In 2004, Andrew Erlichson and Mark Heinrich launched Phanfare.com afterbeing disappointed with the photography Web sites they came across.Phanfare.com, a fee-based site, would focus on sharing rather thanselling prints and also video sharing.The businessgrew, but expanded beyond the originally intended audience: families. Soin 2007, Phanfare.com retooled itself. It not only became free, but again became family-centric. "We wanted to draw a bigger canvas and have a bigger impact," explainsCEO Erlichson. "Social networking is a lot more collaborative andprivate. Based on that, we restructured and changed it to be a socialnetwork for families. But unlike MySpace, it's attuned to the privacy ofparents and families." But how does Phanfare, or any company, reach that audience? Here are somethings to keep in mind when marketing to parents:
Publicize your product or company with friendson social networking sites like Facebook.com or LinkedIn.com. "I gotseveral clients when I did it," says Laura Betterly, founder of YadaYada Marketing. "These social networks extendthat word of mouth. And it's free."