Don’t forget about WOM-Moms!

By Bob Troia

In 2007, Gen X & Gen Y moms spent an estimated 1.7 trillion dollars on consumer and personal care products. With Mother’s Day fast approaching, have you thought about the importance engaging and reaching moms as part of your WOM strategy?

Some highlights from a recent study released by Keller Fay Group:

  • Today’s pregnant women and new moms engage in one-third more word of mouth conversations per day than the total public or women.
  • Almost two-thirds of these conversations include brand recommendations. This group has an average of 109 word of mouth conversations per week about products, services and brands, most of which are positive and considered highly credible by other moms.
  • 60 percent of conversations among this group carry with them a recommendation to buy, try or consider the brands under discussion and positive brand sentiment outweighs negative by a 10:1 margin.
  • The Internet is the #1 driver of word of mouth, beating out all other forms of media, including TV, magazines and outdoor.

Another study by The Intelligence Group found:

  • The Internet ranked as the highest technology product moms would not want to live without. In large, moms are turning to the web for advice and education.
  • Savvy moms rely on word-of-mouth (friends), well respected mommy blogs and websites for much of their decision making information.
  • Moms are also looking for online communities to forge relationships and trade tips with other moms.

Related links:
New Word of Mouth Research Finds Moms Buzzing About Brands
How “Word of Moms” Affects Your Brand