Comments on: Are Aunts the New Mom? http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/ A guys guide to marketing to women Thu, 29 Jul 2010 21:42:00 +0000 hourly 1 http://wordpress.com/ By: Jill K http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1879 Jill K Mon, 12 Jul 2010 16:54:11 +0000 http://she-conomy.com/?p=2008#comment-1879 What about Seriously Kinky Aunts No Kids? This is so not going to get past moderation What about Seriously Kinky Aunts No Kids?

This is so not going to get past moderation

]]> By: Sally http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1806 Sally Thu, 29 Apr 2010 00:01:49 +0000 http://she-conomy.com/?p=2008#comment-1806 I wanted kids and never got to have any. My mother has passed away several years ago. So, I hide out on Mother's Day because I am so sick of people wishing me a happy mother's day! Why do they assume that I am a mom just because I am female? However, I am an aunt and love spoiling my nieces!!! I wanted kids and never got to have any. My mother has passed away several years ago. So, I hide out on Mother’s Day because I am so sick of people wishing me a happy mother’s day! Why do they assume that I am a mom just because I am female? However, I am an aunt and love spoiling my nieces!!!

]]> By: Mike Handy http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1735 Mike Handy Wed, 07 Apr 2010 16:32:58 +0000 http://she-conomy.com/?p=2008#comment-1735 My point is not that they are not a valuable market... my point is that they don't represent a sizable market that isn't getting reached by other advertisements. If I were a brand manager I would consider them a secondary market. Particularly Single Aunts that are actively involved with their kids. For the sake of argument bringing a child into the home automatically places someone into the parental role, even if it is for a short time. My point is not that they are not a valuable market… my point is that they don’t represent a sizable market that isn’t getting reached by other advertisements. If I were a brand manager I would consider them a secondary market. Particularly Single Aunts that are actively involved with their kids.

For the sake of argument bringing a child into the home automatically places someone into the parental role, even if it is for a short time.

]]> By: KD http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1732 KD Wed, 07 Apr 2010 00:37:09 +0000 http://she-conomy.com/?p=2008#comment-1732 First of all I am a Woman! Aunties are also married, so don"t forget us. We are highly educated, self-employed, financially savy,kind, caring and generous with our money and attention,my spouse and I have taken in and cared for 8 of the 13 neices and nephews. Zero need for a product, Don't ever assume that one! You are the one who assumes everything, and will gain nothing in your pocket! First of all I am a Woman!
Aunties are also married, so don”t forget us. We are highly educated, self-employed, financially savy,kind, caring and generous with our money and attention,my spouse and I have taken in and cared for 8 of the 13 neices and nephews. Zero need for a product, Don’t ever assume that one! You are the one who assumes everything, and will gain nothing in your pocket!

]]> By: mhandy1 http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1729 mhandy1 Tue, 06 Apr 2010 00:12:11 +0000 http://she-conomy.com/?p=2008#comment-1729 wow my comment is brutal. Sorry for the typos my thoughts were going in two directions.. if it doesn't make sense let me know I will fix it. Sorry again. wow my comment is brutal. Sorry for the typos my thoughts were going in two directions.. if it doesn’t make sense let me know I will fix it.

Sorry again.

]]> By: mhandy1 http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1728 mhandy1 Mon, 05 Apr 2010 23:50:19 +0000 http://she-conomy.com/?p=2008#comment-1728 Im a Man..1st and foremost lets get that out of the way... I think marketers are focused on moms for a few reasons that have nothing to do with the fact that they have kids. 1. Most married women (DINK or moms) want to have kids. - it's in the brand's best interest for mom's to have brand loyalties in advance of children. - It is can serve as a double impression 2. Single women are in charge of only 1 income... with limited disposable income generally going toward hi-indexing items.. ie Purses, jeans, drinks, etc. 3. While the Aunt market is sizable it makes no sense to advertise to a market that has zero need for a product. I'll admit that Aunts are a unique category but would confuse some consumers if a brand were to attempt a split their message. (As the old adage says.. "Communicate 2 things, you really communicate nothing." ) My 2 cents. Im a Man..1st and foremost lets get that out of the way…

I think marketers are focused on moms for a few reasons that have nothing to do with the fact that they have kids.

1. Most married women (DINK or moms) want to have kids.
– it’s in the brand’s best interest for mom’s to have brand loyalties in advance of children.
– It is can serve as a double impression

2. Single women are in charge of only 1 income… with limited disposable income generally going toward hi-indexing items.. ie Purses, jeans, drinks, etc.

3. While the Aunt market is sizable it makes no sense to advertise to a market that has zero need for a product. I’ll admit that Aunts are a unique category but would confuse some consumers if a brand were to attempt a split their message. (As the old adage says.. “Communicate 2 things, you really communicate nothing.” )

My 2 cents.

