Brands Love Moms, But We Don’t Love Every Brand

Brands Love Moms, But We Don’t Love Every Brand

I’ve read post after post about the importance of the mom influencer, and even how much brands are always pitching moms for their brands.
Ever notice how practically every commercial has a mom in it? It’s because we’re cool. And we practically do all the shopping at home.
Mom Marketing Gone Wrong
One of the loneliest times I’ve ever experienced was after our move. It was tough.
Not only because I didn’t have my family close by, but because it felt like Cinderella, trapped at home with chores staring me in the face.
I didn’t go out much, and the few times I did, it was to run errands.
With time, I joined local mommy-and-me events, only to feel as though I was constantly being treated like a potential client.
I remember my last mommy-and-me event was super crowded and the sponsor tables took up most of the walking space. A man approached me asking if I ever had back problems because I carried my one-year-old by the hip. I politely said no and he found it hard to believe.
I walked away before he tried to convince me why I needed to sign up to his massage therapy session.
I felt terrible because I had invited a mom friend I had met at a previous event. I apologized about a million times, but she understood that it’s practically what most of these events have turned into.
It’s A Wrap On Fake Friends
Just the other day, I deleted someone from Facebook. She was a Beach Body coach who seemed nice and then started contacting me about her workout routine and how she could help.
On Valentine’s Day, she contacted me about a special, one she had already mentioned a few days prior.
Skimming through our private messages, I noticed something. We had a one-way friendship.
Her child was adorable, and I would interact with her posts about her daily life, and even her workout sessions. They were inspiring.
But she was fake. 
I understand your initial contact with me was about your job, and how you’d like to “help” me get into the best shape of my life. But how can you help me if you didn’t get the chance to know me?
This is where most of these Internet business women fail.
I’ve been followed on Instagram by several It Works, Younique and Herbal Life distributors, and I don’t mind. I just won’t always follow back.
The few times I’ve followed one of these women back was after they engaged in conversation about something that has nothing to do with their products/services. You know, everyday life things, usual mom stuff.
Let’s be honest, I’m not always thinking about fitness or makeup. And if that’s what photos of my family and I portray on Instagram, then I’m sorry for misleading you.
Meeting Good People 
Although you do run into some weird people/companies at these mommy-and-me events, I did met an awesome woman that weekend. I even interviewed her for a piece I did on the truth behind pink ribbons.
We’re still friends on Facebook today, and check in on each other from time to time.
I’ve met several other women at mommy events and still keep in touch with them today through social media. One of which is a Beach Body coach, but knows not to shove what she does in people’s faces. And I think that’s awesome.
So what can brands/business owners/company distributors do to reach moms? 
For starters, here are three things they can try:
1. Be human. 
Understand that not everyone is interested in what you are selling. But if you really want us to buy from you, you have to understand who we are as a person, first!
And yes, a brand can be human, too. There are people behind the operation of brands.
2. Be real. 
If your goal is to sell something, let us know. If you’d like to build a friendship with us, show us.
And if you get creative and do both, even better.
(Bloggers are awesome to have as friends. We love to share our thoughts on things)
3. Be interesting. 
There are plenty of brands/company distributors selling the same or something similar, but how will you gain a mom’s attention?
This is the fun part. 
Find out what our interests and hobbies are, and take it from there. The key is to focus on your audience, then narrow it down to one person you’d like to reach.
Follow me on Instagram to learn more about my family and where we’re off to next. 

Fatima Torres

What's life like with three kids and two pups? It's entertaining, that's for sure! MTME breaks down family fun ideas and shares personal insights from a former B2B editor and digital marketer turned mom running a business and a household -- all under one roof. With her husband as her #1 fan, there isn't anything she can't accomplish. Read on to learn how she breathes in fire and exhales success.

This Post Has 59 Comments

  1. Good points – and these could be for any brand. Getting to know people or being real…that's all what keeps followers, right? Especially if you're trying to make a sale. 🙂
    Karen |

    1. Exactly. A lot of brands feel they have to push their products on people. And to me, that's just not cool.

  2. Fake Friends – YES
    I can't tell you how many people have tried to sell me health products on the internet without even trying to get to know me first – hello, I work for a health company and if they bothered to know that, they wouldn't waste their time.

    1. Haha. That's funny you mention that. It used to happen to me as a B2B editor. We'd produce the content for companies and their sales people would cold call me asking if I wanted to try their services.

  3. I think the It Works people are mostly obnoxious & the same with the beach body people. They are all fake (at least to me).

    1. Eh, some just don't know how to market themselves and their products. I've met really nice Beach Body coaches. It definitely depends on their personality.

  4. I can't stand fake people or people just trying to push their agenda. I want people to know me and care about me. Not just be one sided.

    1. Yes! My thoughts exactly. I think the more you try to get to know someone for who they are, the more likely they are to want to do business with you.

  5. I think we all have our share of fake friends..the ones who suddenly come out of the woodwork because they are selling this new great product that you have to have. Ugh! I am much more open to buying something if they aren't trying to shove it down my throat and thankfully my friends know that and they don't even ask 😉

    1. Yeah, I have to agree. We all do have one or two of those types of friends.

  6. When brands target "moms," they only perpetuate the loss of identity that women go through when becoming a mom. I'm a mom, but I'm not a gym rat. I'm a mom, but I'm not a stay-at-home-mom. I'm still my own person and I'm still unique. It bugs the crap out of me when they assume things about me just because I'm a mom!

