April 9, 2007
Marketers Hunt Alpha Moms
By George Anderson
Anyone who has ever watched a National Geographic or Animal Planet program knows the essential role that alpha males and females play in the daily lives of animals that run in packs and herds such as wolves, elephants, etc.
Marketers are learning that a similar situation exists in the consumer marketplace where so-called Alpha Moms are having a tremendous impact within their substantial sphere of influence. Companies including Kimberly-Clark, Procter & Gamble, Unilever and Nintendo are among those seeking to connect with Alpha Moms in a real and revenue enhancing way.
Alpha Moms, a term coined by Constance Van Flandern, a graphic designer from Eugene, Ore., are Type A, educated, kid centric, wired to the internet (87 minutes a day on average), and willing to spend money on products and services that meet their high standards.
Michael Silverstein, at Boston Consulting Group, told USA Today, “She (the Alpha Mom) ignites markets. She’s a hyperactive purchasing agent.”
Purchasing is something Alpha Moms do well and do often. According to comScore Networks, consumers fitting this description spend an average of seven percent more than the typical person who goes online. They also, because they are so connected, can praise or damn a product to an audience made up of thousands.
Nintendo was among the first consumer marketers to actively seek out Alpha Moms.
When the video gaming company was testing its Wii console before its national rollout, Nintendo brought together Alpha Moms in eight cities to try out the system. Linda Perry of Venice Beach, Cal, who has two kids and leads a Yahoo parenting group that reaches 7,000 tech-savvy moms, was among the participants.
“I’m constantly using the computer to find information,” said Ms. Perry. “If I get an amazing facial, the whole world knows about it.”
The whole world, or at the very least her Yahoo parenting group, quickly learned about her experience during the Wii test event. She loved it and in the end 200 women in her e-mail group bought the console based on her recommendation.
“Alpha Moms are one of our key targets, because they have this high social-networking factor,” said Perrin Kaplan, vice president of marketing for Nintendo.
Kimberly-Clark is among the companies seeking favor with Alpha Moms. It intentionally created its online Huggies Baby Network to downplay product promotions on disposable diapers and wipes to focus on information such as health tips that these consumers would find useful in their daily lives.
Unilever is also moving in a similar direction. Next month, the company’s Suave brand in partnership with Sprint will launch a website, “In the Motherhood,” that will air mom-focused videos. Moms visiting the site will suggest ideas for future videos to be produced.
“This is where moms are and where we need to be playing,” said Sarah Jensen, director of marketing for hair care at Unilever U.S. “The minute you start doing things online, the word spreads.”
P&G is also looking to have Alpha Moms spread the word about its products. The company recently gave Swiffer WetJets to mothers who visited TheNest.com. P&G asked the moms receiving the product to review it on the website
“You get positive and negative responses,” said Paul O’Connor, brand manager of Swiffer. “But if you get 98 percent positive and two percent negative, it’s a win.”
Discussion Questions: What do you see as the opportunities and risks associated with the Alpha Mom consumer market? What impact will this target audience have on GM/HBC retailers in terms of how they communicate with consumers both inside and out of the physical store environment?
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Word of mouth has always been the gold standard for effective advertising. Anything that boosts positive word of mouth is likely to be more valuable than conventional paid messages. Who would argue against targeting socially-connected extroverts?
The term may be novel and new, but the marketing opportunity isn’t. Savvy marketers have been reaching out to the “influencers” who can and do impact others purchase decisions for many years.
The real opportunity lies in how to best “connect” with this influential group, and in a way that reinforces they are influencing others about your product with positive attributes and comments. Broad appeal marketing is being replaced by one on one connections with shoppers online, and that will increase. Data collection and usage behavior and knowledge, and really understanding the shopper (as an individual) will ensure product success and maximize sales.
A positive online experience of researching or shopping on the web for the wired “Alpha Mom” often has lingering affects. I’ve seen first hand the end result of many of the website promotions and services to support products and ignite sales (which often requires the input of consumer information). The end result is typically a significant amount of direct email marketing campaigns from the vendors involved…specifically manufacturers. Although you have the ability to “opt out” of most of these campaigns, the marketing email log jam this creates in the Alpha Mom “inbox” is often defeating, frustrating and time consuming to manage. The programs should concentrate on transferring concise information that is specific or strategic to the consumers needs–I’m sure the consumer would be appreciative of not receiving extraneous information, and this in all probability would fuel the revenue response the marketing people are wanting.
