MediaPost- Engage Moms
Last feed update: Wednesday July 23rd, 2014 10:43:07 AM
On any given night, on a not-so-infrequent basis, you can find me at the Forever 21 store in New York's Times Square. Call it a guilty pleasure or perhaps a convenient stop at 11 p.m. after a business dinner; however, I just can't help myself from stopping in on my way back to my hotel. At that hour, the store is still buzzing with deal-seeking fashionistas.
When a woman becomes a mom, her life fills with "firsts": first bath, first steps, first time sleeping through the night. While each first gives moms a reason to celebrate, many usher in a new set of challenges.
There is no doubt that moms have found their voice in countries all around the world. I recently spoke to Aaron Sherinian, VP of communications and public relations for the UN Foundation, who said, "Ask a mom today where she lives, and she will tell you she has a global zip code. Don't assume she only cares about one issue or cause and don't assume that it's a cause that lives in her backyard. She communicates on more than one channel and is interested in a host of issues. Today's mom may want to help out at her local school, but she's also worried about economic development, health care, climate, education, poverty, hunger and human rights issues around the world. It's important to meet her where she is and help her as she bridges her involvement in both local and global issues."
Becoming a mom changes everything: your priorities, your schedule, your ability to sleep more than four hours in a row. But nothing feels as dramatic and surprising as the changes in your shape and body image. In just a few months you go from using a rubber band to keep your jeans closed to wearing what can feel like a small tent. And for most women, the body image roller-coaster ride doesn't stop after childbirth. Maybe you go back to your pre-pregnancy weight, but none of your old clothes fit. Maybe you struggle with stretch marks or changes in your breasts. Some women even go up a shoe size!
I love surveys, data and statistics that turn opinions and emotions in to concrete, quantifiable numbers. Whether it's for social media conferences we host, the dozens I attend each year or at the request of a client, survey data bring it all together. That's why I'm pleased to see this recent report by Kelby Carr of Type-A Parent, "Parent Bloggers Mean Business." It's refreshing to see more validation of what we know about moms who blog, the blogosphere, and particularly what we have been telling brands for a long time.
I've been attending mom blogger conferences for years-this summer will be my seventh BlogHer event. Yet this month was the first time I had the opportunity to turn out for the Mom 2.0 Summit, which took place in Atlanta. Staff members who had gone in the past highly recommended it, and finally, this year, I had no scheduling conflicts.
A new study from DeVries Global focuses on the power and influence of the "otherhood," a word used to describe women who are not moms. The word is actually the title of a new book by SavvyAuntie.com founder Melanie Notkin. In fact, Notkin partnered with DeVries Global on the study, which sheds new light on a demographic of women-moving them beyond the "Sex and the City" stereotypes and showing women who are smart, savvy and discerning in all aspects of their lives.
Yesterday, actress Gwyneth Paltrow called for an end to the Mommy Wars. What she doesn't realize is that most moms are one step ahead of her. Our new research shows that the battle between stay-at-home moms and working moms isn't raging as fiercely as it once did. Moms today are showing more respect and empathy for each other's choices.
With an estimated 4 million babies born in the U.S. every year, the number for marketers to pay attention to is $10,000 to $12,000. That's the average to low end of the budget that today's mom-to-be will spend as she prepares for baby's arrival. Women having babies and raising young children are the Millennial generation, a group that makes up about 21% of the U.S. population and the largest consumer group to emerge since the Baby Boomer generation.
Today's social media-savvy moms are considered early technology adopters, but is mom ready to embrace the wearable Internet and become the next mobile device?
Traditional marketing-to-mom tropes have become less and less reliable. Is the modern mom working, a homemaker, an educator, the breadwinner, a spouse, a shopper, or primary nurturer? Is she all of the above, or none of the above?
If necessity is indeed the "mother of invention," then moms are increasingly finding it necessary to not only invent products to make the world go 'round, but to build their own businesses around them.
We all know that today's mom is always connected, puts her family first, and expects only the best from her favorite brands. But why does this matter to content marketers? These "household CEOs" represent over a trillion dollars in household spending per year. Marketers who truly understand this audience can leverage great content to build loyalty and influence purchases.
When we were getting ready to adopt our little girl, I thought I was prepared for the inevitable life disruptions: sleep deprivation, diaper duty, feeding conundrums. But I was completely unprepared for one of the more overwhelming aspects of early parenthood: choosing baby products and gear.
Last week I had the privilege of attending Generation W, an annual event in Jacksonville, Fla., that brings together leaders and experts from around the country for a day of education, inspiration and connection for women. While this event is about inspiring thought leadership that will move people to improve their lives and communities, it also gave me some marketing-to-mom inspiration-specifically in a session led by public relations and social media consultant Angie Orth.
