The Lady of the House is Online: Reaching the Head-of-Household Through Social Media Marketing
What demographic is responsible for $5 trillion in consumer spending? The heads-of-households. Who are they and how can businesses best reach them through today’s social media landscape? Reggie Bradford, the founder and CEO of the social marketing software provider Virtue, identifies this critical market and offers some advice for productively engaging it through the social media world in his article, “Social Marketing: 3 Ways to Reach the Head-of-Household” for Mashable.com.
Here is a summary of the article.
Meet the Head-of-Household
Who is the head-of-household, the person responsible for the majority of household purchases? “She is well-informed, armed with a savvy instinct and a healthy credit card limit, eager to stock her own inventory with clothing, groceries, appliances and an expansive list of consumer packaged goods (CPGs).” Family and workforce dynamics have changed since the ‘70s, but women are still responsible for the vast majority of consumer spending. What has also changed is the advertising landscape, and this means redefining the best practices for reaching the heads-of-households through the new social media that women engage with daily and in great numbers.
Bradford has three recommendations:
1. Make Your Social Web Content Socially Relevant to Your Consumers
Of the 65% of online adults who use social networking sites like Facebook, 69% are females who also spend more time on these sites and have larger networks than men. Having a marketing presence on the social web, however, is not enough. “What works on the social web is a call to action.”
Actionable social media content like contests and promotions that invite consumers to share their personal stories and pics not only engages “brand loyalists” but also encourages others to share the content – their content – with friends. That content then becomes socially relevant to the consumers. Promotions that elicit a strong emotional response are very effective ways to encourage participation and sharing through friend networks.
Using your business’s expertise on the social web can help turn your brand into a resource, and having consumers participate in this knowledge base will also encourage them to return to your site and share this information through friend networks. The Publix grocery store searchable recipe guide is a good example of this.
2. Advertise in the World of Social Gaming
59% of social gamers are women. The average social gamer is a 43-year old woman. (If you’re now asking yourself “what is this social gaming?” here is a definition and a list of popular social games on Facebook and other sites). Businesses can engage these players through in-game advertising and branded virtual goods as well as encouraging online play by donating to charities based on the amount of time played. (Still confused? Here is another article on Mashable.com that discusses advertising and social gaming in more depth).
3. Let’s Make a Deal: Group-Buying Offers
Women are the unequivocal leading demographic in group-buying programs like Groupon and LivingSocial. When Quidsi tested the group-buying waters with Groupon and LivingSocial deals, their one-day offers resulted in more than 16,500 purchases.
One final bit of advice from Bradford succinctly captures how the new social media has changed advertising practices: “So, right now, don’t think about marketing to the head-of-household — instead, focus on the conversation with the head-of-household by creatively leveraging the social web.”
Custom artisans, your thoughts on the brave new world of advertising and the social web? The idea of a conversation with a head-of-household may be new to some businesses, but it has been and continues to be a cornerstone of custom manufacturing. How do you (or will you) move that conversation to the social web? Do Bradford’s recommendations apply to your business? Do you have personal recommendations or experiences you’d like to share with your colleagues? Please leave your comments.