What Makes a Great Exclusive Brand Experience for Mom?
Making mom feel special is a powerful way to build a relationship between her and your brand. The creation of exclusive brand experiences for consumers is a growing trend in 2013. In order to put this trend into practice however, brands should understand moms and the things that impact the consumer decisions they make.
Punchbowl recognizes that there are two main types of party hosts: those who love planning a party down to every last detail and those who plan events because they have to. Similarly, moms have two main types of shopping: leisure time shopping and to-do list shopping. Understand under which category your brand’s products and services fall. Moms that are in to-do-list mode are likely shopping with a tight schedule and frequently have their kids along.
To create an exclusive experience that moms will really enjoy, it must be appropriate to how your brand is perceived and where it fits in her life. Mom may be willing to invest more time when she is shopping leisurely but she still needs to see a clear takeaway or benefit to investing her time and money.
Exclusive brand experiences create a sense of urgency, typically due to some sort of time limit. This is effective because if a consumer wants to snag that special deal, they have to do it now. Flash sale sites like One King’s Lane and Rue La La have capitalized on this feeling.
Zulily, a daily deal website geared towards moms, features collections from a variety of mom and kid brands that can be purchased at discounted prices in limited quantities for a few days only. The products change constantly, creating an incentive to visit the site frequently. Though it is free to register, you must become a member to see what’s available on the site and emails are sent notifying members of new sales.
Your brand can create this sense of urgency and excitement for your customers even without having a flash sale site. Send an email with a “Happy Hour” coupon that can only be used for a few hours or give email subscribers early access to an upcoming sale. Or create a members-only area of your website. Offer special features or benefits that your targeted market will appreciate most.
Offer exclusive brand experiences to your customers and you will be rewarded with their loyalty. Special discounts and benefits give clear value to moms and show them that brands listen to their feedback and understand their needs. To learn more about exclusive brand experiences and other powerful consumer trends, download our free whitepaper, “15 Consumer Trends That Affect Marketing to Moms.”
Posted by Lauren Murphy