DelGrosso An Advertisers Guide

An Advertisers Guide to Marketing To Moms : An Advertisers Guide to Marketing To Moms Workshop Panel Discussion Moderated by Disney Online


Today’s Topics : Today’s Topics Market Segmentation Strategies Campaign Specifics Emerging Trends


Panelists : Panelists Moderator: Joe DelGrosso Vice-President, Disney Online Panelists: David Sayyed Brand Manager, Georgia Pacific Karen Avery Senior Vice President, New Business Development - Landis Strategy & Innovation Dave Chabot Brand Manager, Walt Disney Parks & Resorts Tracy Yedlin Strategy Director – Avenue A | Razorfish


Market Segmentation : Market Segmentation


Disney.com Market Segmentation Study* : Disney.com Market Segmentation Study* Moms internet use has increased over 300% over the last three years 92% of online Moms go online everyday 86% of moms use the Internet for general research *Disney’s “Online Mom”, Simmons Research Study, 1/07


Slide6 : Time Spent on Parenting Websites Defining and Reaching Moms Time Spent online Fun loving Mom Den Mom Play it Safe Mom Maven Mom Low-Key Mom Alpha Mom Power Mom


What Have You Learned? : What Have You Learned?


SEGMENTATION – Understanding Moms’ Conscious & Sub-Conscious Needs : Instinctual Protect, keep safe Competition, Survival Emotional Be the Best Always Do the right thing Fulfillment, Joy, Happiness Confidence, Accomplishment Growing, Sharing Rational Responsibility to my family CONSCIOUS SUB- CONSCIOUS Underlying Need: Unconditional Love Hypothetical Example SEGMENTATION – Understanding Moms’ Conscious & Sub-Conscious Needs


Little Ones Travel Time / Online : Little Ones Travel Time / Online


Campaign Specifics : Campaign Specifics


Slide13 : Disney Family.com Marketing Efforts


What Have You Learned? : What Have You Learned?


Walt Disney World – Affordability Campaigns : Walt Disney World – Affordability Campaigns


Slide16 : Evolving Brand Landscape


Emerging Trends : Emerging Trends


Slide18 : Emerging Trends The internet is second only to friends and family as a primary source of advice What resources do you rely on the most for support, information, and advice regarding family related issues?


Slide19 : Emerging Trends Over 84% of Moms know what blogs are With over 30% regularly reading other’s blogs Online community is also important as Moms have, and continue to visit community sites Learning from others is the main reason for participating


What Have You Learned? : What Have You Learned?


COMMUNICATION – Understanding the Mom Consumer Target : My child will always be a part of me. There will always be special ways we will connect with each other. I am desperate for information that will help me understand what I need to do. I seek reassurance that I’m dong the right things. I look for people and places that will have “moms like me” so that we can share and support each other. Key Needs: Balance (Needs of self, motherhood, child) Confidence (I am doing best for child and self) Fulfillment: (Mother-Child Mutual Growth) COMMUNICATION – Understanding the Mom Consumer Target


Slide22 : Social Media and User Generated Content Letting go of the brand Authentic and transparent way Know the dialog before it’s going to happen Plan to address issues Learn and integrate feedback


Walt Disney World – Moms Panel : Walt Disney World – Moms Panel


Questions from the Audience : Questions from the Audience