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Go! Markets to Moms

December 03, 2011 is part of a new generation of websites offering hyper-local, targeted content to busy moms looking to plan kids’ activities and take care of their families

Moms are multi-tasking champions and their not-so-secret weapon for juggling their varied responsibilities is their savvy use of the Internet as a valuable search tool.

Market research shows that the majority of moms use on-line resources to make informed decisions and scope out services or deals related to their families and households. According to Cindy Fagen, founder and owner of, the mommy demographic understands the value of niche sites, such as her single-source reference for kid activities, deals with local businesses, and content related to raising kids. is part of a new generation of websites offering hyper-local, targeted content to busy moms looking to plan kids’ activities and take care of their families. The mom demographic knows how to use on-line technology – including social and mobile media - to her advantage. “The Kid Scoop targets the digital mom and links her to local businesses with relevant products and services,” she explains. In order to leverage the trends, Fagen notes that will offer a mobile-friendly version and has invested heavily in social networks, such as Facebook and Twitter.

Advertisers recognize the tremendous purchasing power of the mom demographic, which is largely responsible for most household spending and decision-making. When a mom has registered and paid for her child’s hockey lessons on-line at, she can access local content geared to providing merchandise or services for her specific needs.

Fagen says it is no surprise that one of’s largest business partners is Change Lingerie. “Moms are the demographic using our site and they need bras and underwear and they find local businesses on We are building trust relationships with moms to find them great scoop the way your count on your best friend to give you advice.”

As a local search engine, the functionality of site ensures that moms can find everything they are looking for in one place. “Our solution has evolved over the past two years in Montreal, based on critically important feedback from our customers,” Fagen says. Thekidscoop has harnessed mom power with the creation of MOM advisory boards in Montreal and Toronto. These boards “will help further identify the next ‘cool’ feature that will be built into the Scoop’s platform,” she adds.

Fagen says that word-of-mouth advertising by customers also drives its successful hyper-marketing initiatives. “Moms are networking specialists who are experts at sharing information with one another. We offer moms relevant information 24/7 and, in turn, they take their positive experience with and spread the message in their circles.”

For Media Enquiries or
to request an interview
Cindy Fagen
The Kid Scoop
800 939 1396 or 514 318 2339

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