Moms talk to each other. True, it's mostly to establish the superiority of their own precious bundles, but talk to each other they do, indeed.
And, the competition between marketers to become part of these conversations has become increasingly important, particularly with the powerful word-of-mouth platforms being created online.
Nearly 90% of mothers use the Web for research, with 64% of that number seeking out more information on products, stated a search usage study by Double Click Performics.
Properly targeting these influencers online with products is key, but so is creating opportunities to interact with moms in a genuine way, beyond corporate websites and hit or miss searches for client references.
Just so, Child's Play Communications has created Team Mom, a squadron of agency-affiliated mom blogs, where hand-picked mothers regularly critique client products, ranging from BabyJamz, the latest hip-hop, rhythm toys, to the construction set, K'NEX, with the rationale of who else would a mom trust but another mom.
In a win-win situation, the mother bloggers get free toys and a chance to create more Kodak moments, while the clients are provided with increasing media hits, interest via word of blog, and genuine accounts of toys out in the field.
“Fresh to death,” said one mommy blogger from Acte Gratuit, in describing the BabyJamz line, while also managing to work in a shout out to Team Mom and an online video of her son using the product.
By May 1, Child's Play PR will have 100 active bloggers, and the projection of several hundred thousand hits per product.
With this corps of family influencers typing away, Child's Play PR's Team Mom will have nothing if not the street cred necessary to connect even more mothers with clients online.