We’re into social media here at Dobies. But unlike the cobbler’s kids who have no shoes, our kids are social media gurus. That’s why, when we recently dove into the world of moms and will-be-moms to research and write a marketing plan for a hospital client’s obstetrics department, I was able to passionately endorse the strategy that we reach new Gen-Y moms via text messaging. Because younger moms text. Heck, now even old moms text. Of course, I’m an old mom – my kids are teenagers and ‘young adults’ (it’s hard not to smirk at that description, but that’s another blog).
I’ve come a long way from the short, one-syllable words that beginners use like yes, no, huh? I’m even able to have complete arguments by text, a necessary line of communication with teenagers. I even have actual conversations with other grown adults about important stuff. For example, last week, Kelley (who works here at Dobies) and I discussed via text what newspaper ad to run for a client. I happened to be having lunch with this client at the time, so Kelley sent a text asking me to discuss this particular topic while we ate our chips and salsa. So, I did. Thirty seconds later, we were all content because we had checked something quickly and efficiently off our lists.
But compared to Generation Y women (those aged 9-31), my accomplishment is mundane. Our next generation of moms has been raised in a world of instant information and connection. To effectively reach these young women, we need to join their world, because they’ve left ours way behind. In this case, ‘joining’ means offering pregnancy and parenting information via opt-in text messaging. I haven’t felt this good about a communication strategy since I texted my daughter to ask her to text a friend to text her mother to ask if she was interested in car pooling. It worked.