Though I may be a few weeks late since the launch of the Skinnygirl Cocktails® "Drink Like A Lady" campaign, I am just now starting to hear a lot more buzz about it, especially as Skinnygirl's first commercial is gaining more exposure. I saw the commercial for the first time about a week ago, and I will admit that I didn't fully understand until I watched it a couple more times. 

All in all, I think this is a good commercial - as far as the target market, it hits the nail on the head. It incorporates the young, urban professional, fun-loving gal  who demonstrates her health consciousness by indulging in a low calorie cocktail. The women in the commercial are having a good time, which must mean that Skinnygirl Cocktails® is a good time (and from my own personal experience, it most certainly is!). This commercial sends all the right messages about the Skinnygirl® brand, but maybe I'm bias because I love anything and everything related to Bethenny Frankel and/or Skinnygirl. Just today, I stumbled upon the Skinnygirl® channel on DirectTV and stared at the TV while it played this same commercial on a loop. 

However, I will admit that I was not at all a fan of the redheaded narrator. Everyone loves a little cheese from time to time, but I thought she was a little too Orbit commercial-esque at least for a television debut. She did get the point across, tying in the classic idea of "lady" with that of a modern lady - wearing sensible shoes, remaining poised, and practicing good posture. 

The more I watch this commercial, the more I like it. Without a doubt, it makes sense. The Skinnygirl brand has so much potential, and this was definitely a good start. The Skinnygirl Cocktails® website also does a great job with the "Drink Like A Lady" Campaign in that it includes a lot of fun and interactive features, including introducing the e-cards shown below and the aforementioned DirectTV channel. 

It's exciting to see such a young brand debuting its first TV spot, and I look forward to seeing the growth of a brand that I am so passionate about (after all, working for Bethenny or with Skinnygirl Cocktails® is my dream job). 

As I lay on the sun deck, tanning and scrolling through my Twitter feed (typical summer afternoon behavior), I stumbled upon some great information about the #AmericanMediaMom via @NielsenWire.

I couldn't help but log into my Weebly app and give my two sense on these great trends. Though I'm obviously not a mom myself, this is perhaps my favorite demographic to study. So how can we explain these trends? There's so much here we can talk about and I can't help but think back to my Social Media and the End of Gender post.

It's no surprise that women, particularly moms, are taking over the social media sphere (on their tablets). Between being the ultimate multitasker on the home front to having a successful career, moms are by far the busiest, not to mention the most talented and admirable, group of people on the planet. So how do we reach them and tap into this opportunity-filled market?


The American Media Mom is mobile, therefore we have to be mobile too (and by "we," I'm referring to marketers). We shouldn't be surprised that moms are always available through some electronic device, so the first strategy for any company is to have your business on a mobile application. A tablet application in addition to a mobile app would be ideal, assuming a company has the necessary funds - like I said, that would be the ideal situation. The American Media Mom is a multi-faceted demographic in that there is much potential to reach other demographics, particularly children. Children are playing with tablets almost as much as their moms are, and regardless of tough economic times, children are still the number one group unaffected by an ever-changing economy  (via NY Times article).

The alternative (at least for small companies) to having your business available on mobile application would be to have pages on Facebook and Twitter (obviously) as well as Pinterest, with these sites being the bare minimum of any social media campaign. Judging by the above image, Pinterest is the must-be place for moms, which means naturally it's a must-be place for businesses who have a product to show off. Pinterest creates trends, which creates buzz, which means that people are talking about you. So in order to be a truly successful business (at least for those who have American Media Moms as part of their target demographic), give these women something to pin (for Pinterest), something to tweet about (for Twitter), something to blog about (for the moms who somehow find time to blog during their busier than busy lives), and something to brag about (for Facebook aka "Bragbook"). The American Media Mom is a powerful demographic, comparable (some even synonymous) to the Millenial woman, giving them a great deal of influence over social media, and ultimately over consumerism. 

Sources: 

Tweets from https://twitter.com/#!/NielsenWire

http://www.nytimes.com/2009/03/17/business/media/17adco.html

For more information on marketing to moms, check out the mecca of information about this topic, Maria Bailey's blog, "Marketing to Moms." Maria Bailey is the founder of BSM Media, a marketing and media firm that specializes in this demographic.