Say Hello to PixInk Brand Boardroom Member Kat Gordon, the momsumer
“Moms are a constantly evolving demographic and you need to keep your ear to the ground to keep up with them.” – Kat Gordon. PixInk thinks so, too.
Moms not only buy for themselves; they buy for their kids, their spouses, their friends, their extended family and their homes. Their purchasing clout is burgeoning in the world of marketing to women and PixInk understands it’s time for brands to take notice of the terrific buying influence moms really have. According to M2Moms Fast Facts only 20% of mothers said that advertisers were doing a good job connecting with mothers. Another 70% said that marketers are not focused on moms in their advertising and 30% said that they see ads that offend them. That’s where working with PixInk Brand Boardroom member Kat Gordon, and her mom-powered expertise, comes into play for PixInk Design.
Kat Gordon certainly understands the mom consumer. When Halo Blow-Dry Bar reached out to Kat as they endeavored to capture a market missed by the early blow-dry bar players targeting hip, twenty something, city dwellers, she saw the challenge and with her extensive marketing to moms know-how, knew how to position Halo with the suburban moms and their teenage daughters.
Sidestepping the associations that come with the words “blow” and “bar”, the name Halo was born. Halo’s name, a colorful logo mark and ad copy defined the brand as suitable for young girls, their grandmothers and everyone in between. Everything was bright and inviting, from the copy on the front door (“Stop in, Float Out”) to the descriptions of party options at the salon, to the playful pencils engraved with “The only dumb blonde is the one without our phone number." Halo had stepped into the arena.
With Kat’s keen understanding of the momsumer, within one year of its launch, Halo had opened a second location and begun construction on two more spaces. Halo is well on their way to reaching their goal — presence in every suburb.
As PixInk Design studies aspects of brand marketing to women, we understand the paramount importance of educating and servicing brands that market to moms. PixInk is leveraging Kat’s special talent in marketing to moms to help us help brands connect with their mom market.