Date post: | 05-Dec-2014 |
Category: |
Documents |
Upload: | dad-central-consulting |
View: | 1,033 times |
Download: | 1 times |
May 2010
www.MomCentralConsulting.com
• Specialize in Marketing to Moms
• Work with over 200 national brands
• Help companies develop meaningful conversations, connections, and communities with Moms
• Reach Moms and engage them in powerful word-of-mouth programs: Mom Ambassador,
viral marketing across SM platforms, geo-targeted events
• Moms take action and recommend your brand fueling, brand awareness, engagement,
product trial, and sales
• Provide breadth of consulting services including research, social media strategies, and listening
• Offices in US and Canada
Who We Are
Consumer Packaged Goods
Consumer Food Brands
Kids Entertainment
Kids Online Destinations
Beverages
Home Goods and Appliances
Technology & Financial Services
Spokesmoms
Ambassador Moms
Ac0vator Moms
Playground Moms
Everyday Moms
PR FIRMS
Ad Agencies
As Social Networks Proliferate Conversations Shift
Traditional Marketing
Social Media
• Top-down messaging
• One-way conversation
• Grassroots messaging
• Two-way dialogue
Return on Investment
(ROI)
Sphere of Influence
(SOI)
Engaging the Persuasion Power of Moms
Ignite Enthusiasts
Change Perception
Drive to Retail
Negate Detractors
Sphere of Influence
(SOI)
• What do consumers say about you?
• Where do they say it?
• Who listens to those conversations?
• Do consumers act on their recommendations?
• How extensive is an influencers aggregate reach?
Sphere of Influence (SOI) = Answers Elusive Questions
Standard ROI Fails To Take Into Account:
National Media
Platform
Age of Kids
Group Leader
• Peer Influence • Blogger Retreats • Newsletters/eZines • Issues Expert • Topics Covered
Author or Expert
Local Community
How Does Lindsay Ferrier Reach Moms?
3,143 Followers
4,432,934 Visitors Alexa Rank: 334,256
Facebook Group 607 Members
634,403 Visitors Alexa Rank: 1,089,037
399 Friends
Nashville eZine Alexa Rank: 758,438
Alexa Rank: 125,575
Alexa Rank: 49,673
Alexa Rank: 103,265
Nashville Newspaper Alexa Rank: 66,483
Featured Mom Blog Alexa Rank: 4,073
Erika is a working Mom who eats 2.2 slices with 4g of fiber between the hours of 7 am and 8 am. Her average grocery bill is $200 a week. She is 35 years old with one tween daughter and expecting
her second child.
How do Moms talk about your brand with others?
“I’m sick of feeling like I am running a restaurant at home. So, you like Arnold Dutch Whole
Wheat bread? Boy if I could get my daughter Emily to eat the same bread for breakfast or
sandwiches it would sure simplify things. Especially with the baby on the way. There is no
way I am making 5 different types of sandwiches for lunch!”
Demographics don’t buy things People buy things. And they act on the advice from others they trust
Mom Influencers Become Mom Brand Ambassadors
Mom Ambassadors Pepsi Beverage Campaigns
150 Mom Ambassadors 3-month Program March - May 2010
100+ Mom Ambassadors, 6-month Program April - September 2010
Mom Ambassadors ABC Brands
260 Mom Ambassadors 1-month Program Feb 15 – March 15, 2010
200 Mom Ambassadors, 1-month Program Feb 15 – March 15, 2010
We build a program based on your business needs and marketing objectives.
We invite Mom Influencers that have a passion for your brand to participate in Branded Mom Ambassador Programs. We work with them over a sustained period of time.
Influencers are selected based on: Blog Reach Twitter Followers Facebook Friends Sphere of influence within the Mom
Community (i.e., additional communities or social group they belong to, both online and off)
Interest and passion about brand
We engage them in a range of activities, customized to meet your business needs.
Measurement: We use a combination of research to track brand sentiment and coupon redemption/sales data.
Mom Ambassador Program
Spark: Where Moms and Brands Connect
Mom Central Spark is an online community that enables brands to engage directly with Moms.
• Mom Central will aggregate Brand Ambassadors into a private community, fully hosted and moderated by Mom Central staff. • Brand Ambassadors will connect with each other and share their experiences with the product, which will in turn create fodder for reviews on blogs, websites, and offline word-of-mouth outside of the Spark community. • Our clients have moderated access to these Moms via polls, online discussion forums, and direct messages within Spark. • Our clients use the Spark Community to gather feedback from participating Moms on product development, marketing, or other key brand initiatives. • Spark resides on http://www.momcentral.com
Mom Central Spark Community
Mom Central Spark Community
Case Study: Feld Entertainment
Engaged Moms Create a Drive to Retail.
Over fourteen months, Mom Central engaged 750 Mom Ambassadors across 22 markets with national social media campaigns and live Mom Influencer events.
Results: Online positive sentiment for Ringling Bros. increased from 8% to 63%, the program drove $1MM in sales attributed to MOM code. New customers accounted for 70% of ticket sales.
Stacy DeBroff, Founder & CEO
MOM CENTRAL CONSULTING
77 Chapel Street Newton, MA 02458
www.MomCentralConsulting.com
617.244.3002