Does a seal of approval matter to moms?

By Marta Loeb, Silver Stork Research

As brands fight to get the attention of moms, we wondered if awards or approval ratings make a difference. Moms say such distinctions catch their eye, but that ultimately they base their decisions on whether or not a product works for them.

In an online survey of 730 moms with children under the age of seven, 68% reported that they pay attention to awards and seals of approvals for products and brands. When asked if these types of designations increased the likelihood they would purchase an item, most moms (56%) reported it would. However, only 29% stated that an award would make them change their brand usage or commit to a brand or product for the long term.

After further exploration, the conclusion we reached was that moms want to know which products are rated better than others, but, when it comes to making a long-term commitment, they trust their own judgment most.

Survey answers were collected in December by Silver Stork Research. For additional information please contact Marta Loeb at www.silverstork.com.

'Sitter Socials' help moms find childcare

By Carol Knight

The gifts still have to be wrapped, out-of-town guests are due to arrive in a few days, little Tommy is underfoot and your spouse is out of town. What can busy parents do to get it all done?

Recently I found myself in that very situation and, with the neighborhood teenaged babysitter booked solid, I took matters into my own hands. That Sunday afternoon I joined other moms in my predicament at a local children’s boutique for a Sitter Social event. Sitter Socials (www.sittersocials.com), which requires a one-time $50 membership fee, is a national babysitting service with a twist. Think speed dating meets mom-on-the go.

So there I was with other moms, browsing the store, sipping bottled water, and flipping through the resumes in my Sitter Source Book. After a brief introduction and instructions by the host, the bell rang. Given four minutes for each candidate, I was able to "interview" each one and gauge her childcare experience, interests, and personality. Most importantly, I was able to see if we clicked and if I thought she would be a hit with my son. After four minutes, the bell rang again and I moved on to the next candidate.

Though I came away with only one strong prospect (whom I can now contact directly), it was a positive experience. The face-to-face approach was effective: One girl looked great on paper but during the interview came across as bored. Another plus was that all candidates are pre-screened and have passed a background check. All in all, worth the $50—and I now have access to their entire national database.

Sitter Socials isn't the only game in town. Other national services—with sitters in most areas of the country—include Care.com, Sitter City, Nannies4Hire.com, and 4sitters.com.

Now with 'find a sitter" crossed off my to-do list, I just need to plan my night out!

10 New Year's resolutions for family health and happiness

By Emily Westhoven

1. Co-cook with my kids: Not kids’ food, but real meals! The latest research shows kids are more likely to be less picky eaters!
2. Exercise for fun: Kids not into team sports? There are other ways to get them to work up a sweat.
3. Put more whole grains into our food: Yes, my kids like the white flour breads, but there are good reasons to change to whole grain.
4. Play games together: I feel we are finally at a point where we can introduce a regular family game night for our two older kids (when the little one is already tucked in and can’t eat the cards). 360 client ThinkFun has some great educational games and puzzles.
5. Manage my family’s screen time: Especially during winter, we can all get in the bad habit of surfing, watching, and gaming more than we should. Screens are part of our life, but quality comes before quantity. We love www.pbskids.org and www.pbsparents.org.
6. Walk to school: For us, it’s National Walk to School Day almost every day and we’ll keep it that way.
7. Be prepared: My family lives in a bubble, believing that nothing will ever happen to our health that will disrupt our lives, but it's a good idea to be prepared!
8. Recycle, recycle, recycle: My 9-year old’s school did a nice job instilling a recycling routine in our home. Now we just have to follow the mantra and not throw everything into the trash. We need to make smart decisions on where to dispose or where to donate.
9. Reduce stress: Ideally, all of my resolutions will decrease, not increase, my family stress levels and make our family engine run smoother. I should follow some stress reducing tips.
10. Practice what I preach: This is the hardest part! My husband tells me we need a weekly family night to discuss and monitor our milestones! Happy 2009!

