Team Mom

Look out, Edward and Jacob. Team Mom is the new superhero with extraordinary powers. No, we are not talking about the famous Twilight movies. We are talking about enlisting Mom panels to help drive your brand engagement.

Who’s recruiting this important demo? At the top of the list is Walmart, with its cadre of Walmart Moms, whose role is to help brands connect with larger Mom audiences. The Walmart Mom system includes tapping her for insights and getting her to blog, tweet and create content on Walmart’s behalf.

If a marketer takes the route of the Mom panel, here’s a short list of mandatory considerations:

• Websites need to be content-rich, social-enabled and mobile friendly.

• Any apps must add value to a Mom’s life.

• Content must be entertaining and informative.

• Brands need to think about philanthropic causes and being eco-friendly.

Not every brand has a budget that can include Mom panels, but marketers who want to create one must devote considerable time and thought to doing it right.