According to some new research, moms take a practical attitude when it comes to marketing/advertising programs directly targeting children and teens within the school environment. They prefer programs that focus on communicating with parents.

School Family Media (SFM) conducted an online survey of mothers during April and May, in conjunction with Kid Power, an annual conference owned by the International Quality & Productivity Centre.

Results indicate that most moms have a very low tolerance for direct-to-student marketing with corporate logos prominently featured.However the vast majority are good with corporate-sponsored materials at parent attended functions.

More than 80% of moms support educational materials and magazines provided free specifically to parents could influence their purchases.

The top product categories parents are interested in? Health products and sports/fitness products (85%), followed by toys/crafts (83%) and food/cooking (82%). The want to know more about crafts more than food!!!!

There is an untapped opportunity to reach an audience that wants info about crafting. So the question is... How do we work with schools & parent groups in order to distribute information about crafting? Create a newsletter that can be distributed in bulk to schools? Create a Web site that we can promote to PTOs. Offer special promotions to parents who order through schools? Coupons? What do you think? Respond to this blog and let me know!--Beth