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PR To Get Canadian Moms Buzzing

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PR for Canadian Mom Market

PR for Canadian Mom Market

Published in: Business, Self Improvement
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  • Our goal – to get moms buzzing about your brand, get influencers like mom bloggers to buzz, to put you in the actual limelite via media coverage (which also gets moms buzzing about you thru WOM) Clients – stonz, parentingbynature.com, glow marketing (Karla Heintz), lovable labels Affiliations – yoyomama & savvymom Integrated PR is a spectrum of tactics to reach and influence a targeted audience, and persuade that audience to behave in a certain manner. Important to moms because to fully engage with mom market a brand must be active in 2 communities – physical and peer to peer Integrated also meaning is an we offer services that are an extension of other marketing activities - including social media. With Integrated PR campaigns that emphasize ops for moms to share, you will experience results immediately. Defining PR as any activity that targets those who offer third party credibility. Include: media (reporters), bloggers (mom bloggers), moms’ themselves. The latter 2 are called influencers.
  • Moms are a moving target. Not predictable when it comes to media consumption. younger digital moms tend to be more comfortable with new tools like social networks and SMS, whereas older moms are more comfortable with information channels online…so a one-size-fits-all is not going to work  The more you understand the audience & how they are using the media/internet, the more you can create campaigns that utilize tools that will interest and attract moms. Other stats: 40% of moms refer to TV programs as their source for news and current events 30% Canadian moms are most interested in local stories 20% choose parenting/family stories and lifestyle stories (food, fashion, trends) as they type of stories they are most commonly interested in or read
  • Change in media consumption - harder to get stories, less readers, older viewer Good for targeting boomer & silver birds. Event publicity – multiple angles get most coverage; expect coverage week of event tho = not good for advance ticket sales (that must be done through grassroots efforts). New events are good & bad – depends on attendees, sponsors, location, timing. Celebrity but is expensive and can be short-term. Be careful who you align with. Traditional press coverage is more difficult to obtain in many instances. At one time I could guarantee at 5-10 ‘hits’. Now, I cannot guarantee anything. Have had some campaigns that have resulted in 2. There is a spectrum and a lot affects each pitch. Pro: one hit can turn into coverage across network Con: Centralization of reporters (Toronto, Vancouver), Pro: local story angle works best Con: getting coverage outside home market can be more difficult Is good for competitor positioning Readers are aging and decreasing in numbers but still good for lead generation and competitor positioning Offline press does not translate into online sales very well E-NEWSLETTERS: approach similar to trad media Are niche based – high quality readers strong open rate ads can be highly valued by readers – are way more affordable than traditional media. Weakness – exclusivity (need alternative angles for each e-newsletter, especially in Canada) Won’t write about you repeatedly so consider other methods (ads, x-promo) which will engage with readers
  • Repeat – survey results: Moms’ community of peers and friends (including online community) overwhelmingly influence moms’ decisions by being the primary source when looking for information and recommendations on products or services To fully engage in the mom market you must be active in at least 2 communities – physical (via events & direct marketing) and peer to peer
  • A key peer to peer ‘outlet’ are Mom Bloggers Who are bloggers – other moms; the media for the mom but their basis is WOM Moms read blogs, are a major influencer in consumer purchases and moms lives. Smaller readers than trad PR but have bigger influence; larger amount to target with specific niche build relationships with key influencers Bloggers cross borders (borderless) Bloggers specialize – eco, fashion, baby, travel, …similar to e-newsletters that they have high quality readers EXAMPLE: Mabel’s labels “test” of blogger impact (5 th Anniversary special promotion – news of speical offer only 24hrs beforehand to only network of bloggers – posting on facebook as well. Results: company’s second biggest sales day ever. Canadian and American bloggers differ – CDN more cynical, USA are clear on how many followers they have, are likely to be kinder, have multiple affiliations (blogs) they write for Mixers/social events are similar to a ‘press conference’ but informal – product launch, demo, location enhances brand experience. Company rep should be in attendance (so this could limit to sales reps/distributors, affiliates, local markets). When to use blogger outreach –Graco – Sfblogger group, builds relationships w/influencers If you are not experiencing blog requests, if you continue to develop online presence – you will. Problem: requests become full-time job USA more sophisticated blog ‘market’ CDN are newer and don’t demand as much however they still want ‘benefit’ to blogging. Consider bloggers want to network with other like bloggers – little ops in Canada. Can determine blog traffic to determine top; Can track with web analytics impact Develop relationships with SM – especially Twitter (#1 referral tool) Sponsorship & engagement Example: mabel’s labels blog contest to send one blogger to BlogHer09 What have been the rewards & benefits of participating in the blogging community – flight, hotel, conf pass, chief Mabel’s correspondent Social Media Strategy
  • This is the most marketing-savvy generation ever seen. This coupled with their mastery and reliance on the Internet for word-of-mouth information from moms in their social-networking circles, leaves traditional marketers with a very challenging proposition for creating brand connections. They are Internet and social-networking savvy With Integrated PR campaigns that emphasize ops for moms to share, you will experience results immediately.
  • Influencer programs (leveraging social networks, in-home parties, mom mixers, product sampling) Influencer programs tap into moms’ nature to share, get validation, experience person growth, interact, help them manage time & relationships more efficiently. Especially beneficial when trying to market commodities and need to ‘explain’ value offerings. ROI is defined by your goals and the system you put in place that will show you the effectiveness (feedback form, downloads from your website, redemption #s, blog posts Leverage social networks to promote influencer programs – twitter, facebook Mom 2 mom direct contact = brand penetration In-home parties (sex products, Nintendo, cuisinart) Onsite retail mom mixers (Method) Mom advisory/ambassadors or testing panels - Product testing – through Urban Moms or your own recruitment (must self fulfill)
  • It's not so much that they attempt to influence other customers to buy a product Moms love to share as it appeals to their core value of wanting to be a better parent. By sharing, their rise in ranks in the mom heiarchy (become the go-to mom) Brand ambassador programs – walmart 11, current customers who belong to special group (receive free products, provide input/feedback to co), Create a formal program and provide them with info to share with their network.
  • USA – marketers are focusing on mobile aps. We aren’t quite there YET but our research shows that we will get there soon. iPhone moms Mobile moms SO consider how you are utilizing technology in your marketing plans – affects website (do you want it to be read online), Website with mobile content Mobile aps – coupons, daily “ 3 Golden Rules” 1.    Choice – Provide a way for people to opt-in to receive the messages
2.    Control – Once in you also need to give them a way to opt-out
3.    Consideration – Give them entertaining, informative and interactive content
  • Transcript

