Maximize your digital spend with on-the-go moms in mind
Like a lot of my female colleagues, I have two jobs: first, and most importantly, my role as a mother; second, my professional role as vice president of digital for 4FRONT. On an almost daily basis, these worlds collide as we’re routinely asked by our clients to create a digital strategy focused on engaging moms.
In these moments, I’m accountable for what 4FRONT likes to call the Double Bottom Line. The ROI (return on investment) of tickets sold and the ROI (return on inspiration) to mom the fan. Over the past five years, we’ve run hundreds of digital campaigns and the best strategies inspire me, the mom, and drive results for me, the executive.
It’s a wise approach to always start with facts. Seventy-eight percent of consumers prefer personalized ads (Adobe Digital Insights, 2016). When developing one-to-one messaging, keep in mind that not all moms are created equal. Millennial moms, working moms, stay-at-home moms, affluent moms and soccer moms all have different needs and wants, so a broad message will get lost in a digital blur.
Any mom knows there are four food groups in a healthy diet for our families and the same rule of four holds true with the variety of platforms in a healthy digital strategy.
FACT: 56 million Americans are defined as cord cutters, people who stream their television with a smart TV or device, such as Apple TV (Techcrunch, 2017). Forty-seven percent of streamers are women and 53 percent are between the ages of 25 and 44 (eMarketer, 2017), indicating the reach in the mom audience is substantial to teams looking to market to moms.
Hulu, one of many applications where data-driven, real-time commercials are placed, is an effective platform to reach moms and children. Hulu ads are targetable, so a household with a 5-year-old boy that is streaming a kids show will see ads for toys and cereals that appeal to 5-year-old boys. Affluent moms will see ads for vacations to Disneyland or holiday sales at Macy’s.
Our family bought a subscription to Hulu a few months ago and my 5-year-old son has been asking for every toy he sees and quoting commercials, often sharing phrases or headlines with me.
A great example is our work with our client Hendrick Motorsports and its sponsor Liberty University. LU is maximizing the niche data offerings available through connected TV via a student recruitment campaign targeting the fan base of NASCAR driver and student William Byron.
FACT: 83 percent of moms find Facebook to be useful (Pew, 2015). Facebook owns moms. Moms consume Facebook all day but in snackable moments to keep up with friends and stay informed.
My son recently asked me for a new toy. He gave a vague description and as I asked more questions to find out what it was, he told me it was at Target. I checked Target’s website, to no avail, and was soon retargeted on Facebook with a catalog of toys. The catalog ad format is called a carousel ad and it gave me the ability to scroll through images of different toys — all for 5- to 7-year-old boys and I found the toy!
Facebook and Instagram have been an incredibly successful platform for our UFC campaigns for both ticket sales and audience engagement. A year’s worth of campaign data around ticket buyers has uncovered potential within an audience they have not leveraged yet: moms.
Websites and mobile apps
FACT: In a recent Richmond Raceway digital campaign, full path to purchase data showed that 30 percent of ticket orders were influenced by ads shown on websites and mobile apps. The digital ecosystem is more complex than social. Be present on important websites where there is an opportunity to tell a story for the brand.
Native advertising is an ad format that runs across websites and in mobile apps and is useful for storytelling. Native looks and feels like an article, but is a targeted advertisement with a compelling headline, robust copy, and supporting, clickable images. Native ads are shareable and stimulate organic reach on other platforms as readers are likely to share articles they find useful. Teams should keep native in consideration as a portion of all paid media efforts.
FACT: 66 percent of moms have an audio streaming app on their phone (4FRONT, BlueKai, 2018). It’s easier than ever to run Pandora in the car as most new vehicles come loaded with the app and some cars include Wi-Fi. Most Pandora users stream the nonsubscription version, which supports ads.
Audio is a very effective platform to connect with both mom and child. In the car, I will hear a commercial without listening to it and will only remember it after my son repeats the tagline in his little voice. “One-oh-three-seven, ESPN,” is a regular chant of his because his dad always has local sports radio running.
Topgolf has seen success reaching moms through streaming audio as a means of driving foot traffic, and there is opportunity to leverage audio for opening day, special promotions and key matchups.
For sports organizations looking to reach moms like me through digital, using these four platforms in unison is the best plan to maximize a digital spend. A multistrategy, custom approach reaches mom in the right place and at the right time and achieves a Double Bottom Line. Because if your team’s fans are like me, they’re probably juggling two roles and constantly on the go!
Dezeree Christman (Dezeree@Team4Front.com) is the proud mom of 5-year-old Jazz and the vice president of digital for 4FRONT, where she manages digital media campaigns for sports and entertainment organizations.