. Moms love to laugh.  Women’s humor grows out of identifying with another person in a funny situation, and recognizing their similarities.  Help them find those similarities in humorous situations.
  • Concentrate on customer service. Word-of-mouth is the biggest factor in purchasing decisions for online moms.  They look for recommendations from people they trust, and stay away from businesses if other moms relay bad experiences.  Brands should make sure that word-of-mouth doesn’t work against them by making a commitment to impeccable customer service.  Always go a bit further than needed, and include some form of “thank you.”
  • Remember that moms are not JUST moms.  Moms are not one-dimensional — they have other interests, and don’t want to read just about mom-related topics. Moms also travel, race dirt bikes and collect fine wine as well.

 

 

Enhanced by Zemanta

→ No CommentsTags:········

Lots of Candles, Plenty of Cake

April 25th, 2013

birthday cake

 

 

 

 

 

 

 

We’re huge fans of Anna Quindlen and couldn’t pass up the opportunity to use her genius book title in a blog post.  We love that she celebrates the concept of lots of candles, when practically all of America runs from it.  So what’s the book about?  It’s a memoir with the Pulitzer Prize winning author writing about looking back and ahead—and celebrating it all—as she considers marriage, girlfriends, our mothers, faith, loss, all the stuff in our closets, and more.    Using her past, present, and future to explore what matters most to women at different ages, Quindlen serves up generous portions of her wise, commonsensical take on life.

Check it out and let us know what you think.

Enhanced by Zemanta

→ No CommentsTags:····

Marketing to Women: Life After Mommyblogging

April 3rd, 2013

20130402_2

 

 

 

 

 

It’s nice to be validated by the Harvard Business Review!  As we’ve been saying, marketers seem to have missed – or ignored – the arrival of Boomers, particularly women boomers, online.  What do these women want marketers to know?  They want them to help women age well:  it’s about looks, finance, dreams, work, parents and kids.  As Morra Aarons-Mele points out, even the original cadre of “mommybloggers” have reached an age where their kids are older, and their lives and blog content are expanding to reflect that.   The fullness of a woman’s life demands a 360-degree view from marketers; her interests cannot be contained to a narrow lens or a defined age group.

Check out this great read!

 

 

 

 

 

→ No CommentsTags:·····

Marketing to Women? Don’t Forget PANKs!

April 3rd, 2013

images

PANK:  Professional Aunt No Kids.

A joint study recently released by Savvy Auntie and Weber Shandwick with KRC Research revealed that PANKs are a “sizeable segment of younger women with disposable income, dynamic influence, and a digitally-connected lifestyle.”

The acronym for this emerging demographic of 23 million women who love children but have none of their own was first coined by Melanie Notkin, founder of Savvy Auntie. According to the study, one in five U.S. women is a PANK and are important because they are:

  • Big Spenders: More than 76 percent of PANKs spent more than $500 per child this past year, for a total of $9 billion.
  • Highly Influential: 68 percent of survey respondents said that they’re a role model for the kids in their lives.
  • Avid Info-sharers:  73 percent of PANKs are likely to provide information about products and services to others, both in person and through social media.

PANKs represent an excellent opportunity for brands that are looking to market to women. To gain the hearts and spending power of PANKs, here are some important strategies to keep in mind:

  • Acknowledge PANKs: Recognize them as a powerful market.
  • Avoid stereotyping PANKs as non-domestic:  While they enjoy their domestic lives, they find their community service and charity work to be equally important.
  • Develop online campaigns:  PANKs are digitally savvy, with 56 percent trusting online reviews more than their own instincts (47 percent).  Create social platforms content for them, as their postings are likely to go viral.
  • Focused messaging: PANKs are proud of the relationship that they have with the kids in their lives, regardless of their “non-mom” status.
  • Build a base of PANK advocates: Many PANKs will become moms one day.  Brands should look to secure their loyalty now.

“PANKs have the time, income and passion for purchasing the best for the kids in their lives,” says Leslie Gaines-Ross, Chief Reputation Strategist for Weber Shandwick.  ”They are well worth a marketer’s attention.”

→ No CommentsTags:·····

Marketing to Women: Emotional Attachment & Brand Loyalty

April 2nd, 2013

Ibrahim-Iujaz

Emotions play an important role in a woman’s purchasing decisions and brand loyalty. We don’t always buy a product or service because it’s the best value for our money; many times our choice is driven by an emotional connection.

