| 2010
Speakers
You'll meet and learn
from these marketing-to-moms leaders
Click on the speaker's photo to see their session description. More being added, please stop back for weekly updates.
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Keeping a Promise to Mom |
Betty Noonan
Vice President Consumer Marketing
Eastman Kodak Company
Maintaining laser focus on your fundamental brand promise can help you successfully navigate through waves of seismic change. Learn about Kodak’s journey through radical transformations in the digital imaging industry, and how embracing the basic truths about what this iconic brand is and who it serves are enabling Kodak to break away from the pack, redefine photography and put mom back in charge. |
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Winning with Moms in the Relationship Era |
Ian Wolfman
CMO
imc2
Marketers feel the ground shifting beneath their feet. As social media, gaming, mobile and other emerging channels and trends continue to expand, consumers will continue to gain unparalleled access to and influence over brands as they form new expectations about brand relationships. With moms leading the charge for household purchases, moms are worth more than 2.1 trillion to American brands today 1. Mothers control 85% of household spending, yet 70% of them feel that companies aren’t doing a good job speaking to them 1. How can business leaders best shift from a campaign-driven paradigm to an always-on marketing ecosystem? Ian Wolfman teaches how brands can adapt and win in the Relationship Era™ by building sustainable relationships with moms involving both high levels of transaction and trust.
1 Source: http://marketingtomoms.org/index.html |
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Healthy School Kids: Engaging Moms at the Intersection of Health, School & Families |
Tim Sullivan
President
School Family Media, Inc.
“Healthy families” has become the hot topic with moms, a national mandate in schools, and a prime marketing opportunity for family-friendly brands. But how do you get your health-focused product and message to moms through schools with both integrity and impact? Tim Sullivan shares some examples of brands that have had success, as well as the key factors you need to consider when navigating your way through the various nuances of the school market. Join Tim and his guest, Christy Forhan, a school parent group president with hands-on experience (and opinions!) regarding branded school parent involvement programs, for an audience-participatory Q & A about effectively and efficiently reaching moms through schools. |
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How The Influencers Rank Influence |
Cindy Gordon
Vice President
Working with or through key individuals who can advocate for your brand in the social media ecosystem is a hot topic of discussion. 360PR’s VP of Social Media, Cindy Gordon, shares the findings of conversations with 50 of the most active online influencers in the mom space to help you learn the best way to orient your brand marketing activities. Learn how these top mom trendsetters rank the impact of their influence and reach, who or what is influencing them, and how they scope out and discover brands to word-of-mouth. As a bonus, you’ll also get their take on emerging platforms to know where your message needs to go next! Cindy will be joined by three “top” mom influencers. This is one discussion you won’t want to miss! |
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How to Research Mom, Mum, Madre, Mutter |
Jim Kozlowski
Manager
Corporate Marketing
Is a “mom” target that works well in the U.S. also the best to use in markets around the world? See how worldwide consumer research helped Kodak answer this question. From Brazil, to Germany, to the UK and India, how did research help to shed light on the photographic habits, practices and unmet needs of moms around the world? Explore the issues Kodak encountered, and the cultural and marketing issues that still remain. |
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How Microfinancing Can Have Macro Brand Impact |
Mike Swenson
President
With the power of communication squarely in consumers’—and especially moms’—hands, brands have adjusted how they approach their messaging. This also holds true with cause branding, where there’s been a dramatic shift from simple fundraising and product sales to “microfinancing.” Brands are using traditional and emerging media tools to allow consumers to direct exactly where funds for cause branding programs are given. Mike Swenson, a leading expert on cause branding, will showcase examples of micro-financing and the impact that emerging media has on this new cause trend. |
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Trillion-Dollar Moms: Marketing to a New Generation of Mothers Society's fascination with the evolution of families is reflected in decades of popular tv sitcoms, providing an armchair view of the tribulations of single parents in One Day at a Time to the challenges of iconic blended family, The Brady Bunch, and today's Modern Family. George Lopez focuses our attention on the daily life of an LA-based Hispanic family while nobody could hate Chris for sharing the perspectives of an African-American family.
Contemporary media reflects in part the many nuances and dynamics in today's evolving American family. Families with single Moms, single dads, GLBTS parents, White, Black, Asian or Hispanic Moms and all or some of the above in combination. What's a marketer to do? Moderated by Bonnie Ulman, this panel discussion features leading media and marketing experts who will discuss the attributes today's family units have in common as well as their unique differences. What is a key to successful messaging? Ulman will inject an important perspective on this issue that might help you revise your target marketing strategies. Expect to learn how to connect and build brand with today's diverse American families while still working within the challenging realities of today's leaner marketing budgets. |
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How To Build Your Brand Using Community Buzz And Social Media Tools |
Carley Roney
Editor in Chief
Carley Roney knows a thing or two about building a brand. Before becoming editor-in-chief of The Bump, Carley gave birth to the #1 multi-platform wedding brand, The Knot. Her key to success: a savvy mix fresh ideas, planning tools, and an online community just dying to chat with one another. Over the past three years, Carley has taken that model and applied it The Bump, the newest addition to The Knot Inc. family of lifestage brands – and it’s working. Harnessing the power of social networking, TheBump.com connects parents to peers and personalized advice using an unparalleled combination of user-generated content and up-to-date community features, including baby blogs, local reviews, lists, profiles, photo galleries, and topic-based message boards. Combined, The Bump Baby Network reaches more than 1 million moms online through The Bump.com, Lilaguide.com, Babynames.com and Breastfeeding.com.
What You’ll Hear:
- Learn how your online community can lead the direction of your brand
- Want to learn how to ignite moms passions? Find out how The Bump can help!
- Case Studies from The Bump community - what works, what doesn't
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The Kodak Girl Grows Up |
Symon Whitehorn
Director Design Strategy
For over a hundred years Kodak differentiated itself by focusing on the needs of the “Kodak Girl,” empowering her to capture the moments of her life with the promise of “you push the button, we do the rest.” But in an industry captivated by megapixels and memory cards, inventors and developers of technology often ignore what she really wants. Learn about the trends and needs effecting today’s Kodak Girls, and how Kodak synchronizes efforts in design, engineering and marketing to bring new products to market that meet those needs.
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Memories become Our Greatest Inheritance |
Jon Albert
Founder & President
Despite advances in cancer research, thousands of young Moms and Dads will die each year from cancer, leaving their children behind. Their daily lives are marred not only by the miserable realities of treating their illness, but with dread over knowing they will miss the milestones in their children’s lives and the fear their children will forget them.
Jack & Jill Late-Stage Cancer Foundation (JAJF) Founder Jon Albert and his wife Jill (1961-2006) were inspired to create JAJF by their own family's experience with her cancer. Jon will share how, in only three years, JAJF has been able to give hundreds of families facing these dire circumstances across the country WOW! Experiences® – a timeout to make indispensable memories together – while they can. The joy, relief, smiles and happiness JAJF creates for these families--the positive images-- is captured by Kodak. Each family receives a beautiful leather bound Kodak family photo book for the remaining family to enjoy for years to come. JