By Caroline Pierce
360PR’s very own Cindy Gordon moderated a panel last week at M2Moms: The Marketing-to-Moms Conference on how brands can attract the Cool Mom. The session was called “Moms Gone Wild: Winning Over The Cool Mom.” Joining Cindy on her panel was Molly O’Donnell from Xbox, who is in the midst of launching one of the coolest new products Xbox Kinect; Donna Mirus Bates from Universal Orlando, who just opened the Wizarding World of Harry Potter, and Jyl Johnson Patee, Founder of Mom It Forward/Girls Night Out, who has mastered the technique of motivating moms to advocate on behalf of brands.
Marketers may think that it can’t be hard to win over the cool mom with cool brands like Xbox and Universal, but the insider tips shared even won “cool” praise for a baked beans company. If these girls can make baked beans cool, anything can be cool! Some of the top takeaways from the session were:
- Cool goes beyond aesthetics, style and packaging to include brand ethos. What a brand does outside of selling their product is important to mom – especially as it relates to helping families and the community
- Cool is naturally about packaging, branding and style, but also for mom it’s sometimes about a cool find, and something can be cool to mom if it is pragmatic and affordable
- Mom thinks brands that have a dialogue with her are cool – she’s looking for a relationship that shows the brand is listening and responding to what she has to say
- Cool used to be reserved for fringe brands discovered by NYC kids; now mom also discovers and decides what’s cool, i.e. Cynthia Rowley band aids anyone?
- Mom needs to be comfortable with making decisions, and information is key to her comfort. She also likes to involve her friends, family in the decision process, so shareable videos, tips are important for a brand to be cool.
Also, the cool brand results from 360PR’s “Cool Brand Panel” are in! Check out which brands moms think are cool in 2010 and nominate your favorite cool brand for next year’s picks.