I just want to know why this is filed under “multicultural marketplace.” While “Alpha Moms” may indeed represent a consumer subculture, the same can be said of every other topic you post. As a marketer, researcher, and mother, I resent being put in a “special” category.
Just as the power of Brands endured their fall from grace, so must the purveyors of Mass Marketing embrace their growing lack of relevance.
Selective, segmented and personalized marketing is essential today. Companies like BSM (Blue Suit Moms) Media, founded by entrepreneur Maria Bailey, have been the pioneers in this new marketing approach. Maria Bailey is one of the originators of targeting and quantifying Mom’s needs.
The large consumer products manufacturers realize the importance of this segment, she who controls 80% plus of the spending in a family, and are looking for ways to tap into their mindset and pocketbooks more efficiently and effectively.
We labeled this same segment “Moms on the Go” in a research project I worked on two years ago regarding public libraries. They are influencers who tend to be especially engaged–even competitive–consumers with the discretionary incomes and social networks to back it up.
Recognizing a key demographic like this is certainly valuable, but the insight should be applied with some perspective. The key lesson of consumer insights is that all shoppers are split shoppers–that is, they feel and behave and shop differently at moments of differing need states.
The very assertiveness of Alpha Moms suggests that they will play marketers and retailers against each other. They are loyal to self, family and friends before brands.
First of all, the Alpha Mom is not new or trendy, they have been the driving force behind purchases for years. A smart company like P&G has known this all along, so they have concentrated on Mom–the purchase decision maker. In the past, Dad may have made the money but mom spent it. As women began working, they still provided the purchasing power for their family. The “real” trend is what women are now spending on themselves, a sort of pampering if you will. This is also not that new–see cosmetic sales trends.
Companies that are ahead of this game are those who are refining their existing practices vs. those playing catch-up.
Another great twist on a proven tactic. Find the early adopter, treat them well, and they will sell your product for you. In one marketplace it is Alpha Moms, in another it is urban style setters. Or the ultimate trend setter: Oprah. Run with it as long as it works. But don’t ever turn them off because as much as they can be a positive influence, they can also kill your product if they fall out of love with it.
I’m not surprised that companies such as Kimberly-Clark, Procter & Gamble, and Unilever have discovered Alpha Moms to impact their sphere of influence in the consumer packaged goods industry. The internet is today’s word of mouth forum in a very big way, much the same but only in a more massive way as the PTA meeting, the soccer game, the beauty salon, and the lunch room at work. Even more exciting to me, however, is that the internet allows not only the giant multinationals to use Alpha Moms to help get the word out but also smaller entrepreneurial companies can use this tool in the same way. But don’t overlook the Alpha Dads, because the internet is also today’s barber shop, locker room, and men’s club, as well.
Spotting and acting on a demographic trend is like spotting a good stock before it becomes overbought and overvalued. Before Alpha mom, you had ‘soccer moms’ and ‘yoga moms’. Some of these demographic trends are short-term and some are longer term shifts. Risks associated with evolving marketing strategy around these trends would revolve around the amount of investment and duration of the planned strategic impact in comparison to the duration of the demographic change itself. To structure marketing strategy around the Alpha mom phenomenon, it would be helpful to evaluate the underlying demographic momentum behind this trend, the size of the consumer base and the average age of their children (or how many average years before their kids move on to college). These evaluations can help reduce some of the risks associate with pursuing a demographic trend just because everybody else is. For example, if you are Toys ‘R Us, it may or may not make sense for you to create a long term strategy around the Alpha Mom demographic (depending on what the average age of Alpha Mom kids are).
Ms. Perry’s comment “If I get an amazing facial, the whole world knows about it” said it all. However, the challenge for retailers and marketers here is to make sure that the Alpha moms have only positive experience on their web sites, in the stores, etc. The down side of the negative experience is great.
Therefore, companies will have to make sure that they put out only those products and services that have been thoroughly tested and are quality products and services. The information they put out better be factual and accurate. While Alpha moms can be great “flag wavers” for companies, they also offer no place to hide for companies. Any negative comments or criticism from Alpha moms would be great feedback for continuous improvement in products and services.
Alpha Moms are an interesting group. In today’s environment these go-getters not only take care of their families but they have busy and productive careers as well. One should not be surprised to find that this important subset of the consumer population is internet savvy. The very fact that Alpha Moms are being highlighted speaks favorably of the manufacturers who have done so. It says that sellers are actually practicing the art of niche marketing. This is a good thing!
