First Date
It’s not often that first dates live up to the hype, but the iPad certainly does - the rich media, the video, being able to actually see every word on the screen, and the mobility are all key benefits that the iPad brings to those seeking content in a easy to use sexier shape and form.

Involvement
Users cannot help but jump into this intimate space where they choose the content and interact with it. It’s a richer experience than any print magazine could ever dream of and much deeper than the hunched over grab and go web experience that most busy multi-tasking users undertake.

Nurturing the Relationship
This is a place where you can interact with users in new and exciting ways. It’s what Connection Planners have been waiting for. We have permission to begin to create an affinity with users here. A place with high res ability, rich media, video, and interactivity that enable us to attract and stay in users minds and lives.

True Love
While the iPad has a diverse audience, one key consumer segment that brands should be aware of is Moms. The ultimate multi-tasker, Moms will love that kids clamor over it and that they can provide educational, mesmerizing activities such as the Disney Toy Story applications. Even better, Mom’s favorite content can be found all in one place, so she can skip from Epicurious to People to Vanity Fair to Facebook.

Attraction
How can brands stand out in the iPad landscape? By creating experiences that facilitate an already meaningful transaction; for Moms, that means multi-tasking and could be realized by an offer that includes games for the kids and easy access to coupons.

By being part of this new experience, brands have the opportunity to generate greater interaction, trial, and advocacy among key consumer segments, whether that be Moms or someone entirely differently. It’s time to get in the game.

AdWeek takes a closer look at the vital mom consumer constitutency and leverage’s Allen & Gerritsen’s research to educate marketers on moms’ new spending priorities, particularly across the Gen Y, Gen X, and Boomer generations.

From the article…

While finding a wide-ranging commitment to saving money, the Allen & Gerritsen report detects some generational differences. The polling’s Gen Y mothers (age 18-30) were the most reluctant “to entirely give up any of the nonessential comforts and activities they enjoy.” Thirty-seven percent of the Gen Yers claimed to be completely eliminating outlays on non-necessities, vs. 45 percent of Gen Xers (age 31-44) and 54 percent of baby-boomer mothers (age 45-64). Likewise, 20 percent of the Gen Yers said they’d “returned to their pre-recession spending habits,” vs. 18 percent of the Gen Xers and 13 percent of the boomers.

Read the full article at adweek.com.

Helping Clients Stay Ahead:  Moms Stick With Necessities as Recession Begins to Lift

Though the economy and consumer optimism are beginning to show small signs of improvement, the lessons learned by consumers during this recession will not soon be forgotten. To be successful as a marketer in our changed economy, it’s crucial to understand what’s compelling people to purchase today. It’s no longer about fancy window displays or eye-catching ads. When it comes to moms, they must see your product or service as necessary to their lives if they’re going to open up their wallets.



Download the report here. (PDF).

You may also download and use the charts used in the report provided you do not alter them and leave the credit information intact.

In our October survey, we found that 25% of moms say the economy has most affected how they manage their household budget. When moms were asked to detail why their budget has changed the most:

• 27% say they are not spending as much on life’s luxuries, with many noting that in this day and age, need comes before want. A few mentioned that because of this, they are not able to do the things they did last year and have less money for fun family activities.

“I have cut back on a lot of things we had for luxuries”

“We do not get any extras anymore, no matter how small”

“We are cutting unnecessary expenses…and truly, it has not effected us in any way other than saving us money”

“Now I make sure we have enough money to pay for what we need”

“Need comes before want”

“I can’t pay for what I could last year”

“I take funds away from other expenses like family fun time”

• 22% say that it was because everything else has become so much more expensive. Of these moms, nearly half say that their wages are either not keeping up with the increases in the cost of living or they have seen a decrease in wages/lost a source of income.

“The cost of everything has gone up and my wages have stayed the same”

“It seems like everything but my paycheck rises”

• 12% say they are dining out less.

“We don’t go out to eat as often and pack a picnic for soccer games, etc.”

• 9% say they are now on a budget.

“Now I have my family on a tight budget”

“I am watching more carefully where my money is being spent”

• 8% say they are trying to conserve or waste less energy or food.

“Keep the heat down low”

“We conserve energy and we recycle more”

• 6% say they are trying to save.

“I feel like we should be prepared for any financial possibility”

“I am trying to cut corners on my household budget so we can save money that we might need for other, more important things”

• 6% say they are traveling less.

• 6% say they are using more coupons, or shopping sales or thrift stores.

• 5% say they are not using credit cards as much or are trying to pay off debt.

“I have stopped charging on my credit card and…I think twice before I make a purchase”

“Buying any big ticket items will be out for a long time until we pay off the things we owe”

• 2% say they have moved.

It seems that luxury prizes are losing steam as sweepstakes prizes in this downsized economy. Many promotion marketers are finding that female shoppers have been forced to change buying behaviors for both their families and self. The media has welcomed all types of cooking shows, chef endorsements and cooking contests.

The economy has also forced families to cut back on entertaining and home parties. The trend seems to be smaller home gatherings with more affordable food or even pot luck dinners. Haven’t you noticed national brands returning to one dish comfort foods that go easy on the family grocery budget? Campbell’s soup company is advertising their affordable green bean casseroles which were famous in the 1960’s ! Consumer coupon distribution and consumer coupon redemption is on the rise after a decade of decline.

Currently HP Hood is promoting a sweepstakes for a dinner party for ten people at your home cooked by a professional chef. This is a good example of of appealing to the female shopper. Hannaford supermarkets, an a&g brand promotion client tapped into this trend while promoting Hannaford private label grocery products. ” Win a backyard barbecue for 40 of your friends and family” was developed into an integrated promotion that had media, in-store and experiential event components.

Ten barbecue events were awarded as prizes in five states. Turnkey experiential administration and chef executed events were huge hits with winning consumers. Best of all, 400 guests sampled Hannaford foods and brand hospitality. It was a huge success.

Tapping into trends and learning about your customer insights is paramount to any successful promotion.

The economy is affecting us all. The question is how much and in what ways. To help our clients manage this difficult time, we surveyed moms to understand just how the economy is affecting their purchase behaviors and economic outlook.

Why moms? Because they occupy two important roles in American society: they manage the household (which means their behaviors drastically impact sales) and they teach and enforce family values (which means they are as influential in shaping our culture as mass media).

We learned that most (71%) feel they have made more sacrifices this year vs. last. In fact, 2 in 3 are eliminating purchases that are not absolutely necessary for their lifestyle. And 1 in 2 have cut back on things. Which means that if your products or services are not seen as essential and relevant, moms are dropping them from their shopping lists.  It’s not simply a matter of price but rather what your brand stands for and how it contributes to their lives.

More moms blame the government for this collapse than banks (32% government v 16% banks). Even more interesting is the fact that nearly as many moms feel everyone is to blame (27% say everyone).

Why? Because many moms believe that the average American is too greedy. Even more believe they are less greedy than the average American. We believe this is a turning point. One where we reign in overindulgence and focus on the things that are most important to us as people and families. And this presents a great opportunity for marketers. Brands that help moms recenter their family will have the upper hand and can ride a social trend to the top.

Take a look for yourself and let me know what you think. The full report can be read here >> (PDF). MarketWatch reports on it here.