After reading, and re-reading, Elizabeth Paul’s guest blog post here last week, and thinking about it over the weekend, I felt compelled to shout out a big THANK YOU and AMEN. I could not agree more.
I’m getting close to being an “experienced” mom; I have a few years under my belt. And yet, I could still only list on one hand (and it wouldn’t take the whole hand) how many ads I have seen that I thought really connected with me as a mother. In fact, the only one that comes to mind right now is that Rice Krispies Treat ad where the mom and kids are making the treats. I know these things take about 15 minutes and 2 ingredients to make, but call me overly nostalgic – it’s not treats I am really making, it’s memories. See, now you got me all choked up, Mr. Rice Krispies Treats advertising guy. Job well done.
Maybe I am over-generalizing, but I am sleep deprived so hear me out. We all love our kids more than…well as my daughter says, more than the moon and the stars. And, we are all struggling to look our best, feel our best and do our best…oh and don’t forget, we all feel like we are pretty much failing at all three.
My advice to the marketing mavens out there: Have your brand meet me somewhere in that joyous and yet totally insecure space where all moms live. Ask yourself: Where do we connect? What is the intersection between what you’re selling and what I didn’t even know I needed to buy? Is it an emotional connection or a real rational need you are filling? Or both? Can you hear me? Is this thing on?
Oh, and one last thing. If you think I am crazy (for reasons relating to the aforementioned and not my more pressing, shall we say, idiosyncrasies) and there are just oodles of ads out there that really did a great job connecting with moms, let me know, I would love to see them.