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TheStreet Open House

How Open Conversation Between Moms, Marketers Earns Influence

By Angie Chang



A blog becomes a living, breathing resume for an individual. Build credibility through an authentic voice.

By Maria Sipka (Co-Founder & CEO, Linqia)

I consider myself a natural networker, but for some crazy reason I never felt comfortable attending a mom blogger summit, at least until I became a mom. Last August, I became a proud mom to baby Lyla. Now armed with my (mental) ticket, I set out on my maiden voyage to Miami for Mom 2.0 in early May of this year.

3 days and 52 conversations later, my eyes were cranked open as the breath was knocked out of me whilst I sat at this exciting intersection between the moms who blog (it's so not cool to call them mommy bloggers) and the brands vying for their attention. I was excited to understand more about this phenomenon, which is quickly becoming the most powerful and influential media channel the world has seen to date.

Unlike my own paranoia, bachelors Matt Cherry and Nick Lagante from startup Timedog, a personal virtual assistant service for moms, invest 100% of their marketing dollars into attending "mom conferences". The 100 mom influencers Timedog has built relationships with have been instrumental in creating awareness around their recently launched service.

So how do you not become "the odd-guys-out" at mom events?

Matt's advice is to be respectful to the essence of relationships. Don't pitch your product, stare at the ladies in that strange way or say the wrong things. Prior to each event, Matt and Nick record a spoof video based around the conference theme and featuring key influencers attending the event. I giggled my head off when I watched their witty spoofs for SheStreams 2012 and Can't Tweet This for Mom 2.0.

Matt said, "It's about listening to the moms and genuinely showing they care over time. Personal follow-up notes, on-going conversations on Twitter, regular Skype conference calls and just hanging out in person works." That's how the guys at Timedog build relationships.

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