New moms and brand conversations

Let's start with a little memory game. How many times did you mention a brand name in the last week? I'm not talking about ordering a Diet Coke or telling a friend to call you back on your BlackBerry. I'm talking about a meaningful conversation about a brand that included a review, recommendation or even a rant. Now, I'm not much of a gambler, but I'd be willing to bet that it was in the range of three to 12. Maybe even more. 

New research from BabyCenter and the Keller Fay Group backs up my hunch. In fact, pregnant women and new moms have more than 100 conversations per week about brands, products or services. For those keeping score, that's one-third more word-of-mouth conversations per day than for women in general or the total public. That's a whole lot of brand conversations flying around out there.

Add in the fact that the mom tribe is responsible for $1.7 trillion in spending on consumer products across every category, including travel, autos and electronics, and it's easy to see why word of mouth is so powerful among pregnant women and new moms.