"Engage: Moms" is a new offering from MediaPost who provides a great source of demographic and marketikng information, the focus on the ability for Moms to sniff out a poseur in the marketplace was the recent topic....
"1. Don't be a name dropper
Moms give more cred to advice from marketers than that from celebrity moms. Be the conduit for information from other moms and from your own experts, but be wary of relying on star power.
Q: How interested are you in tips and ideas for moms from the following sources online? (Answering extremely or somewhat interested):
Other moms like me, 92%
Authorities and experts, 82%
Marketers of products I buy, 49%
Celebrity moms, 19%
2. Do stick to your knitting
The marketers that have her trust have worked to earn it, by making good products, offering relevant advice within their area of expertise, and ideas that she can access on their websites. Don't try to be the voice of authority in areas where she's not used to seeing you.
Q: How much do you agree or disagree with the following statements? (Answering agree strongly or somewhat):
There are some companies who have earned my trust as a source of information, 83%
I'll use advice and tips from marketers as long as they stick to their knitting; diaper companies can tell me about potty training, formula companies about nutrition, etc., 67%
3. Don't play coy
Moms welcome tips and ideas from you, so you needn't don sheep's clothing to deliver them. Reach out to her with a taste of this content through appropriate web channels and leave your calling card. She's confident in her ability to decide whether to take your advice, in fact only 9% of moms told us they tune out sponsored content.
Q: How do you feel about articles you find online that are "brought to you by" a marketer?
I'm ok with this, as long as the source is clear, so I can decide how much credence to give it, 47%
I'm wary, but if it's on a Web site I trust, then I might read it, 17%
I'm fine with this from marketers who I know and trust, 14%
I'm happy to consider input from any and all sources , 13%
I tune out as soon as I see that it's sponsored information, 9%"
Here was the best piece of advice from the article: " There is huge opportunity for marketers to share the role of content providers in the mom space -- by talking about what they know best and clearly identifying themselves. Respect her, know her, earn her trust, and you'll pass the sniff test."