Robin Raskin [3] promoting Swiffer [4] during a satellite media tour [5]

Companies are exploring new ways to target women. "As word-of-mouth marketing has increased in use by marketers, 5.4% of moms have emerged as 'netfluencer' moms," writes PR Week, using data from the PR firm Porter Novelli [6]. When Procter & Gamble [7] decided to promote Febreeze and Swiffer as "allergen-reducing" products, it surveyed women and found they turned to pharmacists, physicians, medical websites, friends, family and local TV news for health-related information. The resulting marketing campaign included a partnership with the Asthma and Allergy Foundation of America (AAFA), "influencer" kits for physicians, and an AAFA member and physician serving as "third-party spokespeople [8]" in TV satellite media tours [5] and audio news releases [9] for radio. When Georgia-Pacific wanted to boost Dixie cup sales, it used a "consumer segmentation study" and focus groups. The resulting "Make it a Dixie Day [10]" campaign included sponsoring "Mommycast [11], a podcasting show hosted by and targeted to moms." The sponsorship, suggested by Porter Novelli, "has allowed Dixie to become a 'mom's advocate,'" said PN's Karen Weidenaar.