Title: Trillion-Dollar Moms: Marketing to a New Generation of Mothers

Date Completed: 9/24/09

Author(s): Maria T. Bailey and Bonnie W. Ulman

Copyright: 2005, Dearborn Trade Publishing

# pages: 219

Genre: Business/Marketing

 This book is about two things that I have zero experience with: being a mom, and marketing.  However, I thought the premise of the book was interesting.  It starts out by identifying the fact that marketing to moms is different than marketing to women.  Moms and women are two distinctly different marketing categories.  Although this seems obvious now (maybe because I read the book), I had never really thought of it that way before.  For example, if you are marketing Ziplock bags to women, the focus of the ad campaign may be on the ability to package snacks containing carrots or walnuts for throwing in your purse as you are headed out the door.  If you are marketing Ziplock bags to moms, the focus of the campaign is on packaging cereal snacks to throw in the diaper bag.  Same basic use of the product – but two different audiences.  Subtle, but apparently very important for marketing.

 The book also describes the key attributes of the different generations of moms – Baby Boomers, Gen Xers, and Gen Y moms.  For me, one of the most interesting tid-bits of information that I took away from the book is that moms tend to behave based on the age of their children rather than their generation.  So, for example, a Baby Boomer mom (born 1946-1964) of a toddler will display the traits of a Gen Xer (1965-1976) with a toddler rather than another Baby Boomer mom who has teenagers.

 I will not be able to recap all of the marketing information I learned.  However, one of the key themes is that marketing is no longer about print, tv, or radio advertising.  You can no longer run a successful marketing campaign without multi-media.  You need to look as if you aren’t marketing.  You need to solve a problem.  This is why you’ve noticed a proliferation of advertising campaigns that seem to just be part of your everyday life.  A really good example is the Food & Family magazine that Kraft sends out each month.  I’ve been getting this magazine for years, and although it is nothing more than one big advertisement for Kraft products, I’ve never felt as if it was intrusive marketing.  Why?  Because it gives me great ideas for recipes. 

 Overall, this was a difficult book for me to get through.  Not because it was difficult to read or anything like that.  It is back to the fact that I am neither a mom or a marketer.  So, as with anything in life, if you aren’t passionate about it, it takes longer than it otherwise needs to.  But, I’m still glad I read it.  You never know when the information might come in handy.