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How Not To Engage The Top 100 Most Influential 'Mommy Bloggers'

Add another item to your list of what not to do when marketing to moms - compiling and publishing a list of the top influential mommy bloggers, complete with a link to your Marketing to Mom agency website.

This weekend, the buzz in the social media mom playground was not a hot new product or clever advertising campaign. It was centered on a new list titled, “Global Top 100 Mommy Bloggers to Treat and Pamper In 2012”. It was published by a marketing firm that, very obviously, is trying to establish its expertise in the world of moms. I am not going to link to the list or the firm's website intentionally, and you'll understand why in the next few paragraphs. I became aware of the list when I suddenly began receiving "please take me off the list" messages across my Facebook feed. Curiosity got the best of me, and I discovered that I was one of the anointed on the list. Now don't get me wrong; I appreciate it when someone recognizes my sphere of influence among other mothers. It has taken many years to build the relationships that I have with moms, and I hold these women and their best interests close to my heart. 

My immediate response was not one of jubilation. Instead, it hit me like a bite into a bubble gum filled with a sour gel. I twitched, I cringed and then I did what most influential moms do when something hits them wrong. I turned to my friends on Facebook, posted my feelings and asked them to share theirs.  It didn't take long to gain validation from other moms, many of whom were also on the list, that this was absolutely the wrong approach to connecting with influential mommy bloggers.  

Here's why:

1) We are not mommy bloggers. At least to people who are taller than 3 feet 5 inches, don't eat chicken nuggets for breakfast and are old enough to vote. Particularly if we have never met each other or communicated in any way. I've written on this subject before on this blog- if you missed it - you can click here. Bottom line is that research supports that moms involved in social media and who own a blog don't really want marketers to call them "mommy.”

2) Influential Moms are not asking to be pampered or "treated" by brands. They are asking to be paid.  Most work very hard to build their communities of influence. They sacrifice time with their families, they give up sleep at night and they tolerate the prostitution of their name by companies like the one who published this list. Most moms aren't in this game to be pampered by a strange brand that has no established relationship with them. They are trying to run a business. And in the off chance that they would love your offer for a little time off from the family, I assure you that if they are indeed one of the top influencers, they have piles of invitations on their desks. If your brand strategy is to "out-pamper" other brands, here’s my advice. Save the airline tickets, spa fees and fancy dinners, because you will ultimately fail. Moms want real relationships. The best "treat" you can give one of these moms is to be transparent, sincere and find a common benefit for both her and your brand.

3) Some of the names on the list weren't even moms. They were websites with a collection of mothers who author blogs. This little detail alone makes me believe that the author did little research into the people behind the names.

4) It was very clear to the women on the list (see the discussion on my Facebook page) that this was an SEO and link strategy for the company that published the list. It was clear that its intent was for each of the 100 “mommy bloggers” to post the link to their site in celebration of sharing their new accolade. Oh, they got links and buzz alright. No fewer than 30 of the top 100 posted thoughts of disgust and negative opinions about the company. Many even posted blogs about it such as Kelby Carr, who I proudly personally know and would indeed call an influencer. But that's the important difference. I know Kelby and I can describe her reach outside of her KLOUT score. 

Why companies feel that they have to fabricate relationships with social media moms is beyond me. It's so simple. Establish a relationship that is mutually beneficial to both parties. Don't expect them to work for free and respect them as business women as much as power moms.

Campaigns That Tug on Heartstrings

I love when I see great Mom Marketing. I can't help it. I am old enough to remember a day when brands didn't really focus on moms in their marketing campaigns. Let me correct myself; there were some brands in the ’90s that used images of June Cleaver to portray their interest in and knowledge of moms but I rarely count that as good mom marketing.

What's really ironic is when my teenage children point out good Mom Marketing to me. This was the case last week during the Cincinnati Reds game against the Milwaukee Brewers. My son and I were traveling through the Midwest on college tours when he persuaded me to stop in Cincinnati and enjoy a baseball game. Knowing that I was in the land of Proctor & Gamble, I should have expected to find Mom Marketing in the Great American Ball Park but it was the execution of the "Thank you Mom" Olympic campaign that delighted me. My son immediately pointed out the large "Thank you Mom" banner on the wall in right field.

The real surprise came during a fifth-inning break when the camera on the JumboTron scanned the bleachers to find moms with their children. It was great. Every fan they featured on the large screen was a mom sitting in the stands with her children. It was so heartwarming to see so many Moms smiling with their kids. Best of all, the only branding to the entire JumboTron was a small "P&G" in the lower corner. They didn't need to say anything else. No one could deny that P&G understood mothers at that moment.

HP is another brand doing smart Mom Marketing. It's back-to-school season but instead of just telling moms to buy their product, they have partnered with moms to get their solution-based ePrint printers featured on Pinterest. They know that moms are searching for creative and innovative back-to-school supplies that help their family members organize and prioritize during the school year so they enlisted over 100 moms to create Back-to-School boards on Pinterest. Each board features not only a HP ePrint printer but the best of back-to-school tools. Although it's completely visual, it demonstrates that HP knows that conversations with moms take on very different forms.

Did you ever think that a "fascinator' would become an American fashion accessory? In case you don't recognize the word, it's the small ornate hat-like accessory the royals and their guests wear in England. They were made famous during the royal wedding and later the Queen's Jubilee. Cadbury and Blue Bunny combined the fun of fascinators, chocolate and ice cream by engaging moms in hosting Mommy High Tea Parties (www.mommyparties.com). The customized in-home party kits included a fascinator for each mom and child, product samples of the new Cadbury ice cream bars by Blue Bunny, coupons and a porcelain tea set for the host mom to use during her event. Moms and children enjoyed the magical tea party that every mom dreams of while tweeting, Facebook posting and recording every moment.  To see some of the great photos produced by the moms who attended check out: https://www.facebook.com/#!/MommyParties.

My final spot-on mom marketing campaign comes from a food brand. The name of the company doesn't matter to us as marketers. I'm sure, however, that the moms involved with the program will definitely remember the name and more. Instead of setting up shop in New York during BlogHer, this meal-solution brand decided to develop their relationship with moms where it mattered most to them -- around the dinner table while they are away from home. The company sent easy-to-make dinner kits to husbands of mom bloggers traveling to New York. The mom blogger may never see the product but I assure you they will remember who fed her children while they were away. And I bet dad will remember, too.

All of these creative and original marketing programs demonstrate that reaching moms can take on many different looks. The common thread is that each of these campaigns hits the heartstrings of moms and speaks to them at the exact right moment.

Moms Will Travel For the Right Reasons

Summer time is in full swing.  Families are traveling to historical sites and theme parks across the country. Moms are packing their bags for business trips as well.  It's the season when many brands decide to use travel as way to bond with social media moms.  If history serves me right, the first mom blogger FAM trip was hosted by Disney World in 2007.  They invited 14 mom bloggers to enjoy the magic of Disney during a four-day, all inclusive paid journey to Orlando.  It produced thousands of blog posts, tweets and FlickR pictures and caught the attention of other companies who quickly jumped on the travel bandwagon.  Unfortunately, many mistakes were made in those early days but with the benefits of hindsight, you can plan the perfect media trip for your brand.  Here are considerations to ponder before booking airline tickets and rolling out the red carpet.

• Establish Your Goals: Before the first invitation is issued, your company should establish goals in inviting moms to your retail location or headquarters. Is it one-time-only blog posts and tweets you seek or is it a long-term relationship.  If it's the latte, you need to have some parameters of budget, communication and contact strategy before you reach out to moms.  A random invitation with no real purpose will only confuse the mom and bring you disappointing results in the end. Remember - you are opening the door to a relationship.  The first question a social media mom will ask when receiving your invitation is, "What does your brand want from me in return?"

