The Motrin Mom Controversy

I feel like I need to comment on Motrin-gate as I continue to read the endless flow of articles, blog posts and videos regarding the now pulled Motrin ad campaign. As the author of every book but one on Mom Marketing and most recently, "Mom 3.0: Marketing With Moms by Leveraging Social Media and New Technology", it seems as if I need to issue an opinion. The reality is that almost everything I would say has already been said in one form or fashion so perhaps the best service I can do is comment on some of the words already written.

Tonight I read an article in Ad Age that did an excellent job at speaking to scope, reach and reaction. The article illustrated that, although the Motrin dialogue among moms seemed loud and vast in numbers, in reality it touched only a small number of online mothers. Twitter, which served as the social media platform for much of the discussion among mom bloggers, myself included, reaches only 0.15% of the entire Internet audience. Blogs, which also fielded posts and discussions among mothers, only reach 38% of the mom market according to BSM Media research. However, what the Ad Age article didn't measure was the vast number of online videos, vcasts and vlogs that were uploaded by opinionated mothers. These have far more reach than either of the two previously named social media platforms. We don't speak much about videos now but I can assure you ,as a trendspotter in the mom market, we will be hearing as much about Vlogging by Q1 2009 as we do about blogs in Q4 2008. In fact, 85% of all moms have watched an online video in the past 7 days and it was videos recorded by mom bloggers turned Vloggers that caught the media's attention. Stephanie Precourt's heartfelt video led to exposure on NBC News and the Chicago Tribune. My point in bringing your attention to the real numbers of social media is to help marketers avoid a mistake I see happening every day. Marketers are clamoring so quickly and carelessly in their attempt to get into the social media space that they are doing so without their traditional sense of marketing savvy. They are trusting non-marketing experts who demonstrate even the slightest bit more knowledge than themselves with their brand and their messaging. They are forgetting research and measurement. They are throwing away any thought of integrated marketing plans that build upon each other and handing over their marketing dollars to individuals whose knowledge is limited to one space.

I will be the first to tell marketers that you must market WITH moms rather than TO them. I even changed the title of my book to reflect this approach. This does not mean, however, that one should abandon all traditional strategy to touching your consumer in a meaningful manner.

Another interesting stream of blog posts come from moms themselves. Their basic message was that the uproar doesn't do well for the connection between businesses and bloggers. That somehow the power of social media could work against how far moms have come in earning the respect of companies if mothers do not find less chaotic manners of protest. I would agree that moms have come a very long way in earning the respect of companies. Ironically, most of the moms who enjoy this respect were still single, childless and probably still in college when people like myself were fighting for face time with big brands. I recall when my first book, "Marketing to Moms" was published, I spent 90% of my time trying to convince marketers that they should pay attention to women with children. The first Marketing to Moms Conference brought out 10 attendees. I even went more than a year without a paycheck trying to build the first ever Mom Marketing Agency. Today, thousands of moms enjoy some kind of income from working with companies, at least a dozen Marketing to Kids firms have added "and Moms" to their taglines and multiple conference companies have monetized the desire of brands to reach this market. Yes, we've come a long way and we still have a long way to go. Marketers and moms of influences such as bloggers, vloggers, podcasters and webmasters need to realize that this industry is still young and ever evolving. It's been less than a decade since the spending power of moms was quantified by BSM Media and with changes in technology, the road ahead will have lots of growing pains. The good news is that we have Motrin to help cure them

State of the American Mom

The Marketing to Mom Coalition, of which I am a Founding Member, today released the results of the State of American Moms. It's a wonderful report focused on everything from technology to shopping behaviors of mothers. The full report is available from the Marketing to Moms Coalition, www.marketingtomomcoalition.org.

I am excited to share a few of the highlights with you:

STATE OF AMERICAN MOM REPORT RELEASED TODAY

Survey Shows More Moms are Stressed Out in 2008, Cites Top Issues of Concern

October 9, 2008, Chicago, Ill. -- Stress levels were brewing among moms across the country well before the recent financial crisis began, and the current economic environment isn’t helping matters. According to the recent State of the American Mom Report from the Marketing to Moms Coalition, nearly all moms (90%) saw the economy getting weaker even before the collapse on Wall Street. According to the nationwide survey of 1,033 mothers, more moms (40%) feel stressed about their current family life, than feel good about the way things are (33%).

Among many findings, the report shows an increase in moms admitting to be stressed, particularly full-time working mothers and those with lower incomes. Also, stress appears to be on the rise for divorced moms (47%).

