why health & wellness decisions are harder than deciding who to marry

An AbelsonTaylor Company Marketing to moms presentationOctober 6th, 2015

Health & Wellness Decisions Are Harder than Deciding Who to Marry

Abelson Taylor Marketing to Moms PresentationOctober 6, 2015

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Is the H&W decisionFUNDAMENTALLY

DIFFERENTthan any other purchase

decision moms make?

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In Comparing H&W vs. Non H&W Purchases

Mom spends TRIPLE the time deciding onH&W purchases

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The Anatomy of aH&W Purchase Decision

They are SLOW & DELIBERATE• Conscious• Questioning• Analytical

H&W purchase choices are NOT FAST OR INTUITIVE decisions

Always 3 VARIABLES at play• Complexity• Fear (greater risk)• Highly personal

H&W purchase decision is here

DECISIONFATIGUE

Since not all Moms are super science-savvy, making HEALTH & WELLNESS

decisions can be a source of confusion

Buzzwords thatinstilled confidence… Enhanced Fortified More Plus

3 YEARS AGOMom had a

“more is more” mentality

Buzzwords thatinstilled confidence… Pure Simple Without Free-from

TODAYMom has a “free from” mentality

This Confusion has Perpetuateda Recent Shift at Shelf

Artificial ingredients

& additives

areOUSTED

73%

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Say FULLY KNOWINGwhat’s hidden or unknown in products is most important

This Confusion has Perpetuateda Recent Shift at Shelf

%73

All for what?

Sugar Free

Gluten Free

Cage FreeOrgani

cNo Pesticides

Eats Boogers

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In Comparing H&W vs. Non H&W Purchases

She feels 3 TIMES the frustration if she can’t use her preferred H&W brand

Purchase Path to Loyaltyor the Road to Ruin

Mom faces a vulnerable moment

Mom researchessolutions

Mom choosesa brand

Mom is a success

Brand functionbecomes

brand love

Product fails toresolve problem

Mom feels like a failure

Brand is sent to the

product graveyard

Product resolves

the problem

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In Comparing H&W vs. Non H&W Purchases

MORE CONFIDENT in their job performance

moms are

Vulnerabilities are at the center of every H&W decision she makes

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

So, what do we meanby vulnerability?

Open to moral attack; criticismSusceptible to being wounded or hurtDifficult to defend

EMOTIONAL EXPOSURE

This Years Ambitious TaskQuantify vulnerabilities (423 moms)–Vulnerability needstates–Dominant vulnerabilities by time and category

Quantify the impact of vulnerabilities on purchase

Universal Vulnerability Needstates

CUTTINGTHE CORD

TRYING TRANSITION

S

FEELING THEIR PAIN

LOSING THE REINS

STRESSINGTHE FIRSTS

DREADING THE UNKNOWN

VULNERABILITY Map

Mom’s Needstates Can Change

as her Journey Progresses

Cutting the Cord

44%

Moms of Infants Losing the Reins

32%

Moms of Toddlers Trying Transitions

30%

Moms of Preschoolers

We had to employ a sneaky quant methodology because

moms are MASTERS OF DECEPTION

Vulnerabilities by Category

Dreading the Unknown

Bandages Pain Medicine

Feeling their Pain

Sunscreen

Losing the Reins

Vitamins

Losing the

Reins

Diapers

Trying Transitio

nsFormula

Stressing the Firsts

Infant Formula: It’s Not All

About the Boobs

Stressing the Firsts

49%

Vitamins: Picky Eating or When Your Child Crosses Over to the Dark Side

Losing the Reins

62%

H&W brands are uniquely poised to help mom achieve superior mom performance

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

Intense connection

Emotional currency for future choices

A special kind of brand loyalty

HER VULNERABILITIES

BRAND ENABLER

Strategic Approach

Moms are

more likely to choose a brand if its position is ROOTED IN VULNERABILITY

%57

H&W Brands are MOM’S NEW STATUS SYMBOL

But, wait aren’t statussymbols superficial?

Flaunting Possessions Flaunting Life Choices

For Today’s Mom, What’s INSIDE is Even More

Important than the Bag Itself

Flaunting Values

Help solve her vulnerabilities to make your brand her new badge of honor!

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.