Engaging Moms in Ways Both New and Familiar
Finding reasons to celebrate
We recently launched a new campaign for Balloon Time Helium Balloon Kits. We started the project by laying out our communication objectives, and then talked about strategies that will help us reach these goals. Sounds pretty traditional so far, right? But connecting with moms and reaching moms during the party decoration purchasing cycle has led us to develop some very fun social media applications to integrate with our traditional programs.
Why this investment in social media now?
Is 2009 the year to risk our limited marketing funds and test the waters of social media? Our Balloon Time client has enjoyed tremendous success with their online marketing program since its inception just four short years ago. Of course over that time we’ve evolved the program and changed some of the media partners and tactics we started with. But our objective has remained consistent - connect with influencer moms. The research we’ve seen points to social media as a key connection point.
We set up a Twitter account a while ago as a defensive move; to keep anyone else from taking the name and to respond quickly if we should encounter a major public relations crisis. I am so excited that we are now proactively using Twitter (@BalloonTime) to reach out to people looking for party ideas, balloon decorations and the like.
I just read the “Women in Social Media Study” by BlogHer, iVillage and Compass Partners that found the majority of women (75%) use social media for social purposes. And 45% of women surveyed said they decided to buy an item after reading about it on a blog. For the more digitally savvy women, like the community of BlogHer, that number rises to 85%. Sounds like an ideal community for our client.
Have you heard about BlogHer?
BlogHer is an online community that reaches more than 14 million women each month through a network of more than 2,500 blogs. BlogHer offers brands the opportunity to reach these influential, tech-savvy women through a variety of marketing opportunities and messaging platforms. Balloon Time is using the BlogHer network to connect with mommy bloggers and their readers by sposoring a conetst to give away Balloon Time Helium Balloon Kits. Using dipaly ads with a live feed from our Twitter page, we are able to share conversations about party planning, decorations and Balloon Time.
We have had lots of positive interactions and have gained a steady stream of followers. “Listen and respond” was our mantra to get started. Now that we’ve found our footing and have some friends to talk with, we hope to switch gears and start to lead party planning conversations. It’s time to have some fun with contests and giveaways, polls and providing something of value to our followers beyond just good party advice.
Right now value is all about saving money
According to a new study from Information Resources, Inc. (IRI) and Platform-A, AOL’s digital advertising unit, even if you never clipped (or downloaded) a coupon in the past, you’re doing it now. In fact, younger couples – those without children, followed by those with younger children – are among the most likely of all to use online coupons.
In response to this we are offering an exclusive Balloon Time coupon to share with our Twitter friends who are planning a party or celebration soon. And, since we all like to share a good deal when we find one (especially moms!), we included a widget for sharing the Balloon Time coupon on Facebook with your friends.
The conversation will evolve as the rest of our 2009 plan rolls out which includes an exciting search for the next child to be featured on the BalloonTime packaging.
In the coming months I’ll let you know how the program’s doing. In the meantime, download the coupon, get a Balloon Time kit and follow us on Twitter!