“There’s no question that moms continue to have a growing list of concerns in this country,” said Michal Clements, founding member of the Marketing to Mom Coalition and partner of Incite to Action, the research firm that fielded the study. “The State of the American Mom Report shows that moms are feeling more overwhelmed, more concerned about their children versus themselves. Moms are continuing to try to find ways to streamline and simplify their lives – now more than ever.”

Stress Varies by Season

Overall, moms say the holidays are the most stressful time of year (40%), followed by summer when children aren’t in school (32%), back-to-school time (25%) and the end of the school year (6%). However, there were some interesting differences:

· Self-employed moms (43%) and moms with more children at home think summer is the busiest time of year for them, as they juggle working and childcare on top of children’s summertime activities.

· African American moms also say that summer is most stressful (34%) followed by back to school time (33%), and the holidays (28%).

What Moms Do to Save Time and Money

The majority of moms (75%) say they have been using leftovers more this year in an effort to save money, especially Caucasian moms (78%) and Hispanic moms (74%). Conversely, one in three African American moms (31%) either doesn’t use left overs or uses them less now than in the past.

Many moms are trying to find ways to do more one-stop shopping to save time and money. Sixty three percent of moms try to one-stop shop, especially those moms with children age two and under (69%). Other top ways moms try to save time and cut costs include making meals at home (63%), shopping/paying bills online (55%), enlisting children to help in household chores (46%), and shopping in bulk (45%).

What Matters Most to Moms

When asked to what are the most important issues on moms’ minds in 2008, collectively the respondents provided this ranking:

1. Relationship/communication with their child
2. Quality of education for their children
3. Safety in the world for their children
4. Drug use among their children’s peer group
5. Cyber/Online safety for their children

Listen Up, Girlfriends

In spite of all stress, more moms are becoming experts in the art of parenting – or so they think. When compared to 2007 data, more moms in 2008 identify themselves as an ”opinion leaders” and say they are likely to share information among their friends and family. This may be correlated to the boom in mommy blogs and web sites over the past year.

The State of the American Report surveyed a nationally representative sample of 1,033 mothers with at least one child aged under age 18 in the household. Data was analyzed by working status, household income, ethnicity as well as number of children living at home. To see the executive summary of the study and to purchase the full report, visit www.marketingtomomscoalition.org. _

About The Marketing to Moms Coalition

The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America’s most powerful consumers. A not-for-profit organization, the group’s goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.

Mommy Blogger Monologues

This week the Marketing to Moms Coalition and BSM Media, www.bsmmedia.com hosted the Mommy Blogger Monologues. It was the second of a national tour of events planned to educate, inform and create a dialogue between Mommy Bloggers and companies.

When I created the Mommy Blogger Monologues it was the outcome of reading hundreds of mom blog posts which expressed a discontentment with how marketers were reaching out to them. Bloggers complained that their in-boxes were being clogged with irrelevant press releases and emails asking for one-sided favors.

Companies on the other hand are eager to get to these influential mothers. Last week's New York Mommy Blogger Monologues seemed to hit the mark for both bloggers and marketers. In fact, you can read some of the great recaps from the bloggers’ perspectives here, here, here and here.

The panel was filled with eight very smart and savvy mom bloggers:

Gabrielle Blair, founder of Kirtsy.com, www.kirtsy.com and www.designmom.com

Kimberly Coleman of www.mominthecity.com

Kelcey Kintner of www.mambirddiaries.com

Alexis Martin Neely of www.FamilyWealthSecrets.com

Amy Oztan of www.filminginbrooklyn.com and www.selfishmom.com

Kim Pace of www.joggingincircles.com

Amy Platt of www.LIParentSource.com

Andi Silverman of www.mamaknowsbreast.com

These women provided many very good tips for working with moms in the blogosphere. Among them:

- Read the blog before sending a release to determine if your product is a good fit for the mom and her audience

- Be honest and transparent

- Introduce yourself and speak to the moms as you would anyone else

- Present a mutually beneficial marketing idea

- Don't pay for placement but do remember that some blogs are a business

- Ultimately the blogger is loyal to her readers

I feel very fortunate to know mom bloggers and even more grateful that they are willing to share their insights with companies.

For more information about reaching mom bloggers or data on the mom blogosphere, visit www.marketingtomoms.com

The Precious Girls Club

If you've read my blog, heard me on Mom Talk Radio or read one of my articles on Desexualizing Six Year Olds, you know that I've been working on an exciting new project, the Precious Girls Club^TM. It’s a new virtual world website and chapter book series for young girls. Since it’s from Precious Moments®, the site has all the same wholesome values we associate with this trusted brand and those we are trying to instill in our own children like loving, caring and responsibility. These values are reinforced throughout the site in fun and engaging experiences for girls and through a chapter book series and related products that go along with the site. The site just launched and the books are available in stores and online.

