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Maria Bailey

Member since March 2009Contact Maria

Maria Bailey is an 8 time author and CEO of BSM Media, the leading Marketing to Moms agency. Maria is a trendsetter and thought leader. She is the author of "Marketing to Millennial Moms", "Trillion Dollar Moms" and "Marketing to GenZ Mom." She runs the largest Mom Influencer network, MomSelect, and MommyParties.com, an in-home marketing company. Her expertise Marketing to Mom, Millennial Moms and Influencer Marketing is recognized by Ad Age, Wall Street Journal, CNN, New York Times, Billboard Magazine, as well as hundreds of other media outlets. She is the creator of Disney Social Media Moms, Huggies MomInspired and Beaches Social Media on the Sand and helped launch Zhu Zhu Pets. In her spare times she runs marathons (27 and counting.

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  • The Secrets Behind How Millennial Moms Buy Lawn Mowers by Maria Bailey (Marketing Insider on 06/04/2019)

    Thank you James for your comment.  You are right due to word count I had to restrict the amount of research I could add to the article I probably should have cited that these insights are confirmed by a larger body of research in my book, "Millennial Moms: 202 Facts to Build Brands and Drive Sales."   I'd be happy to provide you more numbers if you want them.  Just to add to the article and based on over 3000 Millennial women, 90% of Millennials consult reviews prior to purchasing a product. Amazon is typically the source.  66% of Millennials say email is a source of deals and coupons for them and they appreciate emails with deals. I look forward to sharing more in my new book, "Marketing to the Gen Z Mom" coming out this Fall. 

  • Unilever Bans Influencers Who Buy Followers by Larissa Faw (MAD on 06/18/2018)

    Great article Larrisa.   Agencies need to do a better job screening influencers as well.  It doesn't take a lot of work to determine questionable growth in followers. 

  • 5 Mistakes To Avoid When Working With Millennial Mom Influencers by Maria Bailey (Engage:Moms on 01/15/2016)

    Hi Judy, you are correct that Pinterest is a huge playground for moms and an excellent resource for social listening. It's the source for the Mason jar example in Tip #2. I offer solutions to avoid these common mistakes within the content above; search online playgrounds for influencers, become a social listener to identify moms talking about your product or brand, look at a bio/About section to identify offline influencers and finally, give influencers with smaller numbers a chance. They're often more interested in an authentic relationship that will prove more valuable in the long term. I hope this helps clarify your comment. Thanks for your feedback. 

  • 5 Mistakes To Avoid When Working With Millennial Mom Influencers by Maria Bailey (Engage:Moms on 01/15/2016)

    Hi Steve, thanks for your comment and the link. You are absolutely correct that bloggers (we like to call them influencers) must disclose their work, including monetary and product compensation. It is incumbent on agencies to communicate the necessity for disclosure, as the FTC would look to the bigger fish in the chain! I appreciate the share.

  • Moms Spending Big Money On Connected Toys For Their Kids by Maria Bailey (Engage:Moms on 02/19/2016)

    Hi Laurie, thanks for your comment.  The survey size was 300 moms in the U.S., 178 children (ages 4-18, majority of respondents in kids survey - 54% - were in the 7-9 year old range). More survey results are available that I'm happy to send you. Email me (maria@bsmmedia.com) to request a copy.

  • Alpha Moms, Tiger Moms And Me -- The Accidental Influencer by Maryanne Conlin (Engage:Moms on 02/17/2011)

    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 12/22/2010)

    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 10/13/2010)

    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 01/06/2010)

    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 10/28/2009)

    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.

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