BSM Media: Marketing to Moms

As I mentioned before, BSM Media is one of the companies that generously offered to help defray my costs to attend Blog World and New Media Expo.

BSM Media specializes in marketing to moms. This interests me because 1) I’m a mom and 2) I like working with marketers and find those relationships to be rewarding for me, the marketer, and most importantly, my readers.

It may come as no surprise to those of you who have received form e-mails from marketers pushing their products or press releases that many bloggers are offended that PR firms don’t take blogging more seriously. At least one of the panels I attended at BlogHer ’08 came down very hard on marketers who send out blanket e-mails or expect bloggers to post press releases for unknown products or didn’t read enough of the blog to know it doesn’t match the the product’s targeted audience. The consensus is “it’s my blog and if you want to advertise, give me and my readers something in return.” I think this is a valid concern. Receiving form e-mails and irrelevant product endorsements is frustrating.

There is another side to that relationship, though, if you’re willing to work at it. What I’ve found is that most marketers and PR reps want positive relationships with bloggers, and especially mommy bloggers. Depending on the product, moms hold the purse strings of .80 of every $1. If you want a family to be interested in your product and buy it or review it positively, market to the mom. When I receive a form e-mail or press release, I reply to the sender that I appreciate that they’re reaching out, but that there may be a better way. I then explain that I don’t post press releases, but I would be happy to sell them ad space. Or I explain that I would be happy to review their product if they can supply an additional product for my readers as a giveaway. I think of how I want to be marketed to, then I let them know. Opening up communication can only lead to good things. That has been my experience so far.

BSM Media is a cutting-edge company that has recognized the current flaws in marketer/blogger relationships. BSM is owned and operated by Maria Bailey. She is an award-winning author, radio talk show host,
nationally known speaker and the foremost marketing authority on
marketing to moms. And she knows what she’s doing.

I first discovered BSM Media this summer when I attended BlogHer ’08.
I had heard some buzz about how this company was helping marketers and
bloggers come together in non-threatening and positive ways. I was immediately interested.

BSM Media has several resources worth checking out:

• Marketing to Moms blog offers advice on developing marketing relationships with bloggers.
• Mom Select is a platform that allows mothers to choose to participate
  in marketing programs. You can find information about the various programs Mom Select offers at their web site.
• NewBaby.com is the newest addition to the BSM Media family. NewBaby.com offers information and advice for moms during pregnancy through the preschool years. This site is a community of moms who are interested in connecting with other moms. What sets it apart from other online communities, though, is that members upload video to the site. You can find video on everything from demonstrations of positions to burp a baby to how to determine if your baby needs glasses (information from Dr. Ranya Habash) to dental product recommendations for children from a pediatric dentist. NewBaby.com has really taken the idea of an online mom community to the next level.