Sometimes when I talk to future or present clients about “Momfiltrating” (this is the Forty Weeks method of reaching new and expectant women) it feels unclear to them. They ask how it is that we are able to touch Moms in key markets so well, on such a regular basis. Of course, the messaging, the strategy, the methodology are all part of the hard work that we enter into with our clients. As for the Momfiltrating – sometimes we design and develop large scale, customized programs (for example, Fashioning the Future last fall for Graco) and on other occasions (mostly but not always dictated by budget) we work with key groups across the country. One such group is METROPLEX MOMS – an expectant and new Moms group in the Dallas/Fort Worth market. Now, less you imagine a play group (for some reason, people imagine living rooms filled with expectant women when I discuss this topic) I thought showing you what a retail space filled with expectant women, pens and pad in hand and eager to learn about product (presenters included Oopa Baby, Graco, and more) might go a long way. This is a recent and very successful event in Dallas. Above and beyond working with our clients we also work with these groups to keep it going. Their success in linked to ours. And really – what an ideal situation!

Bumble Bags – one of our latest and greatest clients is having a fantastic May. It started off with their bag being featured in In Style Magazine - their Jessica Bag (in Pink Latte) was the goody bag at a very exclusive party for Vickie Iovine’s Girlfriend’s Guides which included such mega Mommas as Gwen Stefani, and Nelly Furtado. With the month only 11 days old they have had a crazy number of hits (all good!) and today this “A” review on Posh Cravings.

Congrats to Gina and Teena (I know, too cute) for being such a powerful team. And special thanks to Amanda for always making it so! And of course to Ruth and Jen for watching my back and keeping me in forward motion. I am (I know you know where this is going) so loving all of my Forty Weeks Mothers (greatest MILES in the business) this Mother’s Day!

As many of you know (because I say it to anyone who will listen), I believe my friend Celebrity Baby Blog publisher, Danielle Friedland is well positioned to do amazing things with her site. And the month of May seems to be proving me quite right! Celebrity Baby Blog was listed by Oprah Winfrey on her “Guilty Pleasures” list (we love that!). And her post featuring Maggie Gyllenhaal breastfeeding in public late last week has been a very hot topic on blogs (do we have water coolers anymore?) big (Gawker, Babble) and small alike. Not to mention the volume of conversation about the post on her site alone (very pro breastfeeding, as you might expect). So really just so thrilled for Danielle…and looking forward to what comes next for my very hard working friend!

It was a beautiful day in New York. I was at the gym early and made the most of a Monday with a “to do” list much bigger than me! Beyond busy,and happy becuase I got to connect with some of my “best girls” today:

A quick strategy summit via tele while walking up PAS with Bravado! Chief Chica, Kathryn From.

A inspired plans and more plans conversation with my Left Coast Sister – Nedra Fabito

An out of the blue e-mail from Katie Fogerty, co-founder of Real Deal Productions

A funny, funny call from Teena who was stuck on Staten Island with Lila

A super fab lunch with raven haired godess Shaye Strager – ever the amazing optimist

A very kind thank you call from Denise at Born Clear (and a coffee date for later)

A get your self editing memo from (taskmaster) Ruth

And a few too many missed calls

Still, a Monday like this does set the pace for an action packed week…stay tuned!

Elizabeth Hasselbeck announced yesterday that she was expecting in November. Add the ever-adorable View co-host to the NYC bump brigade that seems to be multiplying (sorry – bad, bad pun) daily! She wore a ton of Meet me in Miami last time around – I bet Debbie O has already got a box on the way! Also add her to the growing trend of families short spacing their babies. She and husband Tim have been openly trying for a while – meaning they would have gone even closer! So exciting news, and also – some things to consider (yeah, yeah – today is a thinking post, humor me)

A few industry implications:

- Gear for multiples and/or short spaced families is more in demand than ever.
- The lifespan expectancy of gear becomes longer…manufacturers begin to steer away from disposable product, the shift towards quality and design is a central trend.
- “First Timers” remain key – and most open to pregnancy and baby information gathering. Reaching families during their first pregnancy becomes critical as second pregnancies, especially those in short order, result in much less spending, and certainly product choices and brand loyalties are fairly set by this point.
- Expect higher spending from first and multiple pregnancies based on life-span expectations of product (as well as the excitement and newness factor, of course).
- This is especially true in strollers and maternity fashion – two areas where consumers are now open to spending more for quality.
- Gift giving, showers, etc. tends to go down with second babies. Though the trend towards gifting all family members at second birth remains true.

And now you know…

You may resume your Spring Fever now….I know I will!