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Mom-to-Mom Formula Marketing

Thursday, April 27, 2006
As a further comment on the increasingly sophisticated approaches formula companies are taking to try to get their messages out to moms, I received this message in my inbox today from an e-marketer who emails me on a regular basis. The message contained a link to a page with some nice soft-sell motherhood copy hosted on a website called GuerillaMom.com. That, in turn, contained a website, which markets Nestle's infant formula.

Dear Web Publisher: Mother's Day is May 14th and our friends at ***.com have a special gift for moms and moms-to-be that visit your site and read your enewsletters. *** has provided an eCard to be shared with Moms on their special day. They've also created a special Mother's Day screensaver, just for moms.

In addition, ***.com has provided additional tools and content by way of articles to be used for your audience - at no charge to you!

We would greatly appreciate it if you would notify us if this content is utilized on your website. Thanks so much!

Am I the only one who finds it offensive that this company is trying to use mom bloggers to market infant formula to other mom bloggers -- and without even being upfront about what they're doing?

| posted by Ann D @ 5:44 PM