Want to Reach Millennial Moms? Start With These 3 Strategies?
想接近新一代辣媽是复？通過這三個策略
April 27, 2017
By Kim Lawton
Today,more than 8 in 10new moms are Millennials. Compared with previous generations, they’re busier, more digitally savvy, and more in-tune with pop culture. Unfortunately, they’re also not connecting with marketers’ attempts to reach them.
現(xiàn)在懦傍，10個新媽媽里面就有8個90后只锭，甚至00后鱼蝉。對比之前幾代人洒嗤，她們更加忙碌，卻又更加懂互聯(lián)網(wǎng)以及潮流文化魁亦。不幸的是渔隶，營銷者企圖感染她們卻也并非易事。
Public relations firm Weber Shandwick, in conjunction with KRC Research, recently found that42 percentof Millennial moms believe that “most advertising and marketing is not geared toward women like me.” With$200 billionin annual purchasing power in 2017, this discerning demographic is one advertisers can’t afford to fail with.
Weber Shandwick洁奈，一家公共事務(wù)企業(yè)间唉，聯(lián)合一家叫KRC的調(diào)研公司，共同挖掘出以下數(shù)據(jù)：有百分之42的千禧年媽媽認(rèn)為“大部分的營銷廣告并不是對準(zhǔn)像自己一樣的女性的”利术，這群女性是擁有200億年購買力的群體呈野，沒有任何一個營銷者承擔(dān)得起錯失這樣的群體。
Reaching Millennial moms, then, begins with understanding the modern family. Perhaps surprisingly, the stay-at-home mom has made a bit of a comeback. According to the aforementioned Weber Shandwick study, 35 percent of Millennial moms self-identify as “homemakers,” while just 30 percent are employed full-time. Fortunately, many of these moms have some help, with Millennial dadsproviding more assistancewith daily household tasks than ever before.
通過了解現(xiàn)代家庭來接觸這些千禧年媽媽印叁”幻埃或許军掂，值得驚訝的是，全職家庭主婦有了不少的回漲昨悼。根據(jù)Weber Shandwick的研究表明蝗锥，35%的千禧年媽媽是全職家庭主婦，只有30%的媽媽是全職員工率触。令人欣慰的是终议，許多媽媽都得到了不少幫助，因為比起過往年代的爸爸葱蝗，愿意幫妻子分擔(dān)日常家務(wù)活的爸爸比以往多穴张。
Given Millennial parents’ blurring of traditional gender roles, it’s imperative that brands craft experiences for multitalented moms. As an experience design agency, my company does so using these three rules:
由于目前父母分工沒有傳統(tǒng)年代分工那么界定明確，品牌營銷內(nèi)容非常有必要根據(jù)這些身兼數(shù)職的媽媽們來進行調(diào)整垒玲。以下是我司根據(jù)過往的從業(yè)經(jīng)驗概括而成的三種策略：
Make it quick and easy
讓事情簡單快捷
With kids to corral, a household to manage, a social life, and more, Millennial moms don’t have time to waste. They’re looking for products that simplify their lives, so brands hoping to reach today’s on-the-go-moms must engineer experiences to match.
要帶娃陆馁，要做家務(wù)，還有正常的社交生活等等合愈，千禧年媽媽并沒有多少時間可以浪費叮贩。她們渴望一些能讓她們生活更加便利的產(chǎn)品，所以品牌建設(shè)的時候必須要考慮到她們的這個訴求佛析。
Method, the self-titled “people against dirty,” recently partnered with Cleanly to launch a free pop-up launderette in New York City’s Meatpacking District. Participating moms simply logged on to Method’s site, described how they wanted their clothes laundered, and provided an address for pickup.?
最近益老，有個命名為“對抗污漬”的營銷活動在紐約的普通生活區(qū)舉行，通過這場營銷活動來發(fā)布一個免費自助洗衣店的成立寸莫。參加活動的媽媽只需要登錄網(wǎng)站“Method”然后描述她們希望解決一些什么樣的污漬難題捺萌，如何清潔她們的衣服，并且提供地址膘茎，就會有上門收取衣服的活動桃纯。
To keep things simple for on-the-go moms, give brand ambassadors extensive product training before launching your experiential campaign. Put them in mock social situations so that when real moms arrive, the ambassadors can quickly communicate to them the value of your product. Respect moms’ time; in return, they’ll respect your brand.
在整個試行活動舉行前，為了讓這些母親有更加簡便流暢的體驗披坏，需要對參加活動的品牌大使進行產(chǎn)品培訓(xùn)态坦。將這些大使帶進去模擬場景，讓她們體驗這些母親真的到來會是怎么樣的棒拂，這樣大使才能用快速的方式跟這些母親傳達產(chǎn)品的價值伞梯。你珍惜這些媽媽的時間，她們也就會信賴你這個品牌帚屉。
Take the footprint online.?