• Pick the Right Date:  I recently got an invitation to visit an upscale resort in Mexico with a group of social media moms.  The invite was beautiful and the trip looked magnificent.  The only problem was that the public relations team putting the event together had neglected to check the calendar of Social Media conferences.  They scheduled the trip right in the middle of BlogHer.  Although there is no official calendar for Social Media Moms, the most comprehensive list of events and conferences can be found at ShePosts.com, www.sheposts.com. Also take into consideration the life of a mom.  Avoid planning events during her busy times, Back to School, Halloween, Spring Break and Graduation season.  Mother's Day is another time that she prefers to be with family rather than your marketing team.

• Select the Right Moms: This sounds easy, but I can't tell you how many brands invite moms to events that just don't make sense.  Recently, I was on a trip to a family destination for toddlers with moms who had teenagers. They were all popular mom bloggers with large followings but in my opinion didn't fit the brand.  Additionally the brand had neglected to invite a culturally diverse group of moms and it was very apparent in the photos we took.  The trip was fantastic and I could tell the brand spent a great deal of money on the event. However, I could only imagine the additional exposure they would have received in the mom market by having the right moms at the event.  Trust me on this note of experience; sometimes you will gain a deeper, more valuable relationship with a mom who is lesser known than in inviting only the largest, most popular mom bloggers.  

• Expect the Unexpected: You are inviting moms.  Their lives involve children which mean their lives have many unexpected challenges and obstacles.  Don't be surprised when a mom asks you to accommodate her toddler or she needs to join the trip later than you had planned because her child has fallen ill.  It happens and in any relationship you have to give and take.

• Establish the Right Follow Up:  You've invested a lot of time and money in hosting your media event with moms.  You've established a relationship which can easily grow and benefit both you and the social media mom.  Talk to the moms before they depart about their expectations for moving forward and how they would like to see the relationship grow.  Just ask them.  The one thing moms have plenty of is opinions and they will be happy to share them before packing their bags and heading home.

 

One final bit of advice.  Don't forget to say "Thank You" once they return home.  It takes a great deal of preparation and work for a mom to leave her family.  She returns to piles of laundry, an in-box of emails and a home that most likely needs cleaning.  Show her you appreciate the time she gave your brand with a quick thank you note after the trip.

Have a great summer!

11 Million Moms Walk Off the Job

Last night wrapped up the fourth annual National Mom’s Nite Out.  In case you aren’t familiar with the event, it is a night for moms to celebrate motherhood with each other. Surprisingly, it’s not a Hallmark-created event but rather an event created by moms themselves. It was born five years ago out of a simple tweet from @MomTalkRadio that said “Mother’s Day is a lot of work for me, anyone want to join me for a national mom’s nite out?” The response was so immediate and fast that, in the first year, mothers across the United States organized more than 500 events in private homes, public streets and local malls.

In Apex, N.C., a group of bloggers closed the streets to host a party that included local retailers. Online, the four-hour Twitter party trended #2 trumped only by the release of “Star Trek.” Today, National Mom’s Nite Out boasts 1,100 events with over 100 of them being held at Simon Malls nationwide along with mom events in Korea, Puerto Rico, Canada and Australia.

So why did Moms embrace the idea of a national night out? Because it recognized a common behavior among moms and offered a solution. The reality is that Mother’s Day is actually a lot of work for mothers. Over 85% of mothers report that they have to devote multiple hours of Mother’s Day to the other moms in their lives (i.e., mothers-in-law and grandmothers). More than 70% of moms actually have to celebrate Mother’s Day with more than two other mothers in their families. They are preparing gifts and meals for grandmothers, mothers-in-law, and all the caretakers in the lives of their own children. What began as a day to celebrate Moms, in reality has become a day with lots of chores attached to it.

We recently asked 1,312 moms for their thoughts on taking a night off and Mother’s Day in general. We thought it would be fun to share them with you:

• 82% believe they deserve a night off; however, the greatest challenges are money and finding childcare. 
• When mothers do take a night off, they worry most about their spouse not putting the kids to bed on time.  Some even report a fear of Dad falling asleep on the job. 
• The majority reports having a night out with friends only twice a year while their spouse or partner averages one night a month.
• Over half would elect to have  dinner and drinks at their favorite restaurant during a night off followed by going to a chick flick.
• Overwhelmingly, moms wear black when they go out for a mom’s night out; however, they elect jeans over a dress and heels. And let’s not forget the hair: 76% of moms prefer to take their hair out of the ponytail and wear it down.
• 39% would be willing to give up their favorite snack for one year in order to have a night out with friends once a week.  Another 28% would give up television.
• 29% feel guilty while they are out, while 37% feel relaxed, and 13% even feel victorious in managing to take a night off.
• The service moms most like to receive to escape from the daily routine is a massage (47%) followed by a manicure and pedicure (38%).
• Finally, we had to ask the silly question: What celebrity guy would you most like to have accompany you and your friends during a night out?  Watch out, Ryan Gosling and Ryan Reynolds, you are in demand with the mom segment!

National Mom’s Nite Out is only one example of how brands can successfully connect with moms by identifying common behaviors and offering a solution. Fruschetta Pizza is leveraging the a mom’s desire not to cook on Mother’s Day. It identified that 86% of moms don’t want to cook on their special day so it has launched its Rally for Real Moms campaign, giving moms the chance to voice their thoughts on Facebook/fruschetta.  

It may be too late to launch a solution-based campaign for this Mother’s Day; however, these opportunities exist every day. Find the touch point that best aligns with your brand and get in step with the feelings of moms.

Happy Mother’s Day to all the mom marketers out there.  We hope you’ll enjoy National Mom’s Nite out and a task-free day on May 13.

Knowing What Moms are Doing Today can Generate Sales for You Tomorrow

Spring is upon us  and while many marketers plan based on a retail calendar, we challenge you to think like a mom. Knowing what’s on her “to-do “ list today can impact your bottom line tomorrow.
Here’s where the opportunities lie today for marketers.

1)      Easter Baskets-  Moms are frantically searching for small, fun items to fill their children’s baskets.  If you are a toy company with a product under $10, this is the perfect season to become a Peter Cottontail solution! Healthy, kid-friendly snacks and spring clothing companies can also take advantage of a Mom’s need to find special tokens for her children.

2)      Graduation- The gift-giving needs of moms don’t just include college and high school graduates.  Thanks to the desire to share the milestones of their children, moms now throw special events for nursery school, elementary and middle school graduations. This is a great time for school supply, technology and keepsake brands to let moms know you are here and ready to meet their gift-giving needs.

3)      Summer Camp and Activity Planning- In a short few weeks, the school bell will ring for its final time and moms will be challenged to entertain children for the summer.  Now is the time that she is seeking out camps that aren’t already filled and booking daytime activities to keep her attention hungry kids busy.

4)      Summer School- In some parts of the US, summer means school.  North Carolina moms, among others, are on year-round school and it’s time to restock the pencils, pens and notebooks. For college-bound graduates, it means stocking their dorm rooms. Moms are already looking for deals on bed sheets, college tools and new technology to send with their young adults.

5)      Summer Eating- The sun is extending the days for moms and this means her cooking pattern changes.  In a recent survey by BSM Media, mom confirmed that the summer means a change in the foods she buys and the dinners she serves.  Moms are grilling out more and purchasing more "on the go" foods as her family goes in different directions with the relaxed schedule of summer. She prefers lighter foods and individually packaged snacks.

