MIA’S YOUR BUSINESS COLUMN – MASTERING THE MOM MARKET, ONE LABEL AT A TIME
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Mia’s most recent column sprung from a chat with Julie Cole, co-founder of Mabel’s Labels.
Mia writes that with the incredible success of her small business, Ms. Cole has become a much sought-after speaker, sharing her insights about social networking and the mom market all over North America. She has spoken at everything from small local events for professional moms, to the 140 Characters Conference in Los Angeles, to BlissDom Canada in Toronto.
Ms. Cole says she has observed an interesting shift over the years in the way that moms talk to each other:
“What has been going on in the playground and what has been happening in the parks, has taken up another location – and it’s online,” Ms. Cole explains. “It is incredible to see. Before, mom might have been at home all day with the kids, and that could be isolating. Now, she can pop on her laptop and she has a community.”
Sure, moms have taken up the web as a way to talk to other moms, but specifically, many seek to receive support and feedback, and do product research – and this has affected the way they want companies to communicate with them, Ms. Cole notes.
“Moms want to feel listened to. They want their feedback appreciated and they want excellent, exceptional customer service,” she says, adding that a mother’s product feedback is often emotionally tied to her experiences with her children – and it is especially important that marketers understand that fact.”
Check out Mia’s column every Thursday in the Globe and Mail’s Report on Business.
