When I worked with Nintendo prior to starting Feverish, we created a target market segment called “alpha moms” to define who we need to promote the new products to. We described this as a busy working women with a blackberry in one hand and a kid in the other. From a marketing strategy point there was of course more to it, but that was our visual framework. Once we knew who we needed to target for our new product we were launching the Wii Fit based off of tons of data around who makes the major buying decisions in households, we then had to figure out how to market to them and by doing so we had to figure out who they trust and listen to. Now while Nintendo had millions to spend on this, I know the average ice pop business owner does not, I know I definitely didn’t when I started. Thank goodness I learned so much working there and learned most importantly how to apply that to small businesses.
So why Mom Bloggers? Women make the majority of the buying decisions in households, particularly around things that are important to our industry, birthday parties, weddings, health and fitness, grocery shopping, and this doesn’t end with house holds, this applies to the work place as well. Also their reach through their blogs and social media platforms are HUGE!!!! Bloggers are much easier to get in contact with, more then journalist often times and good mom bloggers often have followers that follow their every word and purchasing recommendations.
I know this first hand, not just working with Nintendo and engaging mom bloggers to promote our product, but also with Feverish helping us get the word out and creating exclusive tasting events with our pops specifically for mom bloggers, but I’m also a partner in a food blog with a friend of mine that has a huge following and when he releases a blog post the restaurants are most times overwhelmed with the traffic boost.
So what do you do with this new found knowledge of Mom Bloggers and their reach you ask?
- Google Mom Bloggers,read and follow some mom blogs and start creating your list, if you need a good starting point to understand the memo blog community better check here
- Find local and national blogs to follow and ENGAGE with them.
- The next time you are releasing a new flavor or product invite them in for an exclusive tasting.
- Most bloggers know other bloggers in their industry, ask them to be the host and invite others to a free popsicle party (on you of course) you can co-brand the event with the blogger.
- You can also partner with that blogger and have them invite their followers or other parents. I would lean towards them hosting an influencers event, to get other bloggers there and be able to benefit from their network. Keep in mind that some bloggers charge for hosting, but it’s usually a nominal fee that you must weigh if its worth it to you and your budget at the moment, if they are seasoned host they should be able to show you the reach and impact from past events. And of course everything is up for negotiating…ice pops are delicious bartering tools.
- Make sure you have awesome high res pictures ready to go when they ask for them.
- If you don’t want to host an event, create a list of bloggers and send them information about your company, and products. Press releases help, but often time a well crafted email can be more effective.
- Don’t want to comb through the internet? **Shameless Plug** We’ve already created the list, spend a little money save a lot of time and get connected to influencers asap.Want a list of over 1000+ Food Journalist, Mom and Food Bloggers in the US and UK. You can purchase the list here?
How To Start a Gourmet Ice Pop Business Blog 