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Brand Myths & Mom Realities

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Approximately 4.3 million babies were born in the US in 2007, with the highest birth rate since 1971. While it is commonly believed that most mothers are happy and excited when they discover they are pregnant, between 34-52% of pregnancies are actually unexpected. It is also a myth that most mothers are stay-at-home homemakers - today 52% of expectant mothers work up to delivery. The document outlines several other common myths about pregnant mothers and their information sources, shopping habits, and emotions during and after pregnancy, providing data to show the realities. It recommends the optimal time period to reach mothers with brand messaging is between a positive pregnancy test and the first sonogram around 12-20 weeks.

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Brand Myths and Pregnant Mom RealitiesSandy & Marcie JonesJones & Daughter1
The more you know about expectant moms, the better!
Approximately4,315,000babies were born in the U.S. in 2007.** U.S. Census Bureau
That’s the highest birthrate since 1971.
An average of 11,812babiesare born in the U.S. every day!
20- to 29-year olds account for almost half of all U.S. births.
1,039,051 (about 1 in 5) births are to Hispanic moms.* *2006 CDC figures.
Hispanic birth rates are high for teens.*http://www.cdc.gov/Features/dsTeenPregnancy/dsTeenPregnancy_270px.gif
In 2007, 42% of births were to first-time moms.
The average age of a first-time, U.S. mom is 25.
Trust Building
Mom needs to trust that the brands she uses will be with her every step of her journey…
From her first pregnancy news through the early years of life with her child.
How to talk to moms so they will listen:Dear Mom:We’re moms like you. We know how it feels to be pregnant. We’re here to help you. We have suggestions for you. -- Your friends
PREGNANT MOMS’ HAVE BURNING QUESTIONSHow do I know if I am pregnant? When will my belly show? When is the best time to tell others my news? Is a glass of wine dangerous to my baby? What can I do for nausea? Is it okay to exercise during pregnancy? Is it safe to dye or bleach my hair? How much weight are you supposed to gain? When can I expect to feel my baby move? How far apart should MY contractions be before I go to the hospital? What does labor feel like? How can I get my newborn to sleep?
How well do you know pregnant moms?
Here are some familiar “Mom Myths”
Mom Myth #1“I’m excited and happy to discover I’m pregnant.”
I’m what?
Between 34% and 52% of pregnancies are an unexpected surprise for moms!* *Centers for Disease Control and Prevention. Pregnancy Risk Assessment Monitoring System (PRAMS): PRAMS and unintended pregnancy: http://www.cdc.gov/PRAMS/UP.htm
Mom Myth #2“First comes love, then comes marriage...then comes Mom pushing a baby carriage.”
Nearly 40% of today’s moms are single!*Bazelton, E. 2 Kids + 0 Husbands = Family. New York Times Magazine. January 29, 2009. Access Web address: http://www.nytimes.com/2009/02/01/magazine/01Moms-t.html?pagewanted=1&_r=1
Being single and a mom is a newly emerging identity for women.Hip MamaMaking LemonadeNo Single Mama's DramaSingle RoseChoosing Single MotherhoodSingle MommyhoodSingle Mom SeekingSingle Moms ConnectSingle Mother ResourcesSingle Mothers by ChoiceSolo MotherYou and Me Kid!A Single Woman's Journey to MotherhoodSingle Mom DivaZen Mothers
