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TheStreet Open House

How Open Conversation Between Moms, Marketers Earns Influence

Family-owned Nature's Path boasts sustainable and organic products, appealing heavily to influential bloggers looking to partner with companies of strong values and ethics. As one of the 25 sponsors at the Mom 2.0 Summit, Nature's Path built relationships beyond the booth by nourishing attendees with packets of their Love Crunch and muesli bars over the 3 days. Director of Marketing & Communications Maria Emmer-Aanes shared insights at two sessions that captivated moms with the Love Crunch story, inspired by a real-life love story. At events, Maria immerses herself amongst the participants where she can listen, learn and connect with fellow moms.

Another magnet for mom bloggers looking to align them with inspiring brands is Glassybaby creator and founder Lee Rhodes, who raised her three small children and fought what would become a 7 year battle with a rare form of lung cancer. She had endured surgery, countless rounds of chemotherapy, and was searching for a few moments of serenity to escape the fear that encompassed her life. Inspired by the beauty of these elegant vessels, Lee filled them with tea lights and scattered them throughout her home. She found great hope and healing in their color, light and love.

With limited production capabilities, Lee turned down an appearance on Oprah and opted to invest into blogger outreach. "Moms are the greatest entrepreneurs in the world and there is nothing more powerful than the moms voice". Glassbaby is an incredible success story where more than 150,000 Glassybabys are sold annually yielding $8 million, with 10% being donated to charities dedicated to health, healing and quality of life.

The Healthy Weight Commitment Foundation worked with Edelman Digital to host a mom blogger dinner as part of a 2-day experience. The purpose was to talk to dozen moms and solicit their input around supporting a program that engaged families. With some of the biggest brands funding the foundation, bloggers are not expected to publicize or recognize them. Founding President Lisa Gable strongly believes bloggers should be compensated for their efforts â¿¿ "you're buying the collective power of this group".

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