6)      Organization- This is the time of the year when mom is getting organized. She’s putting away the winter clothes that her family barely wore this year and attempting to get organized before her children get out of school.  If you are a solution for packing away sweaters or clearing off counter tops, now is the time to reach out with your brand.

7)      Travel- I left the most obvious for last.  Moms are finalizing their summer travel plans. However, you don’t have to be an exotic beach destination to get her attention.  With gas prices high and time short, local amusement areas and state parks have the opportunity to lure mom and the family.  She’s looking for experiences that are memorable, affordable and fun.

Keeping in step with moms is one of the most important tactics of marketing to her.  Leverage these insights to speak in a meaningful and relevant manner that’s timely and solution-driven and you’ll be successful in marketing with moms.
 

Father Knows Best ... With The Help Of A Smartphone And Social Media

More and more, we are reading articles and blog posts about the changing roles of fathers in today’s family. Everyone seems to agree that today’s fathers are more involved and active in their role as parent and caregiver. Last month, in cooperation with the Marketing to Moms Coalition, we fielded a survey of 100 social media-savvy dads to get a sense of how technology played a part in daily fatherhood. Here are some of the results.

Smartphones Rule

Close to 70% of Dads indicate that they own a smartphone and use it for shopping, with the most popular use listed as “looking up store locations and hours.” Guess this dispels the myth that men don’t ask for directions. Other popular smartphone uses include keeping family and work schedules (48%) and managing grocery lists and using online coupons (37%).

Social Media in the Spotlight

More Dads than ever are using online tools and social media to get information, communicate with others and save money.

• Online coupons are very popular, with almost 79% of Dads admitting they use email coupons, email offers, blog/deal sites and search engines for specific coupons.
• Ninety-three percent use Facebook and 72% use Twitter to communicate with friends and family.
• Almost 40% of these Dads “like” over 20 brands on Facebook, with 85% liking a brand “whose products/services (they) prefer.” In a close second, 81% of Dads like a brand that offers deals, discounts and coupons.
• 62% post on Facebook when they want to share with family and friends, most often posting pictures of family/friends or reposting news.

Dad’s social media and technology use closely reflects what we know of Mom’s use – both are rapidly increasing as parents seek time- and money-saving solutions, information and ways to share news.

As marketers looking for a connection with your consumer, you should use technology to create a relevant and meaningful dialogue to turn your Followers and Friends into loyal customers regardless is they are Mom or DAD.

Stop Calling Us "Mommy Bloggers"

I have the benefit of being a mom and a blogger. In fact, mom is the probably the title I am most proud of possessing. Last week, I even became a West Point Mom. I am also a blogger. However, I am also a podcaster, a radio talk show host, columnist, author and business owner.

And, in some ways, my roles outside of my blogs makes me more influential for the products I love. So if you had to put a name on me, what would it be? I can assure you it would not be "mommy blogger." No one calls me "mommy," not even my children these days. I prefer to be known as a Social Media Mom or even a Social Media Influencer.

I've never, however, liked to use myself as a focus group of one so, recently, I went out on my Facebook page, not my blog, to ask other moms who blog, what they prefer as a title. My mission was to validate a rumor I've heard among mom bloggers that they hate to be called, mommy bloggers. Here's what I got back, although I will use names or blogs to protect the very opinionated.

First of all, the topic was hot. In less than 15 minutes, I received more than 50 responses. I've summarized some of the common themes and comments.

1) All moms who blog are proud of being moms. Some didn't really care if they are called mommy or mom; what was important to them was that their role as a mom was recognized by brands and peers.

2) Many moms don't blog about parenting or children. These moms felt like the term mommy blogger was limiting and implied that they only blogged about diapers, toys and laundry.

3) Mom bloggers don't call each other mommy bloggers. This tells me a lot about the division between moms, marketers and brands. If you truly understand your consumer or target market, then you should at least use their language when you are speaking to them or about them. One popular mom who blogs said it best, "I don't like to be called mommy anything except by my children.”

4) Why don't companies and the media call dad bloggers, "daddy bloggers?" Good question. Many moms asked this question and left it at that.

5) Mom bloggers use mommy blogger only to open the door to media and brands. They know if they use the term, marketers will be more open to talk to them because, after all, it's a term marketers understand since they coined it.

6) Mommy blogger sounds condescending and doesn't represent the professionalism of moms who own blogs. This is perhaps the comment I heard the most. The media is to blame for breeding the sexiness of the term. It started with “mommy wars.” Sexy sells but, honestly, does anyone thing of their own mommy as sexy?

So what do you call a mom who blogs?

I bestowed the title of Social Media Moms on these women a few years ago. I also use Power Moms as I believe their influence goes well beyond social media audiences. There were several terms and titles offered up but the moms on my Facebook page. Social Media Influencers, lifestyle bloggers, writer, and blogger were among those suggested. However, the most popular of all was, "I am a mom and I am a blogger." I'll leave it at that.

Where Your Brand Needs to Be in 2012

There have been lots of predictions about moms in the New Year: how moms are shopping, what they will buy and what you should be doing to connect with them. I decided to focus on the "where" in the formula of how to market with moms. Even the best tactics will miss the target if they are executed in the wrong environment.

You've heard it a hundred times that moms are a moving target, always on the go and constantly connected via numerous technology tools. Deploying the right marketing strategy that engages moms in a relevant dialogue with you and your brand is essential to earning her loyalty. Here's where you need to be in 2012:

1) On YouTube- As the second largest search engine, YouTube provides moms an easy way to not only search for products, but to also learn how to use them. Create short videos - less than 3 minutes - that tell moms how to create solutions with your product. Use mom vloggers or mom employees to produce videos in order to create a relevant connection with the female audience.

2) On Pinterest- If you haven't discovered this hot, new social media community yet, make it a New Year's Resolution. This is not only where moms are migrating for ideas and product suggestions, but it's cool to her ‘tween and teenage kids as well. The next time a mom blogger tells you she loves your product, ask her to "pin" it on her Pinterest bulletin board.

3) In Her Home- An article by the Associate Press last week, titled “Why Are Toys Selling Out? Might be Mommy Blog Buzz” , focused on the success of LeapPad Explorers and their popularity, thanks to the buzz created by MommyParties . It's using the fun of Tupperware parties without the pressure to buy items. Allowing moms to test and share your product in a social setting is an effective way to fully engage mothers in peer marketing.

4) In Her Email Box: We often forget the power of email, however moms are still reading emails several times a day. In fact, most moms say they learn about sales and promotions via email. They also say they don't want numerous emails promoting the same deal or emails that have no relevance to their lives. In other words, don't send a mother with teenagers an email promoting baby food. An “unsubscribe” is sure to happen, followed by a delete of your company from her buy list.

5) At Smaller Niche Conferences: Brands love to sponsor conferences but often do so without a plan or strategy behind it. Sometimes bigger is not better. There are over 30 mom blogger and social media conferences in 2012. Some of the smaller, more intimate conferences can provide you a better platform to truly ENGAGE with the moms in attendance. It's not about being a logo on a brochure, but rather truly engaging with the moms who are at the conference. There are conferences for Christian Moms, Frugal Moms, Video Moms and many others. Look for the conference that fits your brand and message.

6) On Her iPad: “There's an app for that” and moms on average have 31 of them on her iPad. One third of the apps on her ipad are there at the request of her children. Make sure you are among the solution-oriented apps that she downloads to her wireless device in 2012.

7) On iTunes: More and more moms are listening to podcasts. It's easy and inexpensive to create a podcast for your brand. Consider what solutions you can offer mom and pull up a microphone. For example, if you are a car company, create product podcasts on travel ideas or destinations for families. If you are a food brand, consider a cooking podcast. If you can't find a radio guru in your hallways, think about contracting with a mom podcaster to host your show for you.

I wish everyone a successful 2012. Remember, it's about engaging instead of connecting, relevance instead of inundating, relationships instead of quick hits. With these strategies, you'll find 2012 as your best year ever in the mom market.

A Campaign That Honors, Empowers, Respects Mom

All too often, it seems that the media spotlight shines on marketing initiatives gone bad. Unfortunately, the same viral buzz that is created with a good mom marketing program can take a brand mistake and catapult it to another level. I'm not going to waste my words here recapping all the social media tragedies of big brands; instead, I want to focus on successes.

This week, the Marketing to Moms Coalition, a professional industry organization of which I am a proud founder, awarded its fifth annual H.E.R Award to Quaker Oats for its "Afterschool Rocks" campaign for Quaker Chewy Granola Bars. In the event you aren't aware of the coalition or its award, let me fill you in. The coalition is an independent organization dedicated to supporting and promoting an understanding of mothers as the most powerful consumer group in the United States. It serves as a resource for industry professionals and is dedicated to providing insights, identifying trends and connecting members. Membership is free and you can learn more here.

The H.E.R. Award is presented each year to a company that has executed a high-impact marketing campaign that honors, empowers and respects mothers. Past winners include Purex, Clorox, Sara Lee and Whirlpool. Quaker Oats Chewy Granola Bars now adds itself to the list of honorees.

The Quaker "Afterschool Rocks' rocked with moms because it identified a common behavior of this consumer group -- bonding with their children through music -- and leveraged it via multiple mediums. It integrated pop culture to engage the child and offered moms a philanthropic tie-in via a cause-marketing affiliation with the Afterschool Alliance, a nonprofit organization.

Quaker partnered with VerveLife, a tech-driven music marketing solution to offer exclusive video content from artists such as Jordin Sparks and Jason Derulo. The content smartly focused on the impact the moms of each of these artists had on their career positioning moms as a hero in the eyes of her child. Yay! A micro-site offered a library of 250 "mom approved" songs which could be downloaded.

In-store end-caps and on-package messaging spoke to mom while she was in the purchasing mode. According to Bill Fiely, director of Quaker Snack Bars, "The goal of the campaign was to use music to inspire healthy lifestyles, balanced nutrition and the importance of staying active afterschool." Congratulations, Bill, not only did you succeed in reaching your goal, but you did it in way that was creative, respectful of mom's desire to be cool, hip and up to date with her child's music and afterschool activities. You also elevated her in the eyes of her child.

Brands who want to successfully engage today's mothers need to create campaigns that empower mom to reach her goals. Universal among mothers are five key themes that motivate them toward reaching their goals. Pick one: Nurturing Relationships, Sharing, Doing it Better and Simpler, Raising Happy and Healthy Children, and The Sense of Accomplishment.

Quaker built its campaign on mom's goal of nurturing relationships. Marketing programs built on one of these key motivators and that deliver the message through multiple platforms allow brands to develop a dialogue with moms that is relevant, intuitive and valuable. Apply it to your next campaign and perhaps next year your brand will earn the H.E.R. Award.

Moms Shopping Trends: Online Trends and Seasonal Peaks

Last month, I wrote the first of a two-part article unveiling the results of a survey aimed at discovering any shifts in the shopping habits of the most powerful consumer group known as “Moms”. From the dozens of questions asked by BSM Media and Totsy.com to over 1,900 Moms, the results were sifted down into four key topics. Read about the first two topics; the impact of the recession and the emotions behind shopping, in April’s Engage post. The two remaining topics reveal online shopping patterns and the current trends in seasonal shopping occasions, with comparisons between generational groups.

Online Shopping Trends

It’s safe to say that almost every Mom has purchased an item online, because of cost-savings, the convenience of shopping from a desktop, finding the elusive toy-of-the-season or a combination of all three (or more). Different factors drive the family CFO to the Internet, but the fact that every Mom from every generation uses the Internet for purchases or research is a significant trend that is not going anywhere but up.

· Online research and online sales sites are the most popular methods moms use when finding deals on the Internet.

· The majority of women in the survey indicated that they occasionally shop at online sales sites, with Groupon leading the way as the most widely known.

· Clothing is the most popular item purchased from online sales sites. Moms are more likely to shop for themselves and their home via online sales sites, and less likely to purchase kid’s items.

· Generational comparisons show that Gen Y is the most prevalent generation using online sales sites, however Gen X accounts for nearly as many purchases. (Use these numbers for the generational splits: Gen Y and Millennial Moms were born in mid-1970s, Gen X Moms were born from 1976 back to 1965 and Boomer Moms were born between 1964 to 1946.)

· Clothing, home items and entertainment were the most popular items purchased in 2010, although GenX had an exceptional interest in food deals.

Seasonal and Holiday Spending

With a major spending occasion in every season, it’s appropriate to address holiday and seasonal shopping occasions – Mother’s Day and Father’s Day, Summertime, and Back-to-School - which account for sales peaks that make or break retailers.

· In terms of overall gift buying at every holiday, toys are still the most popular product category. Between 50% and 75% of parents surveyed had purchased at least one toy online in 2010, with many Gen X and Boomer Moms allowing their children to help them with the online shopping, most likely due to the children’s ages.

· Mother’s Day and Father’s Day are two of the rare holidays that don’t involve toys. However, these holidays have more meaning with younger children, and moms are more likely to be treated to an experience and time together while Dads are more likely to receive a present relating to a hobby or activity. Both parents make sure their spouse unwraps a gift from the children, with handmade, keepsake gifts topping the list as most valuable.

· Summertime is a leading seasonal spending category, mostly focused on weather-appropriate clothing and entertainment. Moms indicated in the survey that books are the most popular item to keep children occupied during summer months, especially during travel. Toys and electronics ranked second after books. Comparing generations, Gen Y Moms are more likely to purchase toys and games for the summer months, while Gen X Moms frequently buy sports equipment.

· Back-to-School Spending is universal among Moms. Viewed as an opportunity to provide their child with a good start to the school year, Moms place the highest importance on clothing and school supplies. In the survey, 63% of Moms indicated they would purchase new items even though their child didn’t need them-an interesting perspective in a recession.

· Most Moms involve their children in shopping for school supplies, but reserve the final say at checkout.

Considering the recent economic crisis, it’s interesting to note that while three generations of mothers have altered their shopping patterns, Moms continue to spend money on their children and the home (putting personal purchases low on the list). Moms are turning to online sales sites, discount shopping and the Internet for the best price or research, with seasonal and holiday spending ranking high in the family budget. Are your online marketing strategies taking advantage of these trends?

Shopping Trends: A Fresh Look

Retailers are always looking for the answers to what drives Moms to purchase one product over another, what makes Moms loyal to a brand and, ultimately, what makes moms decide what to put in their shopping cart, either the one with four wheels or the one on the computer screen.

Recently, over 1,900 Moms across the U.S. completed an online survey conducted by Totsy.com and BSM Media, with results offering valuable insight on Mom's shopping habits and trends. Via dozens of survey questions, this is the first in a two-part series that offer a fresh look at the impact of the recession on moms and shopping, and the emotions behind shopping.

It's hard to find anyone not impacted by the current recession. As we optimistically look for the upswing in the economy, the lessons learned from the recent economic climate are lasting ones. The recession's impact on Moms and their shopping habits is reflected with the emergence of the Frugalista Mom, a discerning shopper who clips coupons, shops sales and prices and is proud of the money she saves at the cash register.