Need help keeping resolutions? Consider a parent coach

By Emily Westhoven

They may not enjoy the pop celebrity of ABC's SuperNanny, but parenting coaches have gained a strong following in their own right. Their popularity signals an increasing willingness among parents to seek outside help when the situation at home starts to get out of control.

Parent coaches work primarily with parents, not children, in one-on-one mentoring sessions over the phone or by email. Very few offer in-house services and consultations. Topics run the gamut, from sibling rivalry, toilet training, interactive media overuse, and serious teenager behavioral issues to general family frustrations.

While parent coaching remains very much an unregulated profession, several institutions have sprung up to train and certify parent coaches. These include:

• The Parent Coaching Institute or PCI is the most academic program, offering a one-year, graduate-level distance-learning Parent Coach Certification. Numerous graduates of the PCI have opened their own shops and do a brisk business; check out www.familyequilibrium.com, www.parentingsupportline.com, and www.pathwaysparentcoach.com.

• Other training institutes are The Academy for Coaching Parents International (with a special emphasis on marketing their trade) and The Academy for Family Coach Training. All have in common an online, long-distance learning approach that appeals to the stay-at-home professional. Most parent coaches work for and by themselves and depend on their own promotional efforts to get the word out.
• Founded by Hummingbird Coaching Services, a company that has developed several Web based coaching services, AboutMyKids.com is based on a monthly membership model granting to its paying members unlimited access to a personal parent coach, a password-protected member page and selected educational materials.

Creative shopping (and retailing) keep holiday spirit alive

By Amy Florek

Despite rising unemployment and declining stock prices, shoppers were out in droves on Black Friday enjoying unparalleled discounts and "door-buster" sales. When it was over, spending actually increased 7.2 percent over last year, according to a National Retail Federation (NRF) press release. While sales aren’t expected to continue at such a brisk pace, it does give us some insight into consumer spending amid a recession.

"Though retailers in all categories were featuring big bargains, a majority of shoppers (54.7%) visited discount stores for holiday deals," according to the NRF. Discounters like Wal-Mart, BJ’s Wholesale Club and Costco are, in some cases, actually benefiting from these tough economic times.

Wal-Mart—the only Dow Jones Industrial Average company to have risen this year, according to Bloomberg.com—has been particularly well-positioned to meet the needs of the skittish consumer with their tagline of "Save money. Live better." According to Stephen Quinn, Wal-Mart's chief marketing officer, "The brand had resonated with consumers this year ... We know Mom's not going to cancel Christmas. We're committed to cutting the costs of Christmas.” (Source: nytimes.com)

Despite the recession, consumers still need to make purchases of everday items—food, household goods, clothing, and more. For those feeling the effects of the economic downturn, the focus is on finding value and stretching their dollars. In addition to discount retailers, frugal consumers are also looking to alternative sources such as second-hand sellers, both on- and off-line. An article on marketwatch.com notes, "The National Association of Resale and Thrift Stores said a survey of its members showed that 66.2% posted a sales surge of an average 35% from January to August compared with the same period in 2007."

"And though used clothing has always been a retailing niche, stores that cater to new corners of the secondhand marketplace are springing up. Once Upon A Child, Play it Again Sports, Plato's Closet and Music Go Round are just a few of the other growing franchises out there that sell new and used children's clothing, furniture, toys, musical instruments and sporting equipment." (Source: money.cnn.com)

In addition, online sites such as Craigslist, eBay, and newly launched handmedowns.com are helping to connect would-be buyers and resellers. According to mompreneur Norah Weinstein of handmedowns.com, "The current financial crisis has everyone worried. We're seeing a lot of moms looking for new ways to save on the clothes, toys, and strollers that their children quickly outgrow, lose interest in, or just can't use any more. Mothers now have an easy way to buy, sell, give away for free or donate their gently used items."

While a difficult economic environment creates new challenges for families struggling to make ends meet, the creative shopper can find plenty of options at bargain prices. Conversely, marketers and retailers with a value message have the opportunity to attract new customers looking to live well on less.