Mom Myth #3“Mom is a happy homemaker.”
1out of 2 pregnant moms is working!
52% of today’s employed pregnant moms work up to the time of their delivery.42% of moms return to work 3 months after giving birth, 55% by 6 months, and 63.7% by 12 months.
Mom Myth #4“I get all my pregnancy information from my doctor.”
Where moms are really getting their pregnancy & birth information*33% Books19% Other moms and friends16% Internet14% Doctors10% Childbirth Educators 4% Midwives 2% Mass Media(*Childbirth Connection. The Listening to Mothers II survey, 2002.)
Over 75% of pregnant moms are using the Internet to find pregnancy information.**The Listening To Mothers II Survey
Expectant moms average 20visits to the Internet seeking information on pregnancy and birth, 1in 5 (19%) report at least 100 visits.
16% of first-time mothers and 13% of experienced mothers Rate the Internet as their most important source for pregnancy information.
Mom Myth #5“The last months of pregnancy are the best time to deliver our brand message to moms.”
Unfortunately, everyone else has the same idea!
Hundreds of companies are spending millions of dollars to reach moms during the last weeks of pregnancy!
To list a few…Formula ManufacturersCar manufacturersInsurance companiesBaby product manufacturersBaby product retailersBaby magazinesPhoto studiosHome improvement storesReal estate companies
Mom Myth #6“I’m a happy, new mom, and that’s the best time to promote your brand to me.”
But Mom is in a post-birthfog!
She is not reading her mail!
She has only minutes to read e-mails from friends and family…until…
 CLICK HERE
During the first 6 weeks after birth…between25% and 40%of moms are in the process of recovering from Cesarean sections -- major surgery.
Approximately 44% of all mothers report physical and/or emotional impairment during the first 2 months after birth.* * Based on responses of 903 mothers. Declercq, ER and Sakala C, et al. New mothers speak out. The Childbirth Connection. 2008, pg. 18.
Brand Myths & Mom Realities
40% -85%of new moms experience “Baby Blues” soon after giving birth.*15% - 20% are vulnerable to more serious Postpartum Depression (PPD).*34%are troubled by a lack of sleep.** *Bennett, Shoshanna. Baby blues or postpartum depression. Psychology today. Access: http://www.psychologytoday.com/blog/mommy-mental-health/200902/baby-blues-or-postpartum-depression**Listening to Mothers II.
But, there IS an “ideal” windowfor reaching Mom with your brand message!
Between her positive pregnancy test ...
And her first sonogram at 12 to 20 weeks of pregnancy.
That’s when Mom’s baby becomes realto her!
Sonogram images are now the key initiator of Moms’ baby-shopping process.
By the end of her 2nd trimesterand the middle of her 3rd trimester,1 out of 4moms has already chosen her favorite baby brands.** Jones & Daughter baby-registry survey, 2008.
And many expectant moms make their brand choices based on what other moms tell them.**Jones survey, 2008.
Let us help to build your brand based on solid Mom realities, not myths.
Sandy & Marcie JonesJones & Daughter150 W. Southwood Dr.Brevard, NC 28712Tel: 828-884-4442e-mail: JonesBabyExpert@aol.comSeptember, 2009

