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Tell us in the comments section your best baby bath time story! The best one gets the following:

100 4 x 6 Postcards for One (1) Winner

Paper Stock: 14pt Cardstock Gloss

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500 Business Cards for One (1) Winner

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Paper: 14 pt gloss cardstock, 14 pt matte cardstock or 13 pt recycled uncoated cardstock

Specifications: Full Color Both Sides; Offset Press; 3 Business Day Printing

Shipping: FREE UPS Ground Shipping

Eligibility: Limited to US Residents only

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Word-of-Mouth Matters Most for Moms

FEBRUARY 12, 2010

Laura Fortner
SVP, Marketing and Insights
CafeMom

CafeMom is an online community where moms socialize and share advice and information. Laura Fortner, SVP of marketing and insights, oversees the marketing, business development and research teams at the site.

Ms. Fortner spoke with eMarketer about what mothers expect from brand marketers online and why social networks are important.

eMarketer: How does a woman’s shopping behavior change when she becomes a mother?

Laura Fortner: Her life changes in dramatic ways. There are three major shifts that pertain to her shopping behavior: One, she’s got at least one new person in the household with a lot of brand-new needs. Two, given all the demands that parenting is exacting from her, she has a lot less time for researching and shopping than she did before, on top of having new products to look into for her new baby.

And third, we’ve seen a shift in the information sources she goes to for shopping information and the brands she goes to—and trust is very important here. We find that word-of-mouth and connecting with other moms is a very important new resource for women entering motherhood.

eMarketer: Why is word-of-mouth so important to moms?

Ms. Fortner: In today’s fragmented media world, there are so many sources of information coming at moms, and so many places she could go for information, that really being able to find filters that she trusts is very important. In her new time-constrained world with a lot of priorities and a lot of information gathering, moms really prefer value and trust one-on-one communication sources.

eMarketer: Do you see any differences in the online shopping behavior of millennial moms [ages 18 to 34] versus older moms?

Ms. Fortner: In our “Digital Mom” study that we did in partnership with Razorfish, one of the things that we looked at by age was the effect of that on various digital channels and information sources she went to. Technology habits are different, certainly, between age ranges.

The real standout for the millennial moms is that you’re seeing relatively higher usage of social networks and mobile, certainly a greater preponderance of texting and mobile Web browsing. That’s not to say the older moms aren’t doing it, just that more of them in the younger age range are doing it more frequently.

eMarketer: How do moms want to be approached online by brands?

Ms. Fortner: In interacting with brands online, four qualities really stand out for moms. First, being respected and understood by the brands.

Second, moms like companies who listen to the feedback they provide. Offer them opportunities to really weigh in on the product as it stands today or where it may be able to go in the future, and make them feel like they’re partners in that process.

Third, honesty is very important.

And then, finally, in terms of how the brands connect with her, being able to find the information or offer she wants or needs, when or where she needs it, is really important. There are so many channels of information coming at her, really being able to find that at the right time is important.

eMarketer: How important are social networks to moms’ purchase decisions?

Ms. Fortner: They are an increasingly important resource. Moms are going to online friends—people like themselves who feel like friends—just as an easy go-to resource. Being able to go to one place and get many opinions at once, versus going to, say, a brand site and getting one point of view or consumer review, is another benefit.

Most important is that in a social network you have the ability to get personalized shopping recommendations from people who know something about you, and that’s not something you can get anywhere else.

You can go to Amazon.com and read a product review, but you’re not going to be able to ask somebody who knows you “If I’m choosing between the BlackBerry and the iPhone, and you know what I’m like and what my communication style is and my habits, what would you recommend?”

We have plenty of moms at CafeMom who ask for stroller recommendations. “I want to hear from a suburban mom who’s got a newborn and a 2-year-old. What double stroller makes the most sense?”

HOW DO YOU FEEL ABOUT THIS!

Three-quarters are fans of a brand

Marketers going after moms on social networks such as Facebook know by now that users rarely embrace ads in environments where they are focused on socializing with friends.

Data from lucid marketing and Lisa Finn shows that most mom Facebook users feel neutral about ads on the social network, compared with about 36% who actively disliked them. Only a tiny percentage of respondents reported liking ads on Facebook.

Moms were much more receptive to marketing in general, however—at least when done on their terms. Though most moms used Facebook primarily to keep in touch with friends and family, and only 10.4% said they focused on checking out companies or products, three-quarters were fans of at least one company or brand.

Further, some 16% of mom Facebook users followed more than 10 companies’ fan pages. Respondents named parenting-specific pages as their favorites, along with restaurant, grocery and entertainment pages—especially kid-oriented ones.

The survey found mothers on Facebook savvy about marketing and skeptical of offers that seemed to good to be true. They expected companies to be straightforward and respectful of their time, and indicated a great interest in special offers and deals exclusive to Facebook, such as coupons they could send to their friends on the site.

“Facebook is fertile ground for marketers to engage mothers and drive sales, but it needs to be done on their terms,” said Kevin Burke, president of lucid marketing, in a statement. “They have no time for brands that don’t ‘get it,’ but they do embrace brands that play by their rules.”

