How do you go about it if you want to work as a brand with a mum influencer (or mumfluencer)? You can, of course, collaborate with a few big names that have 50,000 to 100,000 followers, but there is a lot to be said for working with nano or micro influencers!
A collaboration with influential mum influencer can, due to the large number of followers they have, provide you with immediate and fast brand awareness. But there are a few snags. Brands are looking for real brand ambassadors who write credibly for their supporters, but personal contact is often difficult because they work through a manager. Moreover, there is a considerable price tag.
Authentic articles please
Nano influencers (up to 5,000 followers) and micro influencers (between 5,000 and 50,000 followers) not only look at the euros but are often passionate about what they do (blogging and instagrams) and very important: they make authentic articles. You can easily get in touch with them, build a bond with them, they are much cheaper and are also open for barter deals or: in exchange for a product they write an article.
Miriam Goudsmit (meervanmir.eu) and Fleur Veldkamp (mamasliefste.nl) are the initiators of the blogger tour at the Negenmaandenbeurs in Amsterdam . Some 20 ‘smaller’ bloggers are connected to it. Miriam: ‘We take them with us, bring them into contact with brands and then they have to do it themselves. A blogger list is available for that purpose.
Advantages of working with small influencers
What are the advantages of working with smaller influencers, we asked her? ‘Especially the cost’, Miriam answers. There are great influencers and they have a wide reach, but I sometimes wonder how unique their content is. Smaller influencers write more from their own perspective, not only for commerce, and spend more time on it. It happens that press releases are taken over one-on-one by influencers, and that is what you pay for as a brand! If you want a brand that is written from an honest point of view, then you often end up with smaller parties. You can also make barter deals with smaller influencers more quickly. For example, a win action is always fun to do and automatically increases your reach. If it is purely about brand awareness, you might as well work with small parties. Once it is on the Internet, it will spread by itself. When it comes to link building and short-term work, it is better to look at the big influencers’.
What kind of collaborations are there?
‘The collaborations include the purchase of advertorials, banners and barter deals. It is also about what a customer wants. In a long-term relationship you can ask faster if someone wants to write something about a product of 15 euros, than when it is a one-time thing’, says Miriam. Fleur and I strarted our blogging experience, just because we like it, we do it alongside our work. We hear from companies that you can also read that in our articles.’
A blogger will be added every week, how do you choose from the large amount of blogging mothers? ‘It is best for companies to contact us for this. We refer companies free of charge. In our mamablogger world, everyone knows each other. Always look beyond the numbers, read old articles and ask yourself: is this a writer in which you can find yourself as a brand? Also look at the language use, unfortunately there are also bloggers who write Dutch badly.’
Watch out: new media law on the way!
According to experts, bloggers, vloggers and Instagram users are helping to spread surreptitious advertising en masse via YouTube and Instagram. The rules of the Dutch Advertising Code Authority are therefore exceeded. Advertisers should oblige influencers to adhere to the Dutch Advertising Code, but many companies fail to do so. As a result, it is often not clear whether influencers are paid or not. That is why a campaign for clearly recognizable marketing of influencers will soon start in The Netherlands. A new media law will be introduced in The Netherlands that will tackle this surreptitious advertising. In case of violation, a fine will be handed out. Strangely enough, the law only applies to YouTube and not to Instagram.
How to reach the millennial mum? And in which stroller does she prefer to transport her children? Millennials no longer feel attracted to traditional marketing and advertising. But what is the cause of this? What are they guided by in their buying behaviour and what do they consider important when they make one of the most important purchases, a stroller for example!
The Netherlands has more than 3 million millennials. They have a clear position in the labour market and a great influence on education, work, media and marketing. Millennials buy less, but when they buy they do so consciously, according to an American research by KRC Research. It is their answer to the buying behaviour of recent years in which overconsumption is central. For this research a thousand millennials, also called generation Y, were interviewed. They are people born between 1980 and 2000, now between 19 and 39 years old. They were questioned about the purchase of shoes, bags, clothing and jewellery. No less than 89% of those surveyed said they would rather buy authentic products than fake ones, especially in the luxury segment. Quality is also important, 94% say they prefer a luxury product to several other products with a lower value. If millennials do not agree with the way a manufacturer works, they have the power to deliberately not buy a product or to ‘buycot’ it.
Millennials prefer to communicate online rather than face-to-face
Millennials grew up with a smartphone or tablet in their hands. Instead of face-to-face conversations, they prefer to communicate online. Therefore, possible orientation and shopping are done online. So it is important to invest in digital content that shows what you have to offer as a brand and product.
