Brands Continue to Court Mom Bloggers for Corporate Events


I know it’s Memorial Day and I’m supposed to be doing something other than blogging about mom bloggers and brands, but I’m sure you know how it feels when your brain won’t shut up and a post is begging to be written. Well, here’s that post!

Last year we all saw an influx of mom blogger junkets where large brands and multinational companies flew moms to every end of the country to attend private, corporate events. In all honesty, I didn’t think it would last. In my estimation I thought the brand events might be too costly and the return not adequate enough to sustain. I was wrong!

I haven’t kept up with each and every trip mom bloggers have taken in 2010, but I clearly see the pace of these trips hasn’t slowed. I am thrilled about this. It shows the health and potency of our community.

Even though critics of mom bloggers love to water down how effective we are at bridging the gap between brands and consumers, there is undoubtedly still mojo left in the mom blogging community and it doesn’t appear to be waning.

Additionally, more companies are hiring mom bloggers as consultants on campaigns and in the product development phase. I agree with Kelly Skoloda, practice director of global brand marketing at Ketchum and author of Too Busy to Shop: Marketing to Multi-Minding Women , when she said in Influence, “If you engage bloggers along the way and take their advice and make changes, it’s not like it used to be, where there was this secret room where you did your research and created this new product and ta-da! Before you even get it out there, they’ll think it’s awesome.”

Some companies are ahead of the curve and are actively bringing in bloggers as consultants. In fact, some brands have been doing this for four or five years now. It’s almost imperative that brands work closer with bloggers so incidents like this won’t sideline campaigns or temporarily ding brand loyalty.

Bookmark BRANDS CONTINUE TO COURT MOM BLOGGERS FOR CORPORATE EVENTS

10 comments

  1. I think its great – moms are naturally social (especially those with School age kids) the whole run with the jones thing is truly the example of social mediums either they talk about it or you want it because you visible see it.

    I love how brands are now trying to include the dad bloggers in on this as well – because we might not be the final decision makers (thats my wife) but we are influences.

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  2. I’m a little surprised that the trips aren’t dying off too, but happy as well (from one who LOVES to travel). It’s great for the bloggers, wonderful networking experience, improves their insight into the corporate world, and can do so much to open doors for them in the future. I find those intimate settings much more of a learning experience about the virtual space than even the blogger conferences.

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  3. I love it when brands I like create an engaging retreat that not only has value for me, but also gets me charged up about the company or product. It’s always great to see the behind-the-scenes and even better when I can talk one-on-one with companies to tell them what I feel they are doing great or give feedback on what they can do better.

    You and I were on a trip together last year. I pulled aside an executive and gave a list of areas where I thought consumers, particularly moms, wanted to see changes (reduction of HFCS in products marketed to kids, removal of artificial colors and dyes, increased use of organic ingredients). I was thrilled when this company actually recently released a product for kids that had, you guessed it, no HFCS, artificial colors or ingredients.

    Whether or not they developed this product at my prompting, I like to believe that my input was actually listened to. Companies have a real opportunity to speak to real moms, moms who vote with their wallets like me, and work together to bring products and programs to market that moms want to be a part of.

    Where will my next brand sponsored trip take me? I’m not sure, but I’m always open to the possibility!

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  4. I’ve never been to a corporate event as a blogger, but they seem like very positive experiences for both parties!

    I think that, for most companies, the costs associated with hosting a small group of people for a few days is well worth the positive buzz they receive in return.

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