Want to Reach Millennial Moms? Start With These 3 Strategies
想接近新一代辣妈？通过这三个策略
April 27, 2017
By Kim Lawton
Today,more than 8 in 10new moms are Millennials. Compared with previous generations, they’re busier, more digitally savvy, and more in-tune with pop culture. Unfortunately, they’re also not connecting with marketers’ attempts to reach them.
现在，10个新妈妈里面就有8个90后，甚至00后。对比之前几代人，她们更加忙碌，却又更加懂互联网以及潮流文化。不幸的是，营销者企图感染她们却也并非易事。
Public relations firm Weber Shandwick, in conjunction with KRC Research, recently found that42 percentof Millennial moms believe that “most advertising and marketing is not geared toward women like me.” With$200 billionin annual purchasing power in 2017, this discerning demographic is one advertisers can’t afford to fail with.
Weber Shandwick，一家公共事务企业，联合一家叫KRC的调研公司，共同挖掘出以下数据：有百分之42的千禧年妈妈认为“大部分的营销广告并不是对准像自己一样的女性的”，这群女性是拥有200亿年购买力的群体，没有任何一个营销者承担得起错失这样的群体。
Reaching Millennial moms, then, begins with understanding the modern family. Perhaps surprisingly, the stay-at-home mom has made a bit of a comeback. According to the aforementioned Weber Shandwick study, 35 percent of Millennial moms self-identify as “homemakers,” while just 30 percent are employed full-time. Fortunately, many of these moms have some help, with Millennial dadsproviding more assistancewith daily household tasks than ever before.
通过了解现代家庭来接触这些千禧年妈妈。或许，值得惊讶的是，全职家庭主妇有了不少的回涨。根据Weber Shandwick的研究表明，35%的千禧年妈妈是全职家庭主妇，只有30%的妈妈是全职员工。令人欣慰的是，许多妈妈都得到了不少帮助，因为比起过往年代的爸爸，愿意帮妻子分担日常家务活的爸爸比以往多。
Given Millennial parents’ blurring of traditional gender roles, it’s imperative that brands craft experiences for multitalented moms. As an experience design agency, my company does so using these three rules:
由于目前父母分工没有传统年代分工那么界定明确，品牌营销内容非常有必要根据这些身兼数职的妈妈们来进行调整。以下是我司根据过往的从业经验概括而成的三种策略：
Make it quick and easy
让事情简单快捷
With kids to corral, a household to manage, a social life, and more, Millennial moms don’t have time to waste. They’re looking for products that simplify their lives, so brands hoping to reach today’s on-the-go-moms must engineer experiences to match.
要带娃，要做家务，还有正常的社交生活等等，千禧年妈妈并没有多少时间可以浪费。她们渴望一些能让她们生活更加便利的产品，所以品牌建设的时候必须要考虑到她们的这个诉求。
Method, the self-titled “people against dirty,” recently partnered with Cleanly to launch a free pop-up launderette in New York City’s Meatpacking District. Participating moms simply logged on to Method’s site, described how they wanted their clothes laundered, and provided an address for pickup.
最近，有个命名为“对抗污渍”的营销活动在纽约的普通生活区举行，通过这场营销活动来发布一个免费自助洗衣店的成立。参加活动的妈妈只需要登录网站“Method”然后描述她们希望解决一些什么样的污渍难题，如何清洁她们的衣服，并且提供地址，就会有上门收取衣服的活动。
To keep things simple for on-the-go moms, give brand ambassadors extensive product training before launching your experiential campaign. Put them in mock social situations so that when real moms arrive, the ambassadors can quickly communicate to them the value of your product. Respect moms’ time; in return, they’ll respect your brand.
在整个试行活动举行前，为了让这些母亲有更加简便流畅的体验，需要对参加活动的品牌大使进行产品培训。将这些大使带进去模拟场景，让她们体验这些母亲真的到来会是怎么样的，这样大使才能用快速的方式跟这些母亲传达产品的价值。你珍惜这些妈妈的时间，她们也就会信赖你这个品牌。
Take the footprint online.
