Best Review of Tuning Into Mom: Understanding America's Most Powerful Consumer:
Most helpful customer reviews 1 of 1 people found the following review helpful. A MARKETERS MUST! By Peter Klein NOTHING beats the combination of disciplined, fact/data-based analysis combined with experience, good judgment and creativity in delivering an insightful and actionable 'NEW LEARNING' for the art and science of Marketing and Communications. If you are a marketer in a small-medium-large public or private company in ANY industry (or work for a consultancy or agency that is in the business of providing value-added content to your clients)... if you're 'new to the business world' or a graybeard (like me!)... this is a MUST READ. Whether you develop or approve marketing and sales plans, initiatives, programs, advertising, etc. the material professionally laid out in 'Tuning into Mom: Understanding America's Most Powerful Consumer' goes well beyond the obvious. If you think you are among the best at your profession in areas like crafting a well-articulated, focused and well-supported Brand Positioning Statement (or Advtg Strategy Statement), advertising/communications, identifying innovative ways to build established brands and business, or in identifying new 'white space' growth opportunities and new business building platforms... OR if you're starting out learning how to do this... the authors have brought us all a wonderful new look at what many of us traditionally accept as 'a given... oh, I knew that!'. I remember attending many consumer focus groups among Moms when I advised Oscar Mayer on the development of its Lunchables Brand in the 1980's, and when a woman started talking about what was 'behind' WHY she was so interested in this new product line for her kids and she said "No one in my family, including my husband and kids, says THANK YOU MOM! and this new product line does" we knew we hit a raw nerve. Oscar Mayer's ad agency, J Walter Thompson in Chicago at the time built the introductory ad campaign around the new Brand's functional and emotive benefits and end their executions with the kids walking out the front door to school and turning around and saying "THANK YOU MOM" I knew the brand was on its way to achieving $500 million- $1 billion in sales. This book is ACTIONABLE in the same way we took that qualitative learning/insight and translated it into consumer communications. The authors have earned their 'consumer and marketing' stripes over the years, and combined to meaningful 'up' our profession by their collaboration. I sometimes say, in fun, that "I hate to see success in others" (maybe I stole the line from Groucho Marx!) but this is one of the 2-3 BEST strategic and tactical/executional and actionable marketing-related books I have read over my career. Time will tell whether it meets the breath test of the Trout & Ries-like 'positioning' book from the 1960's. My guess is that it has a better chance then 9 out of ten that I have read over the years. The ultimate test I suspect is whether I rip-off some of the learning's and tell my client's about them... I do know I will tell them all to read it, think about it... and discuss it. THANK YOU LADIES for your hard work... it shows. Peter Klein/[...] 2 of 2 people found the following review helpful. Invaluable Resource on What Matters to Moms By M. Stephens As a brand design strategist who spends a large amount of time searching for solid research to help guide creative direction, "Tuning into Mom" will be an invaluable resource.Organized into key hot-button topics, it is a quick read full of insights organized into categories ranging from food and education to beauty. The intriguing part is that authors Clements and Thompson don't just focus on moms of young children, as is often the case in marketing to mom studies, and they don't lump all moms in together.This reference considers the full range of moms with children from 1 to 29, noting that moms don't stop being moms as their children age. Moms of teenagers and young adults continue to influence their children in a significant way; they just care about different things."Tuning into Mom" drills down into ages, stages and, most importantly, provides a realistic look at how she must balance what is best for her children with her personal needs, likes, dislikes and the challenges of everyday life. 1 of 1 people found the following review helpful. A must for today's consumer marketers! By J. Bienko A terrific example of what Clements does so well and powerfully - quantify the behavior as well as the underlying motivations of the consumer in order to give us the ability to make an impact at both a functional and emotional level. In this case, it is today's Mom - arguably the most critical and gatekeeping consumer in today's child-centered, technology-driven economy. Not only is she herself the COO of family purchase decisions, but she also influences the purchase decisions of the highly desirable youth demographic. Marketers, get to know Mom! Clements and Thompson will show you how. See all 19 customer reviews...
