Thursday, March 28, 2013

Millennial Moms

Last summer I posted about the number one U.S. demographic group, Millennials.  I referenced a Boston Consulting Group study that divided Millennials (ages 16 to 34) into six defining brackets.  Today, based on some new learning, I would like to focus in on Millennial Moms.

Read On:
According to the BCG, Millennial Moms represent approximately 22% of the estimated 80 million Millennials in the U.S.  Some defining characteristics of this bracket are as follows:

         ·      Economically secure, confident, health oriented.
         ·     Tech savvy, socially active online, constantly seeking information.  
         ·   They value multiple options/customization of products or services; they tend to be brand agnostic.   

Marketing Implications:

      1.    Millennial Moms are extremely savvy shoppers and will search for value.  Providing product or service solutions as part of your company’s value proposition is key!

      2.    Millennial Moms are strongly connected thanks to the different social media platforms in which they engage.  They are constantly seeking advice.  Companies targeting this bracket need to invest in the resources needed to listen and identify Millennial Mom ambassadors.

      3.    Thanks to their familial responsibilities, they are interested in parenting tips, health-related issues, safety, etc.  Marketers need to consistently deliver relevant, educational content.

Are you prepared to explore targeting Millennial Moms

Thursday, March 21, 2013

Partnership Marketing

Partnership marketing is smart marketing.  Peapod, America’s leading internet grocer and PNC Bank are smart marketers.

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Smart marketers understand that convenience has become a driving factor when we select products and services due to our 24/7 lifestyle.  Consequently, they are always looking to enhance the value proposition of their brand.  A smart way is to partner with another company that shares similar customers to augment the buying process.  By doing so, strategically both companies complement each other thus provide their customers with a new experience.  The end game?  Both companies further differentiate themselves from their competitors, plus it enables them to open the door for market expansion. 

Peapod was founded back in 1989 in the Midwest by the Parkinson brothers.  The company is now a wholly owned subsidiary of Royal Ahold, a global food company that owns Ahold USA – they work in partnership with their supermarket companies Stop & Shop, Giant Food Stores (Giant-Carlisle) and Giant Food (Giant-Landover).  Currently they are in 24 U.S. markets and process/deliver an estimated 23 million orders.

Fact: Online banking is convenient.  Yesterday I logged into my PNC account to double check my balance.  Up popped an offer from Peapod by Giant Food Stores; earn 15% cash back on any order up to $100 during a limit time period, payment must be made prior to offer expiration.  Smart marketing!  Candidly, I am not going to utilize the offer since I enjoy shopping daily, but as a result of the pop up, I learned about the new PNC Purchase Payback Program that also includes rewards or cash back for dining at local Fridays or Nick’s Roast Beef Bar & Grille or shopping at Redbox.  Each of the Retail participants potentially gets to some new customers thanks to their partnership with PNC; PNC further differentiates themselves from other local banks, building customer loyalty or thanks to word of mouth (a.k.a. social media) acquires new customers.

Is there a smart partner in your future?

Tuesday, March 12, 2013


O.O. = Out of the office email response.

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Next week I will be presenting Mining for Mobile Gold at a conference.  The spine of my presentation details how we now live in a “Mobile First World.”  Consequently, people are surgically attached to their mobile phones.  Quick survey: How many people reading this post, sleep with or within instant proximity of their mobile devices?    

My query this morning: Why do I still receive instantly returned emails that read – I am currently out of the office.  I will have limited access to email and voicemail, but I will reply to all my emails upon my return.  If you need immediate assistance, please call my assistant at xxx-xxx-xxxx. 

Are O.O. messages evasive?  Maybe a more appropriate message should read – I am away from my mobile phone right now.   Please excuse my delay in responding.