They’re a community of 200,000 strong and growing. They have the attention and trust of moms nationwide. And, they’ve fast become a key component of marketing and pr plans.
Smart marketers recognize mommy bloggers are today’s “it” influencers. So many and so much so, that mommy bloggers say they’re inundated with pitches, drowning in offers for free product and bombarded with special blogger-focused trips and events.
Last week, they decided it was time for a collective breather. For seven days, they held a PR Blackout and refused to read PR pitches, post a single product review or offer any reader giveaways. Instead, they were encouraged by the founder of MomDot, a well-read mommy blog, to go back to the basics and talk about their kids, their marriages, and their hopes and dreams.
A few years ago when just a small handful of moms used social media (11% in 2006 compared to 63% today, BabyCenter 21 Century Moms Report), very few blogs existed, and the family magazine was the go-to-source, a week-long blackout wouldn’t have raised any eyebrows. Last week, however, social media channels were a-buzz with related posts, and the blackout made national news. Even CNN reported on the challenge.
At Landau PR, we made note of the blackout on our calendars and followed the news with interest. In recent months, we looked to mommy bloggers to help launch several new products. One recent campaign resulted in more than 120 blog posts and more than 4,000 blog comments in a month’s time, taking our clients’ social media mentions from sporadic to frequent, increasing traffic to their website and besting original product sales goals.
So, we were relieved when bloggers who participated in the blackout said they still value the PR pitch and reiterated that they just needed a break. We listened -- not sending a single unsolicited pitch during last week’s time-out.
The blackout did remind PR practitioners of the influence mommy bloggers hold. It reinforced the importance of building relationships with this audience, frequenting their posts, researching their likes/dislikes and understanding who they are at the core. These efforts ensure, when they do become over-extended, we don’t become just another pitch in a sea of many.
Mommy bloggers, we hope you enjoyed your time off. You definitely earned it, but selfishly, we’re glad you’re back in full swing.
