Summary of Marketing to the New Super Consumer Mom & Kid

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Marketing to the New Super Consumer Mom & Kid book summary
The metamorphosis of U.S. society has created a super consumer: The combined shopping force of the mother and child.


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8 Innovation

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Married or not, women in the United States wield unparalleled purchasing power, and those who are mothers tend to make their buying decisions after influential input from their children. These families are often stressed out and starved for time, according to mom-and-kid marketing experts Tim Coffey, David Siegel and Greg Livingston. The $1.25-trillion annual mom-and-kid market is booming with new selling opportunities for alert marketers, so the authors explain how to tap into them – though they may downplay the father’s role. getAbstract recommends this expert book of proven marketing ideas to advertisers and retailers who want to attract family shoppers.

In this summary, you will learn

  • What forces created the mother-plus-child, “Four-Eyed-Four-Legged” marketing phenomenon;
  • How you can sell to this large market; and
  • How to understand the motives that affect these family shoppers and drive their consumerism.


How the Mom-and-Kid Super-Consumer Paradigm Began
The mother-and-child shopping duo, the so-called “Four-Eyed, Four-Legged” (“4i4l”) consumer, is a powerful force. This marketing combo replaces the old statistical concept of a consumer “household.” Marketers have long recognized the...
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About the Authors

Tim Coffey, Dave Siegel and Greg Livingston have many years of marketing and advertising experience. They founded The WonderGroup, a Cincinnati, Ohio, agency specializing in marketing to kids and moms. They also co-wrote The Great Tween Buying Machine.

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