Marketers Hunt Alpha Moms

HERE'S A PIECE THAT I GOT LAST WEEK FROM THE RADIO ADVERTISING BUREAU

Anyone who has ever watched a National Geographic or Animal Planet program knows the essential role that alpha males and females play in the daily lives of animals that run in packs and herds such as wolves, elephants, etc.

Marketers are learning that a similar situation exists in the consumer marketplace where so-called Alpha Moms are having a tremendous impact within their substantial sphere of influence. Companies including Kimberly-Clark, Procter & Gamble, Unilever and Nintendo are among those seeking to connect with Alpha Moms in a real and revenue enhancing way.

Alpha Moms, a term coined by Constance Van Flandern, a graphic designer from Eugene, Ore., are Type A, educated, kid centric, wired to the internet (87 minutes a day on average), and willing to spend money on products and services that meet their high standards.

Michael Silverstein, at Boston Consulting Group, told USA Today, "She (the Alpha Mom) ignites markets. She's a hyperactive purchasing agent."

Purchasing is something Alpha Moms do well and do often. According to comScore Networks, consumers fitting this description spend an average of seven percent more than the typical person who goes online. They also, because they are so connected, can praise or damn a product to an audience made up of thousands.

Nintendo was among the first consumer marketers to actively seek out Alpha Moms.

When the video gaming company was testing its Wii console before its national rollout, Nintendo brought together Alpha Moms in eight cities to try out the system. Linda Perry of Venice Beach, Cal, who has two kids and leads a Yahoo parenting group that reaches 7,000 tech-savvy moms, was among the participants.

"I'm constantly using the computer to find information," said Ms. Perry. "If I get an amazing facial, the whole world knows about it."

The whole world, or at the very least her Yahoo parenting group, quickly learned about her experience during the Wii test event. She loved it and in the end 200 women in her e-mail group bought the console based on her recommendation.

"Alpha Moms are one of our key targets, because they have this high social-networking factor," said Perrin Kaplan, vice president of marketing for Nintendo.

Kimberly-Clark is among the companies seeking favor with Alpha Moms. It intentionally created its online Huggies Baby Network to downplay product promotions on disposable diapers and wipes to focus on information such as health tips that these consumers would find useful in their daily lives.

Unilever is also moving in a similar direction. Next month, the company's Suave brand in partnership with Sprint will launch a website, "In the Motherhood," that will air mom-focused videos. Moms visiting the site will suggest ideas for future videos to be produced.

"This is where moms are and where we need to be playing," said Sarah Jensen, director of marketing for hair care at Unilever U.S. "The minute you start doing things online, the word spreads."

P&G is also looking to have Alpha Moms spread the word about its products. The company recently gave Swiffer WetJets to mothers who visited TheNest.com. P&G asked the moms receiving the product to review it on the website. "You get positive and negative responses," said Paul O'Connor, brand manager of Swiffer. "But if you get 98 percent positive and two percent negative, it's a win."

(Source: Retail Wire, 4/10/07)

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