Experiences are more important than material things
But despite the fact that there is a lot to choose from and that millennials can be physically and online present all over the world, this target group is also searching. Instead of a full-time job, a permanent address with financial obligations, they find other things more important such as happiness, passion, diversity, sharing and discovery. This is the conclusion of CEB Iconoculture, researcher of this consumer behaviour. Millennials are mainly concerned with what they want to get out of life, experiences are more important than material matters. Fixed values and certainties are particularly found in their friendships, family and certain brands.
Single households and small families
The number of singles in the European Union is increasing, families are shrinking and that means that housing is becoming scarcer. Experiments have already been conducted with new construction projects in which different households can make use of shared areas such as the garden, guest room and play area.
Marketing tips to reach millennials
- Repetition in the form of cross-channel. The power of repetition of advertising still works well for this target group as well, but in a different, varying form. This is called cross-channel marketing. So alternate a mailing with a social media post and a blog.
- Provide reliable information. Millennials can find anything anywhere, so do not try to fool them. Provide an authentic message without fuss. Use honest and useful information.
- Offer unique customer experiences. Whether physical or online: millennials are simply looking for unique customer experiences. Try to find out what their preferences are and create a personal message.
- Create a dialogue. One-way traffic doesn’t work for millennials. Talk to them and help them to choose. Create a bond with your brand by involving them in your brand and production process.
- An image is worth more than a 1000 words. Millennials feel attracted by beautiful images and less by text. Take care of your image and focus on creativity, a positive message and humour.
Small research among Dutch stroller brands
We conducted a small research into the baby market and formulated the following question: which stroller appeals to the millennial mum?
Judith van Sambeek van Dorel
Our studies show that the Millennial Mum is looking for a different type of stroller. They usually live in the city, have a busy life and do not want to compromise when a child comes. This mum wants it all. She wants a stroller with a nice appearance, comfort, maneuverability and enough space for the groceries she gets from the supermarket around the corner. The Millennial Mum is sporty and still as stylish as ever. This includes a beautiful stroller with rich, temperature-regulating fabrics in ‘edgy’ colours. There is also a demand for a stroller that transforms with the growth of the family.
Marcel de Visser of Thule Group
The Millennial Mum is investigating carefully what suits her. She cannot be pigeon-holed, so the wishes are also very diverse. What often recurs is safety, quality and sustainability. We are a Swedish brand and here quality and safety are extremely important; our products are without exception of high quality and our internal safety tests are heavier than any law requires. We notice that this, combined with the comfort for parent and child, is greatly appreciated. Users share this information on social media and this information is then found in places where the Millennium Mum gathers her information. Sustainability is also considered important. The consumer already assumes this, so a good explanation will only make the decision to buy easier.
Lousanne Shep van Joolz
Today’s parents are looking for a stroller that is not only ergonomic and safe, but also qualitative and durable. It would be nice if the stroller would last a long time or if it could be passed on. Joolz also believes in this and gives Lifetime Warranty on the latest strollers and now also has reflective elements in the fabric, for example. This is very much appreciated. We also see that more and more people are opting for a sustainable fabric. Thinking constructively about the future, that is what we think parents care about. There is also a clear demand for original and beautifully designed strollers. On the Joolz website you will find a configurator where you can design your own ‘taylor made’ stroller.’
Maike Korteweg of UPPAbaby (Jamak)
Actually, all USPs of UPPA babies address the Millennial Mum. The stroller should look hip and modern but at the same time be very easy to use. Our stroller is very easy to fold, we do not think there is one that folds more easily. The XL shopping basket also plays an important role in the purchase process. A young mother understands very well how much she has to carry with her, especially when the family expands. But the most important thing is that the stroller evolves with the family. It is a sustainable mono stroller but in no time at all to expand into a duo or twin stroller and back again. We also see that consumers choose more consciously. “Millennials are looking to the future and which stroller is easier when a second or third child comes.
Nausikaä van der Leest of EasyWalker
For the Millennial Mum, the quality and look of a stroller is particularly important. The stroller must be sturdy and comfortable. And, because on average, they live in smaller housing than the generation before them, the compactness of the (folded) stroller plays a role. We also see an increasing demand for strollers with larger, ‘all-terrain’ wheels in the Dutch, German and Scandinavian markets. At the same time, a lot of attention is paid to the travelling convenience of the product. Think of buggies with trolley function, cabin-size buggies, lightweight strollers, etc. Other trends that strike us are: collaborations with fashion designers and more frivolous, more special fabric designs. From other markets, there seems to be interest in new business models around ‘pay per use’, such as leasing and a subscription form.
Andrea Staring of Recaro, BabyZen and Doona (CnerJ)
Small, smaller, the smallest. Parents especially want their stroller not to be too big and foldable in a compact way. Not only because young parents travel a lot, but also because they prefer to use public transport because of the environment. Ergonomics is also important for parents and children, as well as self explaining, intuitive products that are easy to use. Sustainability is also a trend, but it has not really penetrated the rolling stock yet. In addition, it is a must that the stroller looks trendy and stylish.
