I talked recently with Stacy DeBroff, a smart entrepreneur who founded Mom Central, a consulting firm for major brands and an online resource for moms and mommy bloggers.
Like me, Stacy will be speaking at this year’s M2Moms – The Marketing to Moms Conference next month in Chicago. Stacy will be revealing some exciting new research about the ties that bind moms of different generations.
Untethered Brand Loyalties
At VibrantNation.com, we’ve written before about the willingness of Boomer women to change brand loyalties, especially if the new brand addresses her real interests and needs.
According to Stacy, her recent research on moms shows the same things: “Moms have become untethered in their brand loyalties, partly as a result of the Recession and partly as a result of the social media culture. Moms are willing to leave brands.”
“I think we’re entering the age of relationship marketing,” said DeBroff, “and it’s fascinating but for many brands a real struggle.”
Who is gaining Mom’s affection?
Somebody is winning business from this brand-disloyal mom, and DeBroff describes a number of success stories – not always where you expect to find them.
“You never know where you’re going to see it from,” says DeBroff. “Brands are really wrestling with mapping their aspirations with tactics that will get them there. They are embracing social media but struggle with how to measure it.”
“Brands like Infantino (which makes infant/toddler products) have been very nimble and have embraced a new ethos of marketing to Moms. We’ve also seen innovation from companies like Whirlpool that you wouldn’t think would be so willing to experiment – and companies like Ralph Lauren as well. There are other brands like Kashi that have done innovative stuff, and Bush’s Beans – who would think? When you look at the space there are some very interesting pockets.”
What do these brands have in common? They are all delivering easy-to-use (and useful) resources for women online. Digital and social media can seem complicated, unless you understand it as an easy way to win respect from a Gen X mom – or her Boomer mother. If you succeed at that, she will use social media to make other women loyal to you, too.
About M2Moms
Stacy is going to be sharing some new research results at M2Moms, and I’m excited to hear her. She’s a great presenter and loves this conference: “It’s the event I look forward to most because it’s so warm and connective and there are such opportunities to get to know people who have similar passions. There’s a wonderful exchange of cutting-edge information, it’s energized and thoughtfully reflective.”
Kudo's to you Alicia! Wow you've accomplished quite a lot in your life and you will with dating too at some point. Hang in there! Hugs back! Lisa
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Holy crap! What a sad story. Congrats on overcoming that hurdle. Wow.
How I would handle it. FIrst, I would get into therapy; that could go a long way to helping you and your difficulties.
Second (boundaries are necessary in life)..when your kids call for advice, I would FIRST ask them what their thoughts are an
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