Moms have buying power including Millennial Moms. Estimates say that Millennial moms controls $750 billion in spending powers.
The tough part for brands is that Millennials Moms are a demographic of their own and have significant differences in their buyer’s journeys from previous generation of mothers. Kiley Peters of Brainchild Studios will shed some light on marketing to this group at the July 2019 Craft Marketing presentation “Marketing to Millennial Moms (Sign up here).” In this Q&A, she shares some details regarding the presentation.
Q: Tell us a little bit about yourself personally and some of your work experience. What led you to create Brainchild Studios and focus on Millennial Moms?
Glad you asked! I wear many hats such as digital marketer, consultant, adjunct professor, speaker, consumer behavior nerd, comedy lover, rom com enthusiast, international wanderer, female empowerer, but the title of Owner and CEO of Brainchild Studios is one that I’m most proud of!
I’ve been working in digital marketing for over a decade. After graduating from Marquette University, traveling the world a bit and a brief stint in San Diego, I landed in Chicago at the beginning of 2010. I spent about eight years building my career in Chicago, bouncing around from agencies to ad tech companies, and even managed to find myself on the client side at The Second City for a while. Shortly after launching a comedy blog, I started my first official LLC doing freelance digital marketing consulting for small businesses and proceeded to earn my MBA from the University of Illinois at Chicago.
After spending the better part of a decade working with both mom and pop shops, as well as brands such as Sally Beauty, Godiva and L’occitane, I decided it was time to venture out on my own and officially started Brainchild Studios in September of 2016. Brainchild Studios is a digital content marketing and website creation agency that primarily serves brands targeting millennial moms. We also support service-based brands targeting women and female-founded companies. That wasn’t always our target, but it’s where we’ve wound up and I’m through the roof excited about it!
My goal for starting Brainchild Studios, was to create a work environment that would allow me the flexibility to continue doing professionally fulfilling work when I decide to become a mom someday. In the process, I’ve been able to create that opportunity for other women too!
People always say to do what you know and in this case, we’re doing what we know/training for future aspirations. Brainchild Studios is a team comprised of mostly millennial women, some of which are moms, and we create content by Millennial women/moms for Millennial women/moms, so it’s a pretty authentic connection!
Q: Who is this presentation ideally geared for? Big brands? Entrepreneurs?
I’d love for anyone curious about marketing to Millennial Moms to join! The research we’ve done is just as applicable to big brands as it is to mom and pop shops. We conducted interviews and surveyed almost 400 Millennial Moms. We then sliced the data to compare education, income and marital status trends. and found some really interesting differences. We have primarily focused on dissecting parenting trends, purchasing behaviors and social media usage.
Q: You’re going to be presenting some proprietary research on the topic. Can you give us a few nuggets about what some of your research revealed?
I don’t want to give away the juicy stuff, but let’s just say we’re seeing some interesting differences between education levels, income levels, and the resources Millennial Moms are using for parenting advice and guidance. We’ve also gathered more insights on Millennial Moms views of social media influencers, how social media impacts stress levels and how technology is impacting their relationships. We’re also seeing a major focus placed on time and convenience.
Q: You have a lot of experience working with brands for this market segment. Can you share a couple success stories and how you’ve played a role?
Yes, absolutely! One of our longest standing relationships is with O-Cedar, a household cleaning product company. We’ve been working with them since 2017 and have spent the last year and a half guiding them through initial digital marketing integration with a multi-platform content strategy, execution and website redesign. We even assisted them in achieving their highest year of sales in their over 100-year history last year!
Additionally, we’ve also enjoyed working on the BA Women’s Alliance rebrand and helped to launch their 2019 EmpowHER summer program. In the first three months of executing our content strategy, we were able to significantly increase their social media following, engagement, email open rate and donations!
Q: Tell us about your online courses for entrepreneurial moms.
Last Fall, I launched the Work From Home Playbook, a series of five online courses that I created to help entrepreneurially-minded women/moms to start their own virtual business so they can build a fulfilling career, work from home, and have a strong family life. I’ve spent the last six years running virtual service-based companies and I wanted to share what I’ve learned with those who might be interested.
When I started there weren’t any tools that outlined detailed steps to starting a business ( and in what order to follow them, which would have been super helpful! So I created what I wished I would have found when I first started my company. I also interviewed and surveyed dozens of people to gain their insights too, which are included in playbook.
Click here to sign up for AMA Madison’s July Craft Marketing event!
Greg Mischio is the Owner and Strategic Director of Winbound. Winbound is a content marketing firm that specializes in industrial and manufacturing marketing. Read his post on how to start content marketing. Twitter: @gregmischio