Partner Power: a Strong Marketing Strategy

Partner Power: a Strong Marketing Strategy

How Diverse Brands Partner with Fit4Mom to Help Mom Reach Her Fitness Goals – and Build Their Business

Moms of infants and toddlers unsurprisingly have a keen focus on their child’s physical development, but marketing professionals should note that personal physical fitness is also an important goal for Mom. She may need to get back into shape and want to lose weight and restore her pre-baby figure. One powerful way of reaching these moms is through developing relevant partnerships with fitness brands moms love.

Fit4Mom’s Stroller Strides promotes working out together for moms of infants and toddlers. This franchise organization has over 1,300 US locations and has been one of the top 100 fastest-growing franchises in the country.

Alexa, mom of an infant that we interviewed for Tuning Into Mom, raved about how beneficial she found Stroller Strides, both physically and emotionally. Here’s a description of the program from the brand’s website:

Partner Power: a Strong Marketing Strategy“Stroller Strides® is a stroller-based fitness program designed for moms with little ones. Each 60-minute, total body workout incorporates power walking, strength, toning, songs and activities. Certified fitness instructors offer a variety of fun class formats both indoors and outdoors.”

Marketers can support moms through tie-ins with such organizations. Fit4Mom has relevant partnerships with many related brands like Plum Organics, LUNA, resource Natural Spring Water and others.

Baby and toddler food maker Plum Organics sponsors the brand’s Plum Mom’s Clubs, local groups of moms who meet for playgroups, Moms’ Nights Out and philanthropic Moms With a Mission. The clubs help moms, “Share advice, tips and most importantly laughter.” Presumably, Plum anticipates some of the advice and tips will include praise for their products and chances for moms to see their “on-the-go” packaging in action.

LUNA adLUNA creates and markets snack, fiber and protein bars aimed at women. As such, the brand is the official snack bar provider for Fit4Mom. This partnership is obviously relevant, as exercising moms will need healthy snacks. Fit4Mom describes further rationale for the partnership: “They support women and causes that support, inspire and empower women and that’s why we love them!”

Another natural partnership is resource Natural Spring Water, the official water sponsor of Fit4Mom. This startup bottled water brand apparently hopes to secure a toehold in the vast beverage market through Mom’s affinity and loyalty. The brand expounds, “We are passionate about helping women discover balance and confidence in their everyday lives, and we look forward to supporting Fit4Mom members as they strive to sustain a lifestyle of total well-being.”

From established brands like LUNA to niche brands like Plum Organics or startups such as resource Natural Spring Water, many brands can benefit from developing relevant partnerships with brands helping Mom to stay (or get back into) shape. These partnerships can take some creative marketing strategy, but the reward of getting moms talking about and using your products can be significant.

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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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