The Motherhood’s network includes thousands of social media moms all across the country, so much of our work is done over email. However, we also execute in-person local market events that enable us to connect our trusted influencers with the organizations we’re proud to call our partners.
When bloggers experience a brand in person through a carefully and thoughtfully planned event, the resulting content comes to life beautifully through words, personal photos and videos. Beyond the blog post, however, brands have an opportunity to earn bloggers’ trust, build advocacy, interact with the blogger as a customer, gather feedback and forge a powerful and valuable connection for years to come.
During summer 2015, The Motherhood executed a number of local market events:
Northwoood for Moms: It’s a Mom’s World
To tell the story of how Pittsburgh-based Northwood Realty Services is an ideal place for moms to start a real estate career, The Motherhood invited 10 bloggers from the region to an event to meet some of Northwood’s top real estate agents—who also happen to be moms!
Bloggers exchanged stories with the Northwood Moms and engaged in a robust conversation about balancing career and family, pursuing passions and the many ways to define success. Bloggers live-tweeted using the hashtag #NorthwoodForMoms, earning Northwood a spot on the list of trending topics in the Pittsburgh region. The event resulted in not only a trending hashtag and more than three million impressions in the target market, but it also directly led to multiple interviews from moms who are interested in being real estate agents.
Bolthouse Farms Kids: Fruits & Veggies Disguised as Snacks
To elevate the Bolthouse Farms Kids brand in Pittsburgh and generate awareness of its new products, The Motherhood enlisted a powerhouse team of influential Pittsburgh moms to attend a series of local market events.
To kick off the program, each blogger received a box of Bolthouse Farms Kids smoothies, fruit tubes and veggie snackers to share with their family and their blog readers. As part of their social media posts, bloggers also urged their readers to spot the #SnackMob trucks and attend events in their area. Then, each blogger attended #SnackMob truck events throughout the city and encouraged their readers to do the same. Bloggers also used their social media posts to spread the word about the #SnackMob contest and to document their own experiences with this one-of-a-kind snack truck.
Chick-fil-A: Where Good Meets Gracious
The Motherhood recently partnered with a group of bloggers for a local market event that gave them a behind-the-scenes look at the heart and soul of Chick-fil-A – inspiring them to create personal and heartfelt posts about the facets of the company that only an in-person gathering could have revealed.
Bloggers shared a sneak peek at a few soon-to-be-released menu items (that had been flown in from Atlanta by the company’s menu development manager so the bloggers could sample them), tried their hand at creating lemonade the same way each Chick-fil-A store does, and discovered some truly special connections with the store operators. Others appreciated how Chick-fil-A supports local communities or how the company makes life easier for working moms. Chick-fil-A also inspired this 7 Day “Be the Change” Family Challenge.
Email firstname.lastname@example.org for more information on securing blogger attendance at local market events.