Zeno Group Blog

I’m in Orlando this week with our client, Evenflo, at the annual ILCA Conference (International Lactation Consultants Association). More than 1,000 experts in the field of breastfeeding have come together to share information, hear from others in their industry, and connect with companies to learn about products and services that can help them better serve their clients: breastfeeding moms.

Being here, I’m reminded of the importance of and value in engaging influencers when trying to connect with moms. In the virtual world of blogs, Twitter and Facebook, it’s sometimes easy to forget that these “real life” influencers still play an important role in mom’s world. The lactation consultants attending this conference have a huge impact on a new mother’s behavior patterns and purchasing decisions. Moms turn to these trusted experts to supply helpful, credible information that will improve their mothering experience. The same holds true for nutritionists, child passenger safety technicians, and any other knowledgeable, expert figure in a mom’s life.

The question is, how do you engage these influential experts to develop a meaningful relationship with your brand? Like any worthwhile relationship, it needs to be a two-way street. What can you offer them of real value?

We’ve been entertaining the ILCA attendees (and ourselves) with, “Give it your Breast Guess,” a Jeopardy-style trivia game about all things breastfeeding. Apart from it being a ton of fun and a great way to attract visitors to the booth, it’s generated a lot of attention from lactation consultants interested in using the game to educate their clients.

The next time you look to engage an expert audience with your brand, think beyond your product line to what you can offer them that will make their lives, and their clients’ lives, easier, better, happier or more efficient. It will go a long way in building a long-lasting, mutually beneficial relationship.