I’ll just ask you this – who is doing all the shopping for the holiday season even as I write this post? Moms. Mothers. Madres. That’s right. Mamas are hot in the marketing world right now, as more and more companies are taking note of the purchasing power of mothers.

One company in particular is targeting moms in a new, exciting, and beneficial way. Vocalpoint, which is owned by Proctor and Gamble’s word-of-mouth marketing company called Tremor, takes a unique approach to finding out what consumers really think about products, while using moms to do most of the marketing. Who knew one mom’s voice could be considered so powerful?

Tremor’s branding encompasses movement, like waves, tremors, etc. by word-of-mouth marketing. They use Vocalpoint to get their clients’ products in front of over 500,000 mothers who have selected their interests via their Vocalpoint profile. This helps them target specific groups even more. The goal is to sign up mothers who spend time online. Moms who are online are generally interested in news, products, and sharing their experiences. Tremor and Vocalpoint capitalize on those aspects.

Vocalpoint signs moms up with the promise of recieving samples and being able to review the products they sample. And boy, do they deliver! I’ve received samples of Kashi cereal, granola bars, and countless coupons for Del Monte fruit and other food products. I’ve even written a few reviews.

The most recent piece I received in the mail is what caused me to write this article. It’s an incredible marketing piece, designed to look like a DVD (but not in a plastic case). Here’s a sampling of the printed piece’s design. You have to see it in person to get the full effect, but this link is a start.

A small, lift up flap made to look like a clapper board from a movie set contains valuable coupons for Del Monte fruit. Clever. Who wouldn’t want to open a piece of mail that looks so tempting? But that’s not all. Inside, where the DVD would reside, was a rubber-gripped jar opener, designed to look like a DVD. It’s in my utility drawer in my kitchen right now. Every time I look at it, I see Del Monte fruit. Talk about brand resonance!

All that being said, I think Proctor and Gamble, Tremor and Vocalpoint have discovered the valuable and unlimited power that moms and their word-of-mouth recommendations can bring. More companies should harness this power. The possibilities are literally endless.