M2Moms® 2011 Attendees met and learned from marketing to moms leaders like these:
Click on the Speaker's photo to see their session description.
Check back soon for 2012 Speakers!
You may be a Gen X Mom or a Gen Y Mom, but how does the age at which you have your kids affect your parenting style, or how you view everything from social media to marketing outreaches? We hear often marketers say, "We need to target Gen Y," "We want to reach tail-end Boomers," or "This product will resonate with Gen Xers who embrace adventure" but we find the ages & stages of her kids complicate Mom's purchasing behavior. Moreover, the platforms on which Moms welcome and interact with brands, and their attitudes towards marketing efforts, get skewed as well. In this presentation, Stacy DeBroff will unveil new research and trends when it comes to marketing campaigns that can be put into action.
M2Moms® 2011 MomFirst Award Recipient: Heidi Murkoff, author of What To Expect When You’re Expecting and recently named to Time magazine’s 100 Most Influential People of 2011
The M2Moms®MomFirst Award is given to a woman who started something new when, in her own role as a Mother, she saw a need and filled it - first as a Mom, and then in the marketplace. Through her ingenuity, commitment and entrepreneurial perseverance, this woman developed and took to market something that has made a difference in the lives of so many others. We recognize her business success as we remember how it started… she was a Mom, first!
Heidi Murkoff conceived the idea for What to Expect When You're Expecting during her first pregnancy, when she couldn’t find answers to her questions or reassurance for her worries in the books she’d turned to for much-needed advice. Determined to write a guide that would help other expectant parents sleep better at night, Heidi delivered the proposal for What to Expect When You’re Expecting just hours before delivering her daughter, Emma. Dubbed the “pregnancy bible,” the iconic New York Times bestseller is now in its all-new fourth edition, with over 17 million copies in print, and according to USA Today, is read by 93 percent of women who read a pregnancy book.
In the years since, What To Expect When You’re Expecting has grown into the world's most popular and trusted pregnancy and parenting brand, and includes the What to Expect series of books, which have sold over 34 million copies worldwide and are published in over 30 languages; the interactive online companion, WhatToExpect.com, a trusted, credible site meeting the needs of today’s wired and connected moms; The WTE Pregnancy Tracker, the most popular pregnancy app in the world; What To Expect – The Movie, scheduled for release in 2012; and The What To Expect Foundation, a non-profit organization dedicated to helping underserved families have healthy pregnancies, safe deliveries and healthy, happy babies.
The 2011 MomFirst Award will be presented to Heidi Murkoff at M2Moms®, where moms are always center stage.
Kim Knox Beckius Guide to New England Travel About.com
Catherine Holecko Guide to Family Fitness About.com
Moms are an elusive target, constantly searching for products and services that can make life both easier and richer for themselves and their families.
Since millions of moms depend on About.com every day for practical information, it is the perfect platform to learn more about what they are experiencing online. About.com surveyed thousands of moms and gathered insights on what they really need and want.
Kim Knox Beckius and Catherine Holecko, both moms and About.com Guides who interact with moms every day through their content, will bring these insights to life with Research Director Laura Salant. Together in this lively session, they will challenge myths and uncover what inspires moms, as well as what really makes them tick.
One of moms' most beloved brands, Bounty, helped PTO and PTA leaders make 25,000 classrooms cleaner, brighter and germ-free for kids and teachers with the "We Love Our School" classroom clean-up campaign, part of Bounty's broader "Make a Clean Difference" initiative. Through School Family Media's proprietary relationship with PTOs and PTAs nationwide, Bounty was able to sponsor and provide cleaning product for 1,000 "We Love Our School" events. In the end, the grime was gone, but the tangible excitement around the Bounty brand was shared by all the participating moms, kids and teachers who wanted to support the brand that cared enough to help their schools. Influential PTO and PTA leader-moms from across the country and all demographics went to dedicated Facebook pages to share their stories, their school pride and their appreciation of Bounty, while celebrity mom, Julianne Moore, garnered national TV and print coverage for Bounty and a great cause by helping to clean classrooms at a New York City public school.
In the 24/7 digitized universe, we're surrounded by surplus: too many
products, too many claims, too much information, too many opinions.
