May 2010

www.MomCentralConsulting.com

• Specialize in Marketing to Moms

• Work with over 200 national brands

• Help companies develop meaningful conversations, connections, and communities with Moms

• Reach Moms and engage them in powerful word-of-mouth programs: Mom Ambassador,

viral marketing across SM platforms, geo-targeted events

• Moms take action and recommend your brand fueling, brand awareness, engagement,

product trial, and sales

• Provide breadth of consulting services including research, social media strategies, and listening

• Offices in US and Canada

Who We Are

Consumer Packaged Goods

Consumer Food Brands

Kids Entertainment

Kids Online Destinations

Beverages

Home Goods and Appliances

Technology & Financial Services

Spokesmoms  

Ambassador  Moms  

Ac0vator  Moms  

Playground  Moms  

Everyday  Moms  

PR  FIRMS  

Ad  Agencies  

As Social Networks Proliferate Conversations Shift

Traditional Marketing

Social Media

•  Top-down messaging

•  One-way conversation

•  Grassroots messaging

•  Two-way dialogue

Return on Investment

(ROI)

Sphere of Influence

(SOI)

Engaging the Persuasion Power of Moms

Ignite Enthusiasts

Change Perception

Drive to Retail

Negate Detractors

Sphere of Influence

(SOI)

•  What do consumers say about you?

•  Where do they say it?

•  Who listens to those conversations?

•  Do consumers act on their recommendations?

•  How extensive is an influencers aggregate reach?

Sphere of Influence (SOI) = Answers Elusive Questions

Standard ROI Fails To Take Into Account:  

National Media

Platform

Age of Kids

Group Leader

•  Peer Influence •  Blogger Retreats •  Newsletters/eZines •  Issues Expert •  Topics Covered

Author or Expert

Local Community

How Does Lindsay Ferrier Reach Moms?  

3,143 Followers

4,432,934 Visitors Alexa Rank: 334,256

Facebook Group 607 Members

634,403 Visitors Alexa Rank: 1,089,037

399 Friends

Nashville eZine Alexa Rank: 758,438

Alexa Rank: 125,575

Alexa Rank: 49,673

Alexa Rank: 103,265

Nashville Newspaper Alexa Rank: 66,483

Featured Mom Blog Alexa Rank: 4,073

Erika is a working Mom who eats 2.2 slices with 4g of fiber between the hours of 7 am and 8 am. Her average grocery bill is $200 a week. She is 35 years old with one tween daughter and expecting

her second child.

How do Moms talk about your brand with others?

“I’m sick of feeling like I am running a restaurant at home. So, you like Arnold Dutch Whole

Wheat bread? Boy if I could get my daughter Emily to eat the same bread for breakfast or

sandwiches it would sure simplify things. Especially with the baby on the way. There is no

way I am making 5 different types of sandwiches for lunch!”

Demographics  don’t  buy  things   People  buy  things.  And  they  act  on    the  advice  from  others  they  trust  

Mom Influencers Become Mom Brand Ambassadors

Mom Ambassadors Pepsi Beverage Campaigns

150 Mom Ambassadors 3-month Program March - May 2010

100+ Mom Ambassadors, 6-month Program April - September 2010

Mom Ambassadors ABC Brands

260 Mom Ambassadors 1-month Program Feb 15 – March 15, 2010

200 Mom Ambassadors, 1-month Program Feb 15 – March 15, 2010

We build a program based on your business needs and marketing objectives.

We invite Mom Influencers that have a passion for your brand to participate in Branded Mom Ambassador Programs. We work with them over a sustained period of time.

Influencers are selected based on:  Blog Reach  Twitter Followers  Facebook Friends  Sphere of influence within the Mom

Community (i.e., additional communities or social group they belong to, both online and off)

 Interest and passion about brand

We engage them in a range of activities, customized to meet your business needs.

Measurement: We use a combination of research to track brand sentiment and coupon redemption/sales data.

Mom Ambassador Program

Spark: Where Moms and Brands Connect

Mom Central Spark is an online community that enables brands to engage directly with Moms.

•  Mom Central will aggregate Brand Ambassadors into a private community, fully hosted and moderated by Mom Central staff. •  Brand Ambassadors will connect with each other and share their experiences with the product, which will in turn create fodder for reviews on blogs, websites, and offline word-of-mouth outside of the Spark community. •  Our clients have moderated access to these Moms via polls, online discussion forums, and direct messages within Spark. •  Our clients use the Spark Community to gather feedback from participating Moms on product development, marketing, or other key brand initiatives. •  Spark resides on http://www.momcentral.com

Mom Central Spark Community

Mom Central Spark Community

Case Study: Feld Entertainment

Engaged Moms Create a Drive to Retail.

Over fourteen months, Mom Central engaged 750 Mom Ambassadors across 22 markets with national social media campaigns and live Mom Influencer events.

Results: Online positive sentiment for Ringling Bros. increased from 8% to 63%, the program drove $1MM in sales attributed to MOM code. New customers accounted for 70% of ticket sales.

Stacy DeBroff, Founder & CEO

MOM CENTRAL CONSULTING

77 Chapel Street Newton, MA 02458

www.MomCentralConsulting.com  

617.244.3002