    1. Thanks for bringing that up, Jaclyn. They always assume what mom A is doing is EXACTLY what mom B does. And that's not necessarily true. We have some similarities, but we have a lot of differences. And that's the beauty of it.

  7. Oh, I can't stand it when people are constantly messaging me to buy anything — clothes, wraps, oils, whatever! It's not cool.

    1. I kno the frustration. More so when they follow you only to unfollow you on a later date. It really messes up with our social numbers.

  8. I agree so much about the fake friends in people selling things online. It can be very frustrating to be bothered about buying things from people who hardly seem to know you.

    1. One day they'll improve their marketing strategy.

  9. I seriously hate people that friend you on Facebook and try to sell you stuff. I have a chronically ill child and people try to sell me the "miracle" cure all the time.

    1. It's sad how they prey on people the way the do. They search keywords without reading anything and try to force a connection. It must give you a headache with the amount of emails and messages they send you.

  10. These are great tips for any brand. I hate when people just contact me to try and sell me things.

    1. You and I both. Thanks for taking the time out to read my post.

  11. Yes I hear you I have these messages all the time and I just politely decline and move on. But then some people just won't stop and get quite aggressive!

    1. Yes! I've been through it. Or worst, they get upset because you won't buy their product. Whoa!

  12. this is great advice. I can definitely relate to feeling lonely after moving and feeling like people are always trying to sell me stuff through It Works and such. Above all, be genuine and kind!

    1. Kindness goes a long way. Basically, treat others as you'd like to be treated.

  13. I feel the same. I'm tired of people "friending" me and then telling me how much better they can make my life. Integrity & authenticity can go a long way when establishing a business!

    1. I have to agree. Authenticity and integrity is everything for a business.

  14. Very insightful. I completely understand. I've ditched more than a few "it wraps" brands too. A lot of random one-sided messages.

  15. Thanks for your feedback, April. Really appreciate it.

  16. I recently had to move a thousand miles away from my family and I know what you mean about feeling lonely. It was a very tough time and it was mentally challenging.

    1. Thanks, Beeb. The toughest thing I ever had to overcome was the solitude. But hey, it's part of life.

  17. Definitely, when people are honest and authentic, it shows and people get excited about what they're selling.

    1. Yes! That's when you know it's a good product — or at least worth trying it. 🙂

  18. Every product is not for everyone – and friends get that!

    1. You're right. A friend will never try to sell you on anything. Well, a true friend won't.

  19. This is so much! I don't mind when friends have pages and things where they sell, but let me choose to be apart of that or not.

    1. Yes. It drives me nuts when they force it upon you.

  20. The "fake friends" on FB drive me crazy. They're relentless and don't take no for an answer. For that reason, even if I like the product I wouldn't do business with that person.

    1. I'm the same way. No need to keep trying when I've already said no.

  21. Recently I got constant call from a company to sell their product. After ignore their every call, finally they leave me! It's not nice when people follow you on social media, then unfollow you once you're not showing interest on their products.

  22. You are so right! Moms are the main shoppers in the world and would buy things that single people or people without children would go without.

  23. Mom's rule the world… advertisers need to know that. I'm not much for brands myself, I would never go out and look up a certain brand. But if I'm pursuing and come across something that looks good and is well made, that's what piques my interest.

    1. I'm the same way. I love products that fit my lifestyle.

  24. This is so true, I sometimes cringe when I see some advertising tactics on social media that people use. I am definitely not going to stick around and interact with someone that makes me feel skeevy!

  25. Yes! I think I must be on some list – I get so many random friend requests from people I don't know at all, but think that they should sell me SOMETHING! So being real is incredibly important in my book 🙂

    1. I'm curious how many other moms are on that SAME list. 😉

  26. Such a unique post connecting moms with brands. All of us moms can relate to the post. And I also liked the different points and tips to understand brand and advertising/marketing industry!

  27. Omg yes!!! Nothing worse than fake friends! I have those up awhile ago. Rather have a handful of real people in my life that a million people that drag me down.

    1. This is so true. I'm all about having true friends, who really understand your worth.

  28. This is so, so true. It seems like everything is nonstop marketing and it does get very tiresome. Being a real person first and a salesperson second is definitely the way to go!

    Thank you for sharing with us at #MommyMeetupMondays!

    1. Hey Brandyn, I have to agree. Friendship first, always. That's how I treat everyone in my life. Add value in everything that you do.

  29. It makes me so annoyed when people befriend me on fb just to push products.

  30. I hear ya. Some people like to push products a little too much on FB and Instagram. No need if we're just being friendly.

  31. This a very interesting article. Those wrap people are always finding me! I guess I'm selling my blog so I friend others with the same interests… not really the same thing, but now I feel kind of bad. Lol.

    1. Eh, connecting with other moms and/or bloggers is one thing, but pushing it down their throats is another. I'm pretty sure you're not messaging these moms/bloggers about your posts.

  32. Love these tips! I'm right there with you on your opinion about some of the products and how people try to sell them. I'm not even a mom and it bothers me.

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