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.

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.