Cuisinart & Urbanmoms.ca Connecting with Moms Talk is Cheap Presentation Michelle Kostya, Cuisinart Marketing Manager Jen Maier, Founder of Urbanmoms.ca

Cuisinart Target Audience Women Age (Bulls eye 35) Household Income 70K+

What comes next?

Work – Life Balance

The Ultimate Consumer Key influencers- women control 80% of consumer spending ¾ adult women are mothers

Approaching Mom Marketers need to attend to those messages about how their lives can be made easier.

Messages How small appliances speed up food prep Healthy meal solutions – fast

Cuisinart Objectives Develop relevant and meaningful relationship with moms Enhance brand awareness and ultimately consumption behaviour Trigger conversation and advocacy of Cuisinart Build a team of brand ambassadors (evangelists) for Cuisinart

Most importantly… Give Cuisinart personality Differentiate

Considerations Budget Control

So, we had to be creative

Women and Community Women rely on a sense of community throughout their lives.

Cuisinart Kitchen Parties

PR and Media Relations –Marketing Magazine –Adnews –Media in Canada –Strategy Magazine –Home Style Magazine –CBC Television –Rogers Television – A Channel –Chatelaine

PR and Media Relations

Results

Online 90% of respondents had visited the“Kitchen Party” section of the Urbanmoms site After seeing the Cuisinart sponsored “Kitchen Party” section: –21% purchased a Cuisinart product for themselves; –43% recommended a Cuisinart product to a friend or family member. Interaction on the blog is incredible with comments weekly between 20 and 50

Offline After attending the event, 89% of respondents said they were very likely to buy a Cuisinart brand the next time they had to buy a small kitchen appliance The vast majority (78%) said their impression of the brand improved greatly, while another 22% said it improved slightly.

Since the {Kitchen Party}, I have purchased the Cusinart electric knife, coffee maker, toaster oven and Panini/Grill. My Mother has also purchased the Cusinart electric knife, mini chopper, coffeemaker and toaster over. My sister has purchased the toaster oven and the coffee maker. Mom from Montreal Kitchen Party I was totally surprised at how the Griddler has become a part of our weekday meal plans. I drive myself crazy trying to keep our meals nutritious, especially when we eat 4 -5 meals per week in the car. For myself, I refuse to eat hot dogs and feed them to my kids more than once a month!!! Mom from Toronto Kitchen party

“I love your site. I read it every day, and think about it every time I use my Cuisinart!” Urbanmoms.ca Member “Urban Moms is a great community and I get a lot of enjoyment from it. I enjoy reading about Kath and her weight loss stories and Kitchen Party is one of my favourite parts of the site.” Urbanmoms.ca Member

Next Steps Engage our Brand Ambassadors Open up the Kitchen Party experience to more Urbanmoms.ca members