Parents often spend lots of time and money on their own living environment. However, a baby or child’s room might deserve even more attention, since the spent amount of time in it is so big. Of course, it has to become a room in which a child feels good and is able to grow, day after day. We wave the Scandi and industrial look goodbye, and we are up for a couple of new trends. According to baby trendwatcher Carola Siksma-Ruiters from BabyWereld, these are the following:
Boho and Tribal
In the boho or bohemian style, we recognise influences from cultures from all around the world. Slightly casual but also extravagant. Little is white in these rooms, but there is a unique composition of styles and colours. This theme is perfect for turning a baby room into one big exploration trip. Make use of rich and warm gemstone colours, such as dark blue, ochre, and burgundy. Do not apply too much in the baby room, a tiny bit of sapphire blue or emerald green is sufficient and perfectly combines with a pastel shade like pink. Finish this off with a wall with big flower prints, a sweet mobile, elegant bed canopy, and a vintage rug.
Often seen in the interior nowadays: nature stones like marble, granite, terrazzo, but also clay. Perhaps a bit intense in a child’s room, but many lookalikes also exist. The colour palette from the canyon fits with this, which consists of all colours of Mother Earth including sand, pink, orange, up to deep dark red shades. These colours beautifully combine with nutty, green, grey, and white shades. Making sure that these rooms will have a calming effect on the children playing, sleeping, and later on studying here. According to Flexa, the colour of the year is Spiced Honey. This herbaceous, honey-brown colour excellently fits in here!
How appropriate is it to also decorate a baby room that is as pure and durable as possible at the beginning of a new life? For this trend, parents also choose for natural materials in terms of furniture and accessories. Think of rattan, willow, seagrass, light or darker wood types. Combine these with natural substances like linen, jute, wool, and organic cotton. Also consider velour, a luxurious substance that is going through a revival and can be processed in a plaid, pillow, or other accessory. Woven substances are also reintegrating in the interior as the covers of little chairs or special tapestries. Top the little room off with rattan chairs, a cradle, or a doll pram. Colours: all naturals combined with green shades and pastel shades.
A good design is about form and function. For parents who love design, lots of beautiful and special pieces of furniture that can easily qualify for a design award can be found. Such as a little chair in the form of a saddle of Masahiko lto. It helps to bring children in the right position, and this position also allows them to concentrate better. No bold colours, but clear colours that combine well with white, light-grey, or naturally coloured furniture pieces. Geometrically painted walls in a couple of speaking colours finish off the design room, for a quick and original effect and less expensive than a wallpaper!
Trend colour 2019 of Pantone: Living Coral
This colour can be used as an accent colour for diverse themes. With design, it becomes a cheerful accent colour, but it also perfectly fits with a baby room that is equipped with natural shades of Mother Earth for a calmer appearance.
Trend colour 2019 of Histor: Quiet Clearing
An elegant, deep green shade that causes an earthy and wealthy feeling. The green colour brings nature back into the house and has a calming effect.
Trend colour 2019 of Flexa: Spiced Honey
A warm amber shade, like the colour of nuts and honey. Spiced honey can be calming, cosy, or lively depending on the palette you combine it with.
A stylist’s opinion:
Dark colours in the baby room
Mirjam Gesink works as a stylist for the children furniture and accessories brand Coming Kids, Kids Depot, and Stapelgoed. She says: ‘baby rooms have lost their urge to be sweet and full of pastel colours a long time ago, they can nowadays be stylish and tough. Even black is allowed in the baby room, like the black dresser Bliss from our collection, beautiful in combination with terra tints that in turn match well with the cognac leather handgrips. Baby room Hoy also fits this theme well; a stylish dark wood baby room, with a trendy honeycomb pattern in the fronts. The rich colour and materials, such as brushed dark bronze-coloured handgrips and a brass-coloured bed provide a luxurious appearance. Beautiful in combination with the colour ‘Quiet Clearing’; a dark deep green trend colour of 2019, according to Histor.’
Jungle animals & birds
There’s also news on the subject of accessories: ‘Children and animals always make a good combination’, Mirjam says. ‘So we can happily bring these back into the baby room. Think of tough metal hooks in the form of a giraffe, elephant, or lion, or a nice soft rug in the form of a crocodile. We will also see lots of birds this year, in the form of felt bird houses on the wall or a hanging lamp in the form of a birdcage!’
According to Mirjam velvet or velour has also made its return. ‘You see it everywhere. Not just in the interior, but also in the baby room. This substance can be processed in beds, baskets, box cloths, and lamps. Lovely, soft, and fuzzy.’