Jeanette Miller, Principal

jeanette@limelitepr.com

www.limelitepr.com

Blog: PRandMoms.blogspot

Get Get Canadian Moms Canadian Moms Buzzing With PRBuzzing With PR

About limelitePR

limelitePR is a boutique public relations firm that is dedicated to creating a buzz and connecting leading brands with moms across Canada and the USA.

Our job is to give clients the most exposure for their marketing budget.

By conducting traditional media relations, blogger outreach, and creating custom influencer mom-market activities and programs, we develop an integrated PR approach that will generate brand awareness at a consumer level, which directly increases sales and maintains brand recognition.

Our services Include:Media relationsBlogger outreach Influencer programsSocial media services

Canadian Moms’ Media Habits

Control 85% of household spending

3.5M (62% of total CDN mom population) is age 25 to 34 – Generation Y and Gen X

73% receive over 4 e-newsletters

43% consider websites the most trusted, valuable source for accurate & relevant information

37% of moms subscribe to 1-2 magazines, with 20% receiving no print subscriptions at all

Moms’ community of peers and friends (including online community) overwhelmingly influence moms’ decisions by being the primary source when looking for information and recommendations on products or services

- Results of limelitePR& urbanmoms.ca national survey, May 09

Conventional Media RelationsBest used for: controversy can be tied to a news

story event publicity new business launch new product launch seasonal angle won an award celebrity tie-in

Tools of the trade • press release(s)• press kit• hi-res photos• video ops• media list• samples

Word-of-Mouth is #1

94% of moms rely on recommendations from other mothers when it comes to making purchasing decisions.

Moms prefer to get recommendations directly from other moms who have used the product.

Moms seek advice from other moms via blogs, online forums, direct community friends.

Blogger Outreach

Online Media Tours

Best used for: • product reviews• event promotion• contests• sponsorships• scholarshipsTools of the trade

• Blogger list• Time to read• personal pitch demonstrating knowledge of blog focus &

blogger• Samples

Mixers/Social Event

Best used for:• preview clothing lines• Spa retreats• Product demo• Location enhances

brand experience

Marketing to Gen Y Moms

They are used to being (and expect to be) involved in the creation of ideas and content.

They don’t want marketers selling to them; rather they want to be invited

and engaged by brands.

They know they have a strong voice and expect marketers to listen and adapt to them, not the other way around.

Influencer Programs

In-home Parties Nintendo & Cuisinart

• Party box (invites, snack recipes, samples)

Mom MixersMethod, Birth Fest, Mom Cafe

• Affiliation with like business

• In-store event

Product Sampling • Product kits that allow

moms to share with others

Mom Advisory Panels • System for distribution,

communication, feedback

When to use it: when goal is to get product/services into hands and become part of moms’ ecosystem.

Brand Ambassadors

Brand evangelists are moms and mom bloggers.

They have a vested interest in seeing their favorite brand succeed.

Share their passion for a brand with their fellow moms.

PR for Today…

The Age of Engagement requires multiple points of contact:

traditional PR blogger relations influencer programs.

Growth of Mobile Moms

70% of CDN moms deem their mobile device/cell phone a necessity

Is more than just a phone – camera, stay organized, play music, web surfing

32% let their children play with mobile device – travelling in the car

Top mobile aps: entertainment for mom, schedule & calendar, email aps, maps/GPS, entertainment for kids.

- Results of limelitePR & SavvyMom.ca national survey, Sept 09

…and the Future

Jeanette Miller, Principal

jeanette@limelitepr.com

www.limelitepr.com

Blog: PRandMoms.blogspot