I’m a woman. Like (almost) all of them, one day, I’ll have children.

What does it mean?

Seeing those little human beings growing, taking them to their first day of school, teaching them how to make a lovely bouquet of flowers, having great…

STOP!!

Because it also means, staying stuck at home, giving up work for at least a couple of months, meeting and seeing less people….

That’s what some new event organizers, travel agencies, marketing specialists and companies want to change. Why can’t mothers go on business trips and attend company events while the father stays home?!

Thus, 8 years ago, the company BlogHer (a blog portal mostly for women) organized its first event to gather its users for a few days in the Silicon Valley, and help these women ‘escaping’ from their kids to think about something else. It was a huge success, and was renewed every year from that moment.

These events are highly supported by several brands, because it lowers the price for the women to come, and strongly advertises their name and products. As women are the main buyers of everyday use products, they are key customers that those brands need to attract. Their marketing mix is highly focused on a very specific target market: women with young children, who stay at home most of the time, and are looking for social interactions with other women in the same situation.

Even if this positioning is very clear, it doesn’t mean that it’s not expensive. Sponsoring these events costs a lot, but in the long term, and notably with the lifetime value of

customers (the women in the first place, and then their whole family and friends afterwards), these investments might be (are expected to be?) highly profitable.

The brands don’t only sponsor the events, but also create product “ambassadors” out of women attending the event, which is a doubly profitable strategy: these women get the possibility to sell some of the brands’ products, which both gives them a new source of income (totally adaptable to their role as mother’s), and advertises the brands for a negligible cost.

However, money is definitely not the main goal for these women, but only an added value to their renewed social life!

[Source: http://www.courrierinternational.com/article/2013/07/03/maman-est-en-voyage-d-affaires]