Contacts

Nan McCann (860) 724-2649 Ext. 13
Liz Fongemie (860) 724-2649 Ext. 11

Eighty percent of ads miss the mark, say U.S. moms

Building communities, creating advocates key to $1.7 trillion market
Experts examine social media strategies at 5th Annual M2Moms Conference

CHICAGO - September 28, 2009 - Four out of five American mothers say advertisers are doing a poor job communicating with them. But marketers can improve those results by using social media to create online communities and brand advocates, say experts speaking here at M2Moms® - The Marketing-To-Moms Conference, October 21-22, 2009 at the Chicago Cultural Center.

"Social media is obviously a key way in which we're increasingly connecting with busy moms," said Kris Charles, VP, Global Communication, Kellogg Company. "Our priority is to use social media to listen to her needs, and then as appropriate, respond with information about our brands."

“As a busy woman, first and foremost, we think mom wants to be listened to, rather than just being bombarded with marketing messages,” Charles said. “Key to any company’s success in the social media space is to take a step back and listen, then engage with useful information as appropriate.”

Charles said the company and its partner agencies recently incorporated Facebook and Twitter into a multi-phased campaign to increase awareness of domestic hunger, encourage consumer involvement and position Kellogg as a leader in the fight against hunger.

The resulting Facebook presence, www.facebook.com/kelloggcares, became a “one-stop shop” for Kellogg’s corporate responsibility efforts, Charles said, attracting over 200,000 fans and generating sizable donations to the antihunger agency Feeding America. 

The last few years have seen a dramatic shift among American mothers, from passive media consumers to “active participants and drivers,” said conference speaker Nancy Dussault-Smith, VP, Marketing Communications, iRobot, makers of the Roomba.

“Moms aren’t too busy to consume media, but they’re calling all the shots on what media they’re consuming – and how and when they choose to do so,” she said. “Recognizing the value and insight of moms, listening to what they have to say and joining their conversations midstream is an inverted way for brands to build engagement and loyalty.”

Conference speaker Jeannine Harvey, Associate Director, Digital Communications, PBS, said marketers are realizing that moms are among their most loyal and vocal consumers.

“Moms care about brand integrity and value – they can be the most loyal and provide the most feedback,” she said. “Moms also intersect and talk to other moms all day long – on the playground, at school, in stores, online, mobile – you name it. They share ideas, opinions, news – everything that affects them and their families. They have a powerful seat as influencers of a good or poor product.”

“Moms value advice from other moms,” Harvey added. “Community has always been an important way to share information, and for years this was done on a more local level. Now, through social networking, their communities are bigger and more diverse – moms are able to share advice and support on a much wider scale.”

Now in its fifth successful year, M2Moms® – The Marketing-To-Moms Conference brings together top brand leaders and marketing executives for two days of intensive presentations, case studies, original research, solution-based workshops, with representatives from such prominent brands as Kellogg Company, iRobot, PBS, The Coca-Cola Company, General Motors, Symantec, Stonyfield Farm, Seventh Generation, Hallmark and Allstate Insurance.

“With the economy still sluggish, brand marketers would be well served to understand and target the American mom, and her $1.7 trillion in spending power,” said Liz Fongemie, VP of Sales, PME® Enterprises and Project Manager, M2Moms®. “M2Moms® brings together the top brand marketers and idea leaders to help companies reach this lucrative segment.”

Associate Sponsors of M2Moms® are Ketchum, Draftfcb, The Bump, Cookie magazine, General Growth Properties, Catapult Marketing, Mom Central Consulting, Destination Maternity Corporation, Shutterfly, BARKLEY and MomsLikeMe.Com; Showcase Sponsors are School Family Media, Win/Win Radio and New Mom, Inc.; Workshop Sponsors are 360 Public Relations, Sittercity and Fleishman-Hillard; Hospitality Sponsors are VehicleVibes.com, National Wildlife Federation, Scholastic Parents Media, imc2, Luth Research, The Motherhood, Inc. and SheKnows; SNiPPiES is the conference Video Journalism Resource.