Marketing to single parents

Chris Warren

Marketers who ignore or misunderstand single-parent households or lump them into one distinct group are potentially missing out on a significant growth opportunity.

As the owner of Happy Traveler, an Orlando, Fla.-based provider of guidance and inspiration to single-parent families looking to vacation, Hillary Bressler is open to sharing promotional offers from tour companies and hotels eager to attract the thousands of single moms who have joined her Facebook page.

It just doesn't happen much. "I've only seen two promotional travel-related offers geared toward single parents," Bressler says. "I posted them to my [Facebook] group and they got ripped to shreds."

Why? The proposed dates of an offer from a tour company, to attractive locales such as Vietnam, Costa Rica, and Egypt, were...

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