Contacts

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

Marketers reveal secrets to reaching moms online

Make it fast, frequent – and meaningful, say experts
Repeat visits key, say presenters at 5th Annual M2Moms Conference

CHICAGO - October 1, 2009 - Today’s moms are on a mission when they go online. Whether it’s to browse, shop, socialize or interact with a brand – they want to get to what they’re looking for and move on to the next task on their to-do list.

That’s why online marketers need to get moms’ attention quickly and efficiently, according to experts speaking here at M2Moms® – The Marketing-To-Moms Conference, October 21-22, 2009 at the Chicago Cultural Center.

“It starts with knowing your target really, really well – understanding her objectives, her lifestyle and media habits,” said Margaret Lewis, EVP, Catapult Marketing and a presenter at this year’s conference. “Once understood, marketing tools such as SEO (Search Engine Optimization) and SEM (Search Engine Marketing) can be engaged to provide greater visibility for web sites, improving search results when moms are either browsing or shopping for something specific.”

Lewis, whose firm advises such top brands as Dannon and Colgate, said rich media advertising placed on third-party sites and outbound e-mail campaigns create awareness and drive repeat visits, even when mom is not thinking about a particular brand.

“Studies have repeatedly shown that there is a direct correlation between the number of visits to a site and sales,” Lewis explained. “The best way to achieve this up front is to incent her to keep coming back via rewards or savings. After the relationship has been established, value-added offers and consistently updated content help immensely.”

“Because women have such demands on their time, they are online to make their lives easier and more efficient,” said conference speaker Lisa Tyler of Gannett Digital. “Women need to connect with other women, and their busy lives don’t allow for frequent long phone conversations or in person get-togethers, so many of what used to be ‘over the fence’ conversations are happening online.”

Tyler said Gannett Digital’s site MomsLikeMe.com provides an online experience where there is a community that user is connected with, “and where she has real relationships with other women.”

“Checking in with these women becomes part of her daily routine,” she added.

But repeat visits alone may not be the answer, said Ian Wolfman, CMO and Partner at imc2, who will be speaking at M2Moms®.

“Marketers today need to go beyond appealing to her heart and mind with the intent of persuasion,” he said. “To be successful in reaching her today, marketers must understand not only the brand’s emotional appeal, but also the brand’s underlying purpose.”

“Offering authentic value in line with the brand’s purpose enables her to hone in on what unique role the brand can play in her life and value set,” Wolfman said. “If a relationship with a brand entails that level of care, credibility, and congruency of values, reach and frequency becomes less of an issue.”

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.

“Our research shows that 89% of U.S. moms use the Internet at least twice a day,” said Liz Fongemie, VP of Sales, PME® Enterprises and Project Manager, M2Moms®. “This year’s conference will offer real solutions and strategies for reaching one of the busiest and most lucrative consumer segments – the American mom.”

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.