• When a Mom can save her family hundreds of dollars each year for a relatively small amount of time clipping coupons and comparing prices online, it's worth it to her as she becomes the financial hero of the house and feels a sense of pride for helping with the bottom line.

• Moms continue to spend for special occasions, with winter holidays and birthdays being occasions where they are most likely to splurge.

• 80% of Moms have adopted new techniques and plan to continue using them, including spending less, using more coupons and purchasing items when they are on sale. Generational differences emerged when Moms were asked to identify these money-saving techniques. To spend less overall, Boomer moms turn to generic products, bulk purchases and traditional in-store tactics compared to Generation X and Y moms, who are most likely to look for deals online using research and social media.

• Online private sales are emerging as a cost-savings technique with 32% of Moms surveyed using them, with the highest concentration among Generation Y moms.

• Where have moms reduced spending during the recession? Travel, entertainment and beauty products lead the list as the first items to get cut from the family budget. The majority of Moms admitted that they buy less for themselves and spend less on the items they purchase.

Finally, when asked to rank why one product goes in the cart before another, the majority of moms answered that price was the most important factor, with quality being a close second. Boomer moms focused on the overall value of a product, while younger moms valued a lower price tag.

Retail therapy is real. We've all heard this term that definitely resonates with moms. In the survey, we explored how emotions play a role in mom's shopping habits. Surprisingly, shopping is associated with a high level of stress for moms, though most moms responded that shopping is a mood booster.

• Moms feel a sense of accomplishment, especially when they get a good deal. To get those deals, 65% of moms surveyed preferred to shop regular retail, but on sale. A total of 88% described their preferred method of shopping as rational-spending -- a little money for a lot of product.

• Getting that good deal is held in high regard, similar to guiltless chocolate or a special night out with friends or family.

• Shopping as a mood booster for moms translated to 94% of respondents admitting to buying "feel good" purchases a few times each year.

• Generation X and Y moms make more "feel good" purchases than Boomer moms. Items that fit this category, ranked in order, are clothing, sweet treats and accessories such as shoes, handbags and jewelry.

• Even though most moms enjoy shopping, there is a certain level of stress associated with it, particularly when buying bathing suits, jeans and gifts for other people. One of the highest sources of stress? Buying gifts for spouses.

With these numbers in mind, take a look at how your marketing and media strategies align with how moms shop, both online and offline. In my next Engage:Moms post, I'll reveal the second part of the survey results that examine mom's habits in online vs. retail shopping and seasonal/holiday spending.

Mom Marketing at 35,000 Feet

It's my guess that many passengers flying for 11 hours become engaged in a state of reflection and I am no different. I am only a little half way into a long flight from Istanbul to the Big Apple, USA. Everyone around me is sleeping and it's dark but I'm determined to make my unwired time productive so my thoughts wander.

I think about the mysterious county I've just left, the Marketing to Mom Conference in Turkey, and the interesting dialogue that occurred between marketers and Muslim mothers, several of whom were bloggers. You might be surprised to learn they circled back to the same conservations we have shared on this very blog over the past couple of years. In fact, I am quietly chuckling here in seat 4A as I recall finishing the sentence of my Turkish interpreter as she translated the discussion between Elif Dogan, a popular mom blogger, and marketers in the audience.

"How do your readers know if you are sincere in recommending a product you've received for free from a company?" one brand manager asked. Another quickly follows with, "What if I send you a product and you don't like it, will you write a bad review?" And without hesitation, Elif gives the same answers that social media moms in the U.S. have given marketers for years. You see, engaging mom bloggers is new and many companies are unsure on how to work with these influential mothers to promote their products. Sound familiar?

In fact, engaging moms in most types of marketing is new and may provide an explanation as to why this conference would fly an American mom marketer halfway around the world to talk about marketing. The attendees weren't there to hear how connecting with the 20 million Turkish mothers could boost their bottom line. They were eager to hear the lessons learned by American brands.

Two dozen brands from Frito Lay to Mercedes Benz were interested in learning from our hindsights in engaging moms. They wanted to know the successes, best-in-class marketing programs and, most importantly, the mistakes made by U.S. companies.

So here at 35,000 feet, I reflect on the lessons the industry has learned in the decade since Marketing to Moms was published. At a time when marketers are looking for what's next and beyond blogging, it's probably a good time to review some of the lessons I presented in Turkey. After all, they are still valuable in the land where they originated.

Engage the right mom for your brand.

Call them mom bloggers. Call them Social Media Moms. Call them what you want but get to know them before you engage with them. Read their tweets. Follow them on Facebook and read their blogs for more than one day. It's important to work with moms who share your brand values and have common interests.

Develop a mutually beneficial relationship.

Moms want more than a generic email and press release that starts off, "I thought your audience would enjoy this information." Moms want a relationship with you. They want you to think of building their brand as well as your own. And if you don't know how to do this, just ask her. I'm sure she has several ideas on how a mutually beneficial relationship partnership can work for her and you as well.

The sphere of influence of a mother extends beyond her life stage and city limits.

Want to launch a product for newly pregnant moms? Go to new moms. Trying to build a toddler brand? Engage with moms of preschoolers. The influence of experienced moms descends to less experience moms just as much as it does laterally between moms in the same peer group. It also expands beyond geographical borders. A mom in California can be just as influential in the day care decisions of a mom in Florida as a mom in her own city as Facebook and other social media platforms create a virtual playground for moms.

Moms do more than just read blogs.

They listen to podcasts and watch videos online. They share photos and hold mixers in their homes and local communities. She's trading coupons, shopping private sales and producing online webisodes. This is where the future lies for companies looking for creative marketing programs. It's in engaging with her wherever she is and whatever she is doing.

There are probably a few lessons you would add to my list and I encourage you to leave them as a comment. Learning from each other is very valuable. In my present, reflective mental state, I'm reminded of the Dalai Lama who says, "Don't lose the lesson," and somehow I think his philosophy applies to marketing, too.

There's still another five hours of flight ahead and I'm tired. I think I'll join my fellow passengers and shut my eyes. Perhaps I'll dream of the next big thing in Mom Marketing and share it with you next month.

The Real Moms of Influence

On the long plane ride to Hong Kong last month, I pushed the SEND button and off it went my sixth book on the Mom Market. Now, before you think this is going to be a pre-published sales pitch, it's not. In fact, I am not even going to mention the title. However, I would like to share with you the main message of the book and build on its theme in this blog post.

If you've heard me speak lately or have followed my Engage:Mom posts, the message won't come as a surprise as I've been preaching it for months to both brands and bloggers. It's simple" Mom influencers, the ones who share product recommendations with other moms, persuade their peers to buy a particular brand or share samples of your products with other mothers, can be found outside of Mommy Bloggers.

There are so many incredibly influential mothers out there in the mom community who have never written, read or commented on a blog yet are engaging with large groups of mothers and talking about your products. Additionally, there are moms who blog that are doing so much more than receiving your free products and posting about it.

Marketers, public relations agencies and brands have enjoyed a time of being able to obtain quick hits of word of mom buzz online but the effectiveness of this strategy is being questioned by both brands and mothers. It's time to get creative with your marketing, reach beyond blogger reviews and develop a multi-platform marketing plan using mom influencers of all varieties.

And just to be transparent, I preach this same message to my friends who are mom bloggers. They, too, need to expand their reach to stay relevant to markers. It's time to identify the best Power Moms for your brand and allow them to deliver your product message while they are engaging with moms along their journey.

Before you head over to Google and search Mom Influencers, let me introduce you to a few mothers I consider Power Mom Mavens.

