August 9, 2022

Imagine walking into a Mothers group (or a pub, winebar or baby changeroom) and you have 10 seconds to pitch your product…This is what you need to ask yourself.

How to tell if you’re backing a winner

James Bay, the award winning songwriter of ‘Hold Back The River’ used to play songs at small pub gigs and watch the exact moments audiences would switch on or off.

This is how he knew which part of the song he needed to change to make it more remarkable and how to elevate it from the many songs people usually hear and forget. This act enabled him to refine and better shape a message that genuinely hit a nerve with his consumers.

He’s since sold 5 million records and refining his product-to-market fit has been a secret strategies to his success. This strategy is completely relevant for brands that speak to Mums.

Similar to the James Bay ‘does it pass the pub test’ strategy, we have the ‘does it pass the mums group test’.

Imagine walking into a mothers group and you have 10 seconds to pitch your product…

Here are 3 questions to ask yourself about the experience to assess your brands compatibility-with and impact-on Mum Shoppers: 

Question 1: Can you explain the product and why Mums should care succinctly? 

If not – refine your messaging because everything starts from here.

Question 2: What are the questions Mums are asking you? 

The questions Mums ask is what others want to know too and spotlight what brand messaging to talk to in your comms. Mums won’t buy a product without feeling informed.

Question 3: Are you reading between the lines of why Mums say they won’t buy it? 

Commonly, when Mums say:

  • “I’ll buy if it’s on special” = it means “I don’t think it’s worth it for the price”, so you need to revisit the value proposition and if it acutely addresses pain/pleasure points
  • “I need to read some reviews first” = it means “I don’t believe you”, so you need to increase credibility, word of mouth and social proof with like customers
  • “Possibly I’ll purchase” = “I don’t care enough about your value proposition to buy”. This will help you define your perfect avator and better target ideal customers.

To recap:

Ultimately, answering these three questions next time you engage with Mums will unveil your product or campaign market-fit roadblocks and a faster way to her heart – and wallet. 

Stay on top of these and other trends as identified by our vast network of Mums and Influencers by following us on Linkedin here.