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. When Procter & Gamble 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" in TV satellite media tours and audio news releases 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" campaign included sponsoring "Mommycast, 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.
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