3 Ways Brands Can Use Clubhouse to Connect with Mom Consumers
It’s taken social media by storm with over 12 million users in just 11 months but if you are scratching your head as to what to do with Clubhouse, you aren’t alone. A lot of people being invited to join Clubhouse- it’s currently by invitation only- wonder what to do once they join. I’m personally addicted to it and spend hours jumping from room to room learning everything from Bitcoin investing to Instagram tricks and tips. In fact, I host a Clubhouse room titled, “Selling Products to Moms” typically on Tuesday nights at 8pm EST. The easiest way to find it, is to follow me (MariaBailey) on Clubhouse and turn on the notifications for my rooms.
For brands who want to connect with mom consumers it may be the next big thing in marketing to moms but includes no impression numbers or engagement KPIs. Even without the tradition measurement benchmarks, the platform may be a gem for marketers. In the simplest terms, it’s like having a seat around the sandbox at the park or a spot on the bleachers at a little league game. Moms are hosting rooms and discussing everything from starting a business to solutions for getting a full night’s sleep and they are doing it with words, no posts, videos or stories- real conversations. This is perhaps what’s fueling the rapid growth of the app- people rediscovering the power of speaking to each other and discovering common interests.
It should come as no surprise that I’ve immediately identified 3 ways that Brands can use Clubhouse to connect in a meaningful ways with potential mom consumers.
- Establish yourself and your brand as the expert. Host a room that focuses on the solution your product provides and be the bridge between subject experts and moms. For instance if you sell a sleep product, host a room around the discussion of sleep with one of your in-house sleep experts. Promote your room on Facebook and Twitter (Instagram limits the promotion of Clubhouse for some reason) and invite moms to join in on the discussion. Once inside the room, invite your audience of moms to ping and invite other moms who would benefit from the conversation. Suddenly you have a friendly introduction between new moms and your product or brand. One word of advice, don’t make it a commercial for your product. Stay focused on the topic and earn the trust of mom consumers through your expertise and passion to solve their problem. BSM Media can help you manage your Clubhouse room and promote them to over 50K mom influencers.
- Utilize your brand ambassadors to host rooms on the same topics they are posting about on social media. For instance, Party City has party planning experts and DIYers that are brand ambassadors. Party City can engage their ambassadors to lead a discussion on Successful Birthday Party Planning on a Budget. Clubhouse members come from a wide spectrum of demographics so a broad topic will attract a larger audience who is specifically interested in what you have to say.
- Use Clubhouse for consumer insights and trend spotting. There’s a lot to be learned by listening to your consumer and Clubhouse presents brands with open forums of mom chatting together. Even better, brands can select the rooms and topics to participate in by associating topics with titles of Clubhouse rooms. A food brand might find benefit in joining “Food prep 101” to learn about trends in family meal planning or a financial institution could learn about the money management needs of families by joining “Moms Making Money” which happens every Monday at noon EST on Clubhouse.
The Clubhouse community is growing and will likely change as all emerging social platforms do however in the meantime, it offers brands a spot at the table with mom consumers. Best of all you can do all of this without a camera on, in your sweats or while you’re in the car.
The BSM Media is currently hosting Clubhouse rooms with large diverse groups of moms at all stages and phases of family. For more information on how we can help you establish a footprint on Clubhouse, please email us: Maria@bsmmedia.com We hope to see you in our next room.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in strategic outreach, influencer engagement, and content creation. BSM Media also owns and operates MomSelect Influencer Network, MillennialInfluencers.com, GenZInfluencers.com, and Mommyparties.com.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.