Friday, December 29, 2006
Targeting the Household CEO
An article in Media Post noted: "Mothers are generally acknowledged as "CEOs of the household".
That's no joke. In my house, Jen gets going on any housing decision and makes most of the household buying decisions. I'm a guy, I'm just happy to have veto power.
In our market, home and apartments, women are key descison-makers. Our first marketing for our new housing and apartment applications target women.
After married folks, single women are the next largest buyers of homes - double that of their single male counterparts.
Women rule real estate.
Here's some more from the media post article..."While moms may not have time to fiddle around on YouTube and MySpace, they land on the Web for everything from parenting tips to advice on school districts and kids' health information. They research product and service options diligently. Nearly 95 percent of moms polled in a Haystack Group survey go online at least once a day, with 88 percent relying on the Web for parental guidance and tips, 86 percent shopping online, and 85 percent actually clicking on an online ad...And, unlike the stereotypical male who won't ask for assistance no matter how lost or clueless he may be, moms seek out similarly situated peers for advice and product recommendations. More than 90 percent of mothers in the Haystack survey prefer to purchase brands recommended by other moms."
That's no joke. In my house, Jen gets going on any housing decision and makes most of the household buying decisions. I'm a guy, I'm just happy to have veto power.
In our market, home and apartments, women are key descison-makers. Our first marketing for our new housing and apartment applications target women.
After married folks, single women are the next largest buyers of homes - double that of their single male counterparts.
Women rule real estate.
Here's some more from the media post article..."While moms may not have time to fiddle around on YouTube and MySpace, they land on the Web for everything from parenting tips to advice on school districts and kids' health information. They research product and service options diligently. Nearly 95 percent of moms polled in a Haystack Group survey go online at least once a day, with 88 percent relying on the Web for parental guidance and tips, 86 percent shopping online, and 85 percent actually clicking on an online ad...And, unlike the stereotypical male who won't ask for assistance no matter how lost or clueless he may be, moms seek out similarly situated peers for advice and product recommendations. More than 90 percent of mothers in the Haystack survey prefer to purchase brands recommended by other moms."
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