]]> By: Marti Barletta http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-1076 Marti Barletta Mon, 08 Feb 2010 23:26:14 +0000 http://she-conomy.com/?p=2008#comment-1076 While it's true that not all women choose to have kids, and I more than agree that marketers and media folks ridiculously over-emphasize the "mom" aspect of women's lives, you still have to be careful not to overlook the "center of gravity" of the business opportunity in marketing to women. In the US, the average age of first marriage for women is 25.0 years old. Interestingly, women's average age at first birth is 24.9! So it is definitely legit to say that women 15-25 are "pre-family;" in fact, most of them are single. Nonetheless, by 10 years later, when women are 35, 81% of them have kids under 18 living at home. So yes, there's an opportunity with the approximately 20% of women who have chosen not to have kids (up from 10% in the 1980s, an increase I would hardly characterize as "shocking"). But don't lose sight of the reality that 4 out of 5 women do have kids, because the presence of kids in the household is the number one determinant of where the money goes, in terms of product categories, brands and influence on the buying process. Savvy aunts and other singles may be spending some of their hard-earned cash indulging their nieces and nephews with the occasional toy, treat or toddler outfit, but I guarantee you their spending on the little darlings does not even remotely approach the buckets o' cash their parents are spending. Single women and cute new company names may be the media darlings of the press looking for something fresh to report on, but marketers should not be misled into thinking this is where the money is. Marti Barletta Author, Marketing to Women; and PrimeTime Women While it’s true that not all women choose to have kids, and I more than agree that marketers and media folks ridiculously over-emphasize the “mom” aspect of women’s lives, you still have to be careful not to overlook the “center of gravity” of the business opportunity in marketing to women.

In the US, the average age of first marriage for women is 25.0 years old. Interestingly, women’s average age at first birth is 24.9! So it is definitely legit to say that women 15-25 are “pre-family;” in fact, most of them are single.

Nonetheless, by 10 years later, when women are 35, 81% of them have kids under 18 living at home. So yes, there’s an opportunity with the approximately 20% of women who have chosen not to have kids (up from 10% in the 1980s, an increase I would hardly characterize as “shocking”). But don’t lose sight of the reality that 4 out of 5 women do have kids, because the presence of kids in the household is the number one determinant of where the money goes, in terms of product categories, brands and influence on the buying process.

Savvy aunts and other singles may be spending some of their hard-earned cash indulging their nieces and nephews with the occasional toy, treat or toddler outfit, but I guarantee you their spending on the little darlings does not even remotely approach the buckets o’ cash their parents are spending.

Single women and cute new company names may be the media darlings of the press looking for something fresh to report on, but marketers should not be misled into thinking this is where the money is.

Marti Barletta
Author, Marketing to Women; and PrimeTime Women

]]> By: Tuesday Link Love Because…it’s Tuesday | Web Business Woman http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-959 Tuesday Link Love Because…it’s Tuesday | Web Business Woman Thu, 17 Dec 2009 00:09:41 +0000 http://she-conomy.com/?p=2008#comment-959 [...] close with some info on Savvy Auntie (Melanie Notkin) and her post on She-conomy "Are Aunts the New Mom" which goes back to the Shriver report on women. Melanie likes to remind us that Aunties are [...] [...] close with some info on Savvy Auntie (Melanie Notkin) and her post on She-conomy "Are Aunts the New Mom" which goes back to the Shriver report on women. Melanie likes to remind us that Aunties are [...]

]]> By: Tuesday Link Love Because…it’s Tuesday | Web Business Woman http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-956 Tuesday Link Love Because…it’s Tuesday | Web Business Woman Wed, 16 Dec 2009 00:26:49 +0000 http://she-conomy.com/?p=2008#comment-956 [...] close with some info on Savvy Auntie (Melanie Notkin) and her post on She-conomy “Are Aunts the New Mom” which goes back to the Shriver report on women. Melanie likes to remind us that Aunties are [...] [...] close with some info on Savvy Auntie (Melanie Notkin) and her post on She-conomy “Are Aunts the New Mom” which goes back to the Shriver report on women. Melanie likes to remind us that Aunties are [...]

]]> By: Home Builders and Remodelers are you missing the boat? 36% of women ages 20 - 44 DON'T have kids...Are you targeting them? | nhsalescoach.com http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/#comment-854 Home Builders and Remodelers are you missing the boat? 36% of women ages 20 - 44 DON'T have kids...Are you targeting them? | nhsalescoach.com Thu, 29 Oct 2009 17:13:05 +0000 http://she-conomy.com/?p=2008#comment-854 [...] http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/ [...] [...] http://she-conomy.com/2009/10/15/are-aunts-the-new-mom/ [...]

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