Cambridge Business Association
Trillion-Dollar Moms
Book

Trillion-Dollar Moms

Marketing to a New Generation of Mothers

Bonnie W. Ulman and Maria T. Bailey
Kaplan Publishing, 2005
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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

If men are from Mars, mothers are from Venus and advertisers are from another galaxy altogether. Fortunately, authors Maria T. Bailey and Bonnie W. Ulman have a hot ticket for corporations that hope to rocket to the new frontiers of mother-focused sales. Backed by credible marketing data, real-life case studies and their own experiences as mothers in the world of marketing, Bailey and Ulman decipher the consumer motivations of modern moms and New Age grandmothers. They include excellent examples of successful corporate strategies and of some misdirected advertising campaigns as well, plus easy-to-understand charts, sidebars and graphics. This makes the book repetitious in parts, but still strong. getAbstract.com warmly recommends it to marketing, public relations, advertising and business development professionals.

Summary

Finding the Target

Don’t just think outside of the box. You’ll need a new box to be sure your product reaches the modern mom. Too many businesses waste valuable time and effort with worn-out products and promotions. Others mistakenly completely overlook moms, the largest consumer group in the U.S. What’s more, some companies use a half-hearted, "one-size-fits-all approach. That’s bad business. Consider the data: Mothers control more than $1.6 trillion in annual household spending. Businesses owned by women represent $1.15 trillion in yearly sales. Mothers are 80% more inclined to purchase an item or service from a corporation that demonstrates its understanding and recognition of moms’ multiple roles.

Various short-term and long-term factors have altered the Maternal Market. For example, traditional age-related boundaries have shifted; women no longer "act their ages." In fact, a Baby Boomer mother (born 1946-1964) with a young child is likely to act more like a Gen X mom with a child the same age than like another Boomer who has teenagers. For marketing purposes, the ages of a woman’s children have a greater impact on her activities, decisions and spending patterns...

About the Authors

Maria T. Bailey is the CEO of a marketing firm that serves major retail and entertainment clients. She hosts the national Mom Talk Radio show and runs BlueSuitMom, a magazine and Web site for women executives. Bonnie W. Ulman heads an Atlanta consumer research and communications company.

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