OK, so they’ve actually been around a while. We’ve gone from "soccer moms" to "yoga moms" and now there does seem to be a new trend on the rise in the realm of motherhood that, apparently is getting a lot of attention.
Constance Van Flandern, a graphic designer from Eugene, Oregon, has coined the term "Alpha Mom" to describe her life and the lives of women all over that not only want it all but want to be excellent at it all. She wanted to find a way to label those information hungry, multi-tasking moms. Hence, the term "Alpha Mom".
According to USA Today, this "Alpha Mom" idea is becoming a marketing phenomenon…..
"Alpha Moms are educated, tech-savvy, Type A moms with a common goal: mommy excellence. She is a multitasker. She is kid-centric. She is hands-on. She may or may not work outside the home, but at home she views motherhood as a job that can be mastered with diligent research."
But, who is Alpha Mom?
An Alpha Mom typically has money to spend and she spends a hefty 7% more than the typical Internet user. She is online about 87 minutes a day, according to ComScore Networks, and the impact of her spending can influence others far beyond her e-mail or her blog. "She ignites markets" says Michael Silverstein, consumer guru at Boston Consulting Group, because if your product passes her test, it’s gold. Some of the nations biggest marketers are tapping in to the power of Alpha Mom, from Procter & Gamble, General Electric and Nintendo. They are targeting this remix of the modern mom.
Out of this phenomenon has come a television program designed specifically toward parenting. Alpha Mom TV is the result of Isabel Kallman’s idea to help parents trust their instincts. Kallman had teamed up with Van Flandern two years ago to launch this educational program and is now being embraced by the marketing world.
It’s all about social marketing and today’s moms have the whole world in their hands when it comes to products and reviews. Perrin Kaplan, President of Nintendo, says "this is not a fad – it’s permanent." Just check out Cadillac, they’ve realized that while 75% of Cadillac buyers are male, 70% of car purchases are influenced by women and they are going after those moms that will not be caught dead in a minivan. Hence, Holly McPeak, a professional beach volleyball player, she is a Type A mom who hits one goal and is off to the next. Holly says, "Alpha Mom" is someone who does it all but doesn’t forget about themselves".
Unilever has big plans for Alpha Moms, in a partnership with Sprint, they are creating a website called "In the Motherhood", that will allow moms to suggest the story ideas and vote on which ones to produce. They are banking on the fact that once moms get involved online the word will spread.
So, who is Alpha Mom? You are! I am! We all are! I am at my Alpha Mommy-est when I am blogging on my laptop at my son’s baseball game, helping his brother with his math, all the while I’m keeping on eye on his little sisters who are playing on the playground. Where is my husband you ask? On the bleachers, relaxing, and watching the game. Hence the term "Beta Dads".