Celebrity Entrepreneur Kristin Cavallari Says Marketers Make This Mistake When Targeting Young Moms

55% of millennial moms are asked for their opinion as opposed to 39% of moms total. Moms control 85% of household purchases, have a spending power of 2.4 trillion and 3 out of 4 agree that companies do not know what it’s like being a mom. Brand marketers are eager are eager to break into that potential source of revenue and try to market to influencers who reach that audience. Linqia, a platform that serves as a social content lab, conducts a study called the State of Influencer Marketing. In 2018, the report proved that 51% of marketers found that influencer marketing outperforms branded content. Because of this, there was skepticism regarding whether or not a celebrity or a celebrity entrepreneur should be considered an influencer due to their detachment from “average” content.

Whosay, a marketing firm, asserts that celebrities are influencers in a separate category, or tier. Tiers 2 and 3 belong to celebs like Nick cannon and Michael Ian Black, who provide better returns on investment due to more organic interaction with their follower base. Kristin Cavallari, a former reality tv star, is a celebrity entrepreneur who sits in the middle of the tier listing. Cavallari attracts that coveted millennial and agrees with that same base that companies do not understand what moms are like. According to Cavallari, brands fail to address that “…the modern mom is balancing way more than just being a mom.” In her interview with Christine Michel Carter, Cavallari talks about her progression into business, the inaccuracies in the portrayal of millennial motherhood from brands, her own brand, her unique perspective and gives some advice for brands looking to reach millennial moms.

To read the rest of Kristin Cavallari’s interview with Christine Carter,  and to learn more about how she thinks brands can reach out to millennial moms, read the rest on Forbes. 

Celebrity Entrepreneur

 

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