Momosphere

Demystifying the Momosphere How to Navigate this Marketing Resource

Why Do Mom Bloggers Matter?
53% of women participate in social media 2-3x week
79 Million US women on line
- 75% on Facebook
- 55% blogging and reading blogs
- 40% forums, message boards
- 16% Twitter
60% of women in social media are married
44% have children at home
50% have an income over $75,000 a year
Source: 2009 Women & Social Media Study by BlogHer, iVillage, and Compass Partners,

Purchasing Power of Women
• $0.82 of every dollar spent in the US is by women making family purchasing decisions
• Women make majority of purchasing decisions including cars, appliances, and other big ticket items

How Women Make Purchasing Decisions
62% compare prices online
48% research products online
Significantly more likely to make purchase after reading peer review of product
85% proceed with purchase if peer recommended product online

Categories of Mom Bloggers

List of Some Mom Blogging Types
memoir
humor
lifestyle
design
review
coupon/frugal
personal finance
political
academic
LGBTQ
special needs
disabled
social media
literary
gardening
technology
fashion
homeschooling
religious
singlemom
sex
food
advice
craft/artist
business
vlogging
podcasters
multiples
health
diet
travel
attachment parenting
breastfeeding
natural birth advocacy

How Do You Pitch Mom Bloggers?
Pick Target Group
Select Goals
Links
Media Buys
Product reviews/giveaways
Content Driven projects
Party hosting
Personal appearances
Brand Ambassadors

Best Practice: Hire a Mom Blogger
Why?
Hiring a mom blogger does the following:
• inspires trust
• grants access
• improves blogger relations
• cuts down on research time

Use an Intermediary
Lots of agencies already exist with mom blogger networks.
• Global Influence
• Mom Central
• Mom Select
• Federated Media
• Clever Girls Collective
• 3SmartGirlz

For Media Buys
You can use existing ad networks
• BlogHer
• BlogAds
• Juicebox Jungle
• Federated Media
• Lifetime
Or you can buy ads directly from bloggers.

Direct Pitching
• Generic Pitches
• Personalized Pitches

Successful Pitch
Offers something to blogger
Ad buy
Sample product
Fun event

Stating the Obvious (don’t pitch meat products to vegetarians)
Send the right pitch to the right people
Try to have a parent at least review pitch
Be warm, friendly, and polite
If blogger refuses, BE POLITE
Do not offer to provide content

How to Make a Pitch Fail
Inappropriate pitch
Customized Form letter with wrong name
Require lots of work for a “chance” to win
Send bloggers press releases*
Insult blogger’s beliefs
*Exception is group review blogs

Mom Bloggers
Can pay big dividends
Require TIME
Want to be treated as professionals
Want something for their time/effort
Can be amazing resource

Major Credit Card Pitch
Hi Cecily,
I think your blog is amazing! I've grown particularly fond of the recipe section as I love to cook, and eat. Because we have this interest in food, I thought you may appreciate this deal. Since summer is almost over, I wanted to touch base with you to let you and your readers know about a way to spend less on Back to School shopping.
No matter what you and your readers are looking for, Credit Card Co. offers ways to save time and money. Shoppers in the market for Back to School discounts should visit [site] for coupons and special deals such as saving $20 at Grocery Gateway or saving 20% at Belen Gift.It would be great if you could cover these Back to School offers in a blog post.
Please let me know if you have any questions. I look forward to hearing from you!
Best,
PR Person
Credit Card Outreach Team

Frozen Fish Company My name is PR Girl and I am writing on behalf of Frozen Fish Company. We’ve been following your blog and love your recipes and weekly meal plans. I know we're not the most "foodie" acceptable product, but when it comes to easy and quick weeknight dinners for mom's, FFC has some surprisingly awesome recipes. Because of this, we had an idea we wanted to run by you: Help FFC celebrate National Fish Taco Day (coming up on October 4). Would you be interested in helping us celebrate this “holiday” by: * Helping us educate your readers on the nutritional benefits of swapping traditional taco meat with fish. Did you know that eating two servings of seafood per week is associated with better heart, brain and eye health? * Posting information about FFC “Fish Taco Fiesta Challenge” where you and your readers can submit your favorite taco recipes for a chance to win a FREE trip to Mexico?! Visit http://www.welovefishtacos.com for more information. * Providing your readers with tips on how they can host a Fish Taco Mexican Fiesta at home? * Posting unique fish taco recipes from FFC? * Participating in an online Q&A with Sylvia Klinger, R.D., about the nutritional value of fish? Or perhaps we could host a promotion exclusively for your readers? The FFC would be happy to provide product samples or coupons to give away to your readers. Interested? I’d love to hear from you and send you additional information. Thank you for your time! PR Girl

Maid Company Hey Casey, I have an idea for your blog as a guest post. Maid Company has some great tips about how to burn calories while cleaning the house. It’s a perfect solution for Mom’s with busy summer schedules. Let me know if you’re interested! I can also send photos. PR Girl Public Relations Firm

Pet Sitting Company Hi There - August is here, which means there’s only a few weeks left of summer break. Families everywhere are taking their last-minute summer vacations before heading back to school. For your followers, I wanted to suggest a blog post offering a discount on pet sitting services through Pet Sitting Service, the nation’s leader in pet sitting and dog walking – a wise alternative to asking the neighbors to watch your pet while you’re on vacation. All you have to do is post this link on your blog: http://tinyurl.com/2575ocj When you click on it, you’ll see [large ugly photo widget] on the right and people can click to get their 10 percent off coupon for Pet Sitting services. In the meantime, pet lovers can also check out the Pet Sitting Fan Page on Facebook where for the next several months, there will be some great contests going on where fans can win prizes by uploading photos. Let me know what you think. Thanks! PR Rep

Obscure Travel Website Dear Moosh in Indy, We were really impressed with the level of content in your blog, Moosh in Indy. My name is PR Girl, the editor at Oscure Website. We have been blogging about travel, international, and family medicine for a few months now and we think it is about time to start reaching out to other passionate people. I would love to have one of our bloggers write a guest post for Moosh in Indy. If you have any topic or style guidelines for guest posts, send them my way. We want to make sure that all edits are made by us but we are more than happy to incorporate your feedback into our post. I am looking forward to talking with you more. PR Person Assistant Editor - Obscure Web Site

Pregnancy Book Company Hello, My name is PR Guy and I’m a member of the team at PregnancyBook.com – the online version of the Pregnancy book series. I’ve been following your mooshinindy.com, and I’m impressed with what you’re doing. I think we share a similar audience and I’d like to figure out a way for us to work together. PregnancyBook.com has the 2nd largest audience of pregnant women online, not to mention an entire bookshelf of bestselling books… We have a lot of resources and opportunities to help you. In the past, we’ve given our partners free books, banner space on our site, special promotions online – and we’re open to new ideas. Please let me know if you’re interested. You can reply back to this e-mail or feel free to call me directly at number. I hope to hear from you soon! PR Guy

Orange Juice Company Hi Cecily, With summer in full swing, many moms are looking for fun things to do with their children, as I'm sure you can attest to! OJC has just kicked off their annual Take a Stand campaign.The Take a Stand campaign challenges kids across the country to raise money for the charity of their choice through a good old fashion lemonade stand. This year, we are putting a fresh twist on the campaign by challenging kids to express their creativity and represent their charities by designing and creating their own lemonade stands. By posting their designs on OJC’s Facebook page, with their parents’ help, children can not only display their creativity, but also enter for the chance to increase their donations and win cash prizes. I know your boys may be a little too young for the contest, but we would love your help in getting the word out about the campaign and have provided a full press release below. If you should have any questions, please feel free to contact me at very big PR firm. I look forward to hearing of your interest! Cheers, PR Person

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Momosphere

by Cecily Kellogg on Oct 01, 2010

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