Imagine a young working mother, someone like me. Or better still, the kind of mom your daughter or niece is going to become one day.
With a diaper bag flung over one shoulder and baby strapped onto her chest in a carrier. She’s out doing some chores and realises she needs to buy grocery.
While 9/10 times she is likely to shop via the grocery app on her smartphone or just make a call to to the local kirana and recite her list, there will be that 1/10 moments when she’s out already and wants to make a quick grocery dash.
If shopping in person, her objective is to buy what she needs and get out of the store as fast as she can before the baby turns hostile.
So what is she likely to do?
Carefully read labels and makes informed choices about the products she’s going to buy? Or view her shopping list on her phone app, skim across packs to check for potential hazardous ingredients, and then just fling what looks bright, good quality and not too pricey (or heavy) in her shopping cart as she walks down the aisle?
I’m going to put my money on the latter.
Also, chances are that she’s probably not seen an ad that she remembers in the last few months, not unless it was controversial and she read it on a news RSS feed. With recording DTH, she skips over songs or boring parts of her favourite movies and TV shows, not very likely she’s hooked onto ads.
So my question is, the brands who target her as a primary TG, who on earth are they talking to on TV or in the store?
Brands are living in a blissfully unaware world where moms watch TV with the kids, read labels when they shop and love interruptions from in-store sampling promoters.
In short, brands are talking to the grand moms of todays generation and not young mothers who are busy, impatient and frankly don’t give a tiny rat’s tail about your brands trusted promise.
She wants grocery shopping to be easy, fast, light on the wallet and her shoulder. And not one bit more than that. And she definitely doesn’t want you to waste her time when she’s unwinding. When you pop in her browser when she’s chatting with a friend or troll her around on the net when you didn’t buy that bag of chips you put in your shopping cart, you really make her angry.
Oh and don’t even get her started about the time when you kept making your unskippable presence felt on a video she wanted to watch.
Grocery shopping is surprisingly to most marketers not the end all and be all of a woman’s life and definitely not in a mom’s life.
She has so much to make space for with work, family, baby and her interests that any unsolicited intrusion in the life of a mom would probably only work against the brand and not in its favour.
So here’s what I think brands are messing up.
- They’ve been thinking for far too long that ‘their’ brand is a hugely important ‘partner’ in the life of the mother. Um. No. Your brand, like millions or others, is an infinitesimally small part of the larger, richer life of a mom. You dont ‘partner’ with her, you just clean the dishes.
- Having a deep relationship with a ‘Mom’ based on a couple of Facebook exchanges counts for nothing. She was probably as interested in commenting on your post as on that video of the dog going down the slide (probably less). Social media interactions have become superficial and casual, like flirting. And its your fault if you think that she was serious when she was just making a pass at you.
- Don’t try too hard to be seen. She will find you when she needs you, but you jumping in her face everywhere she turns makes you a stalker, not a friend.
I know I make it sound tough. But lets call a spade, a spade shall we? It is wildly tough to break into a mother’s consideration space unless you really add value.
And the only way that I can think of, in which you can do that is by creating content which she seeks. In a way which makes it palatable and not spit-worthy.
Win her with kindness, compassion and expertise. Don’t dance around her and shower her with frivolities in hopes of unfettered love.
Because seriously, she’s grown up now and pretty much over that phase of life.