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Maria Bailey

Member since March 2009Contact Maria

Author and CEO of BSM Media, Maria Bailey is a trendsetter and thought leader in influencer marketing. Her expertise in both the mom and millennial influencer markets is recognized by Ad Age, Wall Street Journal, CNN, New York Times, Billboard Magazine, as well as hundreds of other media outlets. Maria's latest book, Millennial Moms, 202 Facts Marketers Need to Know to Drive Sales and Build Brands, offers insights and strategies on capturing the business and loyalty of the still-emerging millennial market. In her spare time, Maria trains for her next marathon or ultra (26 and counting) and spends time with her family.

Articles by Maria All articles by Maria

  • 8 Ways Gen-Z Moms Differ From Millennial Moms in Marketing Insider on 11/26/2018

    The oldest of Gen-Z moms are 25 years old and are entering motherhood with all the spending that moms represent to the U.S. economy.

  • 6 Overlooked Tactics For Marketing To Moms This Holiday Season in Marketing Insider on 10/15/2018

    Whether they are millennial moms or Gen-Xers, mothers control purchases for the whole family, from her spouse's office to child's classroom gift exchange.

  • What Gen-X Mothers Can Tell Us About Gen-Z Moms in Marketing Insider on 09/19/2018

    The Gen-Z mom's attitude about money has been largely impacted by watching her mother during her childhood as she struggled with the recession of 2009.

  • Marketing To Gen-Z Moms: 5 Insights To Help You Prepare in Marketing Insider on 08/17/2018

    Gen-Z young adults are beginning to find their way into motherhood, to an estimated 8 million strong in five years. Here's how to tap this market.

  • Moms And Back-To-School Spending in Marketing Insider on 07/31/2018

    Back-to-school shopping season is in full swing, and moms are actively filling their baskets with products for the first day of classes.

  • Is The Mommy Blogger Bubble About To Burst? in Marketing Insider on 06/21/2018

    It's been a bad month for mom influencers, to say the least, particularly if you happen to be one of the few who buys followers. First, Proctor & Gamble was flagged for using "fake influencers" and then, this week, Unilever announced it will ban working with crooked influencers.

  • The Future Of Marketing To Moms In Light Of Social Media Moves in Marketing Insider on 05/30/2018

    Amazon quietly acquired Twitch for $970 million in 2014 but lately people are noticing. Twitch is a popular online service for watching and streaming digital video broadcasts. Today it has expanded beyond its original gamer audience to include cooking shows, music and more.

  • 5 Sure-Fire Ways To Increase Your 2018 Easter Sales With Moms in Marketing Insider on 03/05/2018

    Easter is April 1 and that's no April Fool's joke. Americans will buy an estimated $18 billion in Easter basket items, a number that will meet last year's record spend, according to the National Retail Federation. Much of that purchasing power is controlled by mothers. A recent survey we undertook uncovers moms' spending habits around Easter and how brands can capture their Easter dollars. Overall, Moms find it fun to create Easter baskets and anticipate buying enough toys, clothes, books and food to fill an average of five baskets per household this year.

  • 3 Tips For A Different Back-To-School Season in Engage:Moms on 05/19/2017

    It's May, a time of year when moms are looking forward to the end of school, the start of summer and a more relaxed schedule. However, May is a slightly different story for the moms of more than 3.2 million high school students who have graduated or will graduate over the next couple of weeks. Brands that target moms of college students and their Gen Z co-eds have a valuable opportunity to tap into this enthusiastic consumer segment.

  • Marketing To Moms Now, In Non-Peak Seasons in Engage:Moms on 04/21/2017

    When marketing to moms, most marketers think about a sales calendar and plan for the obvious peaks. However, there are many more opportunities to tap into moms' spending budgets other than Christmas, Back to School and Easter. By knowing what's on moms' minds and what's on to-do lists now, you can open up opportunities to grow your brand's bottom line. There are many tactics that don't require a huge spend on ad campaigns or a long lead. The inherently fast and flexible options available through social media also let moms know that brands understand the "mom calendar." Therefore, these brands understand moms.

Comments by Maria All comments by Maria

  • 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 ( 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!

  • 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.

  • Millennial Mom 101 by Brandon Evans (Engage:Millennials on 10/23/2009)

    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.

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