Sadly, I’m not a mommy so until a couple of years ago, I hadn’t read many so-called “mommy blogs.” While aware that traditional corporate branding is under siege by word-of-mouth marketing, my attention used to gravitate toward B2B influencers and mainstream media. However, a year ago, Sterling began working with the WiFi Family sales team within NETGEAR that promotes mobile WiFi hotspots designed for AT&T service. Our top target for hands-on product reviews: mommy bloggers! I had to get up to speed quickly on the personalities and the events.
“Mommy blogger” is too narrow a definition to encompass the broad variety of people who review products on personal blogs, and it has a condescending ring. Yes, many are indeed parents and grandparents who blog as a hobby, but many are also sophisticated entrepreneurs who offer vendor sponsorship opportunities through an extensive network of partners. As my colleague noted in her post last month, you’ll meet ex-Fortune 500 executives turned fashion bloggers, stay-at-home moms turned tech evangelists, and spouses or siblings that use their blogging activities to promote a family business.
For all the gnashing of teeth of how technology and social media are ruining “true” social relationships, face-to-face events — conventions, really — are increasingly popular in the blogging world. Bloggers and brands want to connect with each other for sponsorships, advertisements, giveaways, and product reviews, and nothing beats an in-person meeting to boost trust on both sides. Moreover, these events provide bloggers who may be stay-at-home workers an opportunity to network with their peers and share lessons learned about growing their social businesses.
Through our work with NETGEAR WiFi Family, we’ve had the pleasure of attending a number of events scattered across the US. Below is a snapshot description of a half-dozen of these events: