My favorite quote is, “If you always do what you’ve always done, you’ll get what you’ve always gotten,” by unknown. I often apply it to marketing particularly when I see a constant cycle CPG tactics each year. Yes, most of them produce the expected sales return but what if you could be the next Chobani or Joybol by doing something you’ve never done? After all, that’s what made those brands homeruns- their creators did something that was never done before.
BSM Media has been connecting brands to mom consumers by creating marketing tactics that leverage generational characteristics, consumer insights and experience. Here’s BSM Media’s list of lesser known ways to sell CPG products to today’s moms.
1. Be a Part of Her Virtual Events and Zoom Meetups
The most powerful way to market products is to have a group of mothers discover it together. It’s the organic behavior that happens when one mom in the bleachers pulls a new flavor drink from her backpack and all the other moms begin to ask her questions about it. We engaged with mom influencers to host the parties with 10 friends and virtually share the experience of a new product. The parties include product favor bags delivered by the host to driveways and front doors and then unboxing activities allow all the virtual guests to participate in the excitement of product reveals. Virtual parties and events can be customized to become Family Movie Nights or Virtual Baby Showers. The parties create great social content that was posted by both mom and child. Zoom parties is the 2021 version of BSM Media’s popular MommyParties.
2. Social Spotters
Brands often focus on getting the word out about a new product but forget to tell moms where to buy it. Moms are busy people and it’s not enough to introduce a new food item or scent of detergent, you have to make it easy for her to find it. This is particularly important when Walmart and Target often test products in limited markets. BSM Media’s Social Spotters tactic sends influencers into the retail location to post a photo of the product in store. This allows a mom to not only see the product but where to buy it when she’s quickly scrolling thru Instagram. Social Spotters then purchase the product and posts again at home while her family enjoys the product. Best of all, sales teams have social media photos to show the retailer the marketing support directed at their stores. Social Spotters can be geo-targeted to retailers or limited markets and makes the perfect launch campaign.
3. Social Sampling
Brands often forget that influential moms online are often also influential in the real world. In her role as the “go-to” mom she’s a scout leader, homeroom mom, team leader and PTO president. BSM Media leverages the influencer of moms with influencers have influence offline as well as online and that’s why BSM Media has an army of Social Samplers. Social Samplers are mom influencers who will share your products with other moms in their groups, schools and neighborhood. It’s a great way to generate buzz about your newest product and receive social posts as well.
4. Reviews
Ninety percent of moms read a review before buying a product yet very few marketing plans include reviews. Now that online purchases have surged, it’s more important than ever to make sure you have plenty of great reviews available when mom go searching. The off-holiday season is the best time to focus on building reviews but remember NEVER purchase reviews. Authenticity is key in building those reviews. For an example of tactics to help generated those reviews, I invite you to read these case studies.
5. Clubhouse
It’s likely that you don’t even know what Clubhouse is and if that’s the case I invite you to read my recent post on it. Clubhouse is the perfect platform to get up close and personal with your customers. For brands or product companies that focus on a lifestyle, it’s the perfect place to lead a discussion with customers. For instance, a company like Joybol, could host a room focusing on the on-the-go lifestyle of moms and bond with customers who potentially are seeking quick, high protein breakfast solutions. Recently BSM coordinated a discussion around Creating Memories for a client with a photo product. It’s a free forum to develop a deeper relationship with your customer- Moms.
6. Pinterest Pinning Parties
Pinterest is the most overlooked social platform when it comes to brands and marketing. Few realize that it’s a search engine where Millennial Moms go to find solutions. They need to feed their family on the run, they search, “quick family friendly snack ideas” or if they are buying food for a backyard party, they search, “great recipes to entertain guests.” It’s the perfect time for a buffalo dip to appear in her search or 10 different ways to serve a new Artisan bread from Sara Lee. Pinning parties engage with mom influencers to help build your exposure on this very important platform.
7. Remote Playdates
Last year faced with shutdowns, Little Tikes partnered with BSM Media to execute their annual World’s Greatest Playdate remotely. Hundreds of families took part in remote playdates united thru technology and online content. The event generated millions of online impressions and thousands of socially shared imaged of families enjoying Little Tike Toys. We call the tactic MommyParties and it was these small but scalable gatherings of toys and kids that launched Zhu Zhu Pets. Today they still prove to be effective.
Last year faced with shutdowns, Little Tikes partnered with BSM Media to execute their annual World’s Greatest Playdate remotely. Hundreds of families took part in remote playdates united thru technology and online content. The event generated millions of online impressions and thousands of socially shared imaged of families enjoying Little Tike Toys. We call the tactic MommyParties and it was these small but scalable gatherings of toys and kids that launched Zhu Zhu Pets. Today they still prove to be effective.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in strategic outreach, influencer engagement, and content creation. BSM Media also owns and operates MomSelect Influencer Network, MillennialInfluencers.com, GenZInfluencers.com, and Mommyparties.com.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.
