Job that doesn’t pay anything earns big payoff

Stunt goes viral, puts a mom’s job into perspective

Mullen, an advertising agency in Boston, recently posted a  fake “Director of Operations” job listing online and in newspapers. The ad got 2.7 million impressions from paid ad placement, but only 24 people responded, according to Ad Week. Each of those responders then sat down to interview for the job and all were shocked of the job requirements: no sitting, no vacations, no sleep and no money. The shocking moments were captured.

“Is that even legal?” one applicant asked. “Nobody is going to do that for free!” said another.

But billions of people do all this each and every day. They’re called moms.

Interesting that it takes a marketing stunt to put a mom’s job into perspective.

 

See below for the big reveal.

 

With Super Bowl ads, brands still need to get in the game!

Over the past few years, many brands have begun to tease or release their new commercials in advance of the Super Bowl, mostly to drive consumer conversation, buzz and social sharing. It’s a no brainer really – brands get out there early and capitalize on their advertising investment for more than just the evening of the game and the next morning’s ad review chatter. But this year, while viewing some of the early released commercials online, something struck me as odd: Where are all of the commercials targeted toward moms?

We’re all well aware of the importance of reaching moms and women in general in a consumer economy where women make the majority of the buying decisions for the household. Many brands are missing a great opportunity to reach the largest television viewing audience of the year simply because it’s assumed that the Super Bowl is a “man’s” sporting event. Unlike most traditional sporting events that attract heavy male viewership, the Super Bowl viewing audience is an almost even split between men and women. Consider the following:

  • In Buffalo, NY, a Buffalo Bills football game achieves a 37.2 rating for Men 25-54, while Women 25-54 only achieve a 18.5 rating, according to November 2013 Nielsen ratings.
  • Yet looking at this same market, an in-game Super Bowl spot averages a 45.8 rating for Men 25-54 and a 34.3 rating for Women 25-54 according to February 2011/2012 Nielsen ratings.
  • Similar ratings trends can be seen in markets across the US.

So while beer, auto and male-focused brands continue to buy up this coveted media space, it may be time to focus more on advertising to moms because they’re watching, too. We loved this spot from Cheerios — appealing to both the dads and moms who will be watching. Of course babies and dogs never fail, but there’s more to moms below the surface, and it’s time for brands to get in the game.

*This post was written by Malorie Benjamin, Media Planner/Buyer at Eric Mower + Associates.

No matter what you sell, you can give a gift to Mom.

We all know moms spend most of their time focusing on others with very little time for themselves. The bustling holiday season is no different, and often buying gifts for moms is challenging. Another sweater, candle or slippers? Brands may think if they don’t fall into traditional gifting categories like clothes or jewelry, they are not able to offer moms something special during the holidays. Wrong. This MediaPost article encourages brands in categories like health care and automotive to break out of the mold and come up with unique ways to give moms some love this holiday season. After all, moms are responsible for 80% of purchasing decisions, and the holidays are the perfect time to show customers you appreciate their business.

Because Everything Changes When You Become A New Mom

No matter who you are – a celebrity, a media personality, a writer, a full- or part-time professional or just one of the 1,100 women who becomes a mom for the first time in the U.S. each day… the truth is everything changes once a woman becomes a mother.

Priorities, sleeping schedules, seeing friends, how you want to and choose to spend your free time – nothing is as it was before. Somehow how clean your house is, or how manicured your flower beds are just aren’t that important anymore. Because once a woman becomes a mom, her job; her existence becomes greater. This recent article by a Buffalo News writer captures this “shift” well.

Some marketers truly “get” the life of a new mom and that shows through their brand’s marketing efforts. It’s not all sunshine and roses. It’s about long days and even longer nights. It’s being on the verge of cracking due to lack of sleep. It’s an immense exhaustion that you’ve never before understood. Marketers who demonstrate how much they “get it” are more likely to win Mom’s trust – because they’re being real with her. The ones who tell real stories, use humor and emotion are more likely to connect and be remembered by new moms. Because they’re being real – and for new moms – being real wins.