“Tuning into Mom lives up to its title’s promise by helping readers understand the mind-set of moms. The authors “listened” to over 4,500 moms, capturing invaluable insights for businesses, marketers, and researchers across a range of consumer categories. As a marketer to moms, it is critical to understand mom’s values and attitudes. I can complement that understanding with the rich insights in this book. I know you’ll find it just as valuable for your business, whether it’s technology or textiles.” ~ Brigette Wolf, Brand Manager, Global Oreo Innovation, Kraft Foods “With more than twenty-five years of experience leading consumer-driven businesses and brands in categories ranging from restaurants to wireless, I know how important it is to capture the hearts and minds of moms. Tuning into Mom provides a fresh perspective for brands that recognize mom as an important purchaser or purchase influencer of their goods and services. It will certainly stimulate new thinking and generate category-specific creative solutions to better impact mom as a consumer and influencer. It’s an important read for marketers in any industry.” ~ Mary N. Dillon, President and CEO, U.S. Cellular A very pragmatic and balanced blend of consumer and brand insights coupled with the appropriate amount of data. It covers the spectrum of “Mom for all Ages.” ~ Jean-Marie Dolenc, General Manager, Hospital Pharmaceutical International Marketing, Abbott Labs “As a marketing executive who is challenged with finding pragmatic actions in a highly competitive market, I value resources that provide deep, foundational insights. With Tuning into Mom, Michal Clements and Teri Lucie Thompson have delivered—pun intended—such a resource, a first-born winner. The book proves a unique hypothesis about children’s influence on moms’ buying behavior, and at the same time, reinforces to all marketers the importance of targeting mom, the household CFO and chief buyer.” ~ Pam El, Marketing Vice President, State Farm Insurance “Whether you’re a marketer, at an agency, or simply interested in understanding the most powerful force in the marketplace, Tuning into Mom by Michal Clements and Teri Lucie Thompson give us a game-changing insight that will unlock the potential for brands and businesses for years to come. With fresh data and a savvy-smart approach, this book is a how-to manual for creating demand today. But more than that, Michal and Teri show us that when we understand mom, and create products and services that meet her specific needs, we’re not only making the world better for her, but for all those children and families she influences.” ~Dave Kissell, President and CEO, InStadium “Rich insights, clever case studies, a fine blend of data and real customer stories . . . What more could a marketer want? Fresh ideas on marketing to moms based on the age of their children? Check! Tuning into Mom delivers all this and more. Kudos to first-time authors Michal Clements and Teri Lucie Thompson who really did their homework and have added to the slow-growing body of knowledge around marketing to moms. Studying and writing about gender-specific marketing for over twenty years, I gained new insights in reading this book. You will too!” ~ Marti Barletta, author of Marketing to Women, PrimeTime Women, and Trends: Recognize, Analyze, Capitalize “Tuning into Mom is a timely field guide for marketing-driven organizations looking to target mothers. The Theme Resource Guides provide laser focus to unique mom segments and their priorities relative to products, and the case studies beautifully illustrate how solid strategy and marketing creativity come together.” ~ Sarah Merz, CEO, FranklinCovey Products “Tuning into Mom provides deep insight into the things that moms care about most for children of different ages, as well as for themselves. Moms are making or influencing decisions for their children well into adulthood. Marketers should leverage the practical framework in this book to position their products and services in the most relevant way to this powerful target audience.” ~ Karen R. Haefling, Chief Marketing and Communications Officer, KeyCorp “Brilliant. Methodical. Right on time. Tuning into Mom draws on a robust body of comprehensive research and a never-ending stream of marketing insights to provide an extraordinary view into the rich and diverse landscape of moms in America. Michal Clements and Teri Lucie Thompson profoundly illuminate the most effective ways for brands to reach moms with relevant solutions and authentic messaging. I highly recommend this path-breaking volume to any marketer that is committed to taking a genuine brand leadership position within this powerful segment.” ~ Eddie R. Navarrete, Marketing Director, T-Mobile USA “One of the most important axioms in marketing is to ‘control the pathways.’ It is the marketers’ imperative to understand who influences one’s customers and make sure you are communicating to and targeting them as well. Tuning into Mom does an excellent job of explaining the roles mothers play in the decisions of their families. The book will not only allow the reader to understand this important market segment, but will also challenge the reader to better understand how they can win in the marketplace by “helping moms help their families.” I highly recommend this book for college courses as well! It is in the same league as classics like Why We Buy.” ~ Tom Hayes, Ph.D., Professor of Marketing, Xavier University “Tuning into Mom provides fresh insight into the ongoing influence of moms on young adults. From my experience, I also know that many moms are interested in promoting wholesome eating for their children. For a casual dining chain, this spells opportunity. Tuning into Mom is a must-read for agencies and clients that are looking for fresh thinking and new ideas on how to capture the spending of mom, as well as her young adult child.” ~ Mark Gilley, Vice President, Consumer Insights, Darden Restaurants “As a beauty writer and mother myself, I find the authors’ insights into marketing to moms in both the real and virtual worlds right on target. Their book, Tuning into Mom, offers great perspective on how and where mothers shop for beauty and fashion and how their buying habits, priorities, and sense of personal style shift as their children grow and they move through different stages of motherhood.” ~ Andrea Pomerantz Lustig, author of How to Look Expensive and contributing beauty editor of Glamour Magazine “Marketing and brand building can only be successful with deep understanding of the target audience. Teri Lucie Thompson and Michal Clements have done a spectacular job of peeling back the layers of the critical target audience—moms—and providing the insights needed to effectively reach them. A must-read for any marketer with moms on their mind, Tuning into Mom is the engaging and enlightening book that will open your eyes to the mom possibilities for your brand.” ~ Donna Heckler, co-author of The Truth About Creating Brands People Love, Brand Strategy Lead, Ingersol-Rand About the Author Michal Clements is a senior principal at the leading growth strategy consulting firm, The Cambridge Group, based in Chicago. She previously founded Insight to Action, a firm focused on building brands through insights that result in specific business-building actions. Teri Lucie Thompson is chief marketing officer and vice president for marketing and media at Purdue University. She previously served as vice president of marketing for Safeco, and held a number of marketing leadership roles at State Farm Insurance, where she spearheaded the company's efforts in marketing to women. Both women are founding board members of the Marketing to Moms Coalition and co-creators of the annual State of the American Mom survey.
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