Tuesday, June 2, 2009

The Oprah Effect


A documentary entitled The Oprah Effect premiered last Thursday on CNBC. The show chronicles "Oprah's unprecedented impact on business that's worth billions and goes inside businesses to find their secrets to getting on the show and how just a brief mention by the queen of influence can turn entrepreneurs into millionaires." Ever seen an "Oprah's Favorite Things" episode? [Insert screaming here.] Enough said. People go crazy for free stuff, especially free stuff that is acclaimed by THE opinion leader out there.

Oprah is not the only one out there touting certain brands and products. A similar new-ish phenomenon is the rise of "mommy bloggers." Mom-friendly brands have discovered this new marketing space - they have come to "battle for their attention, hoping for reviews from "real moms" and access to the valuable power of word of mouth." In return, influential mommy bloggers can get free stuff from companies, big media buys, and luxurious trips! Not too shabby. Statistics show that women are "responsible for $2.1 trillion of U.S. consumer spending, controlling about 80 percent of household expenditures." These mommy bloggers are now taking advantage of a system that has long targeted them with marketing messages to buy, buy, buy.

Mommy blogging has even picked up here in Ottawa: New Ottawa Mom, Postcards from the Mothership, and A Crafty Mom, to name a few. I wonder if they have had any companies (from here in Ottawa or elsewhere) contact them for promotional opportunities!