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You are a Mom-fluential - does it make you mad?
Filed under: Just For Moms, Work Life
I've worked in advertising for several years now, so it's no surprise to me that marketers are looking to target Moms. One PR agency has even coined a custom term for the women it deems so critical to its clients marketing success: "Mom-fluentials."
Moms control a lot of the household spending, and today so many of them are online. What these women say and recommend are often considered much more convincing to other Moms than a nameless TV ad or radio spot. I may be a little biased on this topic because of the work I do, but my feeling is: pitch away to me. I'll ignore what I don't want and ultimately base my buying decisions on need, price and quality. I don't particularly care if a corporation markets to me with the assumption that I want to look sexy while hoofing a vacuum around the house, I'll just think "that's idiotic" and buy the brand next to it.
I've been following the controversy on BlogHer swag with much interest. For those of you who don't know: BlogHer holds a very popular blogging Conference every summer, complete with corporate sponsors looking to get inside the brain (and pocketbook) of bloggers and their readers. But apparently some of them are missing the mark.
I am especially intrigued by this post at Plain Jane Mom, where Plain Jane expresses her disdain for a sponsor at last week's conference who provided branded pot holders as part of their freebie gear. She believes that marketers who ply women with domestic household items (particularly at a somewhat technical conference) are missing the mark to the point of being offensive. She notes that "companies who hear "woman" and think "apron" make my blood boil ."
The comments that follow are supremely interesting, with many of Plain Jane's readers expressing agreeement for the insensitivity of advertisers looking to reach their coveted audience. I'm not so sure. I don't think there's anything sexist about giving a woman a pot holder as a freebie -- I wouldn't really be offended if a company gave out condoms, or barrettes or even Crocs, for the love of Pete. I'd probably just give them away.
How about you, Moms? Are you offended when an advertiser pegs you as a domestic sort because you have kids? I feel like I'm missing something.
Moms control a lot of the household spending, and today so many of them are online. What these women say and recommend are often considered much more convincing to other Moms than a nameless TV ad or radio spot. I may be a little biased on this topic because of the work I do, but my feeling is: pitch away to me. I'll ignore what I don't want and ultimately base my buying decisions on need, price and quality. I don't particularly care if a corporation markets to me with the assumption that I want to look sexy while hoofing a vacuum around the house, I'll just think "that's idiotic" and buy the brand next to it.
I've been following the controversy on BlogHer swag with much interest. For those of you who don't know: BlogHer holds a very popular blogging Conference every summer, complete with corporate sponsors looking to get inside the brain (and pocketbook) of bloggers and their readers. But apparently some of them are missing the mark.
I am especially intrigued by this post at Plain Jane Mom, where Plain Jane expresses her disdain for a sponsor at last week's conference who provided branded pot holders as part of their freebie gear. She believes that marketers who ply women with domestic household items (particularly at a somewhat technical conference) are missing the mark to the point of being offensive. She notes that "companies who hear "woman" and think "apron" make my blood boil ."
The comments that follow are supremely interesting, with many of Plain Jane's readers expressing agreeement for the insensitivity of advertisers looking to reach their coveted audience. I'm not so sure. I don't think there's anything sexist about giving a woman a pot holder as a freebie -- I wouldn't really be offended if a company gave out condoms, or barrettes or even Crocs, for the love of Pete. I'd probably just give them away.
How about you, Moms? Are you offended when an advertiser pegs you as a domestic sort because you have kids? I feel like I'm missing something.
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ReaderComments (Page 1 of 1)
8-03-2007 @ 11:45AM
SKL said...Well heck, I think it would be nice to get a potholder for a change. Do you know how many useless, ugly pens and calculators and flashlights I have received? I only have so many nieces and nephews to dump them on.
Now a potholder - that's a new one for me. Everyone needs one now and then - parent or not, female or not. Unlike many corporate give-a-ways, the logical place to store it is out of sight (unless it's gorgeous), and it is perfectly normal to get it dirty and eventually throw it out.
I don't get offended if people think I cook because I'm a woman. I only wish it were true. Fact is, most professional women and many professional men do take pride in domestic stuff. Myself, I love cleaning. I would love it if I got a free apron or swapping cloths. Really.
