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.

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.

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.

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.

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.

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.

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.

I Love Twitter. You Should, Too!

I love Twitter. Absolutely love it and as a marketer you should too. As the mother of four, I use Twitter much in the same way I used to use Google or Yahoo!. When I need a recipe for a quick kid-friendly snack, I tweet it. Looking for a great gift idea? I tweet it. Once I even tweeted my search for canned pumpkin and found it, thanks to Twitter.

For many moms, twitter has become a search engine on steroids because of its ability to return recommendations from a peer group you trust and who knows your preferences, lifestyle and lifestage. This personalized delivery of relevant content is a dream come true for both consumers and companies trying to connect with them.

Unfortunately, companies have entered the Twittersphere haphazardly and without any real thought to how best utilize this powerful marketing channel. It’s not enough to just set up a Twitter account and tweet out the promotion of the week or newest press release. In fact, there’s been much tweeting about this lately among moms on Twitter. “Why do companies flood my Twitter account with garbage I can’t use?”, tweeted one mom last week. Another tweeted, “I spent 4 hours blocking companies who send me only marketing messages.”

A marketer can do a very effective job in connecting with moms in 140 characters or less as long as they follow a couple key strategies in mind. So to support these points, I did what I do most when I want to gain the prospective of moms, I tweeted this question out to my 13,000 followers: “What would you tell marketers about using Twitter when marketing to moms?”

1) It’s called Social Media because it’s social. For a woman, this means speaking back. Moms will quit following you if the dialogue is not a two-way conversation. @Gomominc tweeted: “Companies shouldn’t ask your opinion and then just go off …..”

2) Twitter shouldn’t be a platform to only broadcast promotions and sales. @ameladramaticmommy tweeted: “Be a person first and a company second. I would follow more companies if they tweeted out something interesting about them first”. If you want to see how a company representative can support a brand AND allow their personality to shine through, follow @comcastcares or @babycenterPR.

3) Take part in Twitter events. If you are surprised that there are “events” on Twitter, you probably aren’t using Twitter to its greatest potential. There are lots of events in this virtual space ranging from #FF (Follow Friday) and Twitter Parties. @Resourcefulmom created the former which have proven successful in gathering thousands of moms. Just last week BSM Media and @Resourceful hosted a Twitter Party for Zhu Zhu Pets. The event attracted over 1,000 moms and generated almost 9,000 tweets with the hash tag #ZhuZhuPets.

4) Don’t wait for moms to find you. Timing is important in delivering relevant content. Pick a few key words that fit your brand and search for twitter conversations on Summize.com, www.summize.com. In maintaining a Twitter account for one of my toy clients, we search daily for tweets that contain the word, “birthday”, “gift” and “toy”. Often we will find tweets that say” Need a birthday gift idea for 5 yr old boy”, to which we reply, “have you seen the new (insert appropriate toy) which is on sale at (insert retailer)” Relevant content delivered when a moms needs it.

5) Fear not! The conversation will happen with or without you, so you might as well join in. Many companies tell me they fear setting up a Twitter account. “ What if moms have something negative to say and say it to me on Twitter?” Well, guess what? They are going to say it whether you are there or not, but at least if you are Twitter, you have the chance to engage in the conversation.

Think back to the 80’s before social media existed and moms used to talk about products on the physical playground. Marketers were often blindsided by guerilla consumer chatter and only had the opportunity to react after it had reached the masses. With Twitter, if you see a mom complain about your product, you have 140 strokes of the keyboard to rectify the situation almost immediately. Customer service at its best.

I invite you to follow me on Twitter. I’m @momtalkradio. You can DM me or List me and if you don’t know what I’m describing, it’s time to learn. Today’s moms are doing more than just talking about brands, they are tweeting them too.

