Although female-run businesses grew two times faster than businesses as a whole, according to a 2008 report from the National Association of Women Business Owners, only 3% of all venture capital funds
go to women, according to Babson College research. Kimberly-Clark sees an opportunity in the disparity and has launched
HuggiesMomInspired.com that
will provide up to $15,000 in grants to entrepreneurial moms, Elaine Wong reports.
MomInspired is being promoted in ads and links on the Huggies homepage, as well as through
partnerships with influencers like Maria Bailey, owner of BSM Media, monthly contributor to MediaPost's Engage:Moms, and a player in the "marketing to moms" space. K-C is also
using social media for the launch.
The program taps into one of marketing's core lessons, says K-C CMO Tony Palmer, which is that "great ideas on innovation tend to
come from the consumer."
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