By Jennie Wong
The Charlotte Observer
This week’s “Ask the Mompreneur” features an interview with Samantha Kurtzman-Counter, president and co-founder of The Mother Co., which specializes in safety and social skills media for kids.
QUESTION: A lot of companies would love to tap into the mom market, but your company really puts “by moms, for moms” at its very core, right down to the name. What advice do you have to folks like myself who are trying to capture the attention of this incredibly important consumer?
ANSWER: As a company fully founded, funded and focused on moms, it has been our utmost priority to establish a strong, authentic connection with the mom market. We are The Mother Co., after all.
In the very first year in business as a startup, we took the pennies we had, packed up all our office furniture, pulled the pictures off the wall, and drove ourselves to BlogHer in order to decorate our tiny sponsor booth.
We were competing for attention in a cavernous convention hall with all the biggest brands: Procter & Gamble, PepsiCo, Ford, Johnson & Johnson … and us. And you know what happened? When mom bloggers walked by our booth and saw our little comfy couch and coffee table and our framed “Helping Parents Raise Good People” poster, we watched over and over as they exhaled, smiled, took a seat and asked, “Who are you?” They were so happy to connect with a brand that is honestly dedicated to cultivating a deep and meaningful connection with mothers.
And we know firsthand that mothers are tough customers. They’re extremely hard to reach through traditional advertising, have very little time and have to be extremely savvy in order to protect the integrity of family budgets and navigate the high stakes of making sure we are purchasing the best-quality products for our children.