SXSW 2010 PanelPicker - Beyond Ring Around The Collar: Reaching Tastemaker Moms

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Title:

Beyond Ring Around The Collar: Reaching Tastemaker Moms

Your vote:

Yes No

Organizer:

Lindsay Maines, Rock and Roll Mama

Description:

There's buzz around marketing to moms. WOM practitioners: Reach beyond the domestic aspects of women, hit a sweet spot, and engage a whole different niche market- the Tastemaker Moms. The sooner Mad Ave realizes that influence reaches beyond the kitchen, the more effective their efforts will be.

Questions Answered:

What are the reasons for wanting to engage with the mom word of mouth community (AKA "Mommybloggers") online?
What are some products that have been "broken" by the mom market?
Are there unique factors to consider when doing outreach to this community?
Why would moms be a super-concentrated resource for WOM around entertainment items?
How do the time constraints many mothers face make online WOM the ideal method for reaching them with tastemaker products?
Is there a drawback for entertainment products that bubble up from this market? (Or, will moms make your record uncool?)
What are some best practices when trying to engage with moms online?
Are the mom tribes segmented in a way that can be difficult to decipher to an outsider trying to gain entree?
What niches should marketers be paying more attention to?
How does the social media mom landscape differ and overlap: blogging moms vs Twitter moms vs online resource moms?

Level:

Intermediate

Category:

Advertising, Blogging, Branding / Marketing / Publicity, Business / Entrepreneurial / Monetization, Case Study

Type:

Panel

Event:

Interactive 2010

The other bloggers/panelists will be Liz Gumbinnner of www.mom101.com, Isabel Kallman of www.alphamom.com, and Tracy Gaughran Perez of www.sweetney.com . They each offer some pretty amazing experience and insight to this topic.

Thanks for sharing your opinion on this idea!

Thank you for bringing the idea to a panel that one size does not fit all when it comes to moms.

Other panelists =
Tracy Gaughran Perez, publisher of pop culture blog Mamapop
Isabel Kallman, CEO of the website and cable network Alpha Mom
Liz Gumbinner, publisher/editor-in-chief of the shopping blog Cool Mom Picks
Lindsay Maines, author of Rock and Roll Mama and bona fide rock n roll wife

Amen, ladies. Amen.

Sounds great - wish I could be there!

Good idea! For an example, I'm a mom, work full time, and am going to grad school for my 2nd masters degree. I have no time for TV. I get all my news and pop-culture fixes from the net, and mostly from blogs and twitter. If anyone wants to reach me, that's the way to do it. (But they'd better do it clean and fair too. Better no PR than bad PR if you want my business.)

This sounds fascinating. Hope I can be there!

This is a GREAT idea!

Great concept. I know I still haven't found my way around the mom-o-sphere.

LOL I Love the title. :) Voted!

I'm looking forward to this one!

Amazing and insightful questions. I wish I knew some of the answers.

Thanks for the support! It's a highly dynamic, engaging...and dare I say it, irreverent group.

Should be informative, provocative, and a whole lot of fun.

This is a topic near and dear to my heart! So glad you've suggested this.

Heartily endorse!

Aren't WOM potato chips the ones that cause anal leakage?

Thank you all so much for the feedback! I do think it will be fun, as well as a lively discussion from all sides of the spectrum. We bring backgrounds in marketing, journalism, design, blogging, and entrepreneurship to the table, as well as a keen sense of community.

Also, in terms of reach, our sites are just north of a million pageviews a month, combined. We interact with such a large and diverse group of moms that we're excited to share our knowledge gained in this forum.

Anna: Now, that I had not thought of! I'll definitely have to Google that...on second thought, no. No, I won't. Much too frightened. But...thank you.

This would be a great topic, as you discuss the different perspectives and backgrounds. Insight into each others backgrounds bring understanding and builds teamwork.

I am fairly new to the blogging world and have heard many wonderful comments regarding the SXSW Conferences.
Thanks

Fabulous concept. I'm not a Mommy blogger, but I sure wish I'd known about them when my kids were younger -- I would've been all over it as a way to form a community with others like me!
Sarah Pekkanen

Excellent lineup and an important and ever evolving topic. Hope it makes it!

Sad, awful truth: Dudes just want to make money and bone. Beyond that, there's really no reason for men to care about a Mommy Blog. Maybe they'll want to see how long it'll take their wives to loose baby-weight or get the gyner grip back. Or maybe hear a good baby poop story. Other than that, no thanks.
Dudes are simple, and usually evil. And if they're smart, they'll say yes to anything. So in that sense, the mommy dollar is key.

Sorry to be a Douche...

Disclaimer - That, up there, is in response to @rockandrollmama's (Lindsay Maines)request for a dudely perspective on the topic. Not unprovoked douchebaggery. Promise.

Thanks for chiming in Douchey. And for helping us make our point in a most elegant way. We'd love to have you at our panel.

Dear Douchey,
My college boyfriend said the 2 key questions in any man's life are "Where's my wallet?" and "Can I have a..." whatever. Not a sandwich. So in that sense, if his thesis stands, this topic is not relevant to you two and your ilk.

See, but your first sentence is a contradiction- if dudes want to make money, caring about a mommy blog is not a bad idea. Not the only idea, sure, there's a million ways to get your message heard. But the past few years have proven that this is more likely to get your message out to moms than...I don't know, a Super Bowl spot.

Anyhoo. Unless you're busy making money or...whatever, maybe we'll see you in Austin.

This panel needs to happen. Moms are a huge market. The online mommy space is buzzing. And the panelists suggested are top notch. This is the sort of conversation SxSW was designed to host.

Thumbs upped. And would love to see a massive crowd show up for it. Like, standing room only. Also, request: fondant unicorn cake.

What an interesting idea for a panel. I'd like to know how to reach this emerging demo.

Thanks Gwen! and cheeseburghers :)

I want to be there!

A brimming room of hot moms? Spells Mecca in my dictionary. I and many a douche will be there, unable to stand comfortably.

Cheeseburghers. Part III? Can. Not. Wait.

I wouldn't think of missing Lindsay and Isabel on stage. There's sure to be some great content and conversation happening before, during and after this panel. YAY rock and roll mamas, and alpha moms!

As a public relations executive who represents a number of clients focused on reaching moms, the mommybloggers have become the influential category. People such as Isabel have become go to sources for tens of thousands of moms to get in the know and ahead of the curve. This type of panel -- featuring isabel and linday -- will no doubt have huge buzz and be incredibly information and moreover entertaining.

Ever since playing last year's Mom 2.0 Summit Party in Houston, I have heard so much about mommybloggers and have noticed how commercials and ads targeting moms are superficial. Improving marketing toward moms would greatly benefit companies because they could broaden popular culture's definition of who moms are and what they do, which would make moms feel better about themselves and how they're portrayed, and maybe even help reduce the amount of dismemberment of women in advertising (if there's less of a disconnect between fashion model's pair of legs and mom's pleated jeans, maybe the two groups won't dread each other).

This is one of the most important things SXSW could do. People in issues management like me must understand that moms are the most influential people in their own geographic communities and among the most influential online. Their concerns go beyond brands and entertainment. Their actions have an impact in policy discussions. Companies absolutely MUST engage in decisions not simply about products, but also about the issues moms care about most and how those companies are addressing them. These are the moms who know this best, and we should hear from them.

So looking forward to this..

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