Last week we attended Mumstock’15, the ‘Mother of all conferences’ in association with Mumsnet and Saatchi & Saatchi.

Last week we attended Mumstock’15, the ‘Mother of all conferences’ in association with Mumsnet and Saatchi & Saatchi.

Representing multiple consumer brands that market to mums, the day gave us further great insights to fuel our PR strategies. The focus was on marketing to mum, and how brands need to step beyond the functional considerations of a mum’s ‘job’ and drill into her emotional role to resonate with her.

Research findings identified eight emotional roles of mothers - ranging from 'Carer' - being there in your children’s time of need, and 'Hero' - being a role model and the person you want your children to aspire to, to 'Friend' - being on the same level, listening, understanding and not judging, and 'Partner in Crime' - getting down & dirty through participation in play.

There are limited examples of brands doing this well, with many fixating on the functional aspects of their products, playing them back to the stereotypical ideal of a mother’s life (spotless kitchen, freshly laundered washing hanging on perfectly manicured lawns).

The impressive line-up of speakers included Ella’s Kitchen Founder Paul Lindlay, P&G’s Roisin Donnelly and O2’s Marketing & Consumer Director Nina Bibby - all showcasing how their brands were already putting these roles at the front and centre of their brand communications - with phenomenal success.

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