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An AbelsonTaylor Company Marketing to moms presentationOctober 6th, 2015
Health & Wellness Decisions Are Harder than Deciding Who to Marry
Abelson Taylor Marketing to Moms PresentationOctober 6, 2015
3
Is the H&W decisionFUNDAMENTALLY
DIFFERENTthan any other purchase
decision moms make?
4
In Comparing H&W vs. Non H&W Purchases
Mom spends TRIPLE the time deciding onH&W purchases
5
The Anatomy of aH&W Purchase Decision
They are SLOW & DELIBERATE• Conscious• Questioning• Analytical
H&W purchase choices are NOT FAST OR INTUITIVE decisions
Always 3 VARIABLES at play• Complexity• Fear (greater risk)• Highly personal
H&W purchase decision is here
DECISIONFATIGUE
Since not all Moms are super science-savvy, making HEALTH & WELLNESS
decisions can be a source of confusion
Buzzwords thatinstilled confidence… Enhanced Fortified More Plus
3 YEARS AGOMom had a
“more is more” mentality
Buzzwords thatinstilled confidence… Pure Simple Without Free-from
TODAYMom has a “free from” mentality
This Confusion has Perpetuateda Recent Shift at Shelf
Artificial ingredients
& additives
areOUSTED
73%
8
Say FULLY KNOWINGwhat’s hidden or unknown in products is most important
This Confusion has Perpetuateda Recent Shift at Shelf
%73
All for what?
Sugar Free
Gluten Free
Cage FreeOrgani
cNo Pesticides
Eats Boogers
10
In Comparing H&W vs. Non H&W Purchases
She feels 3 TIMES the frustration if she can’t use her preferred H&W brand
Purchase Path to Loyaltyor the Road to Ruin
Mom faces a vulnerable moment
Mom researchessolutions
Mom choosesa brand
Mom is a success
Brand functionbecomes
brand love
Product fails toresolve problem
Mom feels like a failure
Brand is sent to the
product graveyard
Product resolves
the problem
12
In Comparing H&W vs. Non H&W Purchases
MORE CONFIDENT in their job performance
moms are
Vulnerabilities are at the center of every H&W decision she makes
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
So, what do we meanby vulnerability?
Open to moral attack; criticismSusceptible to being wounded or hurtDifficult to defend
EMOTIONAL EXPOSURE
This Years Ambitious TaskQuantify vulnerabilities (423 moms)–Vulnerability needstates–Dominant vulnerabilities by time and category
Quantify the impact of vulnerabilities on purchase
Universal Vulnerability Needstates
CUTTINGTHE CORD
TRYING TRANSITION
S
FEELING THEIR PAIN
LOSING THE REINS
STRESSINGTHE FIRSTS
DREADING THE UNKNOWN
VULNERABILITY Map
Mom’s Needstates Can Change
as her Journey Progresses
Cutting the Cord
44%
Moms of Infants Losing the Reins
32%
Moms of Toddlers Trying Transitions
30%
Moms of Preschoolers
We had to employ a sneaky quant methodology because
moms are MASTERS OF DECEPTION
Vulnerabilities by Category
Dreading the Unknown
Bandages Pain Medicine
Feeling their Pain
Sunscreen
Losing the Reins
Vitamins
Losing the
Reins
Diapers
Trying Transitio
nsFormula
Stressing the Firsts
Infant Formula: It’s Not All
About the Boobs
Stressing the Firsts
49%
Vitamins: Picky Eating or When Your Child Crosses Over to the Dark Side
Losing the Reins
62%
H&W brands are uniquely poised to help mom achieve superior mom performance
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Intense connection
Emotional currency for future choices
A special kind of brand loyalty
HER VULNERABILITIES
BRAND ENABLER
Strategic Approach
Moms are
more likely to choose a brand if its position is ROOTED IN VULNERABILITY
%57
H&W Brands are MOM’S NEW STATUS SYMBOL
But, wait aren’t statussymbols superficial?
Flaunting Possessions Flaunting Life Choices
For Today’s Mom, What’s INSIDE is Even More
Important than the Bag Itself
Flaunting Values
Help solve her vulnerabilities to make your brand her new badge of honor!
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.