Market Focus: Homemakers

July 2006 By Irene Cherkassky

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This market also is open to fundraising efforts. “We see a slight upward trend in donors, specifically political and religious donors, as well as purchases being made in the health area,” says Iris Caralla, vice president of sales for Safety Harbor, Fla.-based list management company, The List Experts.

House Calls
Getting all these offers into the hands of homemakers can be done in a number of ways. They are receptive to everything from TV advertising to print to Internet-based efforts to direct mail, according to Sparks. The more affluent households are more likely to respond to e-mail marketing and Internet offers, she adds.

However, direct mail is an excellent way to reach the mainstream, middle-class homemaker. “[It] allows these busy consumers the ability to sit down to review their mail, catalogs and magazines when it’s convenient for them,” says Caralla.

Making a Connection
However you reach them, the focus should be on value and convenience. Caralla points to discounts, sales and free shipping for online ordering as effective techniques to grab the homemaker’s attention. Striking visuals also help. “Bed, Bath & Beyond [postcards], those work fantastically,” notes Flapan. “One of the reasons it works so well, is people don’t lose it in the shuffle, because it’s so big.”

But visuals aren’t everything. When crafting creative for the homemaker market, include images these consumers can relate to. “Use real customers in your ads; brag about local ingredients and materials; be environmentally and socially responsible,” directs Sparks. And when it comes to timing your efforts, she suggests marketing to important trigger events such as buying a new home, birth of a child, marriage and retirement.

• MORE ON
• DIRECT MAIL & POSTAL
• LISTS & INSERT MEDIA
• ONLINE MARKETING