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

Wednesday, January 14, 2009

New Study Examines Moms By Race

African American and Caucasian Moms Differ on Battling a Down Economy, Aspirations for their Children and Parental Challenges

When it comes to motherhood, nothing is black and white. As we usher in the historic inauguration of our first African American President, BSM Media examines the behaviors, values and habits of mothers across racial lines. Our research shows that while all mothers are battling with the growing concerns facing our nation, such as education and saving for the future, some of a mother’s coping strategies and motivations are tied to her culture and ethnic background.

“Moms share universal concern for their children, community and family,” says Maria Bailey, CEO of BSM Media and author of the recently released book “Mom 3.0: Marketing With Today’s Mothers by Leveraging New Media and Technology. “It is clear, however, that the way she reacts to the economy, rising food costs and the dreams she has for her children is impacted by her personal experiences, upbringing and ethnic background.”

BSM Media partnered with several prominent African American mom bloggers to field this research: Jennifer James, editor of Mommy Too! Magazine (, Melanie Sheridan from Mel, A Dramatic Mommy (, Kimberly Coleman from Mom in the City (, and Michele Dortch, The Integrated Mother (

“Identifying the specific needs of African American Moms is timely,” said Melanie Sheridan from Mel, A Dramatic Mommy, “Companies and media need to be more culturally aware and prepared for the expanded audiences recent historic events may bring their way.”

Key Findings of the study include:

· Although the majority of all moms have made household adjustments to cope with the family crisis, African American moms are more likely to delay major purchases (57%) and avoid stores to reduce shopping (54%). Caucasian moms are coping by using coupons and discount codes (73%) and driving fewer places to conserve gas (62%).

“It takes a lot of time and concerted effort to use coupons effectively and save significant sums of money, and time is something that many African American moms don’t have”, says Jennifer James, editor of Mommy Too! Magazine (, “In addition, many of the manufacturer coupons found in the Sunday newspaper are not found in the retail locations in urban communities and if they are, many African American moms opt to purchase lower cost generic brands which usually don’t issue coupons.”

· African American moms are more likely to turn to clergy for support (60%) than Caucasian moms (41%). Other popular support outlets among both races included spouses, parents and other moms.

· Although moms across racial lines ranked education as their greatest dream for their children, African American moms are more likely to aspire for their children to have a deep religious commitment as adults than Caucasian moms.

“For many of us, our faith has sustained us.” says Kimberly Coleman of Mom in the City,, in response to the importance of religion in the African American community.

· Caucasian moms named managing the desires of their children for material things as a challenge (45%), while African American moms are battling with affordable housing (35%).

· While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%).

“The results of BSM’s research confirm one very important fact - we may share a common bond as mothers, but each of us brings a unique approach to motherhood that must be recognized,” says Michele Dortch of The Integrated Mother. “I’m excited that Maria has pioneered this research that addresses the diversity found among mothers.”

About the Survey

The survey was conducted in January 2009 via online invitation. An ending sample of over 1,400 Moms with children under 18 living at home completed the online questionnaire. For more information, or full research results, contact

The research explored other topics from personal indulgences to technology usage.

Technology Habits

· The majority of all respondents (85%) turn to the Internet first when looking for product recommendations and other mom-related parenting advice.

· The Internet was also the top answer among both races, when asked which piece of technology they couldn’t live without.

· While online, African American mothers are more likely to read articles (68%) and experience music (45%). Caucasian mothers are likely to frequent social networks (45%) and message boards (43%).

· Blogs are popular among all respondents, with 58% naming the media among their favorite forms of content online.

News and Current Events

· Moms of both races are more likely to tune into news that has a local or economic impact.

· African American moms are interested in political stories (54%) while Caucasian moms are more likely to follow celebrity and entertainment news (44%).

Free Time and Indulgences

· When an African American mom catches a rare free moment, she is most likely to read (77%), while Caucasian moms are most likely to surf the Internet (77%).