More Related Content

Brand Myths & Mom Realities

  • 1. Brand Myths and Pregnant Mom RealitiesSandy & Marcie JonesJones & Daughter1
  • 2. The more you know about expectant moms, the better!
  • 3. Approximately4,315,000babies were born in the U.S. in 2007.** U.S. Census Bureau
  • 4. That’s the highest birthrate since 1971.
  • 5. An average of 11,812babiesare born in the U.S. every day!
  • 6. 20- to 29-year olds account for almost half of all U.S. births.
  • 7. 1,039,051 (about 1 in 5) births are to Hispanic moms.* *2006 CDC figures.
  • 8. Hispanic birth rates are high for teens.*http://www.cdc.gov/Features/dsTeenPregnancy/dsTeenPregnancy_270px.gif
  • 9. In 2007, 42% of births were to first-time moms.
  • 10. The average age of a first-time, U.S. mom is 25.
  • 12. Mom needs to trust that the brands she uses will be with her every step of her journey…
  • 13. From her first pregnancy news through the early years of life with her child.
  • 14. How to talk to moms so they will listen:Dear Mom:We’re moms like you. We know how it feels to be pregnant. We’re here to help you. We have suggestions for you. -- Your friends
  • 15. PREGNANT MOMS’ HAVE BURNING QUESTIONSHow do I know if I am pregnant? When will my belly show? When is the best time to tell others my news? Is a glass of wine dangerous to my baby? What can I do for nausea? Is it okay to exercise during pregnancy? Is it safe to dye or bleach my hair? How much weight are you supposed to gain? When can I expect to feel my baby move? How far apart should MY contractions be before I go to the hospital? What does labor feel like? How can I get my newborn to sleep?
  • 16. How well do you know pregnant moms?
  • 17. Here are some familiar “Mom Myths”
  • 18. Mom Myth #1“I’m excited and happy to discover I’m pregnant.”
  • 20. Between 34% and 52% of pregnancies are an unexpected surprise for moms!* *Centers for Disease Control and Prevention. Pregnancy Risk Assessment Monitoring System (PRAMS): PRAMS and unintended pregnancy: http://www.cdc.gov/PRAMS/UP.htm
  • 21. Mom Myth #2“First comes love, then comes marriage...then comes Mom pushing a baby carriage.”
  • 22. Nearly 40% of today’s moms are single!*Bazelton, E. 2 Kids + 0 Husbands = Family. New York Times Magazine. January 29, 2009. Access Web address: http://www.nytimes.com/2009/02/01/magazine/01Moms-t.html?pagewanted=1&_r=1
  • 23. Being single and a mom is a newly emerging identity for women.Hip MamaMaking LemonadeNo Single Mama's DramaSingle RoseChoosing Single MotherhoodSingle MommyhoodSingle Mom SeekingSingle Moms ConnectSingle Mother ResourcesSingle Mothers by ChoiceSolo MotherYou and Me Kid!A Single Woman's Journey to MotherhoodSingle Mom DivaZen Mothers
  • 24. Mom Myth #3“Mom is a happy homemaker.”
  • 25. 1out of 2 pregnant moms is working!
  • 26. 52% of today’s employed pregnant moms work up to the time of their delivery.42% of moms return to work 3 months after giving birth, 55% by 6 months, and 63.7% by 12 months.
  • 27. Mom Myth #4“I get all my pregnancy information from my doctor.”
  • 28. Where moms are really getting their pregnancy & birth information*33% Books19% Other moms and friends16% Internet14% Doctors10% Childbirth Educators 4% Midwives 2% Mass Media(*Childbirth Connection. The Listening to Mothers II survey, 2002.)
  • 29. Over 75% of pregnant moms are using the Internet to find pregnancy information.**The Listening To Mothers II Survey
  • 30. Expectant moms average 20visits to the Internet seeking information on pregnancy and birth, 1in 5 (19%) report at least 100 visits.
  • 31. 16% of first-time mothers and 13% of experienced mothers Rate the Internet as their most important source for pregnancy information.
  • 32. Mom Myth #5“The last months of pregnancy are the best time to deliver our brand message to moms.”
  • 33. Unfortunately, everyone else has the same idea!
  • 34. Hundreds of companies are spending millions of dollars to reach moms during the last weeks of pregnancy!
  • 35. To list a few…Formula ManufacturersCar manufacturersInsurance companiesBaby product manufacturersBaby product retailersBaby magazinesPhoto studiosHome improvement storesReal estate companies
  • 36. Mom Myth #6“I’m a happy, new mom, and that’s the best time to promote your brand to me.”
  • 37. But Mom is in a post-birthfog!
  • 38. She is not reading her mail!
  • 39. She has only minutes to read e-mails from friends and family…until…
  • 41. During the first 6 weeks after birth…between25% and 40%of moms are in the process of recovering from Cesarean sections -- major surgery.
  • 42. Approximately 44% of all mothers report physical and/or emotional impairment during the first 2 months after birth.* * Based on responses of 903 mothers. Declercq, ER and Sakala C, et al. New mothers speak out. The Childbirth Connection. 2008, pg. 18.
  • 44. 40% -85%of new moms experience “Baby Blues” soon after giving birth.*15% - 20% are vulnerable to more serious Postpartum Depression (PPD).*34%are troubled by a lack of sleep.** *Bennett, Shoshanna. Baby blues or postpartum depression. Psychology today. Access: http://www.psychologytoday.com/blog/mommy-mental-health/200902/baby-blues-or-postpartum-depression**Listening to Mothers II.
  • 45. But, there IS an “ideal” windowfor reaching Mom with your brand message!
  • 46. Between her positive pregnancy test ...
  • 47. And her first sonogram at 12 to 20 weeks of pregnancy.
  • 48. That’s when Mom’s baby becomes realto her!
  • 49. Sonogram images are now the key initiator of Moms’ baby-shopping process.
  • 50. By the end of her 2nd trimesterand the middle of her 3rd trimester,1 out of 4moms has already chosen her favorite baby brands.** Jones & Daughter baby-registry survey, 2008.
  • 51. And many expectant moms make their brand choices based on what other moms tell them.**Jones survey, 2008.
  • 52. Let us help to build your brand based on solid Mom realities, not myths.
  • 53. Sandy & Marcie JonesJones & Daughter150 W. Southwood Dr.Brevard, NC 28712Tel: 828-884-4442e-mail: JonesBabyExpert@aol.comSeptember, 2009