For Unilever and others to take a special leap to capture this important sector speaks volumes regarding brand marketers understanding that one size does not fit all. Additionally, if one were to examine carefully, it is evident that there exist a myriad of data solutions that allow smart marketers to reach influencer’s of personal family spending. This is true of every type of spending. The key is being smart enough to realize the possibilities and brave enough to invest in the solutions. Those who do so early are sure to gain sales and share that can be maintained over time.
Alpha Moms are here to stay for a while. But let’s not forget other consumer segments that have equally fun names. There are many and there are plenty of data solutions to uncover need and offer such groups what they want. This is smart business and it is here to stay!
Retailers and brands need not fear the feedback that Alpha mom’s are going to provide–as the article states you might get 2 poor reviews and 99 great ones–it is this sense of community that will ultimately drive other consumers to embrace products. I think companies that recognize that there are women who have families, jobs, and manage both using the same skills they learned to create success for themselves–create goals, manage time and energy, delegate when necessary, and not be afraid to make decisions–will ultimately win a influencer who will create a loyalty of her own.
On a personal note–it is nice to have a demographic I can relate to! I have 2 kids, a consulting practice, and an active personal life…I know the brands and companies that make my life easier and I utilize them regularly…I am very loyal and reward for consistency. It is nice to know that companies are seeing this as a trend to be embraced.
The one thing I believe to be true about Alpha Moms: they do not like to be labeled or segmented into a market force. They exist and should be a focus of marketing plans but shhhhhh… don’t tell them that they have been “branded.”
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Word of mouth has always been the gold standard for effective advertising. Anything that boosts positive word of mouth is likely to be more valuable than conventional paid messages. Who would argue against targeting socially-connected extroverts?
The term may be novel and new, but the marketing opportunity isn’t. Savvy marketers have been reaching out to the “influencers” who can and do impact others purchase decisions for many years.
The real opportunity lies in how to best “connect” with this influential group, and in a way that reinforces they are influencing others about your product with positive attributes and comments. Broad appeal marketing is being replaced by one on one connections with shoppers online, and that will increase. Data collection and usage behavior and knowledge, and really understanding the shopper (as an individual) will ensure product success and maximize sales.
A positive online experience of researching or shopping on the web for the wired “Alpha Mom” often has lingering affects. I’ve seen first hand the end result of many of the website promotions and services to support products and ignite sales (which often requires the input of consumer information). The end result is typically a significant amount of direct email marketing campaigns from the vendors involved…specifically manufacturers. Although you have the ability to “opt out” of most of these campaigns, the marketing email log jam this creates in the Alpha Mom “inbox” is often defeating, frustrating and time consuming to manage. The programs should concentrate on transferring concise information that is specific or strategic to the consumers needs–I’m sure the consumer would be appreciative of not receiving extraneous information, and this in all probability would fuel the revenue response the marketing people are wanting.
I just want to know why this is filed under “multicultural marketplace.” While “Alpha Moms” may indeed represent a consumer subculture, the same can be said of every other topic you post. As a marketer, researcher, and mother, I resent being put in a “special” category.
Just as the power of Brands endured their fall from grace, so must the purveyors of Mass Marketing embrace their growing lack of relevance.
Selective, segmented and personalized marketing is essential today. Companies like BSM (Blue Suit Moms) Media, founded by entrepreneur Maria Bailey, have been the pioneers in this new marketing approach. Maria Bailey is one of the originators of targeting and quantifying Mom’s needs.
The large consumer products manufacturers realize the importance of this segment, she who controls 80% plus of the spending in a family, and are looking for ways to tap into their mindset and pocketbooks more efficiently and effectively.
We labeled this same segment “Moms on the Go” in a research project I worked on two years ago regarding public libraries. They are influencers who tend to be especially engaged–even competitive–consumers with the discretionary incomes and social networks to back it up.
Recognizing a key demographic like this is certainly valuable, but the insight should be applied with some perspective. The key lesson of consumer insights is that all shoppers are split shoppers–that is, they feel and behave and shop differently at moments of differing need states.
The very assertiveness of Alpha Moms suggests that they will play marketers and retailers against each other. They are loyal to self, family and friends before brands.
First of all, the Alpha Mom is not new or trendy, they have been the driving force behind purchases for years. A smart company like P&G has known this all along, so they have concentrated on Mom–the purchase decision maker. In the past, Dad may have made the money but mom spent it. As women began working, they still provided the purchasing power for their family. The “real” trend is what women are now spending on themselves, a sort of pampering if you will. This is also not that new–see cosmetic sales trends.
Companies that are ahead of this game are those who are refining their existing practices vs. those playing catch-up.
Another great twist on a proven tactic. Find the early adopter, treat them well, and they will sell your product for you. In one marketplace it is Alpha Moms, in another it is urban style setters. Or the ultimate trend setter: Oprah. Run with it as long as it works. But don’t ever turn them off because as much as they can be a positive influence, they can also kill your product if they fall out of love with it.
I’m not surprised that companies such as Kimberly-Clark, Procter & Gamble, and Unilever have discovered Alpha Moms to impact their sphere of influence in the consumer packaged goods industry. The internet is today’s word of mouth forum in a very big way, much the same but only in a more massive way as the PTA meeting, the soccer game, the beauty salon, and the lunch room at work. Even more exciting to me, however, is that the internet allows not only the giant multinationals to use Alpha Moms to help get the word out but also smaller entrepreneurial companies can use this tool in the same way. But don’t overlook the Alpha Dads, because the internet is also today’s barber shop, locker room, and men’s club, as well.
Spotting and acting on a demographic trend is like spotting a good stock before it becomes overbought and overvalued. Before Alpha mom, you had ‘soccer moms’ and ‘yoga moms’. Some of these demographic trends are short-term and some are longer term shifts. Risks associated with evolving marketing strategy around these trends would revolve around the amount of investment and duration of the planned strategic impact in comparison to the duration of the demographic change itself. To structure marketing strategy around the Alpha mom phenomenon, it would be helpful to evaluate the underlying demographic momentum behind this trend, the size of the consumer base and the average age of their children (or how many average years before their kids move on to college). These evaluations can help reduce some of the risks associate with pursuing a demographic trend just because everybody else is. For example, if you are Toys ‘R Us, it may or may not make sense for you to create a long term strategy around the Alpha Mom demographic (depending on what the average age of Alpha Mom kids are).
Ms. Perry’s comment “If I get an amazing facial, the whole world knows about it” said it all. However, the challenge for retailers and marketers here is to make sure that the Alpha moms have only positive experience on their web sites, in the stores, etc. The down side of the negative experience is great.
Therefore, companies will have to make sure that they put out only those products and services that have been thoroughly tested and are quality products and services. The information they put out better be factual and accurate. While Alpha moms can be great “flag wavers” for companies, they also offer no place to hide for companies. Any negative comments or criticism from Alpha moms would be great feedback for continuous improvement in products and services.
Alpha Moms are an interesting group. In today’s environment these go-getters not only take care of their families but they have busy and productive careers as well. One should not be surprised to find that this important subset of the consumer population is internet savvy. The very fact that Alpha Moms are being highlighted speaks favorably of the manufacturers who have done so. It says that sellers are actually practicing the art of niche marketing. This is a good thing!
For Unilever and others to take a special leap to capture this important sector speaks volumes regarding brand marketers understanding that one size does not fit all. Additionally, if one were to examine carefully, it is evident that there exist a myriad of data solutions that allow smart marketers to reach influencer’s of personal family spending. This is true of every type of spending. The key is being smart enough to realize the possibilities and brave enough to invest in the solutions. Those who do so early are sure to gain sales and share that can be maintained over time.
Alpha Moms are here to stay for a while. But let’s not forget other consumer segments that have equally fun names. There are many and there are plenty of data solutions to uncover need and offer such groups what they want. This is smart business and it is here to stay!
Retailers and brands need not fear the feedback that Alpha mom’s are going to provide–as the article states you might get 2 poor reviews and 99 great ones–it is this sense of community that will ultimately drive other consumers to embrace products. I think companies that recognize that there are women who have families, jobs, and manage both using the same skills they learned to create success for themselves–create goals, manage time and energy, delegate when necessary, and not be afraid to make decisions–will ultimately win a influencer who will create a loyalty of her own.
On a personal note–it is nice to have a demographic I can relate to! I have 2 kids, a consulting practice, and an active personal life…I know the brands and companies that make my life easier and I utilize them regularly…I am very loyal and reward for consistency. It is nice to know that companies are seeing this as a trend to be embraced.
The one thing I believe to be true about Alpha Moms: they do not like to be labeled or segmented into a market force. They exist and should be a focus of marketing plans but shhhhhh… don’t tell them that they have been “branded.”