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PR To Get Canadian Moms Buzzing


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PR for Canadian Mom Market

Published in: Business, Self Improvement
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PR To Get Canadian Moms Buzzing

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