July 27th, 2009
At BlogHer Confab, Marketers Show Moms Some Love
By Jack Neff
Pepsi, P&G, Walmart, Kodak, Others Look to Learn Lessons of Social Media While Feting Moms With Luncheons, Gift Bags
At the BlogHer ‘09 conference in Chicago marketers were lining up to woo around 1,500 mommy bloggers with swag, celebrity appearances, shopping sprees and lavish entertainment of the sort that seems part of a bygone era to most of the marketing world.
Cash for one of the few areas of marketing that marketers can’t throw money at fast enough helped fuel a remarkable energy level—from a combination of genuinely enthusiastic moms on a highly entertaining getaway to marketers giddy with enthusiasm for the next big thing.
Asked how PepsiCo, which appeared to be the biggest sponsor of BlogHer activities, would be measuring its success, Global Chief Marketing Officer Jill Beraud, said: “We believe it’s the way of communicating in the future, so this is not a short-term ROI ... this is really an investment in our brands and understanding our consumers.”