What do Moms really want?  I think it can be summed up with a quote from First Lady Michelle Obama (which was fabulously used during the Ripple6 and Gannett Digital Media Network presentation at the end of Day 2):  “Our job is simple.  Just be open, be honest, be real, be clear and have fun.”  In addition to being authentic and relevant, brands need to be where mom is exactly when she needs them to be there—and those places include all things digital.  From text messaging and mobile applications to the deli kiosk in the grocery store that allows mom to place her order while she continues shopping for other products, the key to turning mom into your next brand evangelist is to make her life simple and oh, so sweet. 
Here are some of the key quotes from today’s presentations:
 

Alison Bryant, Ph.D., Chief Strategic Know-It-All, Smarty Pants
“You don’t have to completely re-invent your brand, it’s about creating variety within your brand.”

Janet Ryan, VP of Sponsorships, Shutterfly
Erika Schulze, Marketing Manager, The Land of Nod

“We are moving away from brand managers—the new role is brand advocates.”

Mike Swenson, President, Barkley
“Cause branding is a way to make your brand irreplaceable to your mom consumers.”

Tim Sullivan, President, School Family Media, Inc. &
Colleen McKenna, Global Marketing Director, Consumer Business Unit, Symantec Corp.

“The game is no longer about scaring parents, it’s about empowering parents.”

Liz Hawks, Global Co-Chair, FH Moms Practice Group, Fleishman-Hillard, Inc.; Jessica Smith, VP, Fleishman-Hillard, Inc.; Eileen Gaffen, Director, Public Relations, Hallmark Cards, Inc.; Nancy Dussault Smith, VP, Marketing, Communications, iRobot; Meredith Meyers, Manager, PR, United States Potato Board
“We are moving beyond partnerships and building relationships—that includes treating our blog partners as influencers and spokespeople, not a reporter.”

“In finding the right bloggers for our brand, we looked deep within their writing—what are they writing about, do our brand values match up with the values expressed in their blog?”

Maxine Wolf, CEO & Publisher, Kiwi Magazine
Panelists: Jeff Pillet-Shore, Brand Manager Stonyfield Farm; Maureen Wolpert, Director, Marketing, Seventh Generation; Laura Coblentz, VP, Marketing & Innovation, Pharmaca Integrated Pharmacy
“The green mom is involved, she’s an influencer, she’s an activist—the perfect target for marketers.”

“Most moms have some shade of green—they all want to protect their children on many levels.”

Candice Hinds, Director, Luth Research
“For moms 25-34, there’s a direct correlation between their state of happiness and what they are going to buy.”

Margaret Lewis, EVP, Catapult Marketing
“95% of all moms are going to the grocery with cell phone in hand.”

Rich Ullman, Senior Vice President, Marketing, Ripple6
Julie Murphy, Director, Gannett Digital Media Network

“89% of moms believe a company should be present and interact with consumers to solve problems and solicit feedback.”

What quote or idea did you find most relevant during this year’s M2Moms®?  Share your thoughts below and we may include them in an upcoming M2moms® E-ssentials feature.

Advertisements