Articles by Maria All articles by Maria
- The 1-2-3's Of Mom Engagement in
In the spirit of the back-to-school season, let's open our math books and look at some big numbers. Moms spend an estimated $2.4 trillion on products and services every year. The global baby care market is expected to exceed $66 billion in U.S. dollars by 2017, with close to 4 million babies born in the U.S. each year.
- What's Not to Love About Forever 21? in
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.
- Bloggers, Mothers, Fathers Or Not, Mean Business in
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.
- You've Come A Long Way, Baby in
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.
- 2014 Presents A Year of New Social Media Conferences For Sponsors And Brands in
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.
- New Marketing Trends Come With Caution Signs in
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.
- Advice For Marketing In 2014 in
In the past, I've provided my annual list of trends in marketing to moms. Call it age. Blame it on Twitter or SnapChat. I feel the need to be short and sweet to get to the point; social media has trained me well. You want to connect to moms. Times are a-changin' and marketing budgets aren't growing. It's important that you make the most of your resources and show a result for your efforts. In light of all this, I decided to drill down the trends I see for 2014 to tactics you can execute today.
- 12 Days Of Mom Marketing in
For the holidays, I decided to spread good cheer through song. As this season flies by due to a late Thanksgiving, I hope 2013 was a success and your 2014 plans include effective strategies, like those listed below, to reach moms. Since you (luckily) can't hear me sing in a written post, sing the tune to "The Twelve Days of Christmas" in your head for the full effect.
- Random Thoughts in
As I travel the globe talking about moms and engaging with brands desperate to connect with these powerful consumers, I spot random examples of good marketing, bad marketing and trends. Often, they don't warrant an entire blog post so this month I assembled these random thoughts here. If you would like a longer blog post about any of them or further information, feel free to leave a comment, and I will gladly address it in an upcoming month.
- Technology And The Millennial Mom in
You are likely to find her sipping coconut water in a cafe while shopping on her wireless device. She's sporting Tom's shoes and garments tied to some kind of philanthropic cause. Her toddler sits in a stroller close to her, gliding chubby fingers comfortably over an iPod. She's the Millennial Mom, and she's all the buzz in marketing to moms. To engage with this influential group of moms, it's important to understand what shapes her identity and behaviors.
Comments by Maria All comments by Maria
- Alpha Moms, Tiger Moms And Me -- The Accidental Influencer
by Maryanne Conlin (Engage:Moms on
<p>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.<br /></p>
- The Eight Truths For Talking To Alpha Moms
by Kimberly Jackson (Engage:Moms on
<p>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. </p>
- Moms Can Put the 'Happy' in Holiday Sales
by Maria Bailey (Engage:Moms on
<p>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</p>
- New Year, New Trends
by Maria Bailey (Engage:Moms on
<p>So sorry that some non-BSM Media were cut due to space. Here's some you might want to check out: <br />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. <br />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. </p>
- Gt Conectd 2 The WM
by Howard Goldberg (Engage:Moms on
<p>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.</p>
- Millennial Mom 101
by Brandon Evans (Engage:Gen Y on
<p>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. </p>
- The Mom Timeline
by Mary Lee Shalvoy (Engage:Moms on
<p>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. <br />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</p> <p></p>
- It's A Web, Web, Web, Web World
by Lolita Carrico (Engage:Moms on
<p>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 <br />I have lots of stats and ideas in my newest book, "Mom 3.0" </p>
- From Marketing Fog To Mommy Blog
by Stephanie Azzarone (Engage:Moms on
<p>Gustavo, I'm happy to source many of these stats for you, www.bsmmedia.com and www.marketingtomoms.com. </p> <p>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</p>