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.