“They influence over 85% of all consumer purchases in the USA, and wield $5 trillion in purchasing power”. Of the 42 million women involved in social media weekly, they form a hefty 11.5 million who are very active in the blogosphere.* They have their very own ‘sphere’ in the said blogosphere. They can build or break a product with one post. They are passionate yet kind, and are becoming a successful social media and PR phenomenon, all on their own right!
They are Mommy Bloggers – the women who say that their life is actually just a mixture of potty training, runny noses, PTA meetings, and week-old laundry, with the odd vacation. They have kids, and adorable rambunctious ones at that, and large families, stacks of bills, dentists appointments, and barbecue weekends in tees and shorts just like the rest of us.
But if you are in PR, you better sit up and take notice of them! Here’s why:
1. Mommy bloggers have emerged as a hugely trusted source of product reviews. They are known for their candid estimation of all issues, and this is evident in the product reviews they do. This is because they only review a product they need and have used. They almost never promote a product which they would not want to use. So, if your product has quality, they will definitely acknowledge it.
2. Mommy bloggers throng to the blogosphere to talk to someone who gets them. They are a strong network that is growing by the minute. Just look at BlogHer! And they are fiercely loyal and protective of their kind. Therefore, they are also loyal followers of other mommy bloggers, and will bookmark a mommy blog quicker than they would a techie blog, anyday. So, if you want to be seen, a mommy blog would be the place to be.
3. A Mommy blog talks about more things than any other kind of blog. They have got discussions on school, education, gardening, food, technology, baby products, kitchen gadgets, home-safety, automobiles, politics, environment, fashion…You name it, they got it! So, they are as relevant as a target audience can get!
4. Moms decide on all shopping, everything from the grocery list to Christmas shopping, and where the family goes for vacation! When they are looking to buy, are they looking at your product?
Who better to give you some PR love than a Mommy blogger?
However, these are mothers, so you better play by the rules!
1. Form a relationship first: Get to know the blogger’s interests, what they like to write about, and things that are important to them. Pitch them only if you think your product is something they would use.
2. Don’t assume they want your freebies: Blogging as a mother is not easy, and for some it is their job. Which means that, one, be ready to pay them for their efforts on your behalf. And, two, never assume that they need your products, and will blog about them regardless of quality.
3. Remember they are mothers, first: Never expect them to drop everything for a conference call with you, or take that vacation you are offering. Try to understand that blogging takes second place to family and hungry kids, but it does not mean that they will not take your product seriously.
4. Don’t tell them what to write: Not if you want them to be objective about your product. Try not to bog them down with your opinions on how a certain product should be promoted. Reserve that for your advertising company.
5. Tell them who else is involved: When you tell them about other mothers who are blogging on your behalf, it becomes easier to form a network that will loyally stand up for your product. Moms will also tell you of other mommy bloggers whom you could pitch.
6. Be respectful and friendly: Mothers will not take sassiness from their kids, or from any other human being, for that matter! Politeness and friendliness is as important as the quality of your product.
7. There are laws to follow now: The Federal Trade Commission has published Final Guides governing Endorsements and Testimonials, which apply to bloggers too. Mommy blogger will follow it to the ‘t’, so try to be aware of what that means to your campaign.
If both sides play by the rules, this could be a win-win situation for all members involved.
So, have you pitched to a Mommy Blogger yet?