Does Your Brand Need A Millennial Mom Voice?
Does your company need to use a millennial mom for marketing and advertising campaigns? That may depend on what you’re selling, of course, but for a vast variety of products and services, the answer is “yes”.
The prevalence and effectiveness of video marketing continues to grow. Have you engaged in video marketing or are you just starting to experiment with this opportunity? If you don’t want to be the talking head, speaking on your video, you’ll need a voice to represent your brand. When you choose that voice, or set of voices, you can use these consistently across your commercials and online video ads. Should that voice behind your brand be a millennial mom?
For many brands, a millennial mom voice is a smart choice. A millennial mom can engage with and sell to another millennial mom, by speaking the same language in similar vernacular.
Let’s look at the numbers:
The spending power of moms in America is $2.4 trillion.
85% of household purchases are made or decided by mom.
46% of millennial parents say that they turn to other parents for recommendations.
42% of millennial moms don’t think ads are geared toward them
What’s the point?
What do the numbers boil down to? Millennial moms have major spending power. You may already know that you want to reach that demographic with your message or brand. But in thinking about how you can sell to them, it’s important to know that those moms are most likely to trust other moms’ recommendations. How can you go about creating recommendations from a millennial mom? You can work with your customers, but to really get the word out, you can build video ads around giving and sharing advice. When your ads speak your customers’ language, in their tone and voice, while answering their questions and concerns, then you are more likely to build that rapport with your ideal target market that you’re working toward.
What does that mean for your next marketing campaign?
Working with a millennial mom voice artist means that your next marketing campaign, and your brand overall, can maintain a consistent voice of a friend, throughout your videos. You’ll be giving your brand a persona, for customers to relate to and trust. Think about the brands you know who have used a spokesperson or character to sell their products or to share their message. People have come to relate to that persona or have come to trust him or her. Maybe they look up to him or her, or maybe they can empathize with the character. Engaging with a millennial mom voice for your digital ads can do the same thing. Viewers, and listeners, will start to associate your brand or message with a relatable voice, a friend they know and trust.
Especially if you are introducing something new, potentially controversial, or just a big ask, you want a voice that sounds trustworthy and authentic – like talking with a friend over the phone or engaging with a favorite Instagram influencer.
What Are Millennial Moms Buying?
The simple answer is a lot. As we talked about before, 85% of household purchases are made by moms. That’s everything from toilet paper to technology, from cosmetics to cleaning supplies.
It’s important to remember that health and safety are among the top priorities for millennial moms. They are willing to spend more on products made with safer or better ingredients.
Millennial moms are of the “selfie” generation so keep in mind that when it comes to fashion and beauty it’s about building confidence and feeling strong.
What Message Should A Millennial Mom Share About Your Brand?
Millennials are a motivated group of consumers. They are cause-driven and they like when their money “does good.” They don’t see companies and corporations as separate from ethics and social good. They are intertwined and they want to know that their purchases go far. In fact, 51% of millennial moms expect companies to give back.
Millennial moms are empowered and influential. They don’t want to be talked at or talked down to. They want to hear from someone who gets them and respects their outlook on life.
Your message shouldn’t just be “buy this,” but rather should be an invitation to join a movement or to learn about a social cause. It should be about a product or service that solves a problem, especially a particular universal or global one. It should be about a story or vision, and not just a product to buy.
How To Use A Millennial Mom Voice For Your Brand
Today’s moms are informed and have endless resources for research. They use their mobile devices and phones to research on the go and know how to dig deep to find exactly what they are looking for. Millennial moms walk into a store knowing what their buying needs are – and seek products that meet those needs to a T. Millennial moms are known for planning out their purchases, and using social media to do lots of research before they make their purchases.
Millennial moms are a powerful purchasing demographic. They make significant purchases on behalf of themselves and their families, but they do so backed with information and research. They tend to go to friends for recommendations or listen to those they trust for advice. If your brand needs a millennial mom to share your message, you can consider hiring voice over talent to be the voice behind your brand – and get the word out to this demographic.