Promotions for Parents

I am the mother of a gorgeous four-year-old little girl. And yes, she really is gorgeous. I swear I’m not bias. Anyway, as a mom, I am bombarded with promotional products for companies that sell different “mom needs.” In the last four years, I have received coupons for diapers, samples of formulas, email blasts about gymnastics for kids, and 20% off of a massage – which I still haven’t been able to use, in case anyone wants to babysit…
One of my biggest complaints as a consumer is when I get a promotion that I can’t use. If it’s unnecessary for me, don’t even bother. A massage is extremely necessary. A bottle of wine is also a good idea. Throw in some yoga pants and I’m a customer for life. But if you try to give me a stress ball with your company logo on it, consider it useless. Of course I’m stressed but my daughter will end up stealing it from me so Barbie can have a soccer ball. Then she will tear it shreds, leaving me to clean up the pieces – and trust me, I won’t be able to read your catchy tagline through demolished foam rubber.
79365379-0500-4788-bf5b-3a53addbfb18The Original Sock Monkey with tee
The entire point of a promotional product is to get consumers to notice and remember you. Ideally, they should remember you in a positive light; you shouldn’t have someone see your product on a shelf and think, “Oh yeah, that’s the jerk that caused foam rubber to grow mold in my couch cushions.” If your target audience is parents, you need to think about how their children are going to affect if you get business.
Here are five tips on getting promotional products to parents that they will keep:

  1. Anything to get the kids out of a parent’s hair – toys are great, but nothing that talks, flashes annoying strobe lights, sings, or leaves too much of a mess.
  2. Parents don’t get enough relaxation time (again, see “I need a massage”).
  3. Essentials are fantastic. There’s no such thing as too many diapers, wipes, sippy cups, or adult-sized earplugs.
  4. Moms often forget that they have a name other than “Mommy.” If you can remind her that she is also a real, living, breathing human being with interests and ambitions, you might be on to something.
  5. Try out any sort of clean up tool: tissues, microfiber cloths, or car cleaning products. Kids are extremely messy and cleaning up is exhausting. Remember the destroyed stress ball under the couch cushions? That probably wasn’t cleaned up until two weeks later.

41061a72-68e4-4f2f-9e5e-27e99b83aa75 Microfiber Screen Cleaner
Marketing is all about knowing your audience. If you don’t know your audience, you have no way to appeal to them. Find people you know that fall into your target audience. Discover what they want and need, and make that work for you. People are more than willing to share what they need – and perhaps you can make that happen!