Brands often develop exclusive campaigns and programs to build and maintain this brand loyalty. The recent success of P&G’s ‘Thank you, Mom’ campaign focused solely on females, is a great example. Loyalty now is a two-way relationship; businesses demonstrate their loyalty by listening to the needs and concerns of their consumers, actively engaging and responding to their issues, and using that information to anticipate market trends. In this way, the customer loyalty is a mutually beneficial relationship, rather than a one-way flow of products and information.

The recently published Brand Keys’ 2013 Brand Keys Customer Loyalty Engagement Index® indicates that the brands driving the highest level of emotional engagement were ABC (evening news category) with 97 percent, Amazon (online retailers category) with 96 percent, and three companies at 95 percent– Pampers (diapers), Dunkin‘ (packaged coffee), and Subway (quick-serve restaurants). Other category winners include:

• Credit card: Discover, 94 percent

• Automotive: Ford and Hyundai at 93 percent

• Luxury cosmetics: Clinique, 93 percent

• Natural food stores: Whole Foods, 93 percent

• E-readers: Kindle, 92 percent

• Tablets: Amazon, 92 percent

• Breakfast cereal: Cheerios, 91 percent

• Gasoline: Shell, 89 percent

• Discount retail store: Walmart, 89 percent

• Social networking sites: Facebook, 88 percent

• Airline: US Airways, 85 percent

• Search engine: Google, 85 percent

• Pizza: Domino’s 84 percent

• Car Insurance: State Farm, 82 percent

• Casual Dining: Applebee’s, 82 percent

• Luxury hotel: Inter-Continental, 82 percent

• Bank: JP Morgan Chase, 79 percent

It bears repeating that women are the top marketing opportunity in today’s economy.  They make 85 percent of all consumer purchasing decisions, and account for $7 trillion in consumer and business spending. Savvy marketers understand this, and will continue to look at ways to build brand loyalty with this key consumer.

 

→ No CommentsTags:·······

The Badass: Marketing to Boomer Women

April 1st, 2013

original

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Women baby boomers know their own strength – but brands are still having a hard time recognizing it.

Because I’m a baby boomer and specialize in the marketing-to-women space, I’m particularly conscious of how I’m treated by brands.  I’m certainly not ready to be stored in the attic, and neither are my friends.  Yet, as boomer women we’re continually marginalized by brand managers (primarily male) who don’t think any women of value exist over the age of 39.  What they must realize is that those inconsequential 45+ women are the ones that have the most money to spend on everything from vacations, to new homes, and from cars to cosmetics. Some interesting statistics on the purchasing power of Boomer women:

  • The net worth of women ages 50 and older is $19 trillion.  They own more than 3/4 of the U.S. financial wealth
  • Boomer women buy 65 percent of new cars, 91 percent of new homes, and 92 percent of travel
  • Boomer women spend more than $55 billion per year on consumer electronics
  • Disposable incomes are highest for women aged 45-54
  • Boomer women are at the peak of their careers, and statistically are the least impacted by the recession
  • 91 percent feel that marketers do not understand them

In addition, this group of women will experience the largest population growth over the next 10 years, and the largest transference of wealth from inheritances left by parents and husbands. Yet rarely if ever does one see a marketer’s target audience that extends beyond the age of 49 unless it’s for the senior market.

Marketers and the media need to finally realize that the women most ignored are the ones who can do the most good in this economy. The time for patronizing ads and ignorance is long gone.

So marketers, take it from Katherine Hepburn: boomer women are older, but certainly not old.  They’re strong, capable and generally pretty badass!

 

 

→ No CommentsTags:······

Do Teen Preferences Rule Your Marketing to Women Strategy?

March 13th, 2013

teenstextinghairbumps

 

 

 

 

 

 

 

 

 

 

There has been quite a bit of talk lately regarding the exodus of teens from Facebook.  A recent Business Insider story noted that teens are obsessed with Instagram and Snapchat, but are less enthralled with Facebook.  And while the reasons that Facebook has become “boring” could be many  for teens (including the fact that nothing is cool if your parents are involved), it doesn’t make Facebook irrelevant for key audiences.  Teens typically are on the cutting edge of technology, adopting new platforms faster than I can whip up a batch of my chocolate chip cookies.  For marketers, it’s important to clearly understand your target audience, and where they spend their time engaging with their communities.  And if as a marketer you are targeting women, then Facebook is still a relevant place to engage them.

Can you clearly identify where your audiences/customers spend their time online?

 

 

→ No CommentsTags:·······