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Archive for category: Marketing to Moms

May 12, 2014 3:06 pm

You’ve Come A Long Way, Baby

With an estimated 4 million babies born in the U.S. every year, the number for marketers to pay attention to is $10,000 to $12,000. That’s the average to low end of the budget that today’s mom-to-be will spend as she prepares for baby’s arrival. Women having babies and raising young children are the Millennial generation, a group that makes up about 21% of the U.S. population and the largest consumer group to emerge since the Baby Boomer generation.

These moms believe there are better ways to do things and are tenacious in their search for baby gear, furniture, clothing, health products and more. As gender reveal parties tell us, these moms are all about making every phase of pregnancy a unique, customized experience.

Social Media Is King. Products and brands with a presence in social media are in the Millennial Mom’s virtual playground. I mention this in every post and it seems too obvious, but reaching moms through social media, and particularly video is crucial. Letting her access everything on her phone is even more important. Almost all Millennials — 90% — admit to texting photos of a possible purchase to another person for approval, while 58% say they use their phones to look up store hours and locations. About 55% check their social media accounts at least twice each day for an estimated total of 17 hours each week. Millennials also embrace new social media quickly, as seen by the explosive growth of Pinterest and Instagram.

Moms-To-Be Focus on the Green. Not the money. Even if there isn’t much interest pre-pregnancy, many moms-to-be become focused on green baby products. Cloth diaper companies like Bum Genius, started by a mom of four, is just one example of a company that is making cloth diapering a popular option. Another company, Premama, offers a prenatal vitamin in powder form, to mix in to the Millennial generation’s ever-popular smoothies, after the founders held a focus group in 2010 where young women begged for an alternative to awful prenatal horse pills. The company boasts vegetarian, non-GMO, non-allergen formulas that resonate with young women.

Circle Of Influence Is Broader Than Ever. From the moment the pregnancy stick is positive (and even before), women are seeking information about everything baby-related, from prenatal vitamins to car seats and strollers. Witness the explosion of sites like TheBump.com and WhatToExpect.com as women seek information, visit forums and look for recommendations and reviews for pregnancy and beyond.

Technology In the Stroller. Moms rely on their phones for everything, including keeping baby safe and entertained. An award-winning product called SnuggWugg is a pillow that holds a cell phone to keep from kicking and squirming on the changing table and even entertained in the stroller. The SnuggWugg won a Huggies MomInspired grant, a program that awards grants to mom-invented products.

Look at Niche Markets. There are niche groups with large, active followers where moms engage on a daily basis. Multiples groups like Twiniversity are more popular than ever as twins are now one-third of all births in the U.S. These moms have unique experiences and they love to share!

Keeping up with Millennials as early adopters of new technology and social media is the challenge of marketers, businesses and brands.

April 23, 2014 2:23 pm

2014 Presents A Year of New Social Media Conferences For Sponsors And Brands

There was a day in the not-too-distant past when sponsors had only a few choices for event sponsorship in the mom blogosphere. However, as the space has matured and grown, so have the conferences that serve the assorted interests and experience level of mom bloggers. Before throwing your dollars at the same events you’ve been tapping, you may want to look at some of the exciting new options for 2014.

Blended Conference
Date: Oct. 3-5
Location: Phoenix
Description: Blended Conference is the premier Arizona blogging conference where social media influencers gather for education and each other. It’s a three-day event that attracts moms from all corners of Arizona and, now, from outside the state as well.
What I like: There’s a good reason that Toys “R” Us tests products in Arizona; there’s a lot of trends being set in the Grand Canyon State. The moms who attend this event are movers and shakers in social media and have a tight network. I’m so impressed by this group that I’m planning on attending. Hey, what’s not to love about expanding your knowledge of blogging in the humidity-free air of Arizona?
Information: www.blendedconference.com

Type-A Parent Conference – Bootcamps
Date: July 12 or Sept. 19-21
Location: Anaheim, Calif. (Disneyland), or Atlanta
Description: One-day educational and networking events for the more experienced social media mom.
What I like: Type-A Parent Conference has always been my recommendation for brands looking to connect with top mom (and dad) bloggers. Sponsorships are reasonable and give brands the opportunity to customize their participation in the conference. The atmosphere and size of the conference makes it an intimate event where sponsors can actually interact with bloggers throughout the weekend. Type-A founder and Bootcamp organizer Kelby Carr does a fantastic job in securing excellent speakers, and there’s nothing but a positive vibe from start to finish. If you are looking for an event to sponsor where you won’t get lost, Type-A is for you.
Information: www.typeaparent.com

Beaches’ Social Media on the Sand
Date: Oct. 16-19
Location: Turks and Caicos
Organizer: Beaches
Description: A weekend of social media education, focused on everything from advanced blogging to new trends in digital platforms. Over 100 top social media mom influencers will bring their families to experience the white sands of the Turks and Caicos within the confines of the beautiful Beaches Resort.
What I like: Sponsorships are reasonable and customized to the brand’s goals. Organizers are inviting brands to be a part of the conference agenda by creating interactive sessions and product demonstrations. Additionally, sponsorships include pre- and post-conference communication with the attendees. The best part about Social Media on the Sand? You can tell your boss you are going to the Turks and Caicos to work!
Information: www.socialmediaonthesand.com

Blogalicious
Date: Nov. 6-8
Location: San Antonio, Texas
Description: A three-day, hands-on and in-depth conference filled with workshops with leaders in their fields; advanced topics that take you to the next level in terms of content and relationship building. Although the topics are focused on women of color, the audience is a diversified group of influencers. It’s one of my favorites and super fun after the sun goes down and the learning formally ends.
What I like: Let’s start with the organizer, Stacey Ferguson. She does a great job working with brands and connecting them to women of color who attend her conference.
Information: www.beblogalicious.com

March 18, 2014 2:18 pm

New Marketing Trends Come With Caution Signs

Everyone is looking for the next best marketing initiative to connect their brand with moms and ultimately drive sales of their products. As marketers, you have most likely dabbled in all the new marketing programs on Pinterest, Youtube, Instagram and Vine. We all want to find the silver bullet – that one program starts the wildfire of word of mom! 2014 has seen a growth in two growing Mom Marketing trends- Ambassador Programs and In-Home Parties.

