Articles by Maria All articles by Maria
- 5 Mistakes To Avoid When Working With Millennial Mom Influencers in
2016 marketing plans are in full swing and savvy marketers are using millennial mom influencers as an integral part of these plans. But are they using the right moms who are the best fit for the brand and specific programs? Here are five common mistakes, along with ways to avoid them and make the most of mom influencer marketing programs.
- 2016: The Year Of The Social Mom Influencer in
As 2015 winds down and the New Year is almost here, it's time to dust off my crystal ball and offer my predictions on marketing to moms in 2016. Here are a few top-level thoughts for what's new, what's hot, and what's "so 2015".
- 5 Last-Minute Marketing Tactics To Drive Holiday Sales With Millennial Moms in
My Thanksgiving grocery shopping is finished; my Black Friday list is ready (yes, I confess I am one of the 5 a.m. deal seekers, but I knock out most of my holiday shopping by the time my family has breakfast). And as I made my Black Friday list, I thought about the light-speed approach of the holidays and the last-minute strategies I would offer CMOs for maximizing holiday sales. After all, these next few weeks of holiday shopping comprise about 20% in annual sales, according to the National Retail Federation.
- Millennial Moms Are Creators Of New Holidays in
'Tis the season for fall holidays, and it seems like they keep arriving earlier every year! For Millennials, holidays and special occasions are not just about Halloween, Thanksgiving, Christmas and Hanukkah anymore. Even "Hallmark holidays" like Boss's Day (today, coincidentally) have nothing on the trends that Millennials have created to celebrate milestones, particularly once these women become moms.
- Millennial Moms Redefine Work in
As they have done with most aspects of life, Millennial Moms have put their own mark on the workplace and how they view employment. Millennials now compose 34% of the workforce according to the Department of Labor Statistics, outnumbering Boomers and Gen Xers who represent 32% combined. By 2020, they will represent 46% of all U.S. workers. They are entrepreneurial in spirit, mostly because they seek employment on their own terms.
- Periscope Up in
I admit it; I'm crazy about Periscope. A relative newborn on the social media scene, Periscope is the iPhone app that lets you live stream video through Twitter from virtually anywhere in the world. An industry article earlier this month reports 10 million Periscope users with almost 2 million account holders opening the app on a daily basis. Hearing the buzz a few months ago, I downloaded the app to see what the hype was about with this new video tool.
- What Moms Are Watching This Summer (Other Than TV) in
Video, video, video. It's a topic I've posted about often, perhaps at the risk of sounding like a broken record. (Would Millennial Moms even know what that clich refers to?) However, a recent study illustrates again the overwhelming use of video among moms of all generations, with higher numbers among Millennial Moms who love the "customized" viewing options that are instantaneous, shareable, informative and portable. Moms are more videos than ever on their phones or mobile devices, tuning in to YouTube, Facebook, Amazon and Vine to name a few.
- Celebrating The Involved Millennial Dad in
In honor of Father's Day this Sunday, let's turn the spotlight on millennial dads. We all know that millennial moms are the hot topic right now, with this youngest generation of mothers (and all millennials) set to become the largest generation of consumers this year. Moving into the top spot of influence with moms are the dudes who, like moms, view fatherhood much differently than their own dads did. From parenting to finances, the traditional areas of responsibility for millennial dads have definitely been blurred and on most issues, redefined.
- The BOGO Of Offline Events in
As I watched a mom snap a picture of a BOGO cereal display in my local grocery store last week (that she most likely shared on Facebook and Instagram), it reminded me of the importance of offline social interactions with moms that become a two-for-one, or BOGO opportunity for marketers.
- How Millennials Are Redefining The Role Of Grandparents in
Of the many differences between Millennial Moms and their predecessors, there is one influence that is worth noting for marketers and that is the redefined role of grandparents. The Millennial Moms' parents as grandparents play a much bigger and more detailed role in the family, not only for the Moms but also for their children.
Comments by Maria All comments by Maria
- Alpha Moms, Tiger Moms And Me -- The Accidental Influencer
by Maryanne Conlin (Engage:Moms on
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
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
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
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
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
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
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
- It's A Web, Web, Web, Web World
by Lolita Carrico (Engage:Moms on
Twitter is a great way to reach moms however one must remember that only 2% of the entire Internet population making the percentage of the overall mom market represented on twitter very small. You MUST approach this in an integrated fashion. www.bsmmedia.com I have lots of stats and ideas in my newest book, "Mom 3.0"
- From Marketing Fog To Mommy Blog
by Stephanie Azzarone (Engage:Moms on
Gustavo, I'm happy to source many of these stats for you, www.bsmmedia.com and www.marketingtomoms.com. As the author of "Mom 3.0: Marketing with Moms by Leveraging Social Media and New Technologies", I warn marketers that connecting with moms requires an integrated marketing plan. Only 40% of moms are blogging (either reading or writing them) which means there's another 60% of moms who you need to reach via influencer programs, grassroot events and other initatitves. For additional research www.marketingtomoms.com and don't forget to join the Marketing to Moms Coalition www.marketingtomomscoalition.org