While Millennial moms are well-known as digital aficionados, it’s also true they talk about brands in person – at play groups and in the workplace. Often, the information they share is gleaned from social media. “Consumers — and I think that the young moms are at the lead edge of this — are in a very fluid life where they blend naturally their real world and their digital worlds,” Ed Keller, CEO of Keller Fay Group and president of Engagement Labs, tells MediaPost in this piece about marketing to Millennial Moms. “The idea that somehow they have to be in one camp or another is out of sync with the way they lead their lives,” he says. What’s the big takeaway for brand marketers? They need to live a blended

Power of MOM WOM (Part 2)

Monday, 13 December 2010 by

According to Working Mother magazine, there are 50 million moms in the U.S. today. The yearly spending power of American mothers is estimated at $1.6 trillion. While every mother’s role is different within a family, because of the yearly spending power they control, almost all mothers act as the household Chief Financial Officer. Mothers, as we learned in last week’s post, are word of mouth leaders because they mention more brands in conversations and they have greater credibility when it comes to recommending products and services to others. The data Keller Fay has on MOM WOM is right and gives insight into the size of mothers’ social circles, their role in driving word of mouth conversations, and the product categories mothers talk about most often. Mothers Have Wider Social Circles

The Power of MOM WOM

Monday, 06 December 2010 by

Mothers are a very social group.  Whether it’s talking with other mothers at work, at a park, or online, when moms get together conversations will include mentions of brands, products, and services.  Because of this, big brands like Walmart, Johnson & Johnson, and State Farm are designing more and more word of mouth marketing programs that appeal to the mom audience. Mothers wield tremendous spending power. It’s estimated American mothers are responsible for up to 85% of all household purchases.  And this holiday season, moms are expected to spend, on average, $820 on gifts for family and friends.  MOM WOM is a big deal. Keller Fay recently updated their MOM WOM data and the findings show MOM WOM is indeed a big deal. Moms Mention More Brands Mothers are more

Why Brands Love Mommy Bloggers

Monday, 30 March 2009 by

Adweek.com New York – Gretchen Vogelzang and Paige Heninger are much like other suburban mothers, with seven children between them and busy schedules.  The difference is they also have a high-powered Hollywood agent, ad campaigns with some of the world’s top brands and distribution through Google’s vast network. Welcome to the world of mommy blogging, where women juggle the demands of childcare with building audiences online.  It’s also, increasingly, a place where top brands battle for their attention, hoping for reviews from “real moms” and access to the valuable power of word of mouth.  Being a player in the mommy blogger world can mean access to free products, getting big media buys and even trips to the red carpet in Hollywood and Caribbean cruises. Vogelzang and Heninger are among the

Marketing to Moms

Monday, 23 February 2009 by

Marketers who want to reach mothers – a group 75 million strong in the US – through word of mouth are taking advantage of social media and teaming up with bloggers to give their viral campaigns a boost. This is a group that wields the kind of clout that marketers covet.  They influence 85% of all household purchases, according to experts who study the mom market.  They are also the big spenders in the family.  By some estimates, mothers in the US alone spend about $2 trillion a year.  Some projections suggest that figure could grow to $3 trillion by 2012. As consumers, women also rely heavily on Web sites and blogs to research everything from diapers to medical issues.  That reliance grows when they’re planning a family, with some

Center for Media Research New research by BabyCenter and the Keller Fay Group, shows that today’s pregnant women and new moms engage in one-third more word of mouth conversations per day than the total public or women, and 60% of conversations among the studied group carry with them a recommendation to buy, try, or consider the brands under discussion. This group has an average of 109 word of mouth conversations per week about products, services and brands, most of which are positive and considered highly credible by other moms. The Word of Mouth Marketing Study, conducted among 1,721 pregnant women and new mothers in the first quarter of 2008, shows that positive brand sentiment outweighs negative by a 10:1 margin. Among the mom segment, retail and apparel is highly impactful,

Media Life From searching for the best crib to tracking down the most reliable stroller, there’s perhaps no one more brand-conscious than a worried new mother. They reach out to discuss these purchase matters more than any other demographic. A new study from BabyCenter, an online hub for new parents, and Keller Fay Group, a market research firm, finds that pregnant and new moms engage in one-third more word of mouth conversations than the average person. Two-thirds of these conversations include brand names. Over the course of the week, a new mom or pregnant woman engages in an average 109 of WOM conversations focused on products, services and brands, most of them with a positive bent. These words carry huge sway: 69 percent of moms engaging in conversations about shopping,

WOM Research: Moms Buzz about Brands

Wednesday, 23 April 2008 by

MarketingVOX New and expecting mothers have over 109 word-of-mouth conversations per week about products, services and brands. Most brands are discussed in a positive context and are considered highly credible by other moms, according to a Keller Fay study conducted for BabyCenter, MarketingCharts writes. Per day, the group engages in one-third more word-of-mouth (WOM) conversations than the total public or women in general, the study found: Other findings: – 60 percent of conversations in the studied group include a recommendation to buy, try or consider the brands under discussion – Positive brand sentiment outweighs negative by a 10-to-1 margin – In shopping, retail and apparel, 69 percent of the group is likely to purchase based on what they heard – The group has higher WOM credibility than the total public

eMarketer Word of mouth is as important – possibly even more important – to mothers as it is to consumers overall. In a 2007 study, mom-focused research company BSM Media found 64% of moms asked other mothers for advice before they purchased a new product. Moreover, 63% of mothers surveyed by BSM considered other moms the most credible experts when they had questions. Pregnant women and new moms also use WOM more than women in general or consumers as a whole, according to a Keller Fay Group and BabyCenter.com study fielded in 2008. Number of Conversations per Week about Products and/or Brands according to US New/Expectant Mothers vs. All Women, January 2008 New/expectant mothers – 109 total conversations / 70 brand-specific mentions All women – 83 total conversations / 59

A BabyCenter / Keller Fay Research Study Click here to download the paper

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