I've been forward the same video advertisement three times in the past week by some mom friends. That's right, its an advertisement for JC Penny. What attracted my attention was the fact that these aren't women who normally send me things. In fact, one of them never sends me links to look at so when she did, I knew I had to take a look.
This is so typical of today's mom. They love to watch videos online because they can choose when and where to watch it; they can determine when it can fit into their busy schedule and it provides them with useful (or in this case funny) content in an easy-to-consume manner. And if the video is appeals to their core values (in this case, a dilemma all moms/wives face when husbands give them thoughtless gifts), they will forward it to everyone they know. Each of my friends forwarded the link to 10-15 women. Reminder, this is an advertisement; talk about good bang for your buck!
This is one of the best examples of how a brand can engage with moms using today's technology and grassroots PR efforts. Reaching them is harder than ever before because moms are a moving target - they may read a paper one day but not the next, watch TV one night but not again for another 5 days, listen to the radio in the morning while they drop the kids off at school but then switch to their IPOD to listen to a podcast they downloaded the night before. There's no consistency.
Moms rely on other moms to give them the latest and greatest tips but they also want to be the one the first one to supply that information to other moms. Moms like being influencers because it raises their status in peer groups (you become the 'go-to' person for great info) but it also appeals a core value to be a better mom - the more info you have, the better you will be as a mom.
Think about how your brand is using PR to engage moms. Do you need to put your current PR efforts in the doghouse for a while?
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