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The Mom-Kid Connection

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The Mom-Kid Connection

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    Slide 1: The Mom-Kid Connection

    Presented by WonderGroup October, 2005 MARKETING TO THE SUPER CONSUMER

    Kids Our Focus And Their Moms Our Clients

    Slide 7: The Way to a Man’s Heart

    Slide 8: The Way to a MOM’s Heart

    Slide 9:Yesterday’s Mom

    Slide 10:The New Millennial Mom

    Family and children are important!

    Slide 11:The New Millennial Mom

    She’s smart Marketing & Net savvy Wants to be the best mom ever! - Happy children - Successful children

    “I use grocery shopping with my child as a means of helping her make healthy choices for herself. She is a pretty savvy little shopper at three.” (WonderGroup Mom/Kid Influence Study, 2005)

    Slide 13:The New Millennial Mom

    She wants to do it all…but she can’t!

    Slide 15:Balancing Act

    Actual motherhood vs. expectations Motherhood vs. career Only 25 % of today’s moms feel work and life are in balance.

    There’s a NEW kid on the block! What Would You Do on a First Date That Was Turning Sour? What Do Most People Do on a Date?

    Slide 21:How Would You Make a Marriage Work?

    Slide 24:New Kid on the Block

    Consensual Marketing savvy Connected Informed and in control

    Slide 25:The Inevitable Result???

    Stressed, time-starved, very educated mom + Educated, market-savvy kid = NEW PARTNERSHIP!

    The New School The Four-Eyed, Four-Legged Consumer

    Slide 28:Fact: Mom’s and Children Have Always Bonded

    “I was raised that adults make decisions and children comply without question or discussion. I disagree, and I raise my children completely different. Children need opportunities to make decisions in youth in order to make good decisions as adults. My children decide on a great deal in their lives, and I value their good sense in helping me make household decisions as well.” (Mom, girl 12-14)

    Slide 30:No Nag Here

    Among Parents: 70% Makes my shopping easier when my child knows what brands he likes Source: Yankelovich Youth Monitor

    Slide 31:Beware…Don’t Underestimate Types of Influence

    Kids train parents Parents ask Parents expect kids to ask Parents watch kids programs—ads Negative influence!

    Slide 33:Kid Influence!

    What factors influence parents when buying food for children? PRICE 84% CHILD REQUEST 83% COUPON 49% BRAND NAME 38% ADS YOU SAW 31%

    Slide 34:THE WONDERGROUP MOM/KID INFLUENCE STUDY

    Slide 35:KID INFLUENCE ON ITEMS BOUGHT FOR CHILD

    Generally in the 80% - 90% Range!

    Examples Athletic Shoes 86% Kid Clothing 85% Movies/DVD 92% Music 92% Video Games 88% Frozn Dinner 86% Granola Bars 86% FF Rest 83% Kid Room Décor 79% Kid Furniture 64%* Kid Cleansing# 61% Computer 60% Vitamins 53% (* 75% among 8-11 year olds; 100% 12-14) (#70% among 8-11 year olds; 76% 12-14) “My childs’ influence on products I buy for them is very important. I would waste a lot of money if they didn’t like the products.” (Mom, boy 5-7)

    Slide 40:KID INFLUENCE ON ITEMS BOUGHT FOR THE FAMILY

    Kids Matter!

    Examples FF Restaurant 68% Ice Cream 63% Cookies 62% Frozn Dinner 49% Salty Snacks 55% Carb. Bevg’s 48% Casual Restnts 42% Room Décor 41% House 47% Bottled Wat’r 30% Family Car 32% Vacation 46% Home Computer 29% ISP 29% Laundry Detergent 25% Pet Food 19% “My daughter is very smart and I would Always take her opinion in considration” (Mom, Girl 12-14) “I always want my son to feel he has a say In our household purchases.” (Mom, Boy 8-11)

    Slide 43:KID INFLUENCE ON ITEMS BOUGHT FOR ADULTS

    Kids Matter Here Too!

    Examples Household Cleaners 34% Carbonated Bev’s 24% Adult Clothing 20% Adult Furniture 23% Adult Cleansing Products 20% Room Décor 18% “I ask her all the time if clothes look good on me.” (Mom, Girl 5-7) “He helps me stay current on all of the new products.” (Mom, Boy 8-11)

    Slide 46:KID INFLUENCE ON WHERE TO BUY

    More than 80% agree that their child’s preference is important!

    Slide 47:The Opportunity…

    Slide 48:Market to Moms

    through their children!

    Slide 49: The New Rule

    “If the children are happy, then Mom and Dad are happy.” (Jeff Weinstein, Editor-in-Chief, Hotels Magazine)

    Slide 54:Kid Advertising is Word of Mouth Advertising

    Slide 55:Kid Communication Model is Effective in Driving Child Request (% of Children requesting advertised product)

    Slide 56:Kid Communication Model Also Drives Mom Awareness

    Kids Moms

    Medium Audience Kids can drive mom awareness at 1/3rd the cost of going to Mom directly!

    Slide 59:Kid Cuisine TV Spot

    Slide 60:Lipton Sponsorship Spot

    Slide 62:Lunchables TV Spot

    Slide 66:So Remember……

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