To witness the social media buzz of Ambassador Programs, cruise your favorite mom blogs to feel the excitement these women have created around being named to the Papa Murphy’s Mom Panel, HP Moms Panel or Claritin Mom’s Crew. They are engaged online and offline with the sponsoring brand and produce millions of impressions and referrals for the brand that invested in a deeper relationship with them. In-Home Parties are making their mark on social media and local communities as well. I invite you to visithttps://www.facebook.com/groups/disneysidecelebrations/ or search #DisneySide on Twitter to read the millions of tweets that the 2000+ mom hosts have posted.

At first glance, marketers and agencies might think it’s time to go into launch mode and begin throwing parties around the country or invest in the first proposal that hits their desk. But buyers beware! Like any marketing program, these initiatives are only successful with the right mix of people, strategy and execution. We’ve put together a few considerations marketers and brand owners should heed before rolling out the carpet to mom panelists and party hosts.

1) Creating a Mom’s Panel requires a larger budget and a longer commitment than your most recent mom campaign.
Doing it right can, rather should, cost you more than a blogger tour or a full-page ad in a parenting publication. If you see a price tag that doesn’t have six figures, something is missing. A Mom’s Panel requires the brand to invest in long-term, unpaid relationships with moms that include constant engagement via product samples, promotions and consistent dialogue. It also requires a commitment of 12 months to 5 years.

2) Not every mom is the right mom for your brand.
This cautionary phrase is one that I say as often as I say my nightly prayers. You can’t successfully launch a Mom’s Panel or In Home Parties if you are using a database of moms that is used over and over by multiple brands. For both types of programs, it is necessary to select the right moms for your brand. If your plan of execution doesn’t include a solid platform to screen the moms during the selection process, you won’t be successful.

3) Jumping before you look will only take you to the bottom.
It’s exciting to watch other brands use new marketing initiatives that seem promising for your brand. You see their hashtags trending and their brand floods your news stream. However, jumping into the mix without a clear vision for your ultimate desired results is dangerous. Engaging moms in either of these new trends requires a solid communication plan between your brand and the moms you recruit. Before you start the conversation make certain you have clear goals for the relationship.

Moms enjoy engaging with the brands they buy but they also like to know your expectations as a marketer. Before engaging her with the latest and greatest marketing initiative, prepare your brand with a solid communication plan built on the right strategy. Sometimes it’s best to watch and listen before you react. To see more of what’s new in mom marketing, watch the hashtags #DisneySide, #HPSmartMomPanel and #PapaMurphysMNO.

October 2, 2013 2:43 pm

Technology And The Millennial Mom

You are likely to find her sipping coconut water in a cafe while shopping on her wireless device. She’s sporting Tom’s shoes and garments tied to some kind of philanthropic cause. Her toddler sits in a stroller close to her, gliding chubby fingers comfortably over an iPod. She’s the Millennial Mom, and she’s all the buzz in marketing to moms. To engage with this influential group of moms, it’s important to understand what shapes her identity and behaviors.

Engaging with Millennial Moms, gaining their loyalty and winning their business means using dramatically different tactics compared to prior generations of moms. The differences are critical, and are sharply influenced by factors like how she was parented, school-aged influences, her parent’s affluence, and above all, technology. I’ve covered the demographics, parenting and school influences in a prior post; now, let’s dig deeper in to technology.

How Technology Shapes Millennial Behaviors

Technology impacts almost everything a millennial mom does and buys for herself and her family. Whether she is browsing through an online retail site, checking her Facebook page or posting a photo and location on Instagram, her phone or device (plus the device to entertain baby) is one of the most valuable tools she owns. If moms from older generations have mixed feelings about their cell phones and devices (is it a necessary tool or necessary evil?), Millennial Moms won’t leave home without them. They are rarely disconnected and expect immediate, 24/7 gratification. Our survey shows how much Millennials love their mobile technology and social media:

Almost all Millennials — 90% — admit to texting photos of a possible purchase to another person for approval
58% say they use their phones to look up store hours and locations.
About 55% check their social media accounts at least twice each day totaling an estimated 17 hours each week
80% say they watch at least one video each week

Millennials embrace new social media quickly, as seen by the explosive growth of Pinterest and Instagram. Almost 75% of moms use Pinterest for recipes, inspiration and decorating ideas. Keeping up with Millennials as early adopters of new technology and social media is the challenge of marketers, businesses and brands. Products and brands with a presence in social media are in the Millennial Mom’s virtual playground. Keeping her loyal and spreading the word to her friends and family involves engaging with her in a way that can be easily shared with those same friends and family. Recall that her background and experiences pre-parenthood mean that she is also looking for ways to customize products and relationships, paying attention to those that make her (and now her family) feel special.

Technology affects how these moms socialize, communicate and, more importantly, purchase items for themselves and their families. To reach the influential Millennial Mom means engaging with relevant dialogue that she can access with any electronic device, so your product or brand will capture her attention and purchase power while she is sitting in the cafe.