Marketing According to the Word of Mum

In presentations I talk about the power of the 35 to 40 year old consumer. These are often mothers with young kids and we all know that what mother says must be true. Research shows that what mothers use and recommend as parents are often taken up as products used by the next generation. Mothers are powerful marketers. Business marketers are using this? In Canada, Mom Central Canada Marketing Consultancy Company was set up by Cora Brady and her believe is “It’s all about getting the moms doing the talking for you” In other words business are using mothers to be the sales people for them as in today’s lack of trust world the “mother” consumer is the biggest advocate a business can have. Looking at the business section of bookstores at USA airports there is a new group of business books, these include “Turning into Mom: Understanding Americas Most Powerful Consumer”, ” Power Moms: The New Rules for Engaging Mom Influencers Who Drive Brand Choice”. Business are now influencing Mom Bloggers and developing relationships in other ways. G Diapers in the USA have 18 people in head office, but they manage a 7,000 army of consumer mom advocates who will even man booths at trade shows in exchange for $20 worth of diapers an hour. Marketing is definitely changing and Moms are the new influencers for all retailers. Ref: Word of Mom: publicity money cannot buy Tralee Pearce, The Globe and News Nov 18 2011 Canada