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8-03-2007 @ 11:46AM
Busy Mom said...Actually? I used the potholder last night.
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8-03-2007 @ 11:55AM
caitlin said...The tech companies piss me off when they try to market to female customers. If I never see another gadget that's traded worthwhile features for a coat of pink paint, it will be too soon. I also really hate how they market things as "so easy even your Mom can understand it!". Last I checked, a woman's brain isn't expelled along with the afterbirth. I would have less problems with the pink domestic things if they weren't marketed for people too inept to figure out technology.
And while maybe Gen X and older didn't grow up with most of this technology, my generation did. And I think we'll prove (along with women like Ann Adams) that being a mom has nothing to do how comfortable you are with technology, and that it's more a function of interest level. Only marketing domestic and "momified" pink gadgets is going to hurt them in the long run.
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8-03-2007 @ 11:57AM
~Monica said...Maybe it's because I am both a business executive (who gets to work from home and not shower for days) *AND* a domestic sort (who loves to create amazing Martha-Stewart-esque birthday parties) that I'm not offended in the least. I'd love another set of potholders to be honest - I seem to misplace mine all over the house.
I suppose I would look at getting a set of potholders from that company as being: hilariously creative, tongue-in-cheek, and wonderful because it's something functional that can actually be used. Yay for them for taking a risk, I love it.
Being offended over potholders is just a waste of brain - I'm with you Kristin. We should feel blessed that we live in a country where we have so many opportunities. Heck, accept your potholders as a gift and if you don't want them, pass on the love to a woman in a country where potholders are a luxury - and then think again about what you're actually whining about. Kinda puts things into perspective, doesn't it?
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8-03-2007 @ 12:16PM
Pops said...Advertisers are not marketing to mom's because they're women. They're advertising to women because they're moms. A women's conference is probably any marketers best bet, outside of a mother's conference, at finding lots of moms in one place.
It's a bit presumptuous, yes, but not offensive. Marketing and advertising are all about reaching as many people from a target audience as possible. I think it would be far more offensive if the company asked, "Are you a mother?" before giving a potholder to the yes or a calculator to the no.
In the same vein, it should be remembered that sexy sells. It's been proven time and time again, and it's a very small minority of people with the mental fortitude to seperate a good looking model from the product being presented. If you're among the few, then consider yourself very lucky.
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8-03-2007 @ 1:41PM
Mama C-ta said...I could actually use a few new pot holders right now, that's not something I usually think to buy and I rather go for something fun than a silly pot holder. I'd be flattered if someone actually thought I was domestic! My husband and I know better...
Reply
8-03-2007 @ 4:25PM
Ann Adams said...The potholder thing is funny.
During the 2006 elections, our incumbent State Senator mailed potholders to probably every female voter in the District. I'm pretty sure he skipped the men because my husband didn't get one.
My youngest (11) knew exactly how I felt about our illustrious Senator (the sign in my yard for his opponent was a clue) and said "does he really think he can buy you with a potholder"?
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8-04-2007 @ 7:05AM
Sandyone said...Ann, did you tell her, "Well, maybe for a nylon whisk...."??!?
Smart little cookie, that one.
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8-03-2007 @ 5:31PM
LS said...Oh, for the love of... are we so shallow that now we're insulted when someone gives us something as useful as a POTHOLDER????
If it's that bad, keep it in your car for when your radiator overheats so you don't burn your hands.
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8-03-2007 @ 11:27PM
Mamacita said...I loved the potholder, but even if I didn't, I would never say so, because my mother raised me to have good manners. When someone gives you a gift, you thank them. NEVER bitch about a gift.
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8-03-2007 @ 8:19PM
Christina said...I made a joke about the potholders on my blog, but only because it really was the least useful item for me - I'm a lousy cook. I'd probably burn the thing on accident.
I love free stuff, and as long as I think it's useful I'll happily accept it. We are influential - women control most of the spending in many households, and we bloggers have a far reaching voice as well. It's no wonder we're targeted by marketers.
We should remember how much our opinion matters and the impact it can have on a product. But they should also remember that we buy more than household products. (Just look at those beautiful laptop bags and jump drives we received.)
Christina
http://amommystory.blogspot.com
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