• ENGAGE:MOMS
    The Family Food Fight During Swimsuit Season
    As we show in Truth About Moms, moms everywhere embrace brands and companies that clear up confusion. Whether through tactical downstream tools that assist mothers to decipher complex scientific nutrition labels or strategic upstream strategies that enable a holistic view of the sustainable self, swimsuit season would be a lot less perplexing and a lot more fun were it to come without a battle at meal times or in the changing room. This is a clarion call for brands and companies to play a pioneering role.
  • ENGAGE:MOMS
    Are Dads The 'New Black'?
    Just as navy (then pink, then who knows what) became "the new black" of the fashion world, dads are becoming the hot new thing in marketing to parents. Survey after survey indicates that the man of the house is taking on more responsibility for parenting and household chores. Last week, I participated in a roundtable on marketing to parents hosted by PRWeek, the public relations industry publication - and much of the conversation turned to reaching out to dads.
  • ENGAGE:MOMS
    Focus On Her Interests, Not Her Age And Gender
    A few weeks ago, iMedia hosted its InFocus Summit, which placed a spotlight on digital women and moms. Many of the speakers discussed how brands are not reaching this powerful audience, and the need for marketers to bridge this gap. I agree: It's time for brands to focus on a woman's interests and priorities, rather than her gender or age. I touched on this idea in my last Engage:Moms column but iMedia reinforced my thoughts.
  • ENGAGE:MOMS
    Crowd Sourcing Creativity With Moms
    I've built my career on providing creative, strategic solutions to marketing problems. I've worked with small and sometimes a bit larger groups of intelligent and creative professional marketers to craft interesting and effective advertising, promotions and marketing campaigns. But it's a whole new world out there!
  • ENGAGE:MOMS
    Don't Dis Dads: How Smart Marketers Engage Modern-day Fathers
    We've all seen the commercials: the ones that playfully poke fun at dads and their bumbling incompetence around the house. The dad who diapers his baby backward. The dad who destroys a load of laundry. The dad whose world implodes when his wife leaves town. Good for a laugh? Sure. Good for business? Not so much. Big brands need to move beyond stale stereotypes to win the allegiance of today's dad.
  • ENGAGE:MOMS
    'Superhero' Dad
    Today's Dad is more involved than ever, a trend that will continue as Gen Y moves deeper into the parenting space. The 2012 State of the American Mom Report from the Marketing to Moms Coalition found that many dads see themselves as equally sharing in parenting responsibilities with moms. "This includes areas such as grocery shopping, making meals, household cleaning, childcare, taking children to sports and playing with children," says Michal Clements in a recent post for ChicagoNow.com.
  • ENGAGE:MOMS
    The Latest FTC Rules On Blogger Disclosures, Hashtags And More
    As more and more brands turn to mom bloggers to support and generate social content on their behalf, it's important to understand the latest FTC guidelines. The FTC recently released an update for disclosures in digital advertising, which is really a guardrail, not an ultimatum. And if you have mom bloggers posting tweets, blog articles, Instagram photos and Facebook updates about your brand, they are digital advertisers and, as such, they need to be following the new guidelines.
  • ENGAGE:MOMS
    Graduation Season Reveals New Market Segment: The College Mom
    When we talk about marketing to moms, the newborn and baby market are usually the focus, and with good reason. The global baby care market is expected to increase its total sales to $66 billion by 2017. Numbers I've seen vary from $7,000 to $12,000 that parents spend on products in baby's first year. However, there's another segment of the mom market that deserves attention, and pops up on the radar during the May and June high school graduation season - the college mom.