• ENGAGE:MOMS
    The Price Of Parenthood
    Earlier this week, we launched the Truth about Affluence study that sought to redefine how marketers should engage with the top 20% of global earners. The study focused on a new era of Stealth Wealth, one where affluent consumers are more inconspicuous than ever before. So what does this mean for parents within this growing affluent class? How does your attitude to wealth change when you become a parent?
  • ENGAGE:MOMS
    How To Pick The Best Social Media Network For Your Brand
    It's easy for marketers to become overwhelmed by social media. There are so many social networks, and each one can seem essential to your brand's success. However, it's not necessary to spend resources on them all. Rather, pick the channels that make the most sense for your brand. There are two key steps to determine which social networks are right for you. First, identify your brand's audience and goals. Second, understand the strengths that each social network offers to brands.
  • ENGAGE:MOMS
    3 Tips For Green Brands Talking To Mainstream Moms
    Getting ready for my program at ExpoEast next week, I've been thinking more about marketing natural brands. Placement in Whole Foods has been the Holy Grail for growing natural brands for years. However, as the industry matures, more sustainable brands seek to expand beyond the natural foods consumer to reach the vast majority of shoppers - mainstream moms.
  • ENGAGE:MOMS
    Mobile Moms: Avoid Marketing Mistakes
    As we all know, smartphone and tablet usage among moms is spreading faster than the common cold at preschool. 87% of moms now own a smartphone (up 34% from last year), and 61% own a tablet (up a whopping 110%!). They're also using them during every waking hour. 92% of moms use their smartphones in bed, and eight out of 10 moms sleep next to their smartphone. To me, as the developer of mobile solutions for moms, this trend represents two things: an unprecedented opportunity to engage with moms any time of day (or night) - and an unprecedented opportunity ...
  • ENGAGE:MOMS
    Are You Ready For The Football Mom?
    In addition to the back-to-school rush, September also marks the beginning of a season that is often overlooked by marketing to mom brands: Football. Even if your brand doesn't specialize in youth sporting equipment or monogramed clothing, you still have an opportunity to connect with "football moms." After all, a "football mom" wears many hats.
  • ENGAGE:MOMS
    A Mother Lode Of Choices: How To Select The Right Mom Blogger?
    Brands tend to want mom bloggers that have large followings and high Klout scores, but there is so much more to consider. Numbers alone don't give you the full picture of a blogger's influence and synergy with a particular brand. I was recently asked to vet a short list of bloggers that a PR firm had put together. The only things on the list were the names, Klout score and numbers of followers. You should never select a blogger on that basis alone.
  • ENGAGE:MOMS
    Getting To Know The Millennial Mom
    As a consumer group, Millennials control an estimated $172 billion a year and influence $3,000 in family spending annually. Most Millennials enjoyed a prosperous childhood and are the most diverse population of women in the history of the U.S. (both socioeconomically and ethnically). Minorities make up 34% of this generation, up from 24% in the Baby Boomer category. For the baby market, the Millennials bring good news since it is predicted that these moms and moms-to-be will have more children than previous generations.