A Tribute to Mom

This Mother’s Day, I have the joy of celebrating being a new Mom. Those who’ve been on the journey with us at Dotted Line know this is a big milestone for me. And, boy, does the first few weeks of being a Mom make you appreciate your mother!


Welcome to the club, right? Motherhood consists of long days, sleepless nights and a steady stream of anxious thoughts about even the smallest of things that could maybe happen to your newborn. Let’s just say that I have a new love of and appreciation for Google.


It’s also brought new meaning to our team’s work here at Dotted Line. As marketers, we know that Moms don’t just play a big role in most consumer purchasing decisions – they’re often THE decision-maker. The one who wears the pants at home. The household CEO.


Today’s “new” Mom is a Millennial – in fact, 80% of Millennials will have families in the next 10 years. These young professionals are growing up, and they see the world a little differently from their predecessors. But, like parents past, they’re discovering there are challenges that come with the transition.


Millennials are struggling with their new role as caretakers. 60% say parenthood is a significant part of their identity, but they’re also just starting to realize how much this new life stage alters their priorities and the choices they make.


So, as marketers, how can we help make things a little bit easier for them?


In a recent engagement our team conducted for one of Virginia’s largest women’s health care groups, we gathered a few insights about this new kind of Mom.


  • She loves self-service. She feels good when she can solve a problem on her own.


  • She wants answers fast. She expects a response within 10 minutes of reaching out to customer service.


  • She prefers text messages over phone calls. When you’re holding a crying baby, sometimes it’s just easier, right?


  • She values online engagement. Websites, online forums, parenting blogs and social networks provide answers and reassurance. 71% rank these channels among their top influences for solving parenting conundrums.


  • She’s optimistic and “now” focused. She’s motivated by purpose and values authenticity in the companies she chooses to interact with.


  • She prefers to do things digitally. Finding new doctors, grocery stores and restaurants online. Products and services need to be easy to find and easily accessible.


As you think about how you can better connect with new Moms, here are three questions to ask yourself:


  • What’s the best way to relate to new Moms who might be using my product or service? Do I need to up my online game so I’m easier to find and interact with?


  • How can I make my product or service more appealing to them? Is my voice authentic? Am I positioning my product so it’s clear I can solve a problem for them?


  • How do I use this knowledge to develop new ways to communicate with them? Am I positioning myself as a trusted expert and providing fast answers?


This Mother’s Day, let’s help make Mom’s life a little easier. I know I’ll be giving my Mom an extra-big hug this year.


Lauren Sweeney is the Founder and CEO of Dotted Line Collaborations, an integrated marketing agency solving big brand problems from our headquarters in Richmond, Virginia. When Lauren’s not providing strategic direction for the firm or delivering results for our clients, Lauren is outdoors enjoying all that Richmond has to offer or traveling to a new and exciting destination.