MUMMY bloggers are being showered with gifts worth thousands of dollars as companies scramble to promote their brands.

Corporate giants such as Coles and Arnott’s are among advertisers recognising the power – and value – of a mother’s voice to connect with customers.

Demand is so great, meet-and-greet events are booking out five months in advance.

Kidsbusiness.com.au director Christie Nicholas, whose firm organises sessions where businesses and bloggers meet, said the explosion in mothers using social networking was forcing a re-think of marketing strategies.

Corporate spots at a “Bloggers Brunch” in Melbourne last Friday, where about 50 mothers were wooed with pampering sessions and up to $1000 in gifts, sold out in June.

The invitation-only event also gave bloggers exclusive product previews and the chance to quiz senior company directors about what matters to mums.

Ms Nicholas said research showed mums trusted the opinion of another mother more than anything else – even if they didn’t know them.

“If you’re giving a transparent and authentic message from another mum you are more likely to take it in because she empathises with where you are coming from,” she said. “Companies recognise that.”

Renee Mayne, who runs three blogs including braqueen.com.au, said the attitude of businesses had changed dramatically since she started blogging almost four years ago.

“Now the transition has been they will find us,” Ms Mayne said.

Article written by Wes Hosking From: Herald Sun November 21, 2011 12:00AM