• How To Get Your Brand On Mom's Sh*t List

    The voice of Mom is powerful. It’s something that brands are desperate to attract and at the same time, it’s one thing that brands fear the most. The motivated voice of one mom can mobilize a movement against a brand, having real impact right where it hurts – online and at the shelf. 

    We all remember what happened to Pampers Dry Max diapers. A mom loyal to Pampers Cruisers was taken by surprise when she discovered structural changes to the diapers. Well, her baby developed diaper rash. She called Procter & Gamble out on it and received an ...

  • 3 Ways To Find The Best Blogger For Your Brand
    If you are like many mom marketers, you are probably spending this week recovering from BlogHer, the annual blogging conference that just celebrated its 10th anniversary in San Jose. You might be, as blogger Janie Emaus calls it, "BlogHerized"- a mind-boggling state of sorting through the Who, Where, Why and When of What you experienced at the conference. You met some amazing bloggers, but how do you begin finding those blogs that will be the best partners for your brand?
  • What's Not to Love About Forever 21?
    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.
  • The (First) First Day of School: A Milestone For Mom - And An Opportunity For Marketers
    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.
  • Have You Heard Of The Global Zip Code?
    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, ...
  • Understanding The Nuances Of Her Changing Body Image
    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 ...
  • Bloggers, Mothers, Fathers Or Not, Mean Business
    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.
  • Putting It All In Perspective
    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.
  • The 'Otherhood': How This Demographic Affects Your Marketing Efforts
    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.
  • Stay-at-Home Vs. Working: Different Choices, Similar Challenges
    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.
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