Archive for May, 2009
Draftfcb’s Gigi Carroll released her nine tips for marketing to women in the recession:
1. “Authentic value” is the new price of entry. Only what is good, trusted and worthy will win the race in the minds of today’s women. And those who adapt first, will lead the pack.
2. Little luxuries are always and still appreciated – be it a candle, fabric softener, new shampoo, perfume or chocolate. These little luxuries are more important than ever because they make women feel special, happy, complete and optimistic.
3. Big luxuries are still sought, but more selectively. Witness DeBeers new “Fewer, Better Things” campaign that was conceived with the thought that “things with enduring value are better perceived than those that are disposable.”
4. Functional luxuries, such as cell phones, iPods, and high speed internet, are all seen as essential, and still-necessary objects.
5. Practicality can be profitable. Be it big screen…
Since moms make most of the purchase decisions for their families, consumer brand marketers must continue to look for new and more meaningful ways to engage the mom audience and make their brand message heard in this overcrowded, noisy marketing environment. They’ve found your kid’s school
Read what John Driscoll says about ‘Through-School Marketing’ and how it gets results.
How can your cause/issue use school marketing to promote social change?
Chronicle of Philanthropy
May 19, 2009
By Paula Wasley
Women are taking an increasingly prominent role in determining their household’s charitable giving, with high-income women in particular more likely to seek financial advice and use sophisticated methods when making donations, according to a new study sponsored by Fidelity Charitable Gift Fund.
An online survey of 1,000 adults who had given $1,000 or more to charity in 2007 — half of whom had donated $5,000 or more — found that more women than men act as their household’s primary decision maker in determining how much to donate to charity and which causes to support.
Among participants in the survey — 80 percent of whom were married — the majority of male respondents named their spouse as the primary influencer in charitable-giving decisions, while women in the…
A new research brief by the Center for Media Research is a must read. Highlights include:
- 68% of African American mothers are more likely to read articles online, and 45% more likely to listen to music. 45% of Caucasian mothers are likely to frequent social networks, and 43%, message boards. Blogs were the top choice among 55% of Hispanic Moms, followed by social networks at 42%.
- The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter.
- 60% of moms use text messaging, and African-American moms and Hispanic moms text more than Caucasian moms.