Marketing to Moms, Professional Level

I run a company with almost 100 people on staff. We market 95% of our services to women, about 80% of that is directly to Moms (the rest is to elementary teachers,  into elementary schools, and school districts). We have millions of customers at this point and they almost all seem to have two X chromosomes. And our products all have to do with the education of their children  and so early on, I decided to become a sophisticated marketer to women and moms.

BTW, as a side note. Much of our business has to do with homeschooling. The largest buyer group for us is mothers. The second largest segment is grandmothers! Fathers are in third place....

My early guru was Maria Bailey of BlueSuitMom. She had written some articles and a book about marketing to moms which I used as guidance as I built my business from nothing (the first three years I was in my living room).  I became hyper conscious of how I or my marketing sounded to women and to moms and became more aware of the tone and the speaker to them and tried to tone down by instinctive ways of talking and communicating.

I still monitor marketing to moms and so I read with interest this mediapost article about marketing to moms.  Reaching Beyond 'Bad Mom' and 'Super Mom' Stereotypes by Stacey Wynia , Columnist. The gist is that:

...brands seem to put us into two categories: “super moms” and “bad moms.” Brands do this as a way to break through the clutter. They show us what we aspire to be on our best day — super mom — and what we succumb to on our worst — bad mom.... can brands can tap into...without having to resort to one of these two extremes?...maybe JOYFUL MOM. 

Clever idea and I think she's onto something. Backing up, I feel and have observed that most marketing to moms latches onto their anxieties. Most moms seem reachable by playing on their anxieties and offering a product or service as a way to address them. (BTW, my company does not take this approach and I resist efforts to play on people's anxieties, just not my style).

And of course, all moms aspire to be joyful mom, to be happy and in the moment and enjoying the beautiful ride that is parenting.

Is "Joyful Mom" really an approach that can be used? In some ways, of course. Selling photography services to capture the joy of the moment. Selling vacations that lead to a lifetime of happy memories. But can a vision of joyful mom be used to sell food? Educational services? And so on? I think it can, I'll think more about it.... BTW, note to self. Start reading this Mediapost column and have marketing staff read it too.