· Reading and Internet time scored higher than spending time with spouses for the majority of respondents.

· When asked about their ultimate indulgences, Caucasian moms listed a rich dessert (48%) and a fine bottle of wine (40%) among their top treats. African American moms would rather indulge by sleeping late (60%) or getting away for the weekend (35%).

Advertising and Marketing

  • When viewing advertisements, the majority of all respondents notice the product first, rather than the ad’s message.
  • Overall, Caucasian moms think marketers are doing a better job in speaking to them than African American mothers.

Are trying to reach Multicultural Moms? BSM Media can help. Contact Natalie at and watch out for more information on our Spring Multicultural Mommy Blogger Monologues!

Great article from Marketing to Moms! Read it below or check it out here.

How To Market To The Modern Mom

Melanie Lindner and Lisa LaMotta 01.08.09, 5:00 PM ET

U.S. moms control the purse strings at home--to the tune of $2.1 trillion per year, roughly equivalent to the gross domestic product of Italy, the seventh largest economy in the world.

But for all their efforts, marketers could do a better job reaching this audience. According to a recent survey of 3,500 American moms by BSM Media, a Fort Lauderdale, Fla.,-based marketing firm that targets the mother demographic, 65% feel that they are "underserved" by advertisers--either because the mom-focused ads don't resonate or because the ads aren't aimed at moms at all.

Strike the right nerve, though, and there's a pile of money to be made, even in a rough economy.

Successfully targeting the mom segment means communicating with them in their lingo, according to Nancy Lowman LaBadie, an executive vice president at Marina Maher Communications, a public relations agency that has handled many of Procter & Gamble's female-focused products, like Secret deodorant, Dawn dish soap and Clairol hair color. "I think companies who learn [that language], understand it and connect with it will reap the rewards," she says.

How to connect? Start by knowing where moms mingle--and, increasingly, that means online. According to the recent BSM Media survey, 71% of moms use the Internet to get product information.

By contrast, only about 20% of mothers comb newspaper ads. The action happens at social networks like Maya's Mom and Café Mom and at blogging sites like BlogHer.

Hint: Don't just rely on banner ads; moms want to engage in a conversation. Better to blog--and do it with a sense of purpose. "Don't just blast as many bloggers as you can find with press releases," says Maria Bailey, founder of BSM Media. "Moms are all about relationships, so if you want to approach them, make sure to start with a personal note."

Video blogs, like, let you upload videos featuring mothers using your product free of charge, similar to YouTube; the site boasts 500,000 views per month and 10 to 15 videos watched per visit, according to Bailey's research.

While they've taken awhile to gain traction, podcasts have become an increasingly effective way to push products to more moms.

According to BSM Media, 85% of American moms now have mp3 players. And moms ride in their cars (a convenient place for listening to podcasts) far more than any other demographic.

The key to making hay with moms in any marketing medium, especially when it comes to high-tech items like cameras and computers, is clearly communicating the benefit of the device. "Making that technology understandable and approachable is beneficial to the consumer," says Karen Cage, a spokeswoman for Hewlett-Packard.

To boost sales, the company recently launched 10 videos on how to take digital pictures of, say, darting children. Another reason you want hammer home your product's value proposition: Two out of three moms plan to eliminate purchases that are not absolutely necessary in 2009, according to a recent study by Allen & Gerritsen, a Watertown, Mass.-based advertising agency.

But then, product specs will only get you so far with moms. What they really want is an experience. "In order to convince the modern mom to try a new product or service, marketers need to work with them, not just throw ads at them," says Bailey.

Example: Rather than inundate moms with horsepower figures, last year General Motors chauffeured some 75 moms in its cars for a weekend in Newport, R.I., in conjunction with a weekly podcast called Manic Mommies (produced by two moms).

"We recognize that we don't always do a really good job via advertising or providing a comfortable dealer experience [to women and moms]," says Christopher Barger, director of global communications technology for General Motors. "We have been looking at how we can use [online] social media to improve our efforts there."

If you're lucky enough to have a few extra marketing bucks lying around, work the celebrity mom angle. Finding a familiar face to pitch your product is an expensive but effective strategy.

Last year, talk show host Kelly Ripa, a mother of three, became the face of Electrolux kitchen appliances by demonstrating how fast-heating ovens and microwaves help modern moms stay on top of their family, work and social lives. Desperate Housewife Marcia Cross, mother of twin daughters, is slated to become the new face of Mott's apple sauce in March.

Finally, recognize that moms engage in a lot of groupthink--about everything from dining and relationships to finance and careers. About 55% of those surveyed by BSM Media said they relied on recommendations from friends and family when making purchases for the home; 64% do it when they buy things for the children.

Your best bet: Identify the key influencers in the community (through the PTA, social networks and blogs) and get them to host a party to promote your product. Videogame maker Nintendo recently did just this when it selected eight "ambassador moms" to hold parties promoting its Wii gaming system.

Just because a market is massive doesn't mean you don't need a smart approach to attack it.

Friday, January 9, 2009


Great information just released from the Marketing to Moms Coalition!

Moms use the Internet Three Hours a Day and Report

Spending More Time Online than their Kids

Move over, Junior, Mom needs to check her email. In a study released on the eve of the annual International Consumer Electronics Show, American mothers revealed some surprising technology habits, including the fact that moms of school-age kids use the Internet more than their children do.

These moms report that they’re on the Internet for three hours a day, while their children are logged on for two.

“Mothers, now more than ever, are using technology like video, blogs and wireless devices to multi-task through their busy days,” says Maria Bailey, industry exert and author of the book, Mom 3.0: Marketing with Today's Mothers by Leveraging New Media & Technology. “2009 stands to produce a record number of tech-savvy mothers bridging devices together to create everyday solutions.”

The new report from the Marketing to Moms Coalition, a not-for-profit industry association that studies the habits and purchasing patterns of mothers, provides a glimpse into the relationship between the most powerful consumer-spending group in America, and the consumer electronics industry.

The study includes findings such as:

  • The cell phone is the technology used most often by moms to communicate with their kids – 80% say it is the direct line to their child and babysitter.
  • 60% of moms use text messaging. African-American moms and Hispanic moms text more than Caucasian moms.
  • MySpace is the most common personal networking site used by all moms (42%).
  • Best Buy is the leading electronic retailer for moms of all income groups, and particularly moms in high-income households.
  • Full-time working moms use technology at the highest rates.

The top 10 activities for moms online are as follows:

1. Checking/sending email (85%)

2. Paying bills/online banking (64%)

3. Reading news (57%)

4. Checking weather (56%)

5. Researching other products/price comparisons (49%)

6. Playing games (46%)

7. Shopping for her children (45%)

8. Shopping for herself (44%)

9. Planning travel (39%)

10. Researching health-care information (38%)

About the Survey

The survey was comprised of a nationally representative sample of American Moms contacted between June and July 2008, via an online invitation. The sample was balanced on region, household size, population density, income and ethnicity. An ending sample of 1,033 Moms with children under 18 living at home completed the online questionnaire. The research firm Insight to Action analyzed results.

About The Marketing to Moms Coalition

The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America’s most powerful consumers. A not-for-profit organization, the group’s goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at The founders of the coalition are Maria Bailey, CEO of BSM Media; Bridget Brennan, CEO of Female Factor; Michal Clements, Managing Partner, Insight to Action; Amy Colton, Senior Vice President, Current Marketing; and Teri Lucie Thompson, Chief Marketing Officer, Purdue University.

