Here’s a marketing 101 mistake. Focusing the bulk of your time on mastering the art of your company’s services while spending very little time getting to know your audience. The result of this approach may bring forth a basket-full of good marketing materials with no specific audience to address. In marketing, a connection is vital. Without one, the project has neither beneficial use nor significant reach. It could be something as in depth as a live performance or as simple as offering a timely promotion, but if it doesn’t connect to the right audience the success is a guaranteed low mark result. So how do moms fit into this picture? Well, moms have a lot of say in the places they’ll send their children and most of that decision depends on the human connection a mother feels between a business. If a youth based facility or a facility with youth programs supports the following values in their marketing campaigns, they are sure to make a strong impact with mom.
Be Sincere
Remember, to create captivating content, you first must know the audience member you’re trying to reach. Mom’s value honesty. In their children, family and friends, so being an authentic voice will attract them to your business. A trustworthy connection with your audience should be an action of intention to create a sense of comfort for the mothers you are targeting. The most brilliant piece of writing material with compelling high quality photos won’t draw in moms if the content doesn’t have a concise and clear message.
Be Swift
Mom likes getting right to the point and they want that point to be short and sweet. The bolder, more straightforward the message, the better for mom because she has a lot of things to do. In fact, according to a Pew Research study, moms have less leisure times than dads, so is the length of your message is incredibly valuable. If you need recommendations of presentation length, a study from the Pew Research Center for Excellence in Journalism reports that the most popular videos online range from 2-5 minutes, so it’s best to keep presentations within that time frame. For example, we filmed a video featuring Wendi Bulkley, Director of Washington City Community Center, reviewing our Community Center Software at 3 minutes and 2 seconds. (Hi Wendi, if you’re reading!)
Be You and Be Brave About It
What makes your facility exclusive from say the public pool? Once you discover the specialty of your facility, make sure to carry that uniqueness into your project. For example, let’s say there’s a facility called Amazing Tigerjaw Climbing School for grades 5-8 and it’s all the rage with local children. A mother named Anna has two kids, one in fifth grade and another in seventh grade, who want to go, but Anna is hesitant. To assure mom’s like Anna, Amazing Tigerjaw shares their safety standards on both their website and social media, as well as photos and videos of their sessions in accordance to their safety standards to confirm a balance of fun and safety. To make sure Anna and all their current and potential clients see this,, Amazing Tigerjaw also places their safety policy on the front of their website and at the end of every email they send out with a handy Marketing Tool.
Although the example is fictional, a facility that showcases a strong awareness of safety will have a real impact on moms. It will make them feel both comfortable and satisfied, knowing their child will be safe while having fun! And you’ll be having fun as well because having a mom as a client is having a client who values your business and you!