Alpha Moms
Meet Sarah. She is your typical Alpha Mom – college educated, tech aware, a hip mom who wants to be involved with her children’s lives but doesn’t want to give up her identity. She used to be a public relations executive at a pharmaceutical company, but with two young kids at home, she now works part-time. Sarah is taking her experiences and work methods from the office and applying them to parenting with the same intensity. Her husband works as a sales manager at a local engineering company – with their combined income above $125K, she has money to spend on products and services. With her social network and passion for things she likes, she can help ignite a market and is a marketer’s dream.
Overview
SeeSaw Networks has the most extensive network in the United States to reach Alpha Moms as they are out and about their busy lifestyles.
The SeeSaw Network includes:
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Venues
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Day in the life
A Day in the Life of an Alpha Mom
Alpha moms go about their day, place-based digital media engages them across a variety of venues: |
7:00 AM - Gas Station
7:00 AM - Gas Station
Get ready for a busy day ahead. Run to the gas station to make sure the tank is full. Checks out the small TV running ads and the traffic report while filling up the tank. |
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7:30 AM - Health Club
7:30 AM - Health Club
After dropping the kids off at school, Sarah heads to the gym for her daily workout. While on the cardio-machine, she watches her favorite channel along side of ads on a small TV built into the machine. |
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12:30 PM - Bars and Restaurants
12:30 PM - Bars and Restaurants
Off to lunch with friends. While waiting for a table, they catch news highlights and ads in the waiting room. |
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3:10PM - Grocery Store
3:10PM - Grocery Store
Before picking up the kids from school, Sarah heads over to the grocery store to pick up ingredients for dinner. While checking out, she watches a small TV at the register running ads and the stores specials of the day. |
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4:30PM - Veterinary Clinic
4:30PM - Veterinary Clinic
Dropping the kids off at home and getting dinner started, Sarah has to leave the house to take the dog for a checkup at the vet. |
Activities
Activities for Alpha Moms
Sarah spends her weekdays and weekends in the following activities:- About 1.5 hours a day getting kids ready for school
- About 4-5 hours a day working on her part-time job, for the school foundation, or at one of her children's class volunteer projects
- An hour every other day either working out in the health club or having lunch with friends
- About 2-3 hours a day school pickup, drop-off and pickup from various after school activities, punctuated with quick customer call backs or a quick run to the grocery store
- Make dinner for the family. Dinner and chores take about 1.5 to 2 hours
- After dinner, Sarah and her husband spend a couple of hours helping kids with school homework, reading and spending time with them. After, she finally gets them ready for bed
- An hour every night catching up on work and social email, doing chores like paying bills, and researching upcoming projects
- They spend about 30-45 minutes a day watching a previously recorded show on their TV/DVR
- Weekends are very busy - about 2 hours at their Church; about 1-2 hours every week drop-off and pickup at kid’s friends birthday parties; about 4 hours attending kid’s soccer/softball games; a quiet family dinner or brunch at a local restaurant; grocery shopping or home-related purchases that takes about 3-4 hours; get together over lunch or dinner with friends or relatives at their homes a couple of times a month etc.
Research
Research About Alpha Moms
Alpha Moms’ Awareness of Digital Out-of-Home Media
- Alpha Moms are more likely than general adults to have seen digital signage with awareness of the media at 68% vs. 62% for general adults.
- On average, Alpha Moms who are aware of the media have seen digital signage advertising at between five and six different locations within the past week.
- 49% of Alpha Moms report that they pay some or a lot of attention to digital signage advertising
- Alpha Moms are engaged by digital signage advertising and they report finding advertising on digital signage to be more unique and attention getting than other traditional advertising media vehicles.
Source: OTX Digital Out-of-Home Media Awareness and Attitude Study – 2007
Download OTX Alpha Moms ResearchDownload OTX Full Report
Spending and Media Consumption Patterns for Alpha Moms
- Her busy on-the-go lifestyle and her extensive use of internet for information gathering make it difficult for traditional media such as newspaper, radio or TV to reach her.
- An Alpha Mom is online 87 minutes a day, estimates ComScore Networks, an Internet market research specialist.
- How they spend their time
- Alpha Mom is wired — online 87 minutes a day – source: ComScore Networks
- Alpha Mom is a busy mom who seems to juggle it all. They are multi-tasking, hands-on women determined to get it right with their children and not lose themselves in the process.- source MSNBC “Are you an Alpha mom? Or hope to be one?
- 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. The impact of her purchases or what she touts can spread on the Internet far beyond her e-mail list or blog – source: USA Today “Alpha Moms lead to top of trendsetters”
- “If your product or service passes the Alpha Mom test, it's gold. She ignites markets. She's a hyperactive purchasing agent” – source: Michael Silverstein, Boston Consulting Group.
- Advertisers have long understood that moms control 80 percent of household spending decisions, representing $1.7 trillion in potential sales. So savvy companies are going after them. When Nintendo rolled out its Wii game system last year, it created a buzz by giving special access to trendsetting alpha moms. – source ABC News “Madison Avenue Discovers Alpha Moms”
- "Alpha Moms are one of our key targets, because they have this high social-networking factor. The company's outreach to them is not a fad — it's permanent. With the help of Alpha Moms, Wii became the nation's top-selling game system in January." Source - , Nintendo interviews with USA Today and LA Times
- “Alpha, by very definition, are people other people follow. If you get the Alpha Mom sucked in, the Beta Moms come right behind. So does everybody else in the neighborhood” Marian Salzman, chief marketing officer of advertising agency JWT Worldwide
