Overview
At Mumpower, we did the hard work, so you don’t have to. Based on our 2020 research insights into Mum Shoppers, we’ve reflected on everything Mums told us. We explored what it will take for brands to stay relevant in her life. Furthermore, we have culminated the top 5 key marketing growth opportunities your brand can implement today, for a better return tomorrow.
1. Lead & supercharge how people relate to you
Lean into what people want and are buying to understand their buying motivators from your customer’s perspective. Know what problems Mums are looking to solve and then show them how you deliver. Go beyond simply selling a product to adding more value to her life.
Then supercharge your relationship building strategies that ensures you stand apart from the rest. This will makes it easier for people to identify and remember you. This can be done via rituals and strategies across in store experience, product delivery, customer service, promotional activation and more.
2. Build on brand loyalty
Brand loyalty is fickle. There are some shoppers that are loyal to a brand. There are others who continue to buy a brand, not because of loyalty, but because that is the right product for them at the time. Brand loyalty in 2020 has shifted with some shoppers falling back on safe, tried and tested brands that she depends on. While another group has utilised the changing times and price sensitivities to swap brands more regularly than before.
Taking these trends on board, think about how you, as a brand can grow with your customer. From the moment she learns about your brand, to when she enters your store you need to be at the ready! Start investing time into cultivating that long-lasting and trusted relationships with her that will stand the test of time. Some ways to do this is to:
- Shape a dialogue that resonates with her
- Communicate with her in ways she wants
- Demonstrate ways your brand is there for her beyond the initial transaction, i.e with customer service, add on purchases, rewards, and offer unexpected value.
How can you manage a relationship with customers so that they are empowered to continue to grow with your brand and turn to your brand first? What do you need to do to stay on the journey together?
3. Influence with impact
More and more mums are heading online to see what is being said about your product. Mums actively gather marketing information about a brand to feel informed before a purchase. Therefore, now is the perfect time to collaborate with influencers, who are proven to ignite that Mum to Mum advocacy.
From influencers to everyday mums – it’s a really good opportunity for you to have a look at cementing stronger relationships with the true spokespeople of your brand who genuinely believe in what you have to offer. Empower influencers, opinion leaders and brand advocates be the voices to share your message to others. Customers seek REAL, authentic reviews – leverage this! (Learn More)
4. Knowledge is profit
Know your customer well and understand what drives her to buy or not buy your brand. This will make it crystal clear what the high-value gaps are to bridge that disconnect between you and your target audience.
Market research unlocks so much. From: trends to opportunities, competitive analysis, brand perception, weaknesses, Net Promoter Score (NPS) and more. These prove the most impactful way forward to attract more customers. Leave no stone un-turned and make business decisions with certainty. (Learn More)
5. Little things add up
Looking at the performance of leading brands, you’ll see it’s never just one ‘big’ thing that drives success and makes them stand out. But, it’s all the little elements that are perfectly executed that make the biggest difference.
A great way to start improving small aspects that collectively make a huge difference, is to map out the customers entire buying journey, step by step. Then, across each step, list all the ways you can improve her journey along the way. It can be from the in store service, loyalty rewards, tone of emails, samples/ways to trial product, post buying support offered. Then, select the top 3-5 small changes you can make that will have the biggest impact to results – This is what to focus on first.
As a result, you will improve the buying experience overall and convert a sale with more customers, more efficiently and faster. Continuously regroup on what your customer wants and needs and ensure you’re effectively appealing to this. If there is a misalignment with what matters to her and what your brand delivers, be sure to reconnect and stay on the journey together.
It’s easier than you think to drive success and growth for your brand! Lean into and embrace these 5 marketing growth opportunities as a springboard to develop and tighten your marketing strategies. Put yourself in your customers shoes and get set to thrive in today’s market.
And there you have it. In 3 blogs we have covered; 12 marketing strategies to stay relevant to mums today, 5 strategies to elevate your brand communication strategy and finally the top marketing growth opportunities that you can explore for your brand to thrive.