The "new" view of PR has expanded well beyond just the media to include all the forces that influence a purchase decision.
Depending on the category, that could include healthcare providers, celebrities, girlfriends, or really anyone who has a persuasive role in shaping buying decisions. More and more consumers are becoming the most influential for each other.
Enter “mom” - head of household and chief purchasing officer for the entire family. Mom has always been influential, but now she's controlling a vast portion of our entire economy and she knows she's an economic force to be reckoned with.
Sure, she makes all of her own decisions. And, sure, she makes most of the decisions for her family, including the men in her life. That's not news. But what has become so impactful in the last few years is the influence that moms have on other moms. The power of the mom network is incredible. BlogHer is one example of said power.
If you don't realize that “moms rule” and know how to effectively market to them, they will quickly rule you out! Just say the words "Motrin Mom
" and flashbacks of picketing moms online quickly come back into view.
As brand marketers, it's important to know that moms are an incredible influence on each other as they share information, trade tips and secrets, and influence the perceptions of products for each other and their families.
And it happens in a nano-second. With the click of a mouse, your brand is being recommended or de-listed across the vast networks of mom bloggers and Facebook pages, not to mention the 140-character testimonials that we live for on Twitter these days.
We know. We work these channels every day, trying to get our brands front and center with the most influential consumers on the planet: Moms!
Maureen Lippe is founder and CEO of Lippe Taylor.