Oh please. Can we marketers really be that blind – or, perhaps in this case, I should say, deaf?

According to an article in today’s Brandweek, “Marketers have made great strides in recent years to better understand and connect with moms. But in trying to perfect the message, many have forgotten to listen to the very consumer they are trying to woo.”

The article continues: “According to M2Moms, 60% of moms feel that marketers are ignoring their needs, and 73% feel that advertisers don’t really understand what it’s like to be a mom.”

No sane marketer today is going to implement a plan for moms without consulting them. So chances are, yes, moms have been “listened to.” The question becomes: How broad a listening program does a company need to make its efforts – and resulting messaging — legitimate? Do focus groups and other traditional forms of research no longer serve their purpose? Are the only mom-views worth listening to those expressed by influential bloggers and Twitterers? What if a company listens carefully, receives a multitude of conflicting opinions, chooses one direction – then gets blasted by everyone holding the opposite point of view?

The fact that everyone can now very publicly voice an opinion on anything and everything means that marketers should just expect to encounter negatives, regardless of how well they’ve done their research, which moms have given initial input, or what approach the company has settled on. These days, along with ad buys and coupon programs, marketers need to add crisis planning – how to respond to those negatives — into any marketing mix. When it comes to moms, “listening” is an ongoing process.

Moms, marketers – what do you think?

From my point of view, there are several issues – and few clear answers.

At Child’s Play Communications, we know that good bloggers put a lot of time and effort into creating thorough and honest reviews. We get that. And we respect that. It’s why we’ve worked with them time and time again over the years, through our Team Mom™ and Web Mom review programs.

Here’s the win-win equation, as I see it:

• We give bloggers quality products to evaluate and we treat those bloggers with care and consideration.  Resulting, from-the-heart reviews, none of which are paid, make our clients happy.

• By reviewing products in a forthright way, bloggers offer their readers a much-in-demand service. By generating a following that relies on authenticity, those bloggers become recognized influencers – a status that makes them happy and often leads to bigger and better things. Their readers know that the opinion voiced is real because there is no reason for it not to be – the bloggers don’t work for the companies they are reviewing.

Once that mom-to-mom trust falters – if mom-bloggers start getting paid and their audience realizes that what they’re reading is potentially as valid as advertising – the entire underpinning and appeal of blogging as a credible communication tool goes away. And all those companies and public relations firms that have been providing the information for those reviews, including my own, will likely follow. Bloggers, if moms no longer trust you, companies no longer need you.

Do I believe that the minute money is involved, bloggers will be swayed to write what companies want them to? Not necessarily. Bloggers are individuals just like everyone else – for some it will make a difference, for others it won’t. But I do know that a lot of clients are concerned about the perception that goes with paying for reviews, and won’t do it for that reason.

Do I think a paid review that’s not flagged as a paid review is dishonest? Yes, I do. And if it is identified as paid, or “sponsored,” is that OK – bloggers taking money for reviews as long as they say they are? Now, there’s the tough one. Probably…yes (shoot me, potential clients, I may have just cost you some money). I just don’t see a problem with Kmart providing bloggers with a gift certificate to shop the store with the goal of having them writing about the experience, when the bloggers are up front about it. But then, as they say in the journalism biz, the results of such relationships are called advertorials not editorials — and there is a world of difference in how the audience may read them, if they read them at all.

In other words, bloggers, payment may fill your purse but devalue your worth.

Moms, I’d really like your opinion. If you read product reviews, do you care whether the blogger is paid by the company for reviewing their product?

Mom bloggers, do you feel you should be paid for your time or do you consider that a conflict of interest?

And marketers, where do you fall in all this? What works for you?

Where do all of you draw the line?

What?

Allow this reporter-turned-publicist to point out that never in the history of journalism have traditional media been held responsible for reviewing products.

So what possible justification can there be for mommy bloggers to suddenly bear a burden that traditional media never have?

It appears that the FTC may consider such reviews advertising as opposed to editorial.

“The proposed revisions signal that the commission will apply existing principles of advertising law to new forms of media, like blogs,” according to an article posted recently on the ABC News site.

The concern is “about those instances when (testimonials) are delivered and it is not made obvious that it’s an advertisement for a company,” said FTC spokesperson Richard Cleland.

“It would only affect bloggers who are paid to write reviews but the sticky issue that is raised is what happens if a product is given for free,” said Cleland. “That is something we are going to have to address.”

Readers, before either the marketers or mom bloggers among you decide to totally abandon the concept of working together — a foundation on which a vast number of blogs and blogger reputations are based — keep in mind that a decision is not expected to be made until early summer.