Don’t mess with mom

Today, moms share almost everything with their friends. Just like great gossip, the good, bad and ugly, can quickly become a hot topic among friends. And now, thanks to Facebook and digital technology, it can spread quicker than ever! All too often, brands and how they represent themselves can become the topic of conversation. As brands interact with mom, they must remember that she talks with her friends – other moms – about every nuance, episode and event that happens throughout her day. When she’s especially mad, you can be sure she will advocate for her position, passionately sharing her experience with her friends, and on social networks for the world to see. My colleague and fellow EMA Partner Steve Bell pointed out that CNN uncovered a story about Rainy Days Caffe in Lake Stevens, Washington. The restaurant owner put her brand at risk when she asked two moms and their children to leave – after one of the children threw a screaming fit. The moms did leave – and left a toddler-type mess as well. The owner, then took a photo of the mess, posted it on Facebook and sent out a thank you to moms with well-behaved kids…And that’s when the real “mess” began. Within moments, one of the moms who were asked to leave shared the post. Dozens of angry moms came to her defense, chastising the restaurant owner and creating havoc for the café’s brand. While many other moms sided with the restaurant owner, supporting her for taking a stance, it’s not exactly the type of buzz that you want for your business.

So regardless of whether you’re backing the moms or the Caffé owner on this issue, there is simply no denying the power of social media to draw controversy around your brand. In this case, the restaurant owner ultimately offered an apology, made a charitable contribution, and invited the moms back in – albeit without their kids.

Parenting is not a competition

Engage: Moms blogger Patti Minglin did a great post on new efforts by marketers to acknowledge the role Dad plays in the life of his family. Men are taking a more active role in raising and caring for children, cooking, grocery shopping and taking on the traditionally sacred role of Moms everywhere, carpooling.

What’s different and important for brands to understand is that it’s not a competition between a Mom and a Dad. It doesn’t make the marketing message better to poke fun at one over the other. Neither one is superhero. Neither one is incompetent and clueless. They’re simply a parent, doing the best the can, and most of the time, doing it pretty darn well.

 

Sears and Man of Steel “Not a Superhero” spot

Survey Says First-Time Expectant Moms Expect Mother’s Day Gifts

A recent survey by EMA New Moms fueled a national conversation around the topic of first-time expectant moms’ expectations on Mother’s Day. From the TODAY Show and Agency_73493_NewMomsInfographicTODAY.com, to Babble.com, Huff Post Parents and more, learn more about the survey that’s sparked lots of chatter this Mother’s Day week. http://bit.ly/10dZdfH

Expectant expectations?

A recent survey issued by our own EMA New Moms group has generated a lot of national conversation around the topic of expectant moms’ expectations about receiving a gift on Mother’s Day.

Today.com and Today Moms Facebook fans contributed their own thoughts to the conversation, while Huffington Post called on the partners of pregnant women to “listen up” too:

60 % of first time expectant moms expect a gift on Mother’s Day.

But when dads were asked if their significant other expected a Mother’s Day gift, more than 60% said no. Uh oh.

The survey delved deeper into what expectant mom’s expectations were specifically… and the answers they gave were pretty simple. The things that topped the list included:

  • Card-54%
  • Flowers-45%
  • Spa treatment-28%
  • Jewelry-19%
  • Chocolate-17%
  • Trip or getaway-12%
  • 45% chose “Nothing specific, it’s the thought that counts.”

Moral of the story – as simple as it may be – a card, a flower or even just some chocolate, it’s the thought that counts. It will be interesting to see how these expectations evolve from a brand and marketer point of view.

It’s definitely an opportunity to give expectant and new moms the recognition and support they want!

It looks like Marissa Mayer may have it right after all.

Two months ago, Ms. Mayer was navigating pretty rough terrain when she put an end to telecommuting by Yahoo employees. Some defended her decision, supporting the idea that it is critically necessary to have the bodies in the room, together, driving innovation, and each other. Others saw her actions as a plundering of the work-life balance equation and a personal affront to working moms (and dads).

The quest for Yahoo’s improved financial performance continues with another new decision that strengthens the company’s ability to keep, and gain, talent. The company has announced generous new family leave benefits that finally put it on par with Silicon Valley leaders Google and Facebook.

Sure, the positive PR is a bonus. There’s no doubt that 16 weeks of paid leave with benefits, a $500 gift card and Yahoo-branded blankie delivers a warm and fuzzy feeling to every new Mom. But according to blogger Rachel Sklar, this action suggests that Ms. Mayer not only has a heightened awareness as a working mom, but is interested in keeping new parents engaged with the company and giving them financial piece of mind. And that means they can focus on the job at hand.

New Moms need more support. Companies (and brands) who provide that support can expect loyalty in return. As Ms. Mayer knows, that’s good for business.