Hi, I’m Cynthia, a wife, mom, writer and founder of InSeason Mom, based in the beautiful Carolinas. Thank you for stopping by to learn about advertising on InSeason Mom, which has been featured on MSNBC and recognized by CBS New York as a leading resource for first time moms over 35.
InSeason Mom was born out of my desire to provide emotional support to first time moms over 35 and 40 as they worked with their physicians to ensure the best health care possible. I also wanted to dispel popular misconceptions about pregnancy after 35. I’m a part of my demographics, married at 40, conceived naturally and gave birth at age 42 and 44 to healthy babies.
Meet My Niche Audience
- 96% women with advanced or undergraduate degrees
- working or has worked in a professional position
- earns an income of $75,000 or more
- majority in the 35-45 age group
- are the decision makers on every purchase from buying bread to smartphones to toilet paper
SOCIAL MEDIA STATS (as of December 12, 2016)
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Even if you decide advertising on InSeasonMom.org is not right for you at this time, check out my tips on marketing to new moms over 35:
Market To First Time Moms Over 35 Tips!
According to the National Vital Statistics System (part of the Centers for Disease Control and Prevention), first birth rates for women aged 35+ rose in nearly all US states from 2000 to 2012.
During this period, first birth rates rose 24% for women ages 35 to 39, and 35% for women ages 40 to 44.
In 2012, there were more than 9 times as many first births to women aged 35 years and older than there were 4 decades earlier. My interpretation of this amazing development is that it is likely we know a new mom over 35, even if she hasn’t revealed her age to us.
Who Are These New Moms?
The majority in this target market has advanced or undergraduate degrees, is working or has worked in a professional position, earns an annual family income of $75,000 or more, is married, and, not a surprise, is family-focused.
Most women are the decision makers on every purchase from buying bread to smartphones to toilet paper. Therefore, marketing to this mature population is not only sound business sense, it is what my daddy would say, “just plain common sense.”
To launch a successful campaign to this growing new mom demographic, I recommend these three key marketing tips:
- Show Our Racial Diversity!
First birth rates for women aged 35–39 were largest among non-Hispanic white and non-Hispanic black women from 2000 to 2012, according to the National Vital Statistics. CBS reported that between 1990 and 2012, the rate of women choosing to become mothers at age 40 – 49 increased by 171% for non-Hispanic black women and 130 % for non-Hispanic white women. While the majority of new moms over 35 are white, it is important to remember that they are a racially diverse group. I have met white moms who adopted black newborns. I have met white moms who adopted Asian girls. (These moms embraced the richness racial diversity can add to their families.)
Companies’ need to market their products, services, and solutions to the rich, cultural diversity of new mothers. They should want financially stable, mature parents to become their customers.
- Don’t Encourage the Selfish Career-Driven Misconception!
I will admit that I am more defensive about this assumption than any other because this is both ridiculous and completely inaccurate. How absurd to believe that older women were so obsessed with their careers that they lost track of time and ignored their personal lives. I do not know any woman who suddenly woke up to exclaim, “Wow, I’m over 35 and forgot to have a baby!”
Not every woman magically finds “Mr. Right” in her 20s. Also, there are many women who tried for years to conceive and natural conception did not occur until after age 35.
Researcher Kristy Budds of the University of Huddersfield (UK) stated that delayed motherhood is more a matter of circumstance rather than choice as portrayed by the media. In a paper presented to the British Psychology Society at St. Andrew’s University, the UK psychologist stated, “I don’t like the term ‘delayed’ because it implies choice. It implies that women who have babies later on are putting something off or waiting for something. I question whether it is actually a choice. When women give birth in their late thirties or in their forties, it is not necessarily the result of a lifestyle choice — putting off motherhood for career reasons or from a desire to ‘have it all’. Nor should they be accused of selfishness or taking undue health risks. For a lot of women, it isn’t a selfish choice but is based around careful decisions, careful negotiations and life circumstances.”
Therefore, marketing campaigns should consider how this mature maternal population is highly responsible, focused, and thoughtful in their life choices, which naturally extends to their consumer purchasing habits.
- Learn from New York Magazine’s Blunder!
New York Magazine’s September 25, 2011 issue headline read, Parents of a Certain Age — Is She Just Too Old For This? The article led readers to believe that the aging cover model was 53. However, readers learned that the magazine altered the photo of a 63-year-old woman to appear nude and pregnant. The doctored image was reminiscent of pregnant and nude Demi Moore’s August 1991 Vanity Fair cover shoot. It is interesting to note that the actress was an over 35 expectant mom at the time of her magazine cover shoot.
While New York Magazine created much controversy with its cover photo, they also created disdain for the magazine in the 35+ moms’ community. These women didn’t believe for a minute that the model was in her 50s and were angry that a major publication promoted prejudices against pregnant women over 35. Had the magazine conducted unbiased research, they would have found that many health providers are changing their views about pregnancy over 35.
“Most women who become pregnant in their 30s and 40s are in good health,” according Dr. Glade B. Curtis, author of Your Pregnancy After 35. “Today, many health care professionals gauge pregnancy risk by a pregnant woman’s health status, not her age.”
The lesson learned from New York Magazine’s mistake is that while real-life first time moms in their late 30s and 40s may not share the rested, glowing appearance of Hollywood 40+ celebrity moms, it is irresponsible to alter photos to look older or less healthy, a major marketing offense.
Who’s Getting Marketing Right?
Kudos to WhatToExpect.com for getting it right! Heidi Murkoff, author of the popular book, What to Expect When You’re Expecting, is read by 93% of women who read a pregnancy book, according to USA Today. Her website does not offer stereotypes of over 35 first time moms either in images, articles, or displayed advertisement. In addition, they celebrate diversity by providing a spotlight for leading mom bloggers of different ages and backgrounds to express opinions or share platforms on their popular “Word of Mom” section.
Obviously, Heidi Murkoff and her team have made a deliberate effort to include young and older expectant moms on WhatToExpect.com. As a result of their smart marketing and encouragement of member participation of all ages, they boast a community having over two million parents!
Smart Skincare Campaign Pays Off
Making a deliberate effort to reach an untapped market is what Dove skincare did ten years ago in its award-winning “Campaign for Real Beauty.” Using older and larger models in their ads, women responded favorably and suggested that other brands follow Dove’s example. Women not only gave lip-service to the ads, they purchased the product. According to News Generation, sales increased from $2.5 billion in Dove’s opening campaign year 2010 to 4 billion in April 2014.
Researcher Ben Barry conducted a study of global female consumers at the University of Cambridge Judge Business School. He commented, “In general, people have a more favourable reaction to brands that show models who represent people’s age, size and background.”
Barry’s comment supports what I have found in the new moms 35+ communities: To launch a successful campaign attracting this growing and financially stable population, remember to show racial diversity, don’t feed the selfish career-driven misconception, avoid New York Magazine’s mistake. Pay attention to smart website and skincare marketing campaigns celebrating diversity and the miracle of becoming a mother!
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