Trisha Novotry, known online as 24/7 Mom. Yes, she has a blog but ask most of her thousands of followers and they will tell you it's her live webcast that keeps them connected. You will find her at the Mom Congress each year interacting with moms, educators and legislators. She influences moms in her community as a former board member of MOPS and now as an active member in her church and children's school.

Andrea Deckard, known online as the founder of www.Savingslifestyle.com. She began in the mom market as a blogger but her influence has transcended the blogosphere. This mother of three boys not only engages moms online with money-saving techniques but also educates community members on frugal living. Her local seminars bring out 80-100 women every time she speaks. She appears on local news shows who promote her advice on their websites. Outside of empowering moms with coupon-wise advice, Andrea connects with women while she supports the athletic activities of her sons. You can also find Andrea participating in church missions and numerous women conferences.

Lisa Druxman, founder of Stroller Strides. Lisa is the perfect example of a mother who touches thousands of moms and did so long before blogging became a verb. Stroller Strides is a franchise company that promotes fitness among new moms. They have over 1,200 groups in 44 states. Lisa connects with each of these women. That's a lot of moms she's influencing. You can see her in print in Entrepreneur magazine, on television, on stage as well as in video. She's the author of numerous books on fitness and the founder of her own product line.

Pamela Nagata, coordinator for Parents Connect of San Diego. You probably have never heard of Pamela but ask any of the 4,000 mom members of Parents Connect and they know exactly who she is. Parents Connect, the largest group of moms in Southern California, is now owned by Scripts and runs Sandiegoparent.com. If I'm looking for mothers or events with promotional opportunities, she's my go-to gal.

Molly Gold, founder of Go Mom Inc. Molly has run a website since way back in the '90s when she launched her first product. She has empowered millions of mothers over the years with scheduling and organization skills as well as product ideas. Today she tweets incisively and broadcasts her message on her live show on MomTV.com and with additional webcasts on her site.

There are dads too who are making a mark through their multi-media endeavors. Dads like Jim Silver of www.timetoplaymag.com and Tim Sullivan, publisher of PTO magazine.

Technology has made it easier in many ways to for marketers to reach moms. However, just as moms are consuming multiple media and going about their offline lives, it's important for marketers to move into the next horizon of mom marketing.

Dear Mom, You Are Invited to My Cyber Event

Ask a mother with a school age child what she is doing on Saturday and it is likely to include a birthday party. Moms are forever going to parties and social events -- children's birthday parties, jewelry parties, classroom parties, Mommy and Me mixers and book clubs. These events serve as a way to socialize, get to know other moms and avoid the feeling of alienation, particularly for new mothers. Now, I am in no way suggesting that the life of a mom is just one big party. We all know it's not and many of these events are more work than play. However, life in the physical world is often imitated in the virtual world and explains the growth of CyberEvents in the Momosphere.

For marketers, these events can present great opportunities to get to know moms and, of course, to get products in front of them. So to prepare marketers for 2011 and this growing trend of CyberEvents, I've composed this tutorial: "CyberEvents 101."

Twitter Parties: Describing a Twitter party to someone who has never attended one is like trying to describe the experience of walking on the moon. Twitter Parties were invented by Amy Lupold Bair of ResourcefulMommy.com, although there are many others attempting to replicate them. Basically, a Twitter Party is a one-hour event on Twitter where all the attendees use the same (#) hashtag so they can follow along in the conversation. The organizer of the Twitter Party sets an agenda that normally includes discussion points and lots of prizes for the attendees. It's a great way to bring awareness to your brand or drive traffic to your site. The challenge for most independent party organizers is gaining attendance to their parties; that is why most marketers hire people like Resourcefulmommy (@ResourcefulMom on Twitter) to run them on their behalf. The benefit to Twitter Parties is that all the followers of all the moms in attendance will see your branded hashtag and many will peek over to see what's happening during the party.

Online Mom Socials: These are the newest CyberEvents that are attracting hundreds of moms. They were introduced by MomTV.com and are best described as a Live Twitter Party. Moms can attend via Twitter or live chat on a pre-assigned MomTV channel. The host leads the conversation, showing off products and giving away prizes all via live video. A typical online social can attract 200-2,000 mothers, depending on the party theme and prizes. The benefit to marketers? Moms can actually see your product and the host can demonstrate the features in real time. Additionally, your brand still generates branded tweets extending the reach to Twitter as well. Unlike a Twitter Party, the video is archived and lives online for moms to see well after the party is over.

Live Talks and Facebook Chats: Earlier this year, The Motherhood, introduced Live Talks for moms. They are created around a subject of interest to moms and several guest host moms lead the discussion. Similar to Twitter Parties, the moms type in their dialogue; however, the Live Talks are hosted in a closed environment on TheMotherhood.com. Facebook Chats are becoming popular as well. Again, there is typically a discussion leader, in many cases a well-known expert on a particular subject. Moms are invited to attend and the attendees post their thoughts on a dedicated thread on the brand's Facebook page. Both of these CyberEvents can attract hundreds of mothers. Attracting moms is a challenge unless you are leveraging the relationships of a peer group. Cooper and Emily are both well-known and well-liked moms, so it is easy for them to attract moms to their Live Talks on The Motherhood. For an unknown brand with few mom friends, it can be more challenging. (Think of going to a party when you don't know a soul in the room. No one likes that feeling.)

Keep in mind that a party is only as good as the hostess or host. As a marketer, this responsibility lies in your lap. Just as you would prepare for an event in the physical world, it's important to make all the appropriate plans before rushing out to invite moms to attend, including a plan for party crashers. Remember, a good party is never complete without fun, friends and lots of great dialogue. Follow these "CyberEvents 101" guidelines, and your brand or message will be the life of the party.

Dusting Off the Crystal Ball for 2011

Every January, I make predictions as to trends within the mom market and how companies might better connect with mothers in the coming year. However, what I've come to realize is that most marketing professionals are actually putting their finishing touches on their 2011 Mom Marketing plans now, making predictions for next year more timely and relevant. So why wait? Halloween is over, Christmas ads are fattening our Sunday papers already and moms are already exhibiting the behaviors I believe will drive the smartest marketing tactics for 2011.

1. Moms will hit the big screen, well the computer screen at least. Online mom broadcasting will become as popular and common as blogging. You see it with the emergence of The Pulse Network, the continued growth of MomTV and the expansion of most mom bloggers into " their blog name + tv.com". More and more moms are discovering the ease of connecting with their peers face to face via video chat, webisodes and online digital content. This means that companies will quickly follow in their desire to be a part of these digital communities. Marketers should begin to recognize that online video doesn't have to be professionally produced to be effective in capturing the attention of mothers and that enlisting moms to step in front of the camera to talk about your brand can be a great buzz builder.

2. Local will become the new global. Many of the most popular global and national mom bloggers are beginning to realize that they influence as many local moms as they do moms across the US. At the same time, they are also getting requests from local businesses to help them tap the mom market and localize social media. Moms are reacting by creating local sites that are scalable yet focus on an individual city or region. Two examples include Sarah Pinnix who gained popularity with her blog, RealLifeBlog.net and now with her local site, NC Blog Buzz Network and Andrea Deckard whose first blog, MommySnacks.net attracted brands like Pepsi and Disney and has since launched The Savings Lifestyle featuring Cincinatti.com, a local blog network. Both of these secondary sites contain local advertisement and attract moms in the local community.

3. There's a Mom-App for that. Moms love applications. Why? Because most of the apps they are downloading help them save time or money. Marketers need to recognize an application as another way to deliver relevant content to a mother and a means to continue a valuable dialogue. Remember the application doesn't necessarily need to be pushing content out but can be a branded tool that makes sense for you to sponsor.

