I've been wanting to create some kind of memorable, shareable, useful term that summarizes the most important "musts" for marketing to moms.

Here it is: B-R-O-A-D-S.

B is for Blanket, as in "What's Your Blanket?" You must know what your product or service does to "care for the caretaker" before you can do anything else.

R is for Reach. Go where your consumer is. Find out where she hangs out online (or in the real world) and talk to her there. Instead of inventing a "new" mom community and trying to woo people over, find an already popular spot and sponsor it.

O is for Optimistic. Paint a picture of success for your customer, instead of belaboring the negative. Even if your product or service solves an icky problem, talk about the solution, not the problem. Make mom the hero.

A is for Ambassadors. Identify your most enthusiastic customers and mobilize them on your behalf. They are the best sales force you could ever hope to have.

D is for Donate. Create a charitable give-back to a cause that aligns with your brand. Tell women about it. 67% of women will try a brand if it supports a cause she cares about.

S is for Service. Offer outstanding customer service and real-time help. Put your 1-800 number on every page of your website and make sure your phones don't go unanswered.

The next time you tackle anything to do with marketing, run through this list in your head. Are you succeeding on all 6 fronts?

Labels: brand ambassadors, BROADS, charitable causes, customer service, Email marketing to moms

Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.