Mums in the Know is a website and social media pages created by two mothers in Wilmslow to provide local family event information and reviews. They aggregate information from various sources into an easy to navigate format on their website and social media pages. Their goal is to make it simple for time-strapped mothers to find local activities. They work with local businesses to promote family-friendly events and build partnerships. Examples provided show they have successfully helped businesses increase attendance and trial memberships through targeted promotions. They argue their service is more effective and cheaper than traditional advertising for reaching local mothers.