Maria Bailey is the author of “Marketing to Moms”, “Trillion Dollar Moms: Marketing to a New Generation of Mothers” and “Mom 3.0: Marketing With Today’s Mothers by Leveraging New Media and Technology”. She is CEO of BSM Media, the premier marketing to moms s firm connecting companies around the globe to mothers. Maria is also Co-Founder of BlueSuitMom.com, Newbaby.com, and MomTV.com and host of Mom Talk Radio, the first Nationally syndicated radio show for moms. You can follow her on Twitter @MomTalkRadio or email her at maria@bsmmedia.com.

Capturing Mom's Holiday Shopping Dollars

This article appeared in MediaPost Publications:

Just in time for the holidays and mom's rush to cross gifts off her list, the Marketing to Moms Coalition, a nonprofit industry group, has released the results its "Moms Holiday Spending Trends 2009" report.

The group surveyed 1,225 moms with children under 18 living at home. Some might predict that in a recovering economy that moms would be condensing her gift list and tightening her budget. Just the contrary, most moms plan to spend the same amount this year compared to last year. In fact, moms with older children expect to spend more than last year. This is good news for marketers and brands with the right marketing plans in place to capture holiday sales.

Let me share some of the highlights:

Gifts Vary by Kids' Age Groups - Teens Top Spending

Overall, moms will spend $672 this year, consistent with last year's spending levels with the top hot gifts for young children being toys (51%), clothing (29%), books (26%), movies (23%) and video games (8%). Top gift choices for children aged 7 to 12 being video games (30%), toys (29%), books/clothing (tied at 28%), movies (25%) and music (20%). Popular gifts for teens being music/music electronics (28%), clothing (27%), gift cards (23%), beauty products/video games (21%), and movies (19%). Compared to the total sample of moms, moms of teens plan to spend the most on holiday gifts.

Big ticket electronics like computers and cell phones will likely see a decrease in holiday sales this year. Of moms who plan to buy a gift for 7-12 year olds, 15% fewer will by computers, while 5% fewer moms plan to buy computers for teenagers this year.

Where Mom Will Shop

The majority of Moms plan to shop at mass merchandisers/supercenters for the holidays (85%), although that is down 2% from 2008. Anticipated holiday shopping this year has increased significantly for department (up 10% to 47% in 2009) and electronics stores (up 13% to 41% in 2009). Of all retailers, shoe stores are taking the hit the most in 2009 -- down 8% versus last year.

Moms with higher household income ($75,000+) plan to shop at more places, including department, specialty clothing, club and sporting goods stores, while those with lower income skew to dollar stores. Compared to other ethnic groups, English-speaking Hispanic moms are more likely to shop at electronics stores, while African American moms are more likely to hit dollar and shoe stores.

Buying Online Still Part of the Plan

Consistent with last year, most moms will do a lot of their shopping online this year as 16% of Moms plan to do 50% or more of their holiday shopping online. Moms with higher education and higher household income are consistently planning to do more of their shopping online than other moms. Toys (41%), clothing/clothing accessories (38%) and music/movies (34%) are the top three items Moms plan to buy online for the 2009 holidays.

Capturing Mom's Holiday Dollars

Marketers who want to capture mom's holiday dollars need to remember a few of the key principals of marketing to moms.

Help moms simplify her life. Make it easy for her to purchase your product. This means offering her complimentary accessories for products, suggesting hot sellers and sending her sale emails between 10 p.m. and midnight when she's online shopping.

Nurture a relationship with her through social media. Seek out moms who are looking for product by searching www.summize.com for moms tweeting about your product and then respond with information or answers.

Multitask with the multi-minder. She's on the move so make sure she finds your marketing messages along the away. Social media is great but it's only one piece of an integrated marketing plan. Don't forget to utilize local mom mavens offline, radio, couponing and peer reviews.

Engage her in a relevant conversation. It's called social media because parties socialize. Join into holiday conversations with moms via interactive online videos on sites like Momtv.com, Twitter Parties such as GNO (Girls Night Out events) or Facebook groups such as 24/7 Moms or Circle of Moms.

Now is the time to set your strategy for the holiday season. Moms will spend their money somewhere this year, shouldn't it be with you?