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Maria Bailey

Member since March 2009Contact Maria

Author and CEO of BSM Media, Maria Bailey is a trendsetter and thought leader in influencer marketing. Her expertise in both the mom and millennial influencer markets is recognized by Ad Age, Wall Street Journal, CNN, New York Times, Billboard Magazine, as well as hundreds of other media outlets. Maria's latest book, Millennial Moms, 202 Facts Marketers Need to Know to Drive Sales and Build Brands, offers insights and strategies on capturing the business and loyalty of the still-emerging millennial market. In her spare time, Maria trains for her next marathon or ultra (26 and counting) and spends time with her family.

Articles by Maria All articles by Maria

  • Moms Dish Up Thoughts On Black Friday And Cyber Monday in Engage:Moms on 11/18/2016

    As we approach Thanksgiving week, I'm gearing up for my annual Black Friday shopping excursion. Yes, I admit it. I am one of those Black Friday shoppers, out the door before sunrise with holiday gift list in hand to shop for my family, friends and team. I knock out the rest of the list on Cyber Monday. I'm calling myself a hybrid shopper, and you'll read why below.

  • What's New For Holiday 2016 in Engage:Moms on 10/21/2016

    It's that time again when brands are looking for the silver bullet that will drive holiday sales and help them meet their goals for 2016. Unfortunately, many marketing teams set their plans in place back in the spring. I say unfortunately because in a time when social media is constantly changing, it's nearly impossible to predict what social platform will be popular six months in advance.

  • How To Win The Mom Vote in Engage:Moms on 09/16/2016

    With only a few weeks left until Election Day in a highly contentious presidential contest, Hillary and Donald would do well to heed the timeless advice of listening to their mothers, all 40 million of them. This powerful group of voters will head to the polls in November hoping, as all voters do, to shape the future of the country, and more importantly their children's futures, through the ballot box. In a recent survey, more than 89% of moms - Millennials, Gen Xers and Boomers - plan to vote in the 2016 election but 60% of these same moms feel that the current presidential candidates are not focusing on the mom vote.

  • It's College Move-In Season, Just Ask Moms in Engage:Moms on 08/19/2016

    This week marks National College Move-In Week when more than 130 colleges and universities welcome students for the fall semester. This means moms will invest plenty of money and sweat equity moving their sons and daughters in to dorms and apartments, a process that I have experienced twice in the last five weeks as I helped two of my children move to college towns at least six states away. From the shopping trips to the road trips with a packed car, I spy multiple opportunities for marketers to tap in to this segment of moms who are sending their sons and daughters off to college with everything they will need for their new college spaces.

  • The Story Behind The Numbers On Moms And Millennials in Engage:Moms on 07/15/2016

    Recently, The New York Times turned its attention to women without children and marketing to this group. If you missed the article on July 10, you can read it here. I was fortunate enough to be a part of Alina Tugend's article that referenced the lucrative mom market. Tugend worked on this piece for over a month and gathered extensive data on women, both childless and with children. It reminded me of how often we read statistics, census data and research and react to the numbers without knowing the story behind them.

  • Hey, Dude ... Happy Father's Day in Engage:Moms on 06/17/2016

    In this space where we focus on millennial moms, it's a good time to shine the spotlight on millennial dads on this Father's Day weekend. After all, it's good to remember that moms wouldn't get the title without dads (or whatever term fits in today's family dynamic). Marketers could find valuable opportunities with millennial dads, a young generation of men who are rewriting the script for what fathers look like and how families are shaped. Today's dads are influential, involved and interested in new ways to approach parenting. Sound familiar?

  • 5 Reasons To Engage With Moms In Online Community Research Groups in Engage:Moms on 05/20/2016

    A 2015 market research industry paper reports a 52% increase in online communities, a tool that smart marketers will leverage when engaging with moms. Traditional research tools that my team uses every day, such as focus groups and surveys, have value and will continue to play a role in keeping a finger on the pulse of opinions and trends. However, the increase in online communities resonates with the hottest consumer segment today - millennial moms.

  • The Un-Mother's Day in Engage:Moms on 04/18/2016

    No Engage:Moms post would be complete without talking about Mother's Day on May 8th this year. In 2015, over $20 billion was spent on cards, flowers, jewelry and other gifts according to the National Retail Federation. But what do moms really want and how can marketers reach them for a new holiday I'm calling the "un-Mother's Day"?

  • Spending Is Hopping This Easter in Engage:Moms on 03/18/2016

    Here comes Peter Cottontail, hopping down the bunny trail with billions of dollars in his basket. In a survey report released this week by the National Retail Federation (NRF), an Easter 2016 spending estimate of $17.3 billion will be the highest in the survey's 13-year history. Who is leading the charge to store cash registers and online checkout buttons? Of course, it's moms, who are giving marketers a clear direction on the importance of all holidays to earn their business.

  • Moms Spending Big Money On Connected Toys For Their Kids in Engage:Moms on 02/19/2016

    Tell children to play with toys and they will grab their tablets first, thanks to the continued blending of traditional and digital toys. This week, a new study we conducted, and released at the Digital Kids Conference (at Toy Fair), reveals what moms are willing to spend, and how and why they buy.

