“Word of mouth” may be considered the most powerful way to sell your product. But according to Toronto digital marketing consultant Sean Moffit, “word of mom” is even more potent, the Toronto Star reports. A 2010 survey by BlogHer and iVillage found that mom bloggers “are most likely to write about brands and … three-quarters of active online women rely on blogs for product information.”
Many moms started blogs in the weeks and months after their child is born in order to reach out during a time of life that can be difficult and lonely. Some, the Star reports, are finding it to have been an excellent business decision.
Andrea Tomkins is the owner of quietfish.com, a site that attracts “about 40,000 views each month and more than $2,000 from advertisers,” the Star notes, and garners her some serious freebies as well.
However, those freebies she and others receive from big brands are causing some problems in the mommy-blogging community.
General Motors put 15 mommy bloggers and their families “on a road trip to Florida each year” in a “Chevrolet Orlando equipped with all the latest gadgets, including iPads to keep the kids entertained.” Fisher Price flies moms and kids places to test out toys and General Mills “runs a Cheerios First Foods Tour,” the Star reports. And Disney also gets involved, bringing in some moms and families to give it feedback on Disney experience at its parks, according to the paper. Not to be outdone, McDonald’s Canada has a panel of moms that it takes to various stops on its supply chain to ask the questions that only everyday tough-cookie moms would.
For example Tomkins deals directly with advertisers, calls them patrons, and only works with ones that have the same kind of message as her site. “Internally, I do struggle,” she said, particularly when she comments about companies that are competitive with her advertisers, the Star notes. “It’s a shifting landscape and we are all trying to find our way through it,” she said.
However you slice it, those moms wield serious power. Tomkins spent part of Thursday speaking at Blissdom Canada, "a three-day conference aimed at bringing social media-minded women together with major brands eager to harness their voices and audiences,” the Star reports. And she did basically the same thing a few weeks ago with a site called Shesconnected.com.
You know what they say: When mama’s happy, everybody’s happy. Looks like the brands mama recommends to her followers can feel that way, too.