Media Buying for the Alpha Mom

I saw this article recently in USA Today and felt that this was an area that the savvy media buyer should be targeting. “Alpha Mom’s” have money to spend and do not have many media buying agencies targeting toward them.
There may be moments in Constance Van Flandern’s day when she’s got a BlackBerry in one hand and one of her two kids in the other.

That is her Alpha Mom moment. She ought to know: She created the label to describe moms such as herself.

The graphic designer from Eugene, Ore., and millions of mothers like her, are becoming a marketing/ media buying phenomenon. Alpha Moms are educated, tech-savvy, Type A moms with a common goal: mommy excellence. She is a multitasker. She is kidcentric. She is hands-on. She may or may not work outside the home, but at home, she views motherhood as a job that can be mastered with diligent research.

An Alpha Mom typically has money to spend, and — key for marketers/media buyers — she is, as the label implies, a leader of the pack who influences how other moms spend.

She’s also wired — online 87 minutes a day, estimates ComScore Networks, an Internet market research specialist — and she spends a hefty 7% more than the typical Internet user. The impact of her purchases or what she touts can spread on the Internet far beyond her e-mail list or blog.

If your product or service passes the Alpha Mom test, it’s gold. That’s why the nation’s biggest marketers, from Procter & Gamble to General Motors to Nintendo, are focusing on this remix of the modern mom.

“She ignites markets,” says Michael Silverstein, consumer guru at Boston Consulting Group. “She’s a hyperactive purchasing agent.”

There’ve been other moms before her at the forefront of cultural shifts. They, too, were highly sought after by marketers as “influencers” — people whose brand preferences are followed by others. There were the Soccer Moms lugging kids to sports fields in their minivans and courted as key swing voters by presidential campaigns. They were culturally ousted by the Yoga Moms who made time for themselves and made millions for marketers and media buying agencies who wooed them.

usa today

Peter Koeppel is Founder and President of Koeppel Direct

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