Sat, March 24, 2007
Here's a new demographic that theater marketers must begin paying closer attention to. Meet the 'Alpha Mom'.
According to a recent USA Today story, "they are educated, tech-savvy, Type A moms with a common goal: mommy excellence. She is a multitasker. She is kidcentric. She is hands-on. She may or may not work outside the home, but at home, she views motherhood as a job that can be mastered with diligent research.
"An Alpha Mom typically has money to spend, and - key for marketers - she is, as the label implies, a leader of the pack who influences how other moms spend.
"She's also wired - online 87 minutes a day, estimates ComScore Networks, an Internet market research specialist - and she spends a hefty 7% more than the typical Internet user. The impact of her purchases or what she touts can spread on the Internet far beyond her e-mail list or blog."
The article continues, noting "There've been other moms before her at the forefront of cultural shifts. They, too, were highly sought after by marketers as 'influencers' - people whose brand preferences are followed by others. There were the Soccer Moms lugging kids to sports fields in their minivans and courted as key swing voters by presidential campaigns. They were culturally ousted by the Yoga Moms who made time for themselves and made millions for marketers who wooed them."
Click here to read the full story.
Signup 
About 
Archives