I hope you’ll take a minute to explore www.preciousgirlsclub.com and share it with your daughter. Feel free to share the news of Precious Girls Club and the free access code which follows. Let them know that playing on the site is free, but they can also get a free month of premium Rainbow Club membership by entering 8137-KTQ1-NZCG on the web access code page. I think you’ll find this site to be different and refreshing – a place that encourages girls to be girls.

I am very passionate about providing young girls an environment and place to play which is safe and mirrors the values of friendship, caring, loving and more.

More from the Campaign Trail....

Since I’m always interested in the attitudes and intentions of Moms, we recently polled Moms nationwide on a topic that is on everyone’s minds these days: campaign 2008. We know that Moms are planning to come out to the polls and we know the hot-button issues in the Presidential race. But, debate topics aside, what do Moms really think about what they’re seeing on the campaign trail? Let’s find out. Here are some of the results of our most recent Presidential Campaign Survey.

Moms on the Election:

• 63% try to stay abreast of major issues

- 22% read and watch everything, from political blogs to shows

· 85% plan to vote for President in 2008

- 10% are unsure

- 5% don’t plan to vote

On the Running Mate Decisions:

• 65% have not changed their opinions of the candidates since the running mates were announced, while 15% have changed their feelings

- 20% are not sure if their feelings have changed

· Of those whose feelings have changed:

- 28% are still undecided

- 7% were previously undecided but now voting Republican

- 6% were previously leaning towards the Democrats but are now voting Republican

- 5% were previously undecided but now voting Democrat

- 3% were previously leaning towards the Republicans but are now voting Democrat

• 78% said the running mate choice has a significant impact on their vote
• 70% have not changed their feelings on John McCain since his running mate announcement

- Of those whose feelings changed, 53% are now more inclined to vote McCain/Palin

On Sarah Palin:

• When asked to describe their feelings on Sarah Palin:

- 36% think she was a great choice and are planning on voting Republican

- 24% think it was a contrived political move

- 14% are encouraged that a woman could potentially be our VP but don’t agree with her stance on issues

- 11% like her a strong woman but are not planning on voting for her

- 9% don’t think it was a wise choice for John McCain

- 5% said they were unsure of their vote before, but don’t want to pass up the chance to see a woman in the white house

· When asked if Sarah Palin’s role as mother of 5 influences their view of her:

- 29% said yes

- 24% said somewhat

- 43% said no

- 4% don’t know

· 74% relate to Palin as a woman and mother

- Of those:

§ 75% relate to her facing family difficulties

§ 45% relate to the way she balances a career and family

§ 42% relate to her conservative views

§ 30% relate to her having children later in life

§ 24% relate to her having a child with a disability

§ 16% relate to her political aspirations

· When asked if they agreed with the way Palin is handling her pregnant daughter’s situation:

- 52% said Yes

- 32% said Somewhat

- 16% said No

· 63% believe that Palin’s family life will have a significant impact on her campaign

On Michelle Obama:

· 60% relate to Obama as a woman and mother

On Women/Moms in Politics:

· When asked if they would consider supporting a ticket that included a female candidate, even if they didn’t agree with the party’s view on the issues:

- 53% said no

- 26% didn’t know

- 21% said yes

· When asked how much the parenting styles of Michelle Obama or Sarah Palin play into their decision

- 47% give it some consideration

- 40% said it makes no impact

- 11% give it a lot of consideration

- 3% said it greatly impacts their vote

· 80% think there is a double standard facing women in politics

· When asked if they believe a mother can adequately balance family and a position such as VP of the US

- 63% said Yes

- 24% aren’t sure

- 14% said No

· 56% believe that it’s equally taxing to balance the roles of both Vice President and First Lady with motherhood

- 30% think it’s easier balancing motherhood as the First Lady

- 5% think it’s easier balancing motherhood as the Vice President

On Candidates Speaking to Motherhood:

· 47% think Barack Obama is doing a better job speaking to the issues that are important to mothers

· 40% think John McCain is doing the better job

Relationships Are Key When Marketing to Mothers

What is your agency’s definition of “relationship”?

For almost two decades, I’ve written and preached about the importance of relationships when it comes to marketing to mothers. Today more than ever, taking the time to establish meaningful relationships is imperative, particularly with mommy bloggers. The backlash that can occur when public relations and marketing agencies don’t take the time to get to know their target consumers has been well chronicled online in blog posts, tweets and social networks. Nothing can ignite the fuse between bloggers and marketers faster than an irrelevant press release or pitch sent blindly to a mom blogger. The marketing world seems to have learned from the mistakes of peers and recently made more attempts to learn something about the mom behind the blog. However, there is still a long road to go in getting it right.