Comments by Maria All comments by Maria

  • 5 Mistakes To Avoid When Working With Millennial Mom Influencers by Maria Bailey (Engage:Moms on 01/15/2016)

    Hi Judy, you are correct that Pinterest is a huge playground for moms and an excellent resource for social listening. It's the source for the Mason jar example in Tip #2. I offer solutions to avoid these common mistakes within the content above; search online playgrounds for influencers, become a social listener to identify moms talking about your product or brand, look at a bio/About section to identify offline influencers and finally, give influencers with smaller numbers a chance. They're often more interested in an authentic relationship that will prove more valuable in the long term. I hope this helps clarify your comment. Thanks for your feedback. 

  • 5 Mistakes To Avoid When Working With Millennial Mom Influencers by Maria Bailey (Engage:Moms on 01/15/2016)

    Hi Steve, thanks for your comment and the link. You are absolutely correct that bloggers (we like to call them influencers) must disclose their work, including monetary and product compensation. It is incumbent on agencies to communicate the necessity for disclosure, as the FTC would look to the bigger fish in the chain! I appreciate the share.

  • Moms Spending Big Money On Connected Toys For Their Kids by Maria Bailey (Engage:Moms on 02/19/2016)

    Hi Laurie, thanks for your comment.  The survey size was 300 moms in the U.S., 178 children (ages 4-18, majority of respondents in kids survey - 54% - were in the 7-9 year old range). More survey results are available that I'm happy to send you. Email me (maria@bsmmedia.com) to request a copy.

  • Alpha Moms, Tiger Moms And Me -- The Accidental Influencer by Maryanne Conlin (Engage:Moms on 02/17/2011)

    I love seeing you use the term Power Moms. My newest book is titled, Power Moms. I think that marketers need to look at moms thru numerous lenses.

  • The Eight Truths For Talking To Alpha Moms by Kimberly Jackson (Engage:Moms on 12/22/2010)

    I agree that Alpha moms are the target but marketers need to remember that every subset of mothers have alpha in their group. There are alphas in groups of Beta moms in fact. Alpha is best definited as the influencer or mavens in each subset of mothers. It's also important to remember that an alpha mom for one product is not always an alpha mom for another. For example: a fitness alpha mom would not be an alpha mom for a fatty food product. Know your the alpha moms you need to target and then apply the great suggestions Kim has made here.

  • Moms Can Put the 'Happy' in Holiday Sales by Maria Bailey (Engage:Moms on 10/13/2010)

    Melissa have you seen this article regarding the move downward in age of the brands you mentioned. Moms of all ages will have to run from the malls! http://articles.chicagotribune.com/2010-10-11/business/sc-biz-retail-children-1012-20101011_1_aeropostale-clothes-branding-experts

  • New Year, New Trends by Maria Bailey (Engage:Moms on 01/06/2010)

    So sorry that some non-BSM Media were cut due to space. Here's some you might want to check out: NightAgency did a great program with moms using video for PurexInsiders called "Sheet Happens". Method did a great job bringing local moms together with a series of mom mixers last year in homes stock with their products. Huggies did a fun campaign with video in which they enlisted local moms to be city hosts to their Huggies mobile. What I've learned from a decade of being in the mom space is that I tend to test trends I believe will be taking with my own brands and clients before proclaiming them trends that work for all. Once I've seen success firsthand I then feel comfortable sharing them with the world. It's my science background at work! Thanks for your interest.

  • Gt Conectd 2 The WM by Howard Goldberg (Engage:Moms on 10/28/2009)

    Interesting article however I would challenge the term "working" mom and warn marketers against segementing moms into "working" and "stay at home" segment. The reality is that moms have redefined the term "working". Two thirds of moms are now running some type of business from their homes and while they often will not term themselves "working moms" they are generating income and interactinging outside of the home with women business owners and consumers. Today's Gen Y and Gen X moms are using terms such as "hybrid" moms, "in-home working moms", "at home working moms", "total 180 moms" and "part-time working moms". However if you ask them if they are working mothers, they will say they are stay at homes because they place more value on their role as an in-home mother than an in-home business owner. These women are loyal to the same brands that they use in their personal life when purchasing for their companies. A big upside for companies who win their loyalty.

  • Millennial Mom 101 by Brandon Evans (Engage:Millennials on 10/23/2009)

    Great article and right on target. Thanks for accurately sourcing my research. Appreciate it. Millenials moms are very important to the consumer base of mothers. Close to 4 million millenials will become moms next year.

  • The Mom Timeline by Mary Lee Shalvoy (Engage:Moms on 03/25/2009)

    Mary Lee you'd done a great job breaking out the timeline of mom. It illustrates what I wrote in Trillion Dollar Moms: Marketing to a New Generation of Moms, that it is important to market to the mom based on the age of her child rather than the age of the mother. A boomer with a toddler will act more like a Gen Xer with a toddler than a boomer with a teen. Toddler moms become consumer peers to each other and thus forming a strong consumer group. Thanks for mentioning the Marketing to Moms Coalition, www.marketingtomomscoalition.org. It's a great resource for marketing professionals in this field. The $2.1 trillion figure however was calculated by BSM Media and Maria Bailey. We actually re-calculated it ever January 1st. It's amazing that it has grown from $1.7 in 2001. www.marketingtomoms.com

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