Marketing to Moms BSM Media
Latest News and Trends in the Mom Market by BSM Media and Maria Bailey

Saturday, March 1, 2008

Connecting with Mom Influencers

“Help! I’m getting pressure from my manager and executive team to tap mom influencers.”

It’s a cry that I hear everyday from even the most experienced marketers. Cultivating relationships with the millions of mom bloggers out there could take years yet you have sales goals this month.

So where do you begin? The first thing to do is to stop long enough to determine who is your target market? Is it Gen X moms with new babies or boomers with teens? Knowing how you need to deliver to your message will help you to shrink the universe of 83 million moms. Then it’s important to find the right influencers. We call them Mom Mavens but regardless of what you call them, influential moms will deliver your message to other moms if you empower them with it. We believe that these influencers will become more and more important as marketing budgets shrink and you need a greater ROI. Engaging Mom Mavens or Alpha Moms to deliver the message not only costs less than traditional media buys but delivers your message with intense credibility.

We caution marketers however to approach Mom Mavens carefully. It's not about mailing a few samples and hoping the mom spreads the word. It's about creating a relationship with the right mom and engaging her in a mutually beneficial partnership. BSM Media has developed the Mom Matrix©, a system of 18 common behaviors which Mom Mavens exhibit on a regular basis. Among these traits you will find: the number of children she has, the roles she plays in her community and the career path she has chosen. It's important to identify the right mom to carry your message.

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