Latina moms are going to be the subject of the same fervor and focus that was put towards marketing to moms and social media back in the '90s. One in four babies in the U.S. are born to a Latina mother and, by 2015, that number will change to one in three, with their purchasing power estimated to reach $1.5 trillion. According to Nielsen, "they are now the primary or joint decision-makers in every major category including groceries, finances, electronics and family care." As with every demographic uptick, this will have major effects on brands and their shopper marketing strategies. Here's what we know about the rising influence of Latina moms and how brands can effectively reach them:
There was a day in the not-too-distant past when sponsors had only a few choices for event sponsorship in the mom blogosphere. However, as the space has matured and grown, so have the conferences that serve the assorted interests and experience level of mom bloggers. Before throwing your dollars at the same events you've been tapping, you may want to look at some of the exciting new options for 2014.
Like most of the internet this week, I have been in equal measure perplexed and amused at the now infamous term "Conscious Uncoupling." In case you've been hiding under a rock this week, Gwyneth Paltrow and Chris Martin announced their decision to consciously uncouple, and the internet exploded. However, if we look past the quips on Twitter and obvious "SNL" fodder, what we see is an extreme form of a trend that has been gathering pace during the past few years.
On Monday and Tuesday, I attended the 2014 Sandbox Summit, a wonderful meeting about the convergence of technology and education. One of the speakers from BuzzFeed mentioned that women share BuzzFeed information four times as much as men.
Wouldn't a brand be delighted to receive this kind of response to their product? "I saw it and I just had to have it." "My family would be so much happier with it in our home!" "I felt much safer after we bought one."
As a Hispanic woman raising kids in the United States, I'm especially attuned to the attitudes and challenges of moms like me. But in the past couple of years, I've noticed that a lot of big brands are tuning into our needs as well. The reason is simple: Between 2000 and 2010, the Hispanic population grew by 43% - that's four times the general rate of population growth.
In honor of National Women in History Month, I want to share some of the women who have inspired me with their marketing-to-mom greatness.
Today's moms have an overwhelming amount of resources to turn to and more content to digest than any other generation before them. Search "new baby" and over 2 billion hits come up. That is information overload for a mom who is already feeling overloaded before the baby is even born and despite being a digital native. Thousands and thousands of recommendations, checklists, educational tips and opinions abound. There is no shortage of advice from friends, family, peers, influencers and celebrity moms, not to mention a huge selection of stores to buy from-large to boutique stores-both online and off.
Everyone is looking for the next best marketing initiative to connect their brand with moms and ultimately drive sales of their products. As marketers, you have most likely dabbled in all the new marketing programs on Pinterest, Youtube, Instagram and Vine. We all want to find the silver bullet - that one program starts the wildfire of word of mom! 2014 has seen a growth in two growing Mom Marketing trends- Ambassador Programs and In-Home Parties.
Recently, BabyCenter hosted its annual Insights Series to reveal the findings from its 2014 Millennial Mom Report. Since 83% of new moms are Millennials - women 18-34 - the report is worth sharing. The key takeaway for marketers: The best way to reach and connect with Millennial Moms is via their smartphones.
It can be a challenge for brands to reach busy moms who are exposed to many messages each day - from emails and online advertising to TV commercials and beyond. To stand out, brands must fine-tune their messaging to resonate with what moms truly value.
Quick! When you hear the word "Millennial," what words come to mind? How about "entitled"? "Unemployed"? Or maybe "living at home"?
The rise in consumer awareness, attention, and desire for a healthy lifestyle is unmistakable, and U.S. consumer spending for health- and wellness-related products now exceeds billions of dollars each year. Brands in all kinds of vertical categories are seeking ways to tap into this megatrend.
Yes, the Super Bowl has come and gone and, according to many a sportscaster and spectator, this year's Big Game was not quite as exciting as some had hoped-and that feeling of slight disappointment seemed to stretch from the playing field into the commercials. "The game was horrible. The commercials were slightly better than horrible," writes Derek Thompson in an article for The Atlantic - a sentiment felt by many inside and outside of the advertising world.
Liz O'Donnell, founder of Hello Ladies, recently wrote a book, Mogul, Mom & Maid, in which she conducted in-depth interviews with over 100 working women across the U.S. These conversations verified that for today's mothers, opting out of the workforce is simply not an option. She needs to work in order to provide food and shelter, and she is often the breadwinner of the family. The U.S. Bureau of Labor Statistics says close to 40% of working wives now out-earn their spouse - an increase of 50% in the last 50 years.
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