In the Advocacy Issue World (and everywhere else) Moms Rule!
It’s that time of year when we celebrate our moms and there is a whole lotta love out there – phone calls, flowers, candy, cards, reservations, memories. Almost everybody loves their mom.
Fewer groups as a whole enjoy the credibility, or are imbued with the authority on families as are our moms. Turn on the TV and it’s clear moms are the ultimate corporate spokesperson for family-friendly companies and their offerings. No matter how large the scope, scale or erudite the issue, at some point the common denominator always works its way back to mom.
And importantly for us in the advocacy business most everybody trusts moms.
Mom feels firsthand the effects of an issue. Whether it is health care, trade, food ingredients, jobs, a sales tax or a school bond, moms resonate. Trusted universally (if the tattoos are any indication) moms can be counted on to represent your issue with a consistent voice and a natural style that relates well to moms and dads alike.
Moms have played a historical role in the development of modern issue advocacy. From the famous Harry and Louise commercials to the Puerto Rico bailout, moms know how to deliver a powerful message.
And it‘s not just moms appearing on TV, in a print ads, radio spots, online ads, moms lead the word of mouth effort which is a good thing, In today’s digital age, the most effective marketing is word-of-mouth. Digital moms provide an authentic and credible spokesperson via their blogs, Facebook pages and Twitter accounts.
Ask any mom who she trusts more about health care, product safety, quality, the economy, education and she’ll tell you she trusts other moms more than ads. Moms trust moms to give them real, honest reviews, spreading the word about your product in the mom community. Mom can take your issue from sound bite to real conversation.
Blogs run by moms have the ability to shape major conversations. According to one recent study, nearly 14 percent of all American mothers, with at least one child in their household, blog about parenting or turn to blogs for advice. About 3.9 million moms in the United States identify as bloggers, but just 500 of them are considered to be influential among other mothers.
Of course the appeal of moms is not universal depending on the issue. Mom’s may not always be the most credible spokesperson. Sometimes it’s a professional, a celebrity, or even a Dad that resonates best. However, this time of year we can’t help but celebrate moms. Those of us in the advocacy business have much to be thankful for at all times of the year. At the top of the list is Mom. Time to get that tattoo.
Love you mom!