Marketing to Digital Mom’s – Interacting & Engaging Today’s Techmamas!
I am sitting in my hotel room at Pearson International and I thought that I should start transcribing some of my notes from paper to the laptop as I have just completed the 2 day Conference that I was attending in Toronto this week.
The event was at the Old Mill Resort and Spa and was put on by Open Dialogue. Over the next couple of days I will be adding more about this to my blog, but for now, I thought I would give you a flavor of what happened and some of the key points that I took from the event.
The event was the perfect size, approx. 40 people (diverse group made up of a few retailers, suppliers and ad/marketing folks) and had presentations from 18 different groups including; Fuse Marketing Group Inc. – UnMarketing – comScore Inc. – Mom Central Canada – UrbanMoms – Poolhouse Industries – Mom Market Trends – Hunter Straker – Cloud Advertising Agents– Vortex Mobile – GM Canada – O’Malley Hansen Communications – Razorfish – Harbinger – Queen’s University – Trone – Microsoft Advertising – ShesConnected Multimedia Corp.
What a great group and a great start with Scott Stratten of UnMarketing opening the 2 days with his take on social media and social networking and what he calls “unmarketing” (that is the name of his company as well – very clever!). I thought he was compelling and very interesting to listen to.
The rest of the presenters talked about topics and case studies that were diverse, and yet all interrelated, and all describing and showing us the “do’s and don’ts” of marketing to today’s Mom’s.
Here are a couple of key points and little tidbits from the event that are sticking with me and that I am paraphrasing for you. I hope I get these right as I do not want to offend any presenters by giving misinformation; this is what “I heard” (that was my forward apology in case I did not get it right!);
From Scott Stratten at UnMarketing – Know, Like, and Trust – 3 pillars of why you would/should follow, buy from, take advice from, or talk to in an online, or offline world. You do best with people and/or companies that You Know, You Like, and You Trust! Mind bending eh!! So simple and yet so clear. This is why so many people and companies fail in the online and social media world. They are not transparent, authentic and honest, and this makes them destined to fail in a world that is so tightly connected and interconnected!!
From Mom Central Canada – Not all women are Mom’s, but all Mom’s are women! Marketing to Mom’s is not the same as marketing to women and vice versa! You must really define who you are marketing to. Moms are not just women with kids! Marketing to Mom’s with babies is very different than marketing to Mom’s with Toddlers. You market to Mom with teens differently than Mom’s with young children or a Mom that has no children left at home. You get the drift. The point is; “Do not clump all Women, and all Mom’s into the same bucket as they can all be different” – after all they are NOT men!! We are much simpler to market to as unfortunately – we are all the same and not overly complicated creatures (that’s soooo sad to write but became so clear after 2 days of thinking how many of us (men I mean) in the industry try and talk to Moms!)
From UrbanMoms – Mom’s would like to be your friend and time is NOT an issue in developing that bond. Mom’s have more patience and are willing to take the time and effort to “connect” with you if you: 1) Give her access (Info and Community), 2.) Give her tools (Help her to make a decision and provide solutions), 3.) Let he Connect (Relationships Count!) and 4.) Give her “The Dish” (What are others saying and doing)
There was so much more that came out these 2 days, I have to go thru these notes of mine and really start to digest, but for now I had to write something tonight as I am feeling way more empowered and enlightened! I am not going to pretend that I understand Mom’s any better,my wife would never believe me and I am sure that I will do or say something that would disprove that anyway! However, I feel that I have a better understanding of the challenges, dangers, benefits and complexities of attempting to market to; and market through Mom’s. Hopefully I can take some of this knowledge and understanding back to my job at London Drugs to make us a better retailer!
Great 2 days!
Ciao for now @kootenayborn