September 13, 2019https://mumpower.com.au/wp-content/uploads/2020/12/christiann-koepke-dQyS2pMYtok-unsplash-2.jpg
If you’ve been following our blog over the past couple of months, you’d know Mumpower has been doing market research into how Australian Mothers are shopping. We’ve been exploring the best way marketers can launch into 2021 while understanding how to speak to Mums today.
We’ve looked into the market research data, mapped out upcoming trends and continuously conversed with and listened to what Mums have said about life today and how her shopping habits have evolved. By monitoring exactly how Australian Mothers are building relationships with brands she loves, we are able to best serve other brands keen to stand out and play a meaningful role in her life. To do this, we deliver proven systems and procedures to generate transformative results and drive Mum to Mum brand advocacy. Get ready for 5 effective marketing strategies you can implement in 2021
An example of this is explored here. Introducing the 5C Growth Roadmap. The 5 C’s include; Competition, Content, Compel, Communication and Conversation. These elements, addressed well, will attract and strengthen relationships with more Mum shoppers and boost brand advocacy so your brand thrives. Ultimately, for growth in 2021, simply activate the 5C’s below.
Understand your Competition
Review the competitive landscape and what other brands and products your customer is comparing you to. Rather than obsessing over your competitors, this is about stepping into your customers shows to recognise how she is comparing options. This is the easiest way to strengthen your value proposition to ensure you are more memorable and relevant to her. Plus, if you are aware of your competitors value proposition, it enables you to address how you are different and this information makes it easier for the shopper to make a decision on best fit options for her.
Content is King
Create, share, promote a complete range of content across all touch points to be found in the first place. Your customers are doing extensive research before they make a decision to buy. Mums continuously tell us how important this is to her – even moreso now. The more information, and different versions of your key messages she is exposed to, the easier it is for her to learn about you, appeal to different customers and demonstrate the role your product plays to address her needs. Without information about your product at hand, Mums will more easily explore alternative brand options.
Compel your audience
Emotional connectedness is critical to moving customers to buy. Whoever does this best wins. Knowing your customer in the first place is the only way you can compel. If you understand the problems, wants and needs that are a key priority for Mums, then you can shape a dialogue that show her that you truly understand her. If a Mum recognizes that empathy coming from a brand, she feels a greater sense of connections and as a results the brand becomes more relevant to her. All too often Mums tell us that her reason for purchasing option A over option B, is not because option A is necessarily a better product. It simply had more compelling information shared about it that resonated with her and gave her more encouragement to choose this product.
Communication is key
Share ideas, relevant information, and inspiration for life frequently and efficiently before and after the sale. Numerous studies show that the last brand she remembers is the one that is bought because it is top of mind. Therefore, as a brand you want to keep on being the last brand that she remembers because she is either going to buy this product, or tell her friends about when they ask for recommendations.
Converse
Throughout your processes and touchpoints, implement systems to continuously engage in two way conversations with your customers. There are many ways to do this such. For example, look at the different ways you can encourage feedback and also when you interact with her to reward and incentivize referrals. Even getting to know your shopper first either in store or online, will build trust, so that when you offer product solutions they are more customised to her needs and better received. Conversation is the foundation to building relationships. And building relationships is what stands the test of time.
For example, if you know someone is a fan, you want to interact with her and offer her an incentive to promote others and have a two way dialogue.
Or focus on attracting her continuous feedback about her preferences about her whole experiences in different ways so you understand. That the way you’re listening to her to give her exactly what she wants.
Effective marketing strategies are important. Following and understanding these 5 C’s will result in better relationships with mums…. And we believe that’s what’s sustainable for the future.