The mistake I see marketers currently making lies in trusting the definition of “relationship” when their agencies say, “we have a relationships with bloggers.” What does this really mean? What kind of relationship? Does it mean that the blogger accepts email from the agency or does it mean they actually know the blogger by her first name? I find, as an objective observer, that the definition of “relationship” differs greatly from agency to agency and project to project. Let’s face it. Your agency knows that mommy bloggers are hot. They know you want the buzz a few good posts can provide and they want to please you, their client. All too often, I hear, “we have relationships” only to find out later that the “relationship” doesn’t even include knowing the topics that the mommy blogger addresses.

Recently, a company asked me to look over a list of bloggers their agency had recommended to them. Bloggers the agency apparently had relationships with. Two blogs on the list didn’t even exist anymore because I personally know the women who folded them. Another had the wrong contact name attached to it. Another was the name of a blog that is actually a network of over 50 mom bloggers. Does this mean they have a relationship with all 50 mom bloggers?

I will be the first to admit that it is time consuming to maintain a relationship with hundreds of mommy bloggers. I know this first hand. I have a relationship with over 700 of them. However, that relationship is maintained on different levels. Some I only know by name and content while others invite me to their baby showers. It’s sometime a point of necessity to leverage the relationships of others; however, as a marketer who owns your brand, its just as important to define the relationship you are leveraging. Take the time to ask some of the following questions of your agency:

- How long have you known this blogger?
- Have you worked with her before?
- What are the topics and characteristics of her blog that make her a good fit for my brand?
- How often do you use her for your programs? Is she willing to do so much so often?
- What are the ages of her children?
- How active are her readers? Do they engage with comments?

If they can’t answer at least a few of these questions, you should question their level of relationship with their suggested mommy bloggers. The level of relationship between the mommy blogger and the company is directly proportional to the level of results you will gain through your marketing efforts.

Some call it the happiest place on earth; I call it the richest data mine on Earth, particularly when it comes to marketing to moms. I am poolside at Walt Disney World where there is more validation of mom trends, insights and research than one could find in a week of focus groups. Yes, it’s Saturday afternoon and some might say that I should take the day off but when I'm at Disney, I'm the happiest person on Earth for reasons beyond the thrill of Space Mountain or the excitement of meeting Buzz Lightyear. I am immersed in the greatest cross section of moms in the world and there's no shortage of things to learn. Maybe this is why my kids hate to wait in lines with me at Disney- I strategically position myself so we are sandwiched between moms in line. This way, if I can't get one engaged in a conversation, I can turn behind me and hopefully engage another. The questions are endless and I've been known to get an entire personal history along with buying behaviors, ages of children and online engagement habits in the time it takes to get on Peter Pan. The longer the line the better! No FASTPASS for this hardy researcher!

Today I've already observed a dozen things. First and foremost, I realized sitting here that I definitely do not fit into any mainstream mom segment. It didn't take long to realize that I was the only mom joyfully reading Brandweek, DM News and an old article on Brand Influencers. I can honestly say I'm a one-of-a-kind mom. After all I'm the only mom on Earth who takes such joy in writing about Mom Marketing. I only point out my self observation because it a confirmation to my loyal readers that I WILL NEVER base my mom insights on my own behaviors.

My next observation- 60 percent of moms want healthy food choices for their children according to the BSM Media Obesity Report. They may answer such on a poll but by the number of ice cream sundaes and buckets of French fries passing my chair, they aren't buying them. Disney actually does an amazing job offering healthy fare, and it’s in fact a company wide initiative, but apparently even Mickey can't talk a kid into the carrots and celery.

My next observation-Friendly competition is alive and well among moms. I've heard no fewer that 6 conversations on doing Disney right and "little known secrets" that only the lucky mom disclosing them knows. By the way, two out of six moms dished out inaccurate information in an attempt to look more knowledgeable than the others about shuffling kids through the park. Finally, word of mouth is by far the most effective means of marketing to moms. Today the Maria Bailey question of the day was, "how did you plan your trip to Disney?". Overwhelmingly, they garnered their recommendations and tips from another mom. It might have been a classmate’s mom, The Disney Moms Panel or a blog post but it still was another mom.

My legs are turning red and my sunscreen needs to be reapplied and my daughters are approaching my chair. It’s time for me to put away the Blackberry, grab my towel and get back to being a mom.