Millennial Mom A Brief Intro

It’s better to open a dialogue with someone

Than to talk AT them

When influencing behavior…

The Good News

Here is the good news

Kaylee (9)

Lindsay (7)

Courtney (5)

Jackson (3)

Cameron (6 months)

The Bad News

I love school nutrition (not bad news)

Dear Education Session Team,

My name is Mike. I’d like to give a presentation at ANC. My topic should be something I’m expert at. How about women? Yeah, I’m a pro at understanding women. Let’s call the presentation, Understanding Millennial Moms.

Sincerely, Mike Craig

Dear Mike,

Any man who thinks they understand women needs to be taught a lesson. So, consider this your lesson. You’re on. You’re scheduled to speak July 13th. Don’t mess this up.

Sincerely, The Person in Charge of Teaching This Lesson

… More bad news …

Julie’s B-day is July 13th

The Solution

Julie’s Phone number: (720) 600-1407 “HBD Julie! Mike is going to get you _________

It’s better to open a dialogue with someone

Than to talk AT them

When influencing behavior…

Millennial Mom A Brief Intro

Born: 1977-1994 – 37 million women – 14+ million moms – 30+ million moms in

next 15 years

1st Generation to grow up with Internet

Millennial Moms – What’s the big deal?

Can’t live without their smartphone

Source: The Meredith Parents Network MomTrak®, Moms & Media: Always On, January 2011; Meredith Millennial Research Study, Zeldis Research

82% use social networks

• 73% of adults 18-29 who have a cell phone use it daily for non voice activity (apps, etc.) • 64% use their phone quickly to retrieve information • 42% say they have trouble doing certain things “because they did not have their phone.”

Source: Meredith Millennial Research Study, June 2008. Zeldis Research Associates.

They also gather information from experts Health-related issues, Child Development, Safety Issues, Scientific Studies, Nutrition Information

Source: Meredith Millennial Research Study, June 2008. Zeldis Research Associates.

They gather information from other moms Parenting tips & strategies, sleep issues, feeding issues, product recommendations

• Convenience – more than any other generation, Millennial Moms are time sensitive • The Internet – they grew up on the speed of the internet and demand quick access • Mobile – it’s playing an important role in their lives and is a multi-functional device

Source: Marketing to Moms, Lucid Marketing

Convenience, the Internet, and mobile

How Older Generations Influenced Each Other

Examples: - Conversations - Phone calls - Traditional letters - Advertising

Characteristics: - Powerful because of relationships - No enabling tech - Significant friction - Limited reach

How Millennial Moms Influence Each Other

Examples: - Community networks - Consumer-generated media (pics, video, etc.) - Consumer-generated content (blogs, reviews, email, etc.)

Characteristics: - Powerful because of relationships - Empowering tech - Instant feedback - Community-driven

Connect: Finding community

Connecting with friends & family; finding people who share our interests

Examples: Large social networks Niche communities

Connect: Collaborating

Creating something together as a group

Examples: Wikis Social discovery sites Mashups

Express: Sharing Information Sharing an opinion or helpful information

Examples: Social bookmarking Blogs Ratings/reviews

In Conclusion…

Source: Frank About Women

Communicating with a Millennial Mom • She prefers two-way communication – doesn’t want to be talked at • She likes to be involved • She wants to feel like she is getting a recommendation from a friend – someone she can

relate to