The Mum Pound
Mumsnetters are smart, opinionated and they’ve been there and quite often done that. 75% have a degree, two-thirds work, and most take two foreign holidays a year. They are in control of the majority of purchasing decisions, be it a computer, car, or holiday.
They are the opinion-formers, sometimes in the boardroom sometimes at the school gates.
So patronise them at your peril. Quite frankly, and sorry Iceland, but whether Kerry Katona shops there is neither here nor there to Mumsnetters. Brands are trying hard to recognise that modern mothers will not be pigeonholed and told how to make their whites whiter but they still fall foul of stereotyping men and women, albeit in a pro-women kind of way.
Of course the best ads are probably those that use Mumsnetters to spread the word on Mumsnet. Given that 4 out of 5 of our users routinely consult Mumsnet Talk before making a major purchase decision – having authentic brand ambassadors
really is an effective way of getting the message across. Ford has used this successfully by getting our users to test their Galaxy car and film the results. In short, get it right, and they’ll tell the world, but get it wrong and they’ll tell the world too!