4. Four-square for product, pricing and availability. Technology will finally catch up with moms who already tweet when they find a great price on bread at Wal-Mart or find a scarce toy on the shelf at Target during the holidays. In 2011, we will see moms covering each other's backs by sharing best price and product availability news all in one place. Currently this information is available, but scattered among niche topic blogs or Silicon Valley start-ups trying to race to market with the hottest new tool for moms. The problem with the latter lies with middle age or college men trying to imitate word of mom with databases and testosterone (no offense to anyone).

5. Companies will finally recognize Moms as business owners, inventors and professionals. I actually predicted this trend in 2010, 2009 and 2008. I actually have had it on my list since 1999. I think it's me, throwing it out there each year hoping it will be the year it finally happens. For the companies who do connect with moms as business owners, the payoff is great. This year, Kimberly Clark (through the Huggies brand) launched HuggiesMomInspired.com, a program that awards grants to worthy mom inventors. They awarded their first round of grants last month to 15 moms who have produced millions of online impressions via Facebook, Twitter, Websites and Blogs. Additionally, Kimberly Clark has won several industry awards for this innovative program. Supporting moms as business owners is a wide-open opportunity (but not for long) and allows brands to demonstrate their support of mompreneurs on a whole new platform.

It's my hope that I am sharing these insights with you soon enough to impact your 2011 marketing plans. Take a look at the programs and campaigns you conducted in 2010. Are the technologies and tactics outdated or have they passed the test of time? If it's time to try something new, you have five great ways to tap the mom market in 2011.

Looking Ahead 5 Years in the Mom Market

Last month, I took a look back on how marketing to moms has changed in the last five years. This time, I'd like to look forward and make a few predictions about the mom market. I know it's dangerous to pretend you have a crystal ball but I have a pretty good track record for spotting trends so I'm hoping that my intuition doesn't fail me this time. Regardless of the outcome, the intent is to help you apply a new lens to some of the valuable insights you obtain each week via Engage:Moms.

Blogitter: One Part Blog, One Part Twitter

A new communication platform will replace blogging. It might not be Blogitter which I only made up to make my point but it will be something. I made this prediction at dinner the other night and almost caused a popular mom blogger to choke on her food, so let me explain. I predict history to repeat itself.

Remember the late '90s when moms started web sites at a record number? The motivation was very similar to today's bloggers; socialization and the sharing of information. Fast forward a few years and mom webmasters of the '90s found that as their children got older it became difficult to keep up with the amount of content necessary to maintain their web sites. Yes, the older the child, the less time a mom has for her own activities. Ultimately, many of these moms sold their sites or simply went on to other things.

Many of today's bloggers began their blogs in order to chronicle their baby's lives or to share with friends and families. These same women no longer have babies but school-age children, and other technologies like Facebook or Foursquare offer faster ways to stay connected. Ultimately, I predict moms will move to a platform that requires less thought, offers the same opportunity to express themselves through writing yet takes half the time of maintaining a blog and all the traffic-building tasks that comes along with it.

Local will go Global

Mothers have an interest in what's happening in other places. I predict Moms around the world will connect in virtual playgrounds and socialize as much as moms in the neighborhood cul-de-sac. Their interest in comparing parenting styles and collective solutions will take moms across the pond and around the world. Language barriers will break down via technology and live streaming will allow moms to socialize face to face.

Ding-Dong! Avon is Calling on your Wireless Device

Direct sales parties will go virtual and moms will be attending everything from Tupperware parties to in-home jewelry shows online via live streaming. It's already moving in this direction with LIVE Twitter Parties that allow moms to tweet their reactions to products or socialize with other moms while watching the host demonstrate product. Don't believe me? Just ask ResourcefulMommy.com.

Family Brands are on their Way

Today, social media mom influencers "build their brand" by distributing content and building followers on Twitter, Facebook and YouTube. Tomorrow's moms will build their family's brand to include a varied point of view for their followers. You might ask, "What teenager wants to blog or tweet with their mother?" Answer: One that grew up watching mom attending Twitter parties and one that cashed in on the piles of toy samples that landed at their family's doorstep.

Mom Store Keepers Open their Virtual Doors

Collective purchasing and peer purchasing will become a common practice among moms. The trend has already begun with thousands of moms following the advice of coupon watchers and frugal bloggers. As more and more moms realize the economic power they possess, they will identify creative ways to flex their spending muscle with companies. Additionally, moms will flex their influence to put money in their own pockets by opening a virtually store as seen currently on Opensky.com.

To learn more about these trends and how to reach the powerful Mom Market, email maria@bsmmedia.com.

Top 8 Changes in the Mom Market over 5 Years

A great deal can be learned by looking back. Perhaps that is why a convention organizer recently asked me to include a slide in my presentation noting the greatest changes in Moms in the last five years. Of course, there are many fashionable, parenting and philosophical changes that have occurred, but I elected to focus on those that have impacted marketing.

Consider this blog post a two-part series. I’ll focus on the greatest changes I’ve seen in the past 5 years here and follow it up next month with part two- my predictions for the next 5 years.

Here are the top 8 changes I’ve seen in the mom market in the past half decade.

1) Marketing “with” Moms rather than “to” moms
I’ve written about this before. Marketers used to spend millions on a brand message, distribute it to mothers and they would repeat it on the playground or at a PTA meeting. Today, moms read, see and hear that brand message, they define it for themselves and family and repeat it to other moms as they see fit. Wal-Mart may be the place to “Save Money, Live Better” but to some moms Wal-Mart might mean, fast easy shopping and if that’s the way they feel, that may be what turns up in the blog, vlog or YouTube video. Moms have become your marketing partner, not your target market. Market WITH moms, not TO moms.

2) Motherhood as a brand
Gone are the days of the Stepford wives. Today’s moms are branding themselves- MizFitOnline, Dr.Mommy, and MilitaryMom. Moms are doing it their way and just as companies are trying to build their brands, so are the mothers they are marketing with.

3) Customization
Millennial moms have redefined Burger King’s old tagline, “Have it your way”. Today’s new mothers expect to customize products, media and even the lifestyle of motherhood. They are applying their pre-baby style to post-baby life and customizing motherhood to their daily activities, personal values, goals and philosophies and expect the products they purchase to be customizable to the motherhood they define for themselves.

4) Frugalista Mom
The economy may have forced moms to shop differently but now that she’s tasted the sweet success of saving money, she’s not going back. The Mom Frugalista is here to stay, regardless of her income level. Moms have discovered that saving money is empowering, fun and a badge of honor among her peers.

5) Emergence of the virtual playground
Moms used to trade ideas and product information on the playground down the block. Today the physical playground as a social platform for mothers has been expanded to a virtual playground. Monkey bars and slides have been replaced with blogs and tweets. Moms mingle on the virtual playground passing along tips, advice and product recommendations just as they passed along casserole recipes next to the swings on the corner lot.

6) Sphere of influence on steroids
Word of mouth marketing has been the most powerful form of marketing in the world of mothers. Take yesterday’s sphere of influence and inject it with steroids and you have Word of Mom 2010. An influencer once was the PTO President or soccer mom but today she is a Blogger, business owner, YouTuber, Turbo Tweeter and Facebook Fanatic as well as the team and homeroom mom. Engage her as your brand evangelist and you have word of mom on steroids.

7) It’s A Small World After All
Moms have gone global. Thanks to technology, moms in Europe can compare business plans with moms in the US or mothers in Australia can trade sleep tips with moms in South Africa. Mothers love nurturing relationships and this includes interacting with moms across the globe.

