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Pitching to Mommy Bloggers (Page 2)

By KAREN E. KLEIN, BUSINESSWEEK.COM
Posted: 2009-06-08 15:49:23
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It's kind of a win-win situation for the company and for the blog," she says.

Sometimes there are synergies that increase the impact of blog marketing. For instance, one of Ferenczi's clients is an organic juice company that sells children's juice boxes. One of the bloggers Ferenczi courted wrote a book and mentioned that she was doing a book launch in Los Angeles and looking for product donations. When Ferenczi found out that several top mommy bloggers and their children were expected to attend, she shipped juice boxes for the kids and gifts for the mothers.

"This was a way for us to get the product in front of a very influential group, which was really great. Usually product giveaways have to be paired with a paid sponsorship, but we didn't have to do that in this case," she says.

Some No-No's for Entrepreneurs
The reduced cost of blog marketing and the emphasis on relationships makes it ideal for small companies and startups, but many smaller firms are unaware of the influence of popular blogs or do not know how to reach out to them, says Maria Bailey, CEO of BSM Media in Pompano Beach, Fla., and the author of four books on the topic of marketing to mothers, including Mom 3.0 (Wyatt-MacKenzie Publishing, 2008).

"Any small business person could take advantage of getting to know mom bloggers. Moms spend $2.1 trillion on everything from diapers to cars to electronics every year in the U.S. If you find moms who are passionate about something, they'll be all about trying the products," Bailey says.

There are some no-no's that entrepreneurs should avoid in their early interactions with mommy bloggers, however. For instance, don't try a stealth approach. "Be completely transparent. Let them know you're a local business owner and you're trying to get to know bloggers. A lot of them will be more than happy to tell you how to create relationships," Bailey says.

Another taboo is sending mass media-style press releases or products that don't apply to the particular bloggers' lifestyle. "Don't send Easter eggs to a Jewish mom blogger, which has happened, or tell a woman that you read her blog if you never have—they track who comes to their sites," Bailey says. And there's "nothing more offensive than reaching out to a mom and asking if she wants to try a breast-feeding product when her kid is 5 years old," Schram says.

Pay-for-Play and Other Compensation
Most established blogs have posted contact information and guidelines as to whether or not they are interested in commercial inquiries.

The subject of remuneration, however, can be tricky. "Some blogs are good with pay-for-play and say, 'I'm very interested in reviewing your product; that will be $150.' Others want us to buy ads. I understand it's a business for them, but we're not ready to do that yet," Schram says. While some bloggers disclose that their reviews are sponsored, others do not, she says.

Bailey says that hosting blogger events and providing giveaways can be more effective. "Have a mom meetup or a mom-blogger mixer at your restaurant or gift shop. Host a fashion show at your clothing store, with special gift bags and gift certificates," she suggests. "These women may live in the same city but never meet face to face. If you create a platform for them to meet each other, they establish a loyalty to you and they'll go home afterwards and blog about your company."

Karen E. Klein is a Los Angeles-based writer who covers entrepreneurship and small-business issues.

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2009-06-08 15:12:30
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parentopiamail 02:42:17 PM Jul 31 2009

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I am unfamiliar with the Jewish bloggers who were sent Easter eggs. We are the Jewish bloggers who were sent Easter recipes. Our experience, and the one we cited in the same post about Disney, are now being used as case studies to train public relations professionals about what "not to do" when reaching out to bloggers. Since that experience, Weber Shandwick has had a wonderful working relationship with Parentopia. They understood their mistake, apologized without excuses and all is right with the world. Disney also apologized. If you want to read more, here's the link http://www.parentopia.net/blog/2008/03/oy-vey-they-did-it-again.html

jeanibeani 02:11:37 PM Jun 20 2009

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I have always said that that Moms are THE target audience. They are the hearbeat and pulse of the home. www.24hourtour.net/jeannep Work from home. Make as much money as you want

jeanibeani 02:10:13 PM Jun 20 2009

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I have always said that that Moms are THE target audience. They are the hearbeat and pulse of the home.www.24hourtour.net/jeannepWork from home. Make as much money as you want.

asehlers 12:57:50 PM Jun 13 2009

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Check out http://antonia-sanfranciscostyle.blogspot.com/for beautiful home accessories and great decorating tips!

thelongstem 11:04:57 AM Jun 13 2009

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We would like to get the word out about our unique line of Longstem Jewelry Organizers where you can see all your jewelry in one glance at www.longstemproductions.com - any help on getting the word out would be appreciated!

thelongstem 10:11:42 AM Jun 13 2009

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We would like to get the word out about our line of unique Longstem Jewelry Organizers where you can see all your jewelry in one glance that we sell atwww.longstemproductions.com - any help with getting the word out is much appreciated!

nutquestions 02:41:06 AM Jun 10 2009

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test

nutquestions 02:40:51 AM Jun 10 2009

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We would also like to get the word out about the great organic, and just plain healthy foods we sell at www.bulknuts4you.com - any help in getting the word out is appreciated!

sinergi1 08:49:00 AM Jun 09 2009

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We feel that we have a great product at www.getBiggies.com but we are having a difficult time getting the word out, any help out there.

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