They say never work with animals or children but who can resist those cherub like faces? Here are a handful of hopefully helpful pointers that one can try when it comes to framing tots and toddlers:

1. Most children will have the patience of a fly so start by netting the ‘safe shots’ first, such as a few well composed, nicely lit portraits with a 50mm prime, before diving into the most adventurous ideas. Suggestions for such could be to: opt for some tight crops of the tot’s face, vary depth of field to avoid distraction, or get creative with shutter speed to some exciting ‘movement’ effects. When their attention levels start to dissipate, try following them around. Not only do you get a glimpse into their world but this can make for some beautifully natural shots. When kids are happy playing on their own opt for a zoom such as an 18 – 200mm to cater for up close and at a distance shots.
2. When kids are cute it can effortless to forget technique and become shutter happy; click, click and click some more – before you know it you’ve expired a 4GB memory cards and have a heap of blandly identical images. Limiting yourself to 20-40 shots forces you to focus on strengthening your composition, as it helps you to decide what it is important and challenges you to be more creative.
3. A towering adult is obviously a daunting prospect for a tot and the bird’s eye view perspective is only going to yield so much value. A better idea is to drop down to their level is ideal and emphasis the smallness of their stature, reinforce the connotation of innocence and if you catch them looking up you’ll be amazed at how big their eyes can appear, subtly increasing the ‘aw’ factor.



4. Some kids just don’t want to sit for photos. Give them a prop, toy or a task to focus their attention and you’ll be amazed by the results. There are lots of things you can try; baking cakes, gardening, building sandcastles, following a treasure trail – anything to get them to relax and this is where an on-hand parent can be of great use; helping the child to relax and bring them out of their shell. If they still don’t want to play ball catching infants at their most naughty, angry, sulky or upset can still make for powerful portraits. Be aware that cheesy grins may cause the eyes to crinkle and the impact may be lost, so catching a shot whilst the child is off guard but in good spirits is a solid antidote for this.
5. As with any portrait consider your scene. Be sure the light falls evenly and flatteringly, backdrops featuring bright colours and interesting textures add interest and declutter your scene of distracting items. On a really bright day it can be hard to get even light, so place your subject in a shaded area such as a doorway, porch, entrance to a tent, or even under a garden table. Take an exposure reading from their face and the result will be a portrait with flattering light without the need for flash or reflectors. Alternatively if there is no shade, try taking a shot of the child walking away with the light behind you – often these shots can reveal more about their personality than the front.
6. The beach is a wonderful location for photographing children at play. Their actions are natural and the backdrop provides a sense of place whatever the weather. Avoid shadows and squinting in super sunny conditions by bringing along a parasol or improvise with a beach towel, shooting them under the shaded area.



7. The clothes the child wears will have an effect on their mood and ultimately – your shots. Everyday casuals are ideal for relaxed natural shots, whereas formal wear can go either way; exude maturity or sulk because they dislike stuffy dresses and suits. Costumes are perfect for bringing out the imagination gene in your models, resulting in energetic and tangibly fun frames.
8. Black and white images can do wonders for pictures of newborns, whereas tot shots are often better left in vivacious colour. However if you are keen to emote a calmer, softer connotation open up Photoshop travel into the Adjustments menu and either reduce saturation, hit desaturate or travel into Gradient Map and select the B&W option. Employing a high-key effect in Photoshop can also add an angelic feel to portraits of your little cherubs. Take a beautifully lit image and open it in Photoshop. Head for Adjustments and select Curves. Gently lift the line twice near the bottom and once near the top to generate a shallow ‘S’ shape. This will alter the contrast and brighten hues, but do this process in small increments as too much and you’ll lose details.
9. Creating a shallow depth of field is wonderful for focusing attention on the child sitter. If you’re uncomfortable with using manual, flick your shooter into Aperture Priority and opt for a lovely wide aperture such as f4 or f5.6. Focus on your subject and incorporate the backdrop into the frame – use something interesting or colourful here. Alternately throw the child out of focus by aiming at an object in their hands instead.



10. Get creative with shutter speed! Chuck a pair of wellies on the pint size model and have them jump around in puddles. You could freeze water splashes and stop the action using a shutter speed of 1/250 or above or blur the child mid air with a slow shutter of around 1/60 (but you may need to ramp up the ISO in low light). Alternatively mix the two effects with a rear curtain sync to make the most of a long exposure whilst firing a flash – the result is a frozen subject with the motion trailing behind.
11. Newborns grow rapidly and their features can alter as a result. Photograph at regular intervals to chart this change. Whilst they are very young you’ll find it is easy to capture stills whilst they are asleep. For the best results position the baby in a well lit room or near a large window diffused with a thin white sheet. Cropping in close for segmented body shots of newborns is quite clichéd but the results can be breathtaking: toes, feet, hands, legs, face, etc. Why not use these as a series or pick the best three to form a triptych?
12. Shooting children in groups multiplies the stress levels but increases the opportunities to be experimental. Ask them to interact by holding hands, rubbing noses, playing a game s, running towards the camera, jumping off a bench – anything that unleashes their personality! The encyclopaedia of expressions and characteristics that will no doubt explode out of the frame will definitely be worth the hassle. Expose for the faces and lock focus on to one of the cheeky grins for sharpness.