    • 1. Jeanette Miller, Principal [email_address] www.limelitepr.com Blog: PRandMoms.blogspot Get Canadian Moms Buzzing With PR
    • 2. About limelitePR
      • limelitePR is a boutique public relations firm that is dedicated to creating a buzz and connecting leading brands with moms across Canada and the USA.
      • Our job is to give clients the most exposure for their marketing budget.
      • By conducting traditional media relations , blogger outreach , and creating custom influencer mom-market activities and programs, we develop an integrated PR approach that will generate brand awareness at a consumer level , which directly increases sales and maintains brand recognition.
      • Our services Include:
      • Media relations
      • Blogger outreach
      • Influencer programs
      • Social media services
    • 3. Canadian Moms’ Media Habits
      • Control 85% of household spending
      • 3.5M (62% of total CDN mom population) is age 25 to 34 – Generation Y and Gen X
      • 73% receive over 4 e-newsletters
      • 43% consider websites the most trusted, valuable source for accurate & relevant information
      • 37% of moms subscribe to 1-2 magazines, with 20% receiving no print subscriptions at all
      • Moms’ community of peers and friends (including online community) overwhelmingly influence moms’ decisions by being the primary source when looking for information and recommendations on products or services
      • - Results of limelitePR& urbanmoms.ca national survey, May 09
    • 4. Conventional Media Relations
      • Best used for:
      • controversy
      • can be tied to a news story
      • event publicity
      • new business launch
      • new product launch
      • seasonal angle
      • won an award
      • celebrity tie-in
      • Tools of the trade
      • press release(s)
      • press kit
      • hi-res photos
      • video ops
      • media list
      • samples
    • 5. Word-of-Mouth is #1
      • 94% of moms rely on recommendations from other mothers when it comes to making purchasing decisions .
      • Moms prefer to get recommendations directly from other moms who have used the product.
      • Moms seek advice from other moms via blogs, online forums, direct community friends.
    • 6. Blogger Outreach
      • Online Media Tours
      • Best used for:
      • product reviews
      • event promotion
      • contests
      • sponsorships
      • scholarships
      • Tools of the trade
      • Blogger list
      • Time to read
      • personal pitch demonstrating knowledge of blog focus & blogger
      • Samples
      • Mixers/Social Event
      • Best used for :
      • preview clothing lines
      • Spa retreats
      • Product demo
      • Location enhances brand experience
    • 7. Marketing to Gen Y Moms
      • They are used to being (and expect to be) involved in the creation of ideas and content.
      • They don’t want marketers selling to them; rather they want to be invited and engaged by brands .
      • They know they have a strong voice and expect marketers to listen and adapt to them, not the other way around.
    • 8. Influencer Programs
      • In-home Parties
      • Nintendo & Cuisinart
      • Party box (invites, snack recipes, samples)
      • Mom Mixers
      • Method, Birth Fest, Mom Cafe
      • Affiliation with like business
      • In-store event
      • Product Sampling
      • Product kits that allow moms to share with others
      • Mom Advisory Panels
      • System for distribution, communication, feedback
      When to use it: when goal is to get product/services into hands and become part of moms’ ecosystem.
    • 9. Brand Ambassadors
      • Brand evangelists are moms and mom bloggers.
      • They have a vested interest in seeing their favorite brand succeed.
      • Share their passion for a brand with their fellow moms.
    • 10. PR for Today…
      • The Age of Engagement requires multiple points of contact:
            • traditional PR
            • blogger relations
            • influencer programs.
    • 11. Growth of Mobile Moms
      • 70% of CDN moms deem their mobile device/cell phone a necessity
      • Is more than just a phone – camera, stay organized, play music, web surfing
      • 32% let their children play with mobile device – travelling in the car
      • Top mobile aps: entertainment for mom, schedule & calendar, email aps, maps/GPS, entertainment for kids.
      • - Results of limelitePR & SavvyMom.ca national survey, Sept 09
      … and the Future
    • 12. Jeanette Miller, Principal [email_address] www.limelitepr.com Blog: PRandMoms.blogspot

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