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Today’s MediaPost Daily–a must read for any marketer–talks about the reality of convergence — across platforms, media and marrketing in general. Every marketer worth talking to today knows that digital influence and conversational influence is transforming and will continue to transform our current market opportunities. Especially in this challenging environment.
MediaPost speaks to what Mommies Clique is doing every day for brands and companies and products: We marketers spark the conversation and the Mommies drive it. Like MediaPost says, Mommies Clique Mommies are mentors, hosts, ambassadors, advocates, and–at their essence– communicators. The MediaPost reiterates what we have been saying about moms:
- On many consumer brand purchases, they are the primary decision-maker.
- They are brand loyal – but they try new things, especially when advocated.
- They are recommenders; they listen to recommenders.
- They appreciate “review” content.
- They are community-driven and have shown an interest in social media from its very beginnings — and now are there to a notable height. Once in chat rooms and on message boards, they now frequent social media forums, sharing online.
- They blog. Big-time — and often about brands with the motive of advocacy.
The eMarketer report entitled “Mom Bloggers Fuel Online Brand Talk” underscores new models for monetizing, engaging, and really harnessing the power of Mommies in the blogospherem like Mommies Clique. MediaPost goes on to say that “More than three-quarters of mothers who blog in the US review products, according to recently released data from Mom Central Reporting” and “Mom bloggers may be especially open to contact from brands in the current economic environment: More than 60% of mom bloggers considered making money important and wanted more connectivity with companies; over one-third (37%) said they had already been contacted as a resource for the press.” and
“Working with mom bloggers makes sense because the Internet is a leading conversation starter about products and brands among new and expectant mothers, according to a January 2008 study by BabyCenter and Keller Fay Group.”
It warmed this Mommie Blogger’s heart that Kendall Allen concluded that she “would argue that the advocating, connector mom is major firepower.” MAJOR FIREPOWER! How about that Mommies? This warmed this overtired, very spent Mommies’ heart. Thank you Kendall Allen and more power to the Hand That Rocks The Cradle! Mommies, what do you think?
Mommies in Mommies Clique have recently have been seeing quite a bit on Twitter and other social nets about Wal*Mart’s new Money Saving Community Project called “Eleven Moms” Yes, only ELEVEN MOMS across the USA–only ELEVEN–were hand-selected to regularly post money saving advice on video. Given the Wal*Mart blogger disaster of 2006, it should be noted that they made the 11 Moms really make it very, very clear its a volunteer opportunity and Wal-mart is not paying for content, and the 11 Moms views’ are totally their own.
Walmart’s Eleven Moms are:
I think this is brilliant and am wondering when Wal*Mart is going to contact Mommies Clique and our national network of Mommies to start blogging about everyday value. In this economy, its hard to be a Mommie and not be looking for everyday values. This Chief Mommy Organizer thinks that Wal*Mart’s holiday toy announcement will bring joy to Mommies and Daddy Santa’s everywhere!
I am on the road pitching Mommies Clique in Chicago this week, actively recruiting Chief Mommie Organizers (CMOs) in Chicago, San Fran and New York! Know anyone?
Someone told me about a new community called Savvy Auntie. What a cool idea! Everyone—including me–has been talking about the “Power of Mommies” and Mommie bloggers but what about The Power of Aunties? I have to think there is tremendous spending power there.
Savvy Auntie says” Though many women opt not to have their own children, that doesn’t mean they don’t dote on the kids in their life.” and is a “parenting site for non-parents” targeting PANKS–”Professional Aunts, No Kids”. The site includes recommendations for activities indoors, outdoors or from a long-distance, age appropriate gift ideas, and a forum to share tips.
As Auntie to precious Ava, Alex, Robert, Levi and Hannah you can bet I am going to check it out to make sure I am doing “All Things Auntie”! Love it. Melanie Notkin is a genius!
Mommies Clique was founded on the idea that the best way to reach moms is to create messages by moms, in their terms. Now it looks as though other companies are capitalizing on similar, parallel themes …
Omnicom Group has recently announced the development of a consultancy group to assist marketers in reaching out to an elusive and influential consumer: females. The name of this faction is G23 – G for group, and 23 to represent the second set of chromosomes that determines one’s gender. G23 will be managed by top leaders within Omnicom, all of them women.
So why focus an entire consultancy group on one gender? Women have a 75 percent buying presence in the marketplace. Once these shopping mavens become wives and mothers, their buying presence really grows. Women influence purchase decisions for their children, husbands and households, including everything from automobiles, health care and home improvement, not to mention clothing.
While women have spent years shopping the latest trends, it is the female consumer that is now in fashion. Marketers know that buying power lies within women; however, tapping into this market in the most effective manner has proven challenging for many.
G23 has assumed the role in guiding agencies towards reaching out to females. What better way to reach out to women than through a consultancy run by women? With an ever-growing presence in universities, the workplace and the online world, there are no signs of this female presence slowing down.
Looks like it’s a woman’s world after all!
It seems Hewlett Packard is reaching out to moms in an attempt to build some brand evangelism. HP has given mommy blogger, Stephanie Precourt $250 toward the BlogHer conference in San Francisco on July 18-20 and donated an additional $250 for an Adventures in Babywearing reader to also attend the conference.
The gift is a considerate gesture that shows support not only to moms and bloggers, but also to the activities that matter to them: supporting moms, bloggers and their interests. And $250 undoubtedly goes a long way, almost covering the cost of the conference (ranging from 50 to 348 dollars) or cutting back on the cost of travel. With the rise of gas prices recently, it is a smart and considerate way to support the personal interests of HP’s customers while also promoting the company itself in a positive light.
In addition, the monetary gesture is beneficial to many. HP received positive brand reinforcement from Precourt, who thanked “the terrific masterminds who care about … women bloggers over at HP” on her blog. The gesture also increases traffic to Precourt’s site, promotes the BlogHer conference itself and rewards a lucky reader. Sounds like a pretty good way to pay it forward to mommies!
When I was pregnant with my first baby five years ago, my neighbor Sheryl offered me a list of things to buy, register for and not to bother with. The list had various tidbits from “don’t buy bibs, you’ll get a million of them at your shower” to “make sure you have nipple soothies in the fridge just in case.” Just in case for what?! (I soon found out.)
I’ve since amended Sheryl’s no-frills Word doc list for my friends, adding my own insight on booster seats vs. high chairs and my research on the safest car seats (they aren’t always the most expensive). The list is now outdated again, due to the flux of designer strollers, toxic baby bottles and the much better color selection of baby linens out there.
Who knew Sheryl was onto something? On the front page of the Syracuse Post-Standard’s Life and Leisure section yesterday, there was a story on baby planners. Think wedding planner but baby planner: Someone to help you sort through the choices and register for the best stroller, car seat, crib, high chairs and feeding accessories for your lifestyle. (At the risk of sounding like a total sell-out, there are better strollers for the city vs. the ‘burbs).
Baby planners can consult on anything from selecting a pediatrician to nursery design to finding the best baby photographer. According to the article, Melissa Moog, founder of Itsabelly: Baby Concierge, found out about other baby planners via CoolMomPicks.com, which led her to form the National Baby Planner Association, comprised of 14 members.
What would you want to ask a baby planner if you had one at your disposal? (Rates start at 75 dollars for an hour phone consultation.) What are some of your favorite products? The ones you can live without?
One more tip from Sheryl: Bring a bottle of champagne to the hospital.