As a Worldcom PR member, Linhart PR is also a member of the Word of Mouth Marketing Association (WOMMA). In today’s newsletter, WOMMA shared some great Mom “chatter data” from the Keller Fay Group. (Ed Keller was a really interesting speaker at the recent Worldcom meeting in Cleveland, too.) It’s a great quick read with smart insights to keep in mind about the power of Moms’ words as we develop brand plans for 2011.
Moms talk. A lot. And according to recent research by Word of Mouth Marketing Association member company Keller Fay Group, Moms are more active in talking about brand names in conversations than the average woman and typical male. Because of their reach, credibility and spending power, Mom WOM is extremely powerful. Big brands like Walmart and State Farm are paying attention to Moms and making efforts actively engage and tap into this powerful audience.
Some more Mom data:
- American Moms mention specific brand names 73 times per week in conversations (compared to 67 times per week for the average woman and 64 times per week for the typical male
- American Moms are responsible for up to 85% of all household purchases
- Compared to other women and men, Mom WOM is more likely to be considered credible and to inspire an action, such as a purchase