The Two Consumers...Front Seat - Back Seat

When you look at the photo to the left of this lovely family in their 2013 version of the family truckster, from a general observation what are the things that jumps out at you?   Is it the lime green shirt that mom made dad wear or his senior yearbook pose....Is it that you know five minutes before this shot, mom probably lost her mind and yelled something like "Can we please act like normal people" and then gracefully turned and smiled!   Or is that Mom looks like she is in total control and running the show?  
Like most families, Mom is running the show and in control, she's the family CEO.  Which means she controls how and when things happen and when and how much they spend.  But there are many influences in her purchasing decisions.  Those influences are usually by those smiling, devious kids in the back seat.  When that buying decision happens it's usually trigger by the current situation...In the car it's "Mom let's stop at Staples, I have a science project that is due tomorrow and I need 75 feet of poster board".  Or it's "Let's Stop at Taco Bell for the Supreme Burrito Smothered in guilt".   As much as Mom is in control, let's not fool ourselves, the kids have an significant influence on impulse buying.  Ok now take another look at the boy over mom's shoulder...you know what I am talking about.    

Now let's look at those larger entertainment dollars and how that decision is made.  There is some psychology that comes into play as mom contemplates the overall benefits to these decisions. There is the competition factor, meaning if her mommy nemesis buys that $200 bat for her kids, then chances are she will buy it for hers. If the coach wants the team to travel to Florida for a baseball tournament and mom thinks it's a fast pass to a scholarship plus if they aren't there the kid with the new bat will get a leg up on her kid...they are going.

So when planning your marketing approach to the Front Seat and The back Seat,  it may help to understand the Nag Factor and the Mommy Factor and where those worlds collide.   

If you are wondering why I neglected to account for dad's input, take a look at that shirt and pose again.  Regrettably, I can relate. 

Please tell us what you think in the comments.   


Rob Thompson Managing Partner of North American Sports Group, owner / operator of the coolest 100+ youth and elite tournaments in the US servicing over 200,000+ athletes, families and fans. www.grassrootsportsnetwork.com
rthompson@nasportsgroup.com