Mommy bloggers (and Daddy bloggers) make for great partnerships with brands looking to reach the parenting community. Mommy bloggers typically have loyal readers and friendships throughout their vast social media channels. Readers feel as though they are a part of their life and can trust the different products or promotions they are writing about. However, with this trust comes responsibility, which is why many bloggers are very particular with whom they will work with.

A recent study conducted in 2011 by The Social Studies Group shed some light on what is it like working with a mommy blogger:
• Two-thirds of bloggers reject at least half the pitches they get from brands
• Social good matters to bloggers. Trust levels increase 56 percent for campaigns that include an element of social good
• More than 40 percent of influential bloggers have never been approached by brands, in some cases because brand reps simply don’t know they exist
• The majority of women bloggers want long-term, deeper relationships with a few special brands

The study also found that mommy bloggers rarely decide to stay home and raise children because they don’t have any other choices. Instead, they most often opt for the chance to do so. They are mostly a well-educated group, with a large percentage holding bachelor’s degrees and/or some post-graduate study.

The most popular topics they blog about include family and parenting, lifestyle, crafts/do-it-yourself, food, and product reviews. When pitching them remember that they need compelling and relevant information about the brand/product to make their decision.

Also, keep in mind that when working with a mommy blogger or even calling your own mom for Mother’s Day or any other holiday the most important thing to do is listen! Find out what interests them and respond with something they can’t resist!

A wide range of supermarkets are feeding the demand for locally sourced foods. It may not come as a surprise that Whole Foods Market invites their local farmers to showcase their offerings, but mainstream stores, like H-E-B and Wal-Mart are on joining the “buy local” movement as well. Wal-Mart gives local businesses the opportunity to “Get On The Shelf” with their online contest. Meanwhile, H-E-B stores in Texas carry more than 3500 local items and are holding their 2nd annual in-store event that showcases food from Texas. Piggly Wiggly in the Carolinas reminds shoppers that they are, “Local Since Forever” in their latest campaign tagline.

Supporting local farmers and products can help retailers build strong community relationships, boost the local economy, gain media attention and win loyal shoppers. The “buy local” trend is one that will stay around for a while as retailers continue to benefit from its value and explore its potential.

Check out the PCI Health Buzz for Check Out with Lara Flanagan!

References:

Orgel, David. (2012, April 10). From Whole Foods to Piggly Wiggly, Retailers Go the Distance in Trumpeting Local. Supermarket News. Retrieved April 10, 2012, from http://supermarketnews.com/blog/whole-foods-piggly-wiggly-retailers-go-distance-trumpeting-local

Ley, Ana. (2011, March 19). Trend to buy local gaining popularity. MySanAntonio.com. Retrieved April 10, 2012, from http://www.mysanantonio.com/business/article/Buying-local-1195417.php

I’ve been in PR for more than 30 years. I’ve watched the practice move from the fax machine to Facebook. From media lunches to blogger product reviews. But, one thing has remained the same. PR is a great field for women and moms. We are an army of women of all stripes…whether it’s fashion and beauty, science and health, financial or non-profit. Yes, we all have that slightly insane gene that drives us to work crazy hours and stop at nothing to please a client. But, the business is good to and for women. It has been a shining example of an industry that promotes and rewards women, as it almost uniformly encourages them to have a work/life balance, bring their daughter or son to the office and even make time to shop for a cute pair of shoes after a business meeting in Boston, or LA or wherever.

PR has always been a dream career for me. Barely stopping to give birth to my son 20 years ago, three weeks early and the night before a new business presentation, I’m still rarin’ to go. Clients value experience and strategic smarts, as much as they do the latest social media platform. And PR can grow and adapt daily, more quickly than many industries and businesses. You just have to “get it” and love it.

I’m sure Anne Romney thinks she’s worked pretty hard. And as a mom, I’d have to agree with her. But as a career outside the home was my choice…PR has been the most challenging professionally and personally of any path I could have pursued. We women and moms need to stick together and defend the choices of all women.

That’s my two cents…and I earned it!