What started with an email I sent to a green mom-blogger group suggesting one of their more prominent members enter the video contest turned into a crowd-sourced social media plan that included Twitter domination of the contest hashtag; a pro bono tweet-up by a well-known green marketing organization; 75-plus blog posts and mentions; and endorsements for their candidate garnered from top Mom blogger sites.
How can brands ensure they're not just another item on a never-ending list, but the must-buy gift for Christmas?
Brands should focus on providing Moms with opportunities for connectivity, both online and offline, rather than just information, expertise or coupons. Tactics such as forming Mom ambassador programs offer them significant opportunities to build relationships and leads them to effusively thank the brand for bringing them together.
For businesses looking to engage and retain consumers, considering the strategies and tools that mom-run businesses are using is a wise investment of time and resources.
I tweeted 13,000 followers to ask them, "What would you tell marketers about using Twitter when marketing to moms?" This is what they said.
From spouses to children, health to finances, friends to colleagues, finding the triggers to how a mom engages is not an exercise for the weak, nor is it one that is going to be delegated anytime soon.
Looking for just a little more proof that social media can spread its tentacles far and wide -- and get results by engaging both moms and brands? Simply Google or Twitter Search "MacLaren Stroller Recall."
A possible trend we see on the horizon for mom-centric websites is the use of transparent effects, which can evoke both the softness associated with babies and the new sophistication associated with today's affluent moms.
Moms with older children expect to spend more than last year. This is good news for marketers and brands with the right marketing plans in place to capture holiday sales.
One out of three households has two incomes. This implies that full-time employment is a necessity and/or desire for many Moms. In simple economic terms, it also means she has more household budget to spend. Don't forget about her.