將體驗帶到網(wǎng)上谜诫。
Today’s moms are more connected than any generation before.Ninety percentof them share opinions online about retail stores, apparel, and food and drink, with most havingthree or moresocial media accounts. So, when conducting your experiential campaign, don’t forget about their online lives. Give them opportunities to share and interact on social media, both with the brand and with other moms.
現(xiàn)在的媽媽們比過往任何年代的媽媽都要更加社會化。有90%的人會在網(wǎng)上分享她們在實體店的體驗攻旦，分享她們對服裝喻旷，食物，飲品的看法牢屋，并且一般都會分享在常用三個及以上的社交賬號掰邢。所以牺陶，當(dāng)你在做營銷活動的時候， 別忘了這群媽媽的社交圈辣之。給她們在社交媒體上分享互動的機會，無論是跟品牌還是說跟其他媽媽皱炉。
For example, for ourThomas’ Breakfast Like No Othertour, we invited prominent bloggers — most of whom double-shift as moms — to select events, encouraging them to share content while consuming their breakfast sandwiches. By sharing their opinions online, the mom bloggers generated nearly 15 million social impressions. Millennial moms may be busy, but they find time to consume — and create — plenty of online media.
例如怀估， 托馬斯與無論比的早餐巡游，我們邀請了很多大V參加——其中合搅，大部分同時也是媽媽——從選題多搀，到鼓勵她們在線上分享她們在活動中體驗美味三文治早餐的體會。通過在線上發(fā)表她們的言論灾部，這些媽媽大V獲得了將近15萬的瀏覽量康铭。或許千禧年媽媽會很忙赌髓，但是她們依然會擠時間花在互聯(lián)網(wǎng)媒體上从藤。
Remind her that no mom is perfect — and that’s OK.
提醒她們，沒有人是十全十美的锁蠕，缺陷是可以接受的夷野。
For too long, marketing campaigns and media have shown moms as one-dimensional caretakers and happy housewives. But in reality, they’re complex, independent people who simply don’t see themselves in marketers’ perfectionist portrayals. By reminding moms that everyone has flaws, marketers stand to gain a much more receptive audience.
長時間以來，營銷活動和媒體都向媽媽展示單方面的個人形象荣倾，照顧家里大小事務(wù)的快樂家庭主婦悯搔。但是，現(xiàn)實她們的情況要復(fù)雜得多舌仍，她們無法從任何營銷媒體的完美人設(shè)中看到自己妒貌。通過提醒媽媽，人無完人铸豁，營銷者可以獲取更為包容的受眾灌曙。
Recently, Lean Cuisineset up scalesin Grand Central Station where moms could “weigh in.” But instead of real scales, the frozen food brand used whiteboards on which women could describe how they truly wanted to be judged. Rather than focus on weight or size, participants thought positively about areas of their lives they felt proud of. One woman shared that she was the lone provider for four sons, while another felt fulfilled by the 200 homeless children she helped to care for. Give moms a boost with your own experiential campaign, and don’t blame them for not having everything figured out. We’re all works in progress.
最近，Lean Cuisine (瘦身食譜）在中央車站放置體重秤推姻，來提醒母親她們可以適當(dāng)增重平匈。其實除了實際的體重秤，這個速凍食物品牌放置了一塊白板讓母親來說出她們希望如何被評價藏古。大部分的參與者表示增炭，除了體重和身形，她們更渴望別人看到她們生活里面值得驕傲的優(yōu)點拧晕。有人說到自己是一個獨力養(yǎng)四個孩子的單身母親隙姿，另外一個雖然不是媽媽，但是卻資助了將近200名無家可歸的兒童厂捞。通過你的市場營銷活動給這些母親一個推力输玷，讓她們明白自己不一定要能解決生活的所有事情队丝，我們都在一起共同處理并且推進事情更好發(fā)展。
Millennial mothers are capable, multifaceted people. They work hard, maintain online lives, and care for their kids as best they can — but they’re not flawless. The sooner brands recognize that and architect experiences to suit, the sooner Millennial moms will let marketers into their lives.
千禧年的媽媽非常能干欲鹏，同時身兼數(shù)職机久。他們辛勤工作，玩轉(zhuǎn)互聯(lián)網(wǎng)赔嚎，盡全力帶好自己的孩子膘盖，但是她們不是十全十美的。品牌越能認(rèn)識到這些體驗和價值的尤误，將能越快給這些媽媽接納侠畔。
