Today’s market is comprised of 82.5 million mothers representing $2.4 trillion in spending power. Millennial moms (individuals born between 1977 and 1996) are becoming more prominent shoppers, and are digitally engaged. These moms are working to balance caring for the children and building their own careers. Traditional marketing efforts are giving way to digital marketing for this group. In this article, Produce for Kids, an organization that works with produce companies and retailers to encourage healthy eating among families, provides tips on how to engage millennial moms.
Three social media platforms are important for Produce for Kids – Facebook, Twitter and Pinterest. They also integrate messages between the three. According to the Nielsen study The American Media Mom, moms spend one-third of their time on Facebook, which is higher than the average American who spends a quarter of his or her time on Facebook.
The Produce for Kids Facebook page has nearly 4,000 fans that regularly contribute to the conversation. Some content provided on Facebook include grocery gift card giveaways, articles written by the Produce for Kids board, recipes, event information and sharing of partner initiatives. Produce for Kids has found Twitter to be a great way to spread important messages, introduce moms to the campaigns and promote year-round parenting resources. Pinterest offers a quick visual resource for moms. Retailers and suppliers can create boards with products, advertisements and recipes that moms can follow, “repin” or share with their followers.
There are 18.3 million moms who read blogs every month. Connecting with mom bloggers to promote campaign, giveaways, contests or products is another great way to build awareness.