Marketing to the New Super Consumer: Mom & Kid - Hardcover

Timothy Coffey; David Siegel; Gregory Livingston

Hardcover

ISBN 10: 0976697327 ISBN 13: 9780976697329

Publisher: Paramount Market Publishing, Inc., 2005

Synopsis

Today's moms are not the ones you thought you knew!

Did you know that 32 percent of Gen-X moms have tattoos? This is just one of the fun and useful facts you'll find in this new book from the authors of The Great Tween Buying Machine.

From their tattoos to their heavy reliance on the web for information, to their active partnering with their kids, moms today have changed. They aren't the moms you thought you knew. You'll learn how the new relationship between moms and kids affects purchase decisions and how to capture this new market. The days of manufacturing a good kid-focused product and putting some TV advertising behind are growing shorter, but after reading this book, you'll know how to handle this new environment.

Full of illustrations and facts to help you develop new products for the Super Consumer. You will learn:

-- The definition of the Four-Eyed, Four-Legged Consumer (4i4l).

-- How and why parenting has changed.

-- The life stages of the Super Consumer.

-- The motivations of kids and moms as consumers.

-- How the super consumer makes purchase decisions.

-- The size of the 4i4l market.

-- How the kid part of the 4i4l consumer thinks.

-- How to gather insights about the super consumer.

-- Media use by the super consumer, both kids and moms.

-- How to create effective advertising and products for the super consumer.

About this title

About the Author:

Dave Siegel, Tim Coffey, and Greg Livingson are the founding principals of The WonderGroup, a Cincinnati-based firm specializing in marketing and advertising to kids and their moms in the United States.

About this edition

• Publisher: Paramount Market Publishing, Inc.
• Publication date: 2005
• ISBN 10: 0976697327
• ISBN 13: 9780976697329
• Binding: Hardcover
• Number of pages: 230