Co-authors of book about moms' powerful consumer influence to speak on campus

November 11, 2011

WEST LAFAYETTE, Ind. - Teri Lucie Thompson and Michel Clements, co-authors of a book about the powerful influence of moms in family consumer matters, will present "Tuning Into the Customer: Segmenting for Success," on Wednesday (Nov. 16) at Purdue University.

Thompson and Clements co-wrote the book "Tuning Into Mom: Understanding America's Most Powerful Consumer," which was released last month by the Purdue University Press. The engagement, at 3 p.m. in Krannert Auditorium, will be helpful to students learning about how to segment a market for success (using the moms' market as an example), and managers and marketers at organizations and brands who have identified moms as a critical group to reach. Moms also will find the talk informative.

The event is being co-sponsored by the Susan Bulkeley Butler Center for Leadership Excellence and Purdue University Press. A book signing will follow the presentation.

Statistics show that the more than 74 million moms in the United States spend an estimated $2.4 trillion. They are the primary influencers in many consumer areas of their children's lives - from infancy into adulthood.

"Tuning Into Mom" provides an in-depth analysis backed by exhaustive research, face-to-face conversations, and years of experience and collaboration to show marketers of goods and services why moms are key and how to reach them. The book offers insights into the concerns and values moms place in such areas as health and safety, education, foods, fashion, and technology.

Thompson is chief marketing officer and vice president of marketing and media at Purdue. Before coming to Purdue, she was vice president of marketing for Safeco and held several marketing and leadership roles at State Farm Insurance, where she spearheaded efforts in marketing to women.

Clements is a principal at the Cambridge Group who previously founded Insight to Action, a firm focused on building brands through insights that result in specific business-building actions.

Both are founding board members of the Marketing to Moms Coalition and co-creators of the annual State of the American Mom survey.

Purdue University Press released the book Oct. 15 as a hardcover and e-book. It can be ordered at or from all major bookstores.

Writer: Jim Bush, 765-494-2077, 

Sources:   Teri Lucie Thompson, 765-494-2082,

                    Bryan Shaffer, Purdue University Press production and marketing manager, 765-494-8428,