What We Know | BSM Media

Top 8 Changes in the Mom Market over 5 Years

A great deal can be learned by looking back. Perhaps that is why a convention organizer recently asked me to include a slide in my presentation noting the greatest changes in Moms in the last five years. Of course, there are many fashionable, parenting and philosophical changes that have occurred, but I elected to focus on those that have impacted marketing. Consider this blog post a two-part series. I’ll focus on the greatest changes I’ve seen in the past 5 years here and follow it up next month with part…

Mom Bloggers, It’s A Small World After All

I am sure that Walt Disney himself had no way of knowing just what a small world it would become after all, particularly in the world of moms. Today more and more brands are reaching beyond borders to connect with moms while advancements in technology have empowered mothers to socialize with moms around the globe. Both McDonalds and Walt Disney World now have global mom panelists while Huggies, Coca-Cola and Purex also engage moms across continents in marketing programs. Although my mom marketing books are published in 12 languages, it’s…

Meet the Mom Frugalista

There’s a new breed of mom – and she’s here to stay. Meet the Mom Frugalista. She’s a savvy, price-comparison shopper who utilizes technology, offline media, and most of all her peers to stretch her buying dollar. She was once a mom on a budget but the recent shift in economic climate generated a conversion of moms from disposable income queens to coupon divas. She’s tasted the thrill of saving, the fulfillment of reclaiming control of her checkbook and the excitement of hearing the clerk say, “You just saved $101…

Why do Marketers still fear Marketing to Moms?

I have a favorite saying and one that stirs my business philosophy as much as my personal actions. It’s attributed to the bright man or woman referred to as Anonymous and goes like this: “If you always do what you’ve always done, then you’ll get what you’ve always gotten.” I wish I knew who Anonymous was because I’d give him or her the gold medal of marketing intelligence. If he or she only knew how many times I repeat their quote to a marketer who is exploring the mystical world of…

When Virtual Playgrounds Collide With The Mom Next Door, Marketers Win

Ask any marketer who has been around for a while what the greatest form of marketing is in the mom market, and he or she will undoubtedly answer “word of mouth.” Some may even cleverly call it word of mom. A decade ago, a marketer’s dream was to have a mom tell other mothers about their brand or product on the playground. We jumped for joy if moms sitting in focus groups told us that they heard about our product from another mom at a play date. It was difficult…

New Year- New Trends in Mom Marketing

With every New Year come waves of change. We make resolutions to do things differently, whether it’s changing our eating habits or the manner in which we manage our money. For marketers, January presents the opportunity to evaluate the goals of the year past, test new initiatives in the coming year and re-evaluate insights of their target market. When it comes to mothers, I’ve tracked consumer behaviors that the team at BSM Media feel will lead to the Mom Marketing Trends of 2010. Marketing to Moms becomes Marketing WITH Moms: Resolve in 2010…

I Love Twitter. You Should, Too!

I love Twitter. Absolutely love it and as a marketer you should too. As the mother of four, I use Twitter much in the same way I used to use Google or Yahoo!. When I need a recipe for a quick kid-friendly snack, I tweet it. Looking for a great gift idea? I tweet it. Once I even tweeted my search for canned pumpkin and found it, thanks to Twitter. For many moms, twitter has become a search engine on steroids because of its ability to return recommendations from a…

Capturing Mom’s Holiday Shopping Dollars

This article appeared in MediaPost Publications: Just in time for the holidays and mom’s rush to cross gifts off her list, the Marketing to Moms Coalition, a nonprofit industry group, has released the results its “Moms Holiday Spending Trends 2009” report. The group surveyed 1,225 moms with children under 18 living at home. Some might predict that in a recovering economy that moms would be condensing her gift list and tightening her budget. Just the contrary, most moms plan to spend the same amount this year compared to last year….

Beyond the Mommy Blogger

A lot has been written about “mommy bloggers” — a term, by the way, that most moms who blog dislike. Marketers clamor to sites with trips, product samples and incentives by the thousands. Rightfully so, marketers recognize the powerful influence these women have on their peers. It is a 180-degree move in the right direction and a long way from where companies were when Marketing to Momswas published a decade ago. However, there is risk involved in extremes, and focusing too narrowly on mom bloggers as your moms strategy can be…

Mom Vloggers Creating Powerful Online Presence

There is a rapid emergence of mom vloggers and it’s time for marketers who want to stay ahead of the game to take notice. Let me give you an example. Just three short weeks after launching MomTV, this online video destination for moms has over 30 live weekly shows booked on their 24/7 Mom TV online network. Moms, many of whom are popular bloggers, are creating shows on everything from cooking to fashion to travel. It’s amazing to watch these moms “broadcast” live from their laptop with the help of a…