“Own[ing] a niche” is one of the keys to marketing yourself as a lifestyle expert says Melanie Notkin, the founder of Savvy Auntie. She would know, as she basically created her own niche in providing information, resources, and a community for aunts and godmothers. Melanie recognized that there was a need for a lifestyle brand for aunts, including both ABRs (Aunts By Relation) and ABCs (Aunts By Choice). The Savvy Aunt brand includes a website (www.savvyauntie.com), which features activities, gift ideas, and support for aunts, as well as a book. The brand has been successful, being nominated for a Webby award in its first year and being named one of Forbes Top 100 Sites for Women in 2011. Melanie herself has also been successful by pioneering an annual Auntie’s Day and appearing as a spokesperson and expert on well-known television stations such as CNN, ABC, and NBC.
Melanie was a successful career woman even before she created Savvy Auntie. She graduated from McGill University and worked as an interactive marketing and communications executive for such well-known companies as American Express, New York Times Digital, and L’Oreal. Notkin had also been nominated for a Webby award for the work she did in design and color for LorealUSA.com. Shortly after this, Melanie’s first nephew was born, at which time that she recognized there were no resources or communities available for aunts or childless women who love children. She created Savvy Auntie from the ground up, diving into her brand head-first, and using social media sites such as Twitter and Facebook to help her site gain support. Stationed in New York City, Melanie used her previous network connections to help her get noticed. She even did most of her PR herself, confident that media outlets would be eager to talk directly to the founder of a brand. Melanie was right in saying this, and soon had companies approaching her with interest in buying advertisement on her site. She was confident that there was an audience for Savvy Auntie and that “savvy aunties” all over would come to her site. Notkin is a true entrepreneur, taking risks and working hard to create something she believes in.
As well as being a successful entrepreneur, Melanie has changed the parenting niche. The belief used to be that a woman who wasn’t a mother didn’t know anything about taking care of children. Notkin’s website and book oppose this point, and acknowledge the role that non-parents play in raising children. Melanie has even had featured posts in parenting columns, a huge feat for someone who does not have kids of her own. Her idea of the role aunts play in raising children has spread to such publications as More Magazine, Marie Claire Magazine, and Psychology Today. Along with being the entrepreneur to create and develop the Savvy Auntie brand, Melanie Notkin has become both a pioneer and expert in her field.