Moms Get Techie in 2009

For years, savvy Moms have been developing their own strategies for managing their hectic lifestyles and growing families. However, if you take a look into the tool kit of today’s Mom, you’ll find that Mom’s methods have come a long way from band-aids and paper-based calendars. Mothers, now more than ever, are using technology such as video, blogs and wireless devices to multi-task through their busy days, using more than 5 separate technologies daily. 2009 stands to produce a record number of tech-savvy mothers bridging devices together to create everyday solutions.

While gathering research for my latest book, “Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media & Technology, I found that a mom’s primary objective in using technology is to stay in touch with her busy family and manage their schedules effectively. In 2009, these same Moms will delve even deeper into the world of technology as they discover new functionality of the tools they are already using.

As the new year is upon us, here are my predictions for the top 5 technology trends to watch for in 2009:

1. The Emergence of Mom 3.0

They may be living in a 2.0 world but today’s moms are creating their own systems of solutions to operate on a 3.0 level. According to research conducted by BSM Media,, the majority of moms (65%) utilize 5 or more forms of technology every day. These moms are turning to devices such as computers, cell phones and mp3 players, as well as communication forums like blogs and instant messaging, to stay connected with their families, deliver useful content to their peers and manage their fast-paced worlds.

2009 will be the year that the world is introduced to Mom 3.0. And who is Mom 3.0, you might ask? She is a powerful consumer who not only purchases products, but influences the decision making process of her peers through the use of new media, technology and content that is relevant and intuitive. She is the living, breathing personification of what Internet trend analysts foresee in the emergence of Web 3.0.

2. Vlogs Become the New Blogs

It is my prediction that Mom vloggers will outnumber mommy bloggers by the end of 2009, as moms begin to see the ease of distributing and consuming information through video. Recent research points to online video as the next preferred media among Moms. In fact, 82% of moms have watched 2 or more videos in the last week, versus 35% who have read blogs in the last week.

According to 64% of moms, video is an appealing format because it’s adaptable to their lifestyles. Vlogs allow Moms to learn and share with other Moms- all while stirring macaroni and cheese and answering homework questions. And the emergence of convenient, handheld camcorders, such as the Flip Video, makes shooting and uploading home videos easy and accessible. Currently, has built the largest network of Mommy Vloggers who review products and chronicle their journey through parenthood.

3. The Return of Podcasts

In 2009, a decade after the buzzword was coined, podcasts will make a comeback. Back in 1999, when podcasts first emerged on the technology landscape, only 20% of moms owned some form of mp3 player. However, today, over 80% of moms have a means to listen to a podcast, whether through computer downloads or popular mp3 players like the iPod and Zune. Whatever listening device Moms choose, podcasts are a perfect fit for an on-the-go lifestyle. Moms can download specialized talk radio, shows and music and take entertainment and relevant content with them throughout their day, whether they are driving carpool in a minivan or jogging behind a double stroller.

With 80% of the market having the right tools in hand, it’s time for this medium to experience the growth it deserves.

4. Twitter, Micro blogging, Instant Messaging Expands In Functionality For Moms

Moms have contributed to the growth of the social media phenomenon because interacting virtually with their peers allows them to nurture relationships in a simpler way. Joining social networking sites allows Moms to share product recommendations and parenting advice with like-minded Moms across the country. Recent statistics show that more than 40% of American mothers have Facebook profiles.

And now that these multi-tasking Moms have grown comfortable using these platforms to share with their peers, they are starting to use them to fulfill another core motivator- staying in touch with their families. Much as many Moms have found texting to be the most effective form of communication with their kids in 2008, in 2009 Moms will be tweeting, instant messaging and creating profiles on sites such as Facebook and MySpace to keep up with their adolescents and tweens.

5. Digital Photography and Video Sharing Leaves the Laptop

With the popularity of the Nintendo Wii among moms, it won’t be long before moms discover the functionalities of sharing photos over the game system and move their memory sharing from online to their living room. By inserting her camera’s memory card into her Wii, a mom can create an interactive photo slideshow that can be shown in her home, as the perfect backdrop to a party, or shared virtually with other moms or family members that have access to the game system.

