You’ve made it to Part 2 of our 3 part series, sharing strategies for Mum-centric brands to stay relevant with the Mum shopper today.
In this article, we will be exploring the 5 ways in which you can boost your brand communication strategy and build relationships and increase brand.
If you missed it, part 1 outlined the 12 ways you can stay relevant with Mums today. All strategies presented to you from our 3 part blog series have been formulated based on recent findings from our 2020 insight shopper survey. This survey explored the consumer habits, wants and needs when it comes to what she puts into her shopping trolley/online cart. See a summary of fast facts here.
As marketers, it is our job to ensure we are engaging effectively with our customers in that matters to them, but sometimes, we miss the mark.
This being said, check out this 5 part comms checklist shaped from exac tly what Mums have told us they demand from brands today. This has been shaped to ensure you’re seen, heard and ultimately bought.
1. Audit your brand messages to demonstrate you get her
Check, test and assess that your current brand messages demonstrate ‘relevance’, ‘empathy’, ‘newness’. By doing this, you will avoid being stale, and show you ‘get her’ today. An example of what you should be auditing is your language, imagery, tone, emotional appeal. By increasing the effectiveness of how your brand messages are presented, this will enable you to lower buyers resistance and increase buyer appeal.
2. Build awarness around current topics of hyper interest
Promote a campaign and build awareness around current topics of hyper interest – if it’s on her radar, so you should be too. Consumers today know what they want. For some, it’s important to support local/Australian made, others it’s sustainability and for many it’s value for money. Tell that story. To effectively communicate your point of difference that will appeal to her, you need to understand specifically what it is she is looking for in the market.
3. Move your customers via what matters most
Needs, wants and demands changed, especially when you’re living in a young family. An as a result, Mums have different problems and challenges she is currently working through. It is your job to understand what is important to mums today both on a macro level and also on a micro level. Is it relationships, family unity, education, home peace, mental health? Craft your messaging to reflect issues she is facing and how you can make the biggest and most positive difference to her in this way.
4. Put on your ‘Mum’ lens (not the corporate one)
Reflect on the different ways you are communicating with your audience and evaluate how your brand is coming across. In some instances, brand project an almost ‘untouchable us/them, corporate stance’ which only distances the brand from the customer. In other examples, brands project a united image that encourages a more intimate, friendly relationship that works to improve brand appeal.
Look at how you engage a sense of community, show warmth, facilitate a closeness with your audience, and start to shape a “tribe” ethos. Refine your position of strength as if you are talking to a friend i.e. how are you being perceived, are you connecting, do you appeal? How does your competitor connect with your buyer? Be compelling to win customers.
Be transparent and authentic
When it comes to communicating with Mums, adopt a ‘No fluff’ policy. Simply provide the facts. Mums are information hungry. By answering questions, addressing concerns and essentially ‘filling in the gaps’, you eliminate the number of people going elsewhere to validate and answer key questions. For example, be open about the ingredients, source of origin, changes to products, delivery. Mums are savvy consumers and the best thing you can do is give her the tools to be able to make informed buying decisions.
Ultimately – these 5 tips will elevate your brand and communications strategy to appeal to your consumers, Mums.
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