Connecting with Moms Offline

360PR MomSquad® Playtime Spotlight – With Toy Fair taking place this month, we’ve been busy talking to MomSquad members about what’s new and important to parents at playtime – and how brands are breaking through to moms.

By Emily Roach

Connecting with Moms OfflineOver the past year, I’ve had the opportunity to share new products with friends and bloggers in a variety of settings. I hosted a home party in collaboration with the Healthy Child Healthy World organization that featured Seventh Generation and Plum Organics. The discussion centered on how moms can keep kids safe from toxins, and the products provided actionable take-aways for moms to incorporate in their daily lives.

In the fall, I hosted a tasting event at our neighborhood playground to celebrate the launch of Unreal candy. Moms – not just the kids – were excited to try this “healthier” candy.  We had some grandmothers join us too, broadening the audience. Moms especially like to touch and taste things before buying, and both of these events were a hit for that reason.

There’s more mom pay-off for brands when their story is presented in a hands-on, natural environment, within a community of moms. Those real-life interactions count for a lot. I tend to remember products more when there’s an event or other activity built around them. And other moms do, as well.

Bloggers can be a great entry point to offline networks of moms. I’ve often had moms at our preschool tell me they purchased something because I recommended it. I appreciate their trust, and there’s nothing like seeing your readers in-person to make you accountable for the review posts you write for your blog. Readers and friends will notice if you rave about one laundry detergent one week and a different one the following week.

Spend time getting to know bloggers – ask them about their life beyond their blog, including organizations they may be involved with in their local community that could provide an avenue for relationship-building with a broader network of moms. The value may be far greater, and not limited to, a blog’s online readership.

Emily Roach is the writer/owner of Random Recycling, a blog focused on green living for modern families. She lives outside of Boston with her husband, two children, and is expecting baby number-three this summer. She loves to cook, garden and spend time at the beach.