Since many moms will be resolving to actually get their photos off of their cameras this New Year, digital photo frames will grow in popularity. Most of these widely available and easy-to-use devices allow Moms to store and display over 4,000 images in an attractive setting that fits in with any décor.

2009 will no doubt be a groundbreaking year in terms of technological advances. You can be sure that Moms will be on the forefront of the innovation landscape as they continue to find new uses for products and devices that surprise even the masterminds behind the technology.

The Sweet Smell of Success

I pride myself on creating marketing programs that connect moms with marketers. It's my passion in fact, right behind family and running. I find it rewarding to deliver good results to clients who trust me with their brands. However, every once in a while you hit a home run with a marketing program that sends you flying into the clouds for a week. It's an experience like watching the birth of a baby or completing your first marathon. Every element of preparation, strategy, execution and follow-through collide in just the exact spot to produce the desired outcome. I love that feeling!

A few weeks ago while sitting in the office of an Avon executive, she asked me, "Maria, what would you do with an hour with Patrick Dempsey." Of course, several ideas went through my mind but knowing they had to involve other mothers, I quickly moved to more public thoughts. Celebrity. Mom Bloggers. Social Media. Buzz. Sales. The motivation behind the question was that Patrick Dempsey was about to launch a new fragrance with Avon called Unscripted. Avon was looking for an innovative way to generate buzz among moms and beauty bloggers who would ultimately drive holiday sales. Piecing my thoughts together I suggested that we allow a select group of mom and beauty bloggers to interview Patrick. The group interview would be executed with webinar and conference call technology and each attendee would receive product to giveaway to readers along with a discount code to purchase a bottle on

The team at BSM Media targeted the appropriate bloggers by leveraging, a proprietary database of over 1000 mom bloggers who have selected to work with BSM Media clients. The invited bloggers included top moms such as: Amy from Parentsphere, Arianne from To Think Is To Create, Beth from I Should Be Folding Laundry, Janice from 5 Minutes For Mom, Katja from Skimbaco Lifestyle, Kim from Jogging In Circles, Michelle from Scribbit, Stephanie from Adventures in Babywearing and Trisha from MomDot.

Each woman was invited to submit one pre-call question for Patrick with the ability to ask others while on the call. Many mom bloggers created pre-event buzz by inviting readers to submit questions they would like ask via the Mom Blogger attendee. Avon sent each attendee two bottle of Unscripted, one to keep and one to giveaway, as well as a media kit and promotion coupon. The one-hour call was preceded with Twitter chatter about nervous stomachs and high school girl excitement. Thousands of Twitterites followed the tweets that went on well after the call had ended.

On the call, Patrick was engaging, down to earth and very interested in feedback from the mommy bloggers. The highlight of my day, of course, was hearing Patrick say the idea to bring him together virtually and via phone with mom bloggers was, "brilliant." Forget any Brandkweek or Ad Age awards, Patrick Dempsey said my marketing idea was "brilliant”; that's all I need. Twittermoms gave followers play by play commentary throughout the call including Stephanie Precourt of Adventures in Babywearing who declared she was breastfeeding while speaking to Patrick. Sales of the cologne began happening before the call even ended and within an hour, the first blogger had posted. Read some recaps of the call from a blogger’s perspective here, here, and here.

The buzz continued on Skype after the call ended with mom bloggers chatting about the experience with friends and peers. Even Patrick enjoyed post-call excitement when he reviewed the Tweets sent during his presentation thanks to I suspect he was particularly intrigued by the breastfeeding mom tweet.

The success of this program was based on several key elements. First, Avon invited the right mom bloggers. You learn this by reading their blogs, getting to know them or working with groups such as MomSelect, Secondly the program offering had an element of exclusivity. And finally, by offering the mom bloggers a special discount code and bottles of the fragrance, Avon gave the participants something to share with their audiences.

For more information about BSM Media’s Social Media programs, contact