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Marketing Research Case Study – Key Tactics When Advertising to Mothers

http://602communications.com Want to win mom’s affections? There are three best branding strategies that every marketer should know. In this three-minute emotional marketing lesson video, emotional marketing researcher Graeme Newell shows the images and messages that work best when advertising to mothers. Watch this marketing research case study and learn how to align your branding with mom’s fondest hopes and dreams.

Best Branding Strategies for Marketing to Mothers

When doing the research for this marketing research case study, we discovered that the best branding strategies for advertising to mothers can be split up into three different categories: nirvana mom, sacrifice mom, and commiseration mom. A lot of marketing to mothers we found fit into one of these three categories, making them hands-down the best branding strategies when advertising to mothers.

Best Brand Strategies for Marketing to Mothers: Nirvana Mom

In searching for the best branding strategies for advertising to mothers for this marketing research cast study we came across lots of examples of mom existing in a perfect, nirvana-like existence. The children aren’t screaming or causing any trouble. Everything is in the right spot, and mom is in full control of the situation. When using this technique for marketing to mothers, the best branding strategy is to keep the pace slow and soothing, and everything quiet and wonderful.

Best Brand Strategies for Marketing to Mothers: Sacrifice

At its core, advertising to mothers is an exercise in making moms feel good about themselves. One of the best branding strategies for this is to show just how selfless moms are. One of the most prevalent emotions we found when doing research for this marketing research case study on advertising to mothers was the feeling of self-sacrifice for family — specifically children. Mom sees herself as a silently suffering martyr that quietly shoulders the suffering for the good of all.

Best Brand Strategies for Marketing to Mothers: Commiseration

The best branding strategies for advertising to mothers usually revolve around lifting mom up, but this particular one is just meant to put her at ease. Moms have to put up with a lot of nasty stuff, and sometimes they just want someone to let them know that they understand. They want others to recognize the great struggles and suffering they endure. When advertising to mothers, the feeling of “we get you, we understand how hard this is” is one of the most powerful. In fact, our marketing research case study found that the most powerful ad for mothers used this exact branding strategy.

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