Recently I went to two wedding showers, a baby shower and a wedding shower. Nowhere else can you see the most basic example of Mom Tribes at work. There are the moms who cooked, decorated, sent invitations, shopped and bought gifts for these occasions, with the help of online sites.
Seth Godin Describes Tribes -
Seth Godin’s latest book Tribes describes a tribe as a group of people connected to one another, connected to a leader and connected to an idea. And that’s what Moms do best – they gather together and group their expertise to get their children married, to provide for moms-to-be and new households.
And today, Moms have blogs and social media to facilitate these occasions.
Some couponing may be going high-tech, but don’t dismiss the tried-and-true delivery system of the Sunday newspaper.
In the first half of 2009 alone, manufacturers delivered more than $173 billion (yes, billion) worth of consumer incentives through 129 billion coupons in Sunday newspapers.
Retailers’ participation in free-standing insert (FSI) promotions increased 31.3 percent during the same time.
The average savings offered for non-food consumer packaged goods—think Mom-oriented health and beauty aids, pet food or household cleaning products—rose to $1.61. The average value for food coupons rose to $0.91.
Sunday newspapers may be the source of half the coupons Americans receive, but marketers always are looking for new distribution methods.
They use the mail, in-store distribution, loyalty cards, in-store circulars, weekday newspapers, product packages, magazines and the Internet to reach the household's chief purchasing officer (aka - the mom). Some coupons even are packaged and sold, such as citywide dining and retail coupons that many schools use for fundraising.
The Internet is relatively low volume now, but it is the fastest growing method of coupon distribution.
"With prices for consumer goods rising, we can only expect that a (coupon-driven) ‘good deal’ is of increasing importance to shoppers. The Internet provides an easy vehicle to search for coupons,” said Alisa Joseph, vice president of advertiser marketing services at Scarborough Research.