Homemakers also are interested in ways to make their homes attractive and comfortable, as well as organize their lives. The popularity of a publication such as Real Simple speaks to the growing interest in organizing and simplifying home life, while magazines such as Martha Stewart Living reflect today’s focus on homemaking with style. Likewise, direct marketing segments such as cooking, gardening, arts and crafts, and decorating certainly apply to this group. “They’re busy [and] looking for convenience,” says Sparks. “They’re also looking for that handicraft, homemade, handmade, homegrown kind of approach.” And as focus grows on capturing family experiences, “there’s certainly been some interest in scrapbooking,” she adds.
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.
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.”