You know those “Swagger Wagon” ads for Toyota? Or those commercials for Volkswagen with the little kid in Darth Vader gear? Both are considered marketing hits – largely because they strike the right tone with a certain segment of the American population that has a lot of buying clout: moms.
I’m fascinated by marketing that tries to convince me to buy stuff, perhaps because I’m such a tightwad with my money (and by “my” money, I mean the money that my husband earns too). Or perhaps it’s because ad agency’s attempts to capture “a portion of the market representing $2.3 trillion in spending power” are so often so off-base.
That’s a problem tackled earlier this week at the first-ever Advertising Week event reported in this MediaPostNews Marketing Daily article. According to those who spoke at the event, one of the main reasons these agencies struggle to reach moms is because so few moms work in ad agencies.
Another reason: moms are increasingly moving away from traditional advertising vehicles (think TV) and toward other forms of communication (think blogs, Facebook and Twitter).