Alternative Advertising Campaigns Doing the Impossible: Reaching Mothers



Posted: Thursday, July 09, 2009

by Jeff R. Lamb
DoMedia

Mothers really are everywhere. They can be seen in shopping malls, zoos airports and museums; but they have also been known to stay at home. They drive their mini-vans and SUVs along interstate hi ways; but they also use public transportation. With such a versatile and mobile group, how can advertisers target their messages for more effective campaigns?

Mothers - especially young mothers - are an extremely busy group that is sometimes hard to reach. This can be a bit perplexing, since they appear to be everywhere, doing everything. The problem is grabbing their attention. Mothers are often in a position where they might be exposed to various outdoor advertising opportunities . . . and they miss every single one of them. Mothers are constantly monitoring their children, watching the road and doing all of the things that kept all of us alive long enough to reach adulthood.

But, it is important to reach these nurturing busy-bodies because they are collectively one of the biggest spending demographics around. Advertisers can ensure their message makes its point by using the following alternative advertising and out of home options and finally get mothers to get the message.

In-Store Displays -

One effective way to reach mothers is while they are already in shopping behavior mode. Sure, a mother might notice a television ad while she is at home, but mothers are notorious for multi-tasking. Chances are, by the time she is at the grocery store, she has completely forgotten the message. But if advertisers place messages in grocery stores and discount stores, chances are good that she is in a frame of mind to devote more attention to the advertisement.

Doctors' Offices -

Advertisers can reach mothers by using advertising vehicles in doctor's examination and waiting rooms. Not only are mothers visiting the doctor for their own ailments, but the checkups for each child as well. Advertisers can eliminate wasted dollars by targeting specialized offices. Pediatrician or OB/GYN offices are great for targeting this group.

Schools -

Targeting elementary schools is a great way to get your message to mothers as they visit, pick up and drop off their children. Mothers spend a great deal of time at and around their children's schools - even after classes are over. This includes parent-teacher meetings, athletic events and functions.

Theater/Cinema -

Many mothers like to take their little ones to theaters during the matinees. This is a great time to reach mothers while they unwind on a rainy day. Messages are seen in the lobby and restrooms, and on the screen.

Restaurants -

Restaurants are a great place to find busy young mothers looking to take a break from doing all of the cooking and cleaning at home. Many restaurants and pizza parlors specialize in children's parties and some restaurants have discounts on kids' menus.

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