将体验带到网上。
Today’s moms are more connected than any generation before.Ninety percentof them share opinions online about retail stores, apparel, and food and drink, with most havingthree or moresocial media accounts. So, when conducting your experiential campaign, don’t forget about their online lives. Give them opportunities to share and interact on social media, both with the brand and with other moms.
现在的妈妈们比过往任何年代的妈妈都要更加社会化。有90%的人会在网上分享她们在实体店的体验，分享她们对服装，食物，饮品的看法，并且一般都会分享在常用三个及以上的社交账号。所以，当你在做营销活动的时候， 别忘了这群妈妈的社交圈。给她们在社交媒体上分享互动的机会，无论是跟品牌还是说跟其他妈妈。
For example, for ourThomas’ Breakfast Like No Othertour, we invited prominent bloggers — most of whom double-shift as moms — to select events, encouraging them to share content while consuming their breakfast sandwiches. By sharing their opinions online, the mom bloggers generated nearly 15 million social impressions. Millennial moms may be busy, but they find time to consume — and create — plenty of online media.
例如， 托马斯与无论比的早餐巡游，我们邀请了很多大V参加——其中，大部分同时也是妈妈——从选题，到鼓励她们在线上分享她们在活动中体验美味三文治早餐的体会。通过在线上发表她们的言论，这些妈妈大V获得了将近15万的浏览量。或许千禧年妈妈会很忙，但是她们依然会挤时间花在互联网媒体上。
Remind her that no mom is perfect — and that’s OK.
提醒她们，没有人是十全十美的，缺陷是可以接受的。
For too long, marketing campaigns and media have shown moms as one-dimensional caretakers and happy housewives. But in reality, they’re complex, independent people who simply don’t see themselves in marketers’ perfectionist portrayals. By reminding moms that everyone has flaws, marketers stand to gain a much more receptive audience.
长时间以来，营销活动和媒体都向妈妈展示单方面的个人形象，照顾家里大小事务的快乐家庭主妇。但是，现实她们的情况要复杂得多，她们无法从任何营销媒体的完美人设中看到自己。通过提醒妈妈，人无完人，营销者可以获取更为包容的受众。
Recently, Lean Cuisineset up scalesin Grand Central Station where moms could “weigh in.” But instead of real scales, the frozen food brand used whiteboards on which women could describe how they truly wanted to be judged. Rather than focus on weight or size, participants thought positively about areas of their lives they felt proud of. One woman shared that she was the lone provider for four sons, while another felt fulfilled by the 200 homeless children she helped to care for. Give moms a boost with your own experiential campaign, and don’t blame them for not having everything figured out. We’re all works in progress.
最近，Lean Cuisine (瘦身食谱）在中央车站放置体重秤，来提醒母亲她们可以适当增重。其实除了实际的体重秤，这个速冻食物品牌放置了一块白板让母亲来说出她们希望如何被评价。大部分的参与者表示，除了体重和身形，她们更渴望别人看到她们生活里面值得骄傲的优点。有人说到自己是一个独力养四个孩子的单身母亲，另外一个虽然不是妈妈，但是却资助了将近200名无家可归的儿童。通过你的市场营销活动给这些母亲一个推力，让她们明白自己不一定要能解决生活的所有事情，我们都在一起共同处理并且推进事情更好发展。
Millennial mothers are capable, multifaceted people. They work hard, maintain online lives, and care for their kids as best they can — but they’re not flawless. The sooner brands recognize that and architect experiences to suit, the sooner Millennial moms will let marketers into their lives.
千禧年的妈妈非常能干，同时身兼数职。他们辛勤工作，玩转互联网，尽全力带好自己的孩子，但是她们不是十全十美的。品牌越能认识到这些体验和价值的，将能越快给这些妈妈接纳。