8) Boomers are Becoming Grandparents
They may be the youngest group of “nanas” and “grandmas” in history but the good news for marketers is that these young- at-heart boomers are purchasing the same products that they did when they were moms. Loyalty is important to mothers and the fact that this young generation of grandmothers are fully engaged in their new role means that their old favorites still make it into their shopping cart.

Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms,” “Trillion Dollar Moms,” and “Mom 3.0: Marketing with Today’s Mother by Leveraging New Media and Technology.” She is also the Host of Mom Talk Radio and Co-Founder of MomTV.com. She can be reached via Twitter @Momtalkradio and email at maria@bsmmedia.com.

Mom Bloggers, It's A Small World After All

I am sure that Walt Disney himself had no way of knowing just what a small world it would become after all, particularly in the world of moms. Today more and more brands are reaching beyond borders to connect with moms while advancements in technology have empowered mothers to socialize with moms around the globe. Both McDonalds and Walt Disney World now have global mom panelists while Huggies, Coca-Cola and Purex also engage moms across continents in marketing programs.

Although my mom marketing books are published in 12 languages, it’s only been recently that I’ve seen a dramatic increase in interest by American brands to expand their mom marketing programs overseas. The trend has taken my studies of moms from South Africa to South America, and most recently Europe. Each stop provides an unique opportunity for learning.

The highlight of my journeys occurred three weeks ago when I hosted a Mom Blogger Mixer with FattoreMama, www.fattoremama.it, the leading Italian mom portal, in Milano, Italy. Not only was it exciting to host 60 social media mom influencers but it was fulfilling to be able to share the event with over 1200 US moms who tuned in via MomTV.com. For over 2 hours, moms from both sides of the pond compared notes on social media, parenting and motherhood via live chat and online video streaming. It was social media mom networking at its best.

So what do companies who want to engage moms outside the US need to know? Here are a few considerations.

1) Moms around the world share five core values.
Regardless of where you are, marketers can connect with moms by speaking to one of five core values: 1) Child enrichment, 2) Health and Safety of her family 3) Value 4) Time management and 5) Simplying Life. Brand messages should connect the benefits or features of your product to at least one of these core values in order to create relevance and value.

2) Twitter is an American marketing tool.
You won’t find Twitter Parties in Austria, Spain, Belgium or Switzerland. There are very few moms who have adopted Twitter as part of their social media tools. Many moms outside the US, question the need for Twitter when most of their friends and followers can be found on Facebook.

3) Cultural differences contribute to style of mom bloggers.
It was only recently that Mom Bloggers in the United Kingdom decided to disclose their identity on their blogs. The “bulletin board” approach to life, as my husband calls it, is a trait that American moms seem to possess in greater quantity than mothers in France and German . Bloggers who are moms in the Netherlands focus their posts not on their role as a mother but on their life in general. Being a mom bloggers seems to be trumped by the desire to be identified as a lifestyle blogger.

4) Product Reviews are far and few between on mom blogs.
Even in countries with a proud population of mom bloggers, few moms review products. In fact, the state of the mom blogosphere in Italy reminds me of the US mom blogosphere 3-4 years ago. There is a strong and active debate among Italian mom bloggers regarding whether or not it’s right and ethical to review products. Marketers would have better luck sending product samples to traditional journalists who are mothers and female webmasters in the hopes of obtaining an online review.

5) Indoor play centers and festivals present an effective vehicle for sampling product.
Moms everywhere enjoy spending quality time with their children and in Austria, Greece and Germany, these occasions present a good opportunity for demonstrating products. Moms are open to interacting with brands related to her role as a mother whether she’s at the zoo or an indoor playground.

6) Limited Internet access has slowed growth of social media in some countries. This is particularly true in Turkey, Greece, and southern Italy, where online mom magazines are more popular than blogs. For marketers, the most effective way to connect is through these magazine message boards and forums.

7) European moms were green before green was cool.
Long before it became trendy to take along your own shopping bags to the grocery store, moms in the United Kingdom, Ireland and France were eliminating plastic waste. Green friendly products and services are a great way to connect with moms worldwide.

Moms present buying power around the globe and with the right tactics, marketers can establish a dialogue which drives brand awareness and ultimately sales.

Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms,” “Trillion Dollar Moms,” and “Mom 3.0: Marketing with Today’s Mother by Leveraging New Media and Technology.” She is also the Host of Mom Talk Radio and Co-Founder of MomTV.com. She can be reached via Twitter @Momtalkradio and email at maria@bsmmedia.com.

Meet the Mom Frugalista

There’s a new breed of mom - and she’s here to stay. Meet the Mom Frugalista. She’s a savvy, price-comparison shopper who utilizes technology, offline media, and most of all her peers to stretch her buying dollar. She was once a mom on a budget but the recent shift in economic climate generated a conversion of moms from disposable income queens to coupon divas. She’s tasted the thrill of saving, the fulfillment of reclaiming control of her checkbook and the excitement of hearing the clerk say, “You just saved $101 today.” Sixty percent of moms surveyed by BSM Media said they have used coupons for the first time in the last year. Although the economy seems to be turning around, she’s not turning back to her old spending behaviors. Why would she? She’s learned that if she visits Coupons.com, she can increase her arsenal of savings. If she reads Mommysnacks.net‘s blog before leaving the house, she can design a road map between retailers who are all competing for her business. The Mom Frugalista is here to stay and it’s time for retailers and brand managers to win her loyalty.

Before I share the “How to Connect” with a Mom Frugalista, let’s understand the “why” behind mom’s desire to share news of a great deal. Moms share money-saving opportunities because it’s a way to nurture relationships with other moms. It deepens their relationship to save another mother a dollar or two. It also demonstrates a mom's outward ability to demonstrate her shopping prowess. If she finds a deal and shares the news, it demonstrates her personal skill in shopping thus elevating her status among her peers. It’s friendly competition at its best, the kind that nurtures relationships and fulfills her need to share. Here are a few tips to leverage these innate behaviors and connect with the Mom Frugalista.

-Engage the mom influencers. Sounds basic, but it’s amazing how few marketers are engaging with coupon, consumer and frugal social media mom influencers. Each week these women communicate the best deals for moms in their blogs, tweets and facebook pages. Developing a relationship, one with a real dialogue, with Moms like ConsumerQueen, PennyPinchingDiva and Deal Seeking Mom can give marketers the opportunity to have influential moms deliver their message.

-Search Twitter for your consumer. It doesn’t take much effort to find moms who are looking for your product. Go to Summize.com each morning and search your brand’s name or solution. When you find moms seeking your product or one like it, offer them the opportunity to try it at a discount. Let’s say you are a dinner solution product- pasta for the sake of examples. A search of “dinner ideas” may reveal a mom tweeting to her peers asking for a suggestion. Here’s where the pasta brand jumps in. A smart marketer might DM that mom and offer her a link to a recipe. However, a great marketer would offer to send a link to a recipe and a downloadable coupon. Relevant and valuable content delivered in the nick of time to provide a meal planning solution to a busy mother.

-Recognize that all types of moms love to save, then put your money saving deals in the right hands. Seek out fitness fanatics like Mizfitonline.com and Themojocoach.com if you are a brand offering low fat or low sugar solutions. These women can be a great resource in distributing your saving information to other health conscience moms. They don’t have to be savings bloggers to help you spread the word.

It takes a coupon to persuade today’s mom who is loyal to a brand. Eighty percent of moms in a recent BSM Media survey of 3000 moms said that it takes a coupon for her to try a new brand. Moms know that they can find the means to save on the brands they love so it takes the same value to motivate her to test a new product. Find a way to get a sample or coupon in her hand if launching a product is in your marketing plans.

The Mom Frugalista is here to stay. She’s smart and savvy and is looking for the savings on your products.