Family Purchasing Decisions: What Influences Mom?

Posted by KimCooper on March 26, 2013

Over the past few years, companies have begun to realize that there is no “one size fits all” when targeting consumers. Each demographic responds differently, and some have hidden simple truths that alter how you might think they should be communicated to.

Family Purchasing Decisions- What Influences Mom 20130325

Determining how to market a product or service to families is a great example. After a little research -- the first step in any great PR plan -- the simple truth that comes to life is that moms are the ultimate decision maker when purchasing products or services, influencing 85 percent of all purchase decisions.

Armed with this information, it is important to consider what and who impacts the purchasing decisions for mothers everywhere. And what you’ll find is that moms receive input from many sources before purchasing products, including:

  • Friends
  • Family
  • Online reviews
  • Magazines
  • Television

There are also motivating factors for mom when making a purchase. For instance, she might be more likely to purchase school supplies in August, or purchase a product or service from a company with a philanthropic goal.

In order to communicate authentically, companies must take moms’ sources and motivating factors into consideration before launching a campaign for certain products and services. A few companies have set great examples.

  • Hilton Hotels & Resorts launched a travel blog featuring 15 moms with very different backgrounds and lifestyles. Hilton sent the moms on trips to various Hilton properties, and the moms shared their experiences with the world through the Hilton Mom Voyage.
  • During back-to-school season, HP partnered with more than 100 moms to create back-to-school boards on Pinterest. Each board featured a HP ePrint printer as well as the best of back-to-school tools.
  • Procter & Gamble launched its Thank you, Mom campaign, which recognizes and celebrates the moms behind Olympic athletes. P&G pledged to donate $25 million to youth sports, with funds being raised by sales and donations from the company’s leadership brands.

So, the secret to communicating with families? Get to know mom.

Are you a mom? What can a company do to make you interested in its product or service? Tell us in the comments below, or tweet us using the hashtag #mcgblog.