Mom bloggers have moved from the background to the front and center position. Everyone including brand companies is taking notice of these influential mommies and building a plan to tap into their power. But, for anyone looking to bridge the gap, here are a few mistakes that you don’t want to make.
The best way to benefit from mistakes is to learn from them. Those who don’t learn are doomed to repeat their mistakes. In an effort to gain the mom market, many mistakes have been made and moms have shed some light on those.
- Know who you are advertising to. All moms are not the same. The word mom used to conjure up images of The Cleavers but now you will see something different. Creating ads that show moms singing as they cook dinner that is on the table as soon as hubby gets home is not exactly going to reach a large number of moms. All moms don’t stay at home or paint their nails while the kids play. Moms are actually dissatisfied with print and television advertising because they are missing what moms are all about.
- Visit mom blogs. It is easy to tell someone that you visit them all the time and love their work. Moms are not stupid. They can check to see if you actually visited their blog. False pleasantries are a waste of time with mom bloggers. All it says is that you have a low opinion of them and that is not the image you want to portray. Know what moms are actually talking about and don’t just contact them because an article says they are the ones to watch.
- Participate in forums and on networks frequented by moms. Companies don’t take the time to get to know moms or what they are all about. Mom bloggers welcome all visitors and you will be welcome too if you say that you are representing XYZ company and want to interact with them. Don’t worry – they will give you an ear full. These moms will even let you know what other brands have done wrong so you can avoid those faux-pas.
- Offer your support. Companies use sneaky tactics to infiltrate (spy stuff) mom blogs without getting involved. Help moms make a more informed decision by creating focus groups to try your products. For mom networks, offer some free samples that they can distribute for other moms to give it a try. Sponsor mom gatherings in your area so visiting moms can see that you care about their opinion. The bonus of such gatherings is that while moms are making the connection with each other, it will boost their support for you.
Don’t make the same mistakes others have made. Take the time to honestly get to know your target market. Moms are interesting people with a lot to say.
photo credit: Wesley Fryer
