Alpha Moms, Mom Influencers, Mom Mavens

We call them Mom Mavens but regardless of what you call them, influential moms will deliver your message to other moms. It was no surprise that the phrase "Alpha Mom" was one of the top new slang terms in 2006. As marketing budgets shrink, it's more important than ever to get the greatest ROI possible. Engaging Mom Mavens or Alpha Moms to deliver the message not only costs less than traditional media buys but delivers your message with intense credibility. We caution marketers however to approach Mom Mavens carefully. It's not about mailing a few samples and hoping the mom spreads the word. It's about creating a relationship with the right mom and engaging her in a mutually beneficial partnership. BSM Media has developed the Mom Matrix©, a system of 18 common behaviors which Mom Mavens exhibit on a regular basis. Among these traits you will find: the number of children she has, the roles she plays in her community and the career path she has chosen. It's important to identify the right mom to carry your message.

BSM Media has found a formula of success in recruiting and engaging Mom Influencers for our clients. We have developed several types of Mom Maven programs to meet the goals and budgets of today’s marketers.

• Mommy Parties
• In-Home Mom Mixers
• Mom Maven Engagement
• Online Media Tours with Mom Bloggers, Webmasters and Podcasters
• Moms Mindpool

Here’s an example of the successful Word of Mouth programs BSM Media can launch with Mom Influencers:

Mom Maven Mixers
You've heard about the power of word of mouth and you've read the headlines about Mom Influencers. However, you're not quite sure how to scale what seems like a localized initiative to your national brand. This grassroots marketing program is the perfect combination of viral marketing and mom influencers and can be conducted in 1 to 100 markets. BSM Media has recruited over 100,000 Mom Mavens over the last year to host in-home parties with their peers on behalf of clients. Each mom is recruited and screened against the BSM Media's Mom Maven Matrix to assure that she is a true influencer and then screened against criteria developed with our client. The result is the RIGHT mom to deliver your brand's message. Every Mom Maven hostess invites her peers to enjoy an in-home themed party designed around your product or brand messaging.

The results have meant lots of word of mouth for BSM Media clients.

CASE STUDY

“How we get a new product into the hands of mom influencers?”
A consumer product company recently hosted in-home Mom Maven mixers to introduce a new line of products. Not only did over 12,000 moms volunteer to host parties on behalf of the company but the mothers who qualified to become hostesses exceeded the anticipated sample distribution by 50%.

“How do we bring new life to an older brand with today’s Gen Y moms who grew up with us and now raising their own children?”
An entertainment client recently sponsored Dino-Mite Mom Parties with 500 preschool mothers. Each mom received a party kit filled with party activities, recipes for snacks, entertainment, samples, coupons and other sharable promotional items. The turn-key program resulted in over thousands of word of mouth mentions and hundreds of thousands of online blog impressions. In fact, 82% of moms told at least 15 other moms about the brand.

Mom Influencer Program Highlights:

• Ability to customize party theme to your brand message
• Ability to expand parties to include local playgroups and mom organizations
• Ability to distribute samples, coupons and promotional items in an intimate manner to your target market

Contact: Valika Shivcharran at valika@bsmmedia.com

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