Moms seek advice from “live” sources…

By Robert Wheatley

With all the conversation about engagement with social media one would assume that online discussions about products and services lead the way as purchase decision drivers. Sure they remain important and vital because moms look to social platforms for advice, support and connection.

That said, when it comes to making purchases, offline networks of friends and family trump all other sources for advice on what to buy, according to a recent study released by MomConnection and The Parenting Group’s 5,000 member mom panel. Even though the study data confirms 60% of moms are using social networks in their daily routine, they are four times more likely to look to their off-line network for info on which products to buy.

As indicated before in a recent article we published, validation is essential for consumers to confirm assertions made by brands about the outcomes of product use and experience.

Communications increasingly is a circular proposition where touch point consistency matters and outside third party connections loom large as sources that bring high levels of built-in belief cachet. It is the belief thing that brands find hardest to “manage” because trust comes not only from brand relationships well done, but importantly, from sources outside a brand’s control wheelhouse.

So how do you influence the circle when elements of the belief system most important to moms lie not with brand outreach but with their friends and family?

Creating the tell-able tale…

It helps of course when products and services are unique and interesting enough to come already equipped with natural charm, allure and magnetism. But even with the most magnetic of brand personalities, marketers need to think through the story telling opportunity and ask these questions:

• Is my message sticky and repeat-able?

• Is it thus short and memorable?

• Are there good story telling elements wound in to keep it interesting?

• Can the “keeper of the story” come across as insightful and knowledgeable to her circle of friends?

• Does the story contain nuggets of intrinsic value to the consumer that is relevant to their own lifestyle needs and interests?

Simply said, can I craft a tell-able tale around my brand and product story, one that can be easily passed around to others?

Moms drive much of commerce so this is an important discussion to have. It’s about looking candidly at this potential disconnect in the communications landscape. If I want my brand story to be passed along from mom to mom, is it truly designed to accommodate this requirement?

Complicated messages die-hard anyway, so passing communications through the crucible of simplicity is a good thing no matter what. But designing messages specifically to enhance their pass around value is yet a new technique that requires extra effort to get right.

Here are the most popular subject topics for mom-to-mom conversations on product choices:

Children’s toys and games 86%

Entertainment 84%

Cooking and baking tools 82%

Online/offline shopping 78%

Drugs and remedies 75%

What do you think?