My opinion: If mom bloggers become wary of posting about products, a major platform on which the success of social media is built will come crashing down. The result? What is now a win-win situation — for marketers, mom bloggers and their readers alike — will devolve into a scenario where everyone loses.

For more, please visit a good post on the subject, including some helpful recommendations, at Mamanista.

• Families are spending more time at home, less at malls or restaurants
• The exception: Movies are doing well – it seems to be the one (relatively inexpensive) luxury we currently allow ourselves.
• “Pride of purchase” now comes from not buying, rather than buying and boasting about it, or from choosing an inexpensive purchase (lipstick) over a pricier one (that dress).

The article posits that there is a sea change in progress, “defined by a new set of consumer values.”

For more, visit Engage: Moms

Marketers, this suggests a significant attitude shift. What are you doing to appeal to it? One approach may be to focus on the investment value of a product – positioning it as a long-lasting essential (e.g., wooden toys that endure over time and work for multiple ages, multi-purpose furniture or styles that “grow” with a child). Another is to introduce products designed to entertain families while they are “hibernating” at home.

Moms, is there a change in how and what you buy? What are you still buying and why? What have you backed away from entirely?

Yet many moms and dads alike remain skeptical about their children’s safety when it comes to online games that let players talk with each other. The WSJ article notes that game developers are taking precautions to protect children by limiting chat sessions to predetermined phrases and other steps.

Videogame marketers, what are you doing to pursue the family audience? Moms, how do you feel about your children playing these games? Do you play videogames as well? Why?

Retailers and manufacturers—what impact are you seeing and what are you doing about it? Parents, have you changed how you buy toys for your children? If so, in what way?

For more information, see “Pricey Toys Are Going the Way of Dinosaurs.”

So you can imagine the recent blog post from Wired.com Math Meets Meteorology: New TV Show for Kids on Climate Change sparked our interest. PBS Kids Go is set to debut an animated series that will teach children about climate issues. The World Wildlife Fund (WWF) just launched a website, www.EarthHourKids.org, which provides content to schools and children. This site features lesson-plans, games and songs that children can download. Goddard has also developed tips parents can use to teach kids about the environment (email me @ sa@childsplaypr.com for a copy).

As parents, are you teaching your children about climate change? As marketers, how are you helping parents convey the message?

On Wednesday, I had the pleasure of speaking at the Kids Today conference in San Antonio, on how companies in the children’s home furnishings industry can – and should – work with mommy bloggers to market products. There was, happily, clear interest in the topic, meaning these manufacturers and retailers alike understand the influence bloggers have on the community of moms. Thank you to Kids Today magazine for the invitation and to members of the audience for your feedback.

Marketers, what have you learned in your dealings with mom bloggers – what experiences would you like to share?

Mom bloggers, what would you like marketers to know about the dos and don’ts of working with you most effectively?

Stephanie Azzarone (left) with Women In Toys president, Patti Becker

Earlier this week, I was honored to be named the winner of the Wonder Women of Toys Award, in the Consultant category – and I’d like to share the good news along with a big thank you to all the judges. The awards are sponsored by Women in Toys, a professional networking organization for women working within the toy, entertainment and licensing industries. The award was presented at the organization’s 5^th Annual Wonder Women of Toys Dinner this week at the Penn Club in New York City. I was delighted to be in the company of other women who are recognized leaders in their fields, including Sharon John, Hasbro (Manufacturer), Laura Phillips, Wal-Mart (Retailer), Leigh Anne Brodsky, Nick and Viacom Consumer Products (Licensor) and Carlin West, 4Kids Entertainment (Licensing Agent).

Child’s Play Communications, which specializes in publicity and marketing communications for products targeted to moms, has represented dozens of toy manufacturers and licensing and entertainment companies, including Hasbro, Gund, K’NEX, Spinmaster, Play Along, a division of JAKKS-Pacific, Elmer’s Products, Warner Bros. Consumer Products, National Geographic Kids Entertainment and Kidz Bop.

For more information, please visit: http://childsplaypr.com/news/news_details.cfm?ID=15

Last week’s post talked about dads who don’t do their fair share of parenting. All that may change – may have to change — as more fathers find themselves at home because they’ve lost their jobs. With the January unemployment rate for men hitting 7.6%, couples not only have to deal with the psychological stress of a lay off, but may also have to reinvent the parenting paradigm.  A potential seismic shift awaits as a family’s tradition clashes with new needs and expectations.

Will men get as involved in parenting as mothers historically have, and, if so, how will dads feel about their new role — and how will moms react to giving up control? Are there certain components of parenting that dads will gladly adopt while ignoring others?  Will the family dynamic be altered forever? And, from a business perspective, will companies who have always targeted moms now include dads in their marketing?

What do you foresee happening as the employment crisis deepens?