29
Millennial Mom A Brief Intro
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
