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How do I connect via advertising and marketing with the mothers of middle and high school students?

The target market we are trying to reach are mothers with children in middle school/early high school. We have compiled lists of paid advertising options as well as marketing channels we think meet this criteria. However, we're at a point where our creative thinking is now clouded, exhausted, or perhaps showing that we've reached our creativelimit. I'm looking for both novel or tried and true suggestions in the paid advertising and marketing areas to validate or add to our list from the collective FounderDating knowledgebase. The product is an online application related to managing schedules.Thank you in advance foryour help.

28 Replies

Roger Wu
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Roger Wu Entrepreneur
co-founder at cooperatize, native advertising platform
Bloggers and influencers.
Rob Gropper
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Rob Gropper Entrepreneur
Director at PetHero, SPC - Member at Eastside Incubator - Principal at Tuxedo Technologies Group
David, what are you selling?
William Agush
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William Agush Advisor
Founder and CEO at Shuttersong Incorporated
That's a particularly challenging group. What's the product category?
Carolyn Goodman
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Carolyn Goodman Advisor
President/Creative Director at Goodman Marketing Partners
While others may sneer, direct mail actually works to this group. You can rent lists of households with children that are in certain age groups -- and you can also select those same households by income level, education level and on lots of other variables, so you can precisely target your audience. And, since you can also purchase corresponding email addresses, you can follow up with email. That 1-2 punch usually stimulates a response.
Jayne Rios
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Jayne Rios Entrepreneur
Founder & CEO at KungFuzos, Express Yourself eLearning and Acts 2 Technology
MLM organizations, PTA partnerships, I.S.D. fund raising opportunities, online 'neighborhood' social media channels "next door", it looks like you are in the game truck biz, I rented one for my 12 year old last year....pricey so you should target certain zip codes...once you narrow the zip codes target joint ventures with karate schools, booster clubs, etc. Hope that helps, good luck!
Robert Hoskins (3,460+)
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Need a crowdfunding PR firm to plan a successful equity crowdfunding or Kickstarter, IndieGoGo campaign? 512-627-6622
you didnt specify product category, but doing a search on social media for momma bloggers will turn up hundred of thousand of momma blogs, especially on twitter. on the blog itself, look for "PR friendly." this means they are open for PR pitches.
Loreyne Alicea
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Loreyne Alicea Advisor
VP, Multicultural Markets & Marketing Automation

There are a number of great ideas mentioned that you should explore. The only I would add to the mix is a specific digital, social & mobile strategy. Aside from the Generation Z and Millennials, approximately 78% of Mothers have smartphones.

Katie Hand
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Katie Hand Entrepreneur
Vice President of Marketing & Content
Have you tried paid placements within sporting groups - i.e. Little League, club sports organizations. Also, I've received several groupon offers in the past year for the same product.
Josh Kirschner
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Josh Kirschner Entrepreneur • Advisor
Founder & CEO at Techlicious
Hi David, We do quite a bit of work in the blogger community connecting influencers and brands. While I don't have exact stats, anecdotally I can tell you that the concentration of mothers with middle/high school aged children is very high, and their audiences consist of others with the same demographics.

There are a variety of approaches to working with these influencers, depending on your specific brand/product goals and budget. We've developed everything from full-blown blogger ambassador programs, to simple sponsored posts, to Twitter parties, and hold a number of in-person blogger events around the country each year.

Also, I would strongly suggest considering dedicated emails promoting the product. Not through purchased lists, but by working with a targeted group of media companies to leverage their own newsletter subscriber lists. You can target the lists based on the media brands or there are companies that will let you do it across brands on a demographic basis.
Pierre Bradshaw
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Pierre Bradshaw Entrepreneur
Revenue Focused Digital Marketing Professional
This is a pretty easy thing to do using Facebook's Audience Targeting.

I'm typing this as it comes to mind me so bear with me...

I'm assuming you have a small user list of at least a few hundred installs. Upload that list of users to create a lookalike audience on FB.

Once it matches the users and creates the audience you will see the option of selecting between 1% and 10% of the new ultra custom audience.

Use 1% targeting initially. You want to keep this extra focused until you build a bigger user list.

From this point, just create ads that target:
Audience Details:
  • Location:
    • United States
  • Age:
    • 13-65+
  • Gender:
    • Female
  • Placements:
    • on pages: News Feed on desktop computers
  • People who match:
    • Parents: (13-18 Years) Parents with Teenagers
If you have the mobile app created definitely do an install campaign and lean heavily on mobile ads. It's usually cheaper than desktop.

Now, if you don't have that lookalike list, still use the targeting above but tighten the ages to 30-50. Make sure you have your pixel set on the landing page and conversion page and really focus on building up those pixels until you have a few hundred click which will allow you to build a tighter custom audience.

This is just a quickstart using facebook ads. The strategy gets deeper and the clicks get cheaper as you go along.

You can do things like show popular viral videos that resonate with overloaded moms and piggyback on that to increase users buy using Facebook's PPE setting. Similar Instagram images and much much more. (Note: a good mobile strategy is worth more than an investor. It will save you tons and speed everything!)

I have an teenager who plays soccer and a 8 month old, I know my wife would take a look at everything mentioned above. Ha! Good luck.

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