With the nonstop demands on her time, attention and energy, mom is
particularly susceptible to overload. How can a brand break through to
enter her consideration set? Miriam Arond, director of the Good
Housekeeping Research Institute, shares what her iconic media brand
does to help women make informed, responsible decisions for
themselves and their families.
This generation of new moms is an incredibly savvy consumer group with the world at its fingertips. But what exactly are they doing online-and on their phone? What are they reading? What are they searching? What will grab their attention? Carley Roney will explain what makes the new mom tick-and the secrets you should know to speaking their language online.
This session will focus on mothers of 18-30 year olds (high school and college graduates), and will discuss their still very key role as purchaser or purchasing influencer for these young adult children. VibrantNation.com will survey their members to get an understanding of the depth of buying influence or activity these women have in their young adult children's lives: what do they still buy for them? and at what age (or stage) do they stop buying for or being as involved in their children's buying decisions? Stephen Reily will also discuss the purchasing priorities of these women in this specific lifestage-what are they buying for themselves now that their children are grown?
Moms are easily defined; women with children, but much less easily understood. We all recognize that marketing to Moms requires acknowledging differences in age, income, geography and education. But what about the role their Values play? Those enduring beliefs and attitudes that motivate Moms to buy products, engage with brands and even vote. Bryan Gernert will discuss how to market to Moms using Values and the implications those Values have for reaching Moms online.
The Millennial generation, born between 1977 and 1996, changed everything about how we develop products, prioritize messages and engage them with our brands. Now that they are well within their child-raising years, it’s clear that this distinctive, well-connected generation has new ideas about how to parent, and what it means to be a parent.
This presentation will focus on early indications of how Millennials approach parenting differently from their predecessors, and will explore the following: Motherhood as Fun & Fulfilling; Communal Motherhood; Involved Boomer Grandparent; Digital Crutches; Dad as Caregiver; Parent as Friendly Advisor; Earth Consciousness; and Mom as Primary Occupation.
Missy Maher EVP, Consumer Brands & Director of Mom Foresight Edelman
Jennifer Babbit Bodner EVP/Modern Family Expert Edelman
The essence of parenting hasn't changed. It is still about unconditional love and responsibility. Yet parental roles and societal influence, from more moms in the workforce to the growing number of multicultural families to dads and grandparents taking on a more active role, have caused a shift, and parenthood looks very different as a result. Because of these cultural shifts, "bumps" throughout the course of parenting, the way to market to the modern family has changed, and will continue to evolve dramatically. Edelman has assembled a group of experts and parents to make a variety of predictions in health, wellness, technology, green, education and finance. The findings shed light on steps marketers can look to tomorrow and in the future to better reach, influence, and impact the ever-changing family dynamic.
Destination Maternity Corp. will focus on the power that is generated by companies whose marketing goals dovetail - even though they are in different categories. This dynamic brand panel will discuss how large organizations can embrace alternative marketing strategies to enhance their brand loyalty with the prenatal customer as early as possible. Brand representatives from Mead Johnson Nutrition, Kimberly-Clark, ViaCord and The Parenting Group will cover topics such as the impact of grassroots outreach to moms, local in-store events, marketing tactics for each trimester, product sampling and subscription-based marketing.
Of the 11,000 women who give birth tomorrow, 40% will do it for the first time. As new moms, they’re researching categories they’ve never thought about before, and shopping for products they didn’t realize they would need. How does becoming a mom impact how she feels about shopping… the stores she visits and the brands she chooses? And what happens to the shopping trip when she brings baby along? Sandy Gingerich, leader of the NewMomology team at Eric Mower and Associates, and Virginia Bates, director of promotion planning, will share the results of a new shopper marketing study and deliver insights to help brands and retailers connect with new moms.
Jim Lecinski Author, Chief ZMOT Evangelist &
Managing Director of U.S. Sales
Google
Whether we're shopping for corn flakes, the movies or a vacation to Disney, the Internet has changed how we decide what to buy. This is particularly true of moms who have sharpened their online skills over recent years to help make smarter decisions for the household. Today, moms are digital explorers, seeking out online ratings, social media-based peer reviews, videos, and in-depth product details as they move down the path to purchase. At Google, we call this online decision-making moment the Zero Moment of Truth -- or simply ZMOT. Learn how ZMOT applies to moms and whether or not your marketing strategies are keeping pace with this new reality.
Today’s world has changed. Power has shifted from marketers to consumers, and with only 6.2% of the people online impacting 80% of the impressions about products and services (Forrester), effective Word of Mouth is more important than ever. Today’s moms are social media savvy and engaged, actively sharing brand opinions, experiences and recommendations with their personal networks – going both online and offline to do so.
We know that Moms are an important group of influencers - learn what it takes to get them talking about, and recommending, your brand in the right ways and places. Join Zócalo Group Executive Vice President, Emily Bader, who will share insights and best practices into effectively shaping, driving and measuring conversation among Moms that lead to sustainable brand advocacy and sales growth. You'll leave this session understanding not only the power of the recommendation, but also where it can help you gain a competitive advantage from competitors.
The session will outline the journey to develop, implement, sustain, and expand the Huggies® MomInspired program [a 2010 SPIKE award winning program]. By making small seed grants to entrepreneurial moms, the Huggies MomInspired® program helps recipients develop products and services that provide real solutions to moms everywhere, while establishing an innovation ecosystem that can feed the Huggies® innovation program; a win for entrepreneurial moms and a win for Kimberly-Clark. Importantly, the program reaches beyond grants to provide moms with business building knowledge, a creative community on-line, mentoring by K-C employees, and other benefits.
Diane Ridgway-Cross will debut fresh thinking regarding the latest trends behind moms and social media, based on Frank About Women’s exploration of real moms’ social media habits. She’ll discuss surprising new insights about how, where, when and why moms choose to engage with brands on social media.
Attendees will be buzzing about:
What moms really expect from brands on social media
The types of content they’re most likely to see and share
New ways to use social media to not only strengthen relationships with current customers, but also to acquire new customers
Diane will also share a client case study from Kumon Learning Centers, discussing the exciting journey of how Frank About Women helped redefine Kumon’s target, reinvent their social media program and reimagine success metrics beyond what anyone thought possible. This major transition shifted millions of dollars from traditional touchpoints to an insight-driven, mom-centric nearly 100% digital and social strategy.
How Room to Read is Empowering Girls to Become Empowered Women - Like You!
Geetha Murali Senior Development Manager Room to Read
Room to Read has demonstrated phenomenal growth over the last several years impacting over six million children by the end of this year and specifically supporting over 10,000 girls and enabling them to stay in school and graduate with the skills they need to succeed. Room to Read's growth has been made possible by corporations and volunteer networks around the world that build awareness in their communities and leverage their connections for immense social good. Room to Read focuses on gender equality in education and literacy programs in nine countries across Asia and Africa. They will soon be launching into their 10th country of operation, Tanzania, in 2012. In this lunchtime chat, Geetha Murali will discuss the ways that corporations and volunteers have been innovative within their spheres of influence, particularly around Room to Read's Girls' Education program, to help empower girls to become empowered women – just like you!
Lauren Weinberg VP of Strategic Insights and Research Yahoo!
The concept of social networking has evolved in recent years from sharing sporadic personal updates to voraciously consuming and sharing content. In fact, nearly ~20M Americans shared an article on just Facebook alone this past month. For women, specifically, staying in-touch represents the largest share of time spent online. In fact, according to comScore, over 40% of all time spent online for Moms 25-54 is spent communicating.
The interesting thing about sharing content is the fact that it originates from outside the walled gardens of our social network, but has the power to promote further engagement and connection within our networked communities. And even more compelling is the rise of social interaction around content across the many unexpected places moms spend time online. At M2Moms®, Yahoo! is incredibly excited to present a new piece of work that explores how "content actually fuels social" for moms. We also hope to crack other marketer questions like:
Is there a framework to content sharing that impacts marketing?
What's the value of my company website versus my fan page? Which page should I be pushing consumers towards with my paid traffic?
What are some new and fresh examples of social + content that has positive marketer impact?
There is no doubt that technology is screaming along, changing our world one megabyte—no, make that terabyte—at a time. Our world has gone from 1G to 4G, from chalkboards to smartboards and from face time to Facebook in less than a decade, all with kids in the front seat of this white-knuckle ride. As exhilarating and promising as this technology rollercoaster may be, there is a lot of negative chatter and press about how our lives, our children, our future and our world are headed for total doom and destruction. Join us for an interesting session on new research findings about how this tech evolution is affecting how we market to Moms and how we market to them.
Miriam Muléy Author, The 85% Niche: The Power of Women of All Colors VP, Client Services & Brand Strategy the vox collective
Did you know that 73% of all Latina women aged 15-44 are mothers? Or, that almost half of all moms in this country were women of color? Join us as we explore the impact of this exploding demographic on brand sales and learn what other companies are doing to increase market share and brand loyalty to this segment of buyers. From social media, to traditional advertising, to product innovation and more, Moms of Color and Latina Moms in particular are essential to powering up sales and market growth for years to come.
Inspired by First Lady Michelle Obama, this ground-breaking psychographic study will introduce you to the six distinct personas of African-American women. Identified as Achievers, Fledglings, Tag-A-Longs, Self-Sufficients, Traditionals, and Cynics, each group includes women who are heavily influenced by their role as mothers, but not entirely defined by it. If starting and maintaining a lasting relationship with them is your goal, the one-size-fits-all approach has to be replaced with one that acknowledges and reflects their diversity as women and as mothers. Sarah will introduce you to each persona, including who she is, her core personality, motivational profile, buying habits and predispositions, as well as how she relates to the world around her and the types of messages that succeed in winning her attention and her business.
For the last fifty years, marketing to families and children has been a fairly straightforward affair: We chose a target based on who we perceived to be the primary decision maker (usually moms), we got to know her and her needs inside out, and we created products and marketing tactics that gained entry into the home through mom as gatekeeper. But findings from a recent study by The Family Room have revealed a whole new array of collaborative family decision making styles in which success is not based on the brand generating the most kid passion or mom passion...but to the one that finds the Highest Common Ground between them. In this workshop, we’ll also share fresh-from-the-field research insights on the assets and liabilities of a range of iconic family brands from a combined family perspective.
A panel discussion with a range of best-in-class marketers from Barilla, PBS KIDS Sprout, Sara Lee and many more will share insights, practical strategies and some examples of how they are engaging families in the work they do.
Today’s moms are more influenced by word of mouth than ever. They are 18 percent more likely than the general public to have a smartphone, and most moms have more friends on Facebook than their kids do. How can brands best engage with these household decision-makers? Which platforms are most effective for reaching moms with product messaging? Kelly Day, Executive Vice President and General Manager for Discovery's Digital Media and Commerce division, will talk about these trends and introduce TLC’s Parentables blog, a community launched last March that is uniquely positioned to reach parents. She will explore how TLC is working with brands to create unique, effective partnerships that take advantage of TLC’s strengths across women-focused verticals to allow marketers to engage with consumers. After Kelly’s presentation, she will moderate a panel discussion with two of Parentables’ contributors, exploring their perspectives as bloggers and how they use social platforms in their own lives to inform their own decision-making.
A modern mom is a mom, partner, friend, chauffeur, room mom, employee, boss, finger paint expert, bill payer, chef, hostess, playdate coordinator and multi-tasker who is intuitive, powerful and resourceful. But beyond these labels, what captures her attention and keeps her engaged? Who influences her and whom does she influence? How can brands capture her recommendation or purchase? And how does it all vary if she is working or not, Y or X, general market or multicultural?
In 2011, Fleishman-Hillard partnered with ModernMom.com, the trusted online magazine community for the woman behind the mom, to uncover all of this and more about today’s evolving mother.
Liz Hawks, founding co-chair of Fleishman-Hillard’s marketing-to-moms practice will co-present the findings of a brand-new consumer study with Jenn Moore of ModernMom.com. You’ll walk away from this presentation with a deeper understanding of how to break through to today’s modern mom in the modern ways she expects.
American mothers are household CEOs in charge of an estimated $2.45 Trillion in direct spending. They are also an important influence on other family members’ buying habits. “Tuning into Mom” provides a new approach to understanding the “American Mom” market, examining the effect of the age of the eldest child on woman’s value and attitudes towards food, exercise and sports, education, health and safety, technology, and fashion and beauty. In this presentation, we will examine the mom’s influence on (or control of) the purchasing habits of children of all ages- from infants and toddlers to young adults—across a range of categories. In doing so, they bring focus to the frequently overlooked purchase influence of teenagers and young adults. “Tuning into Mom” combines large-scale quantitative research of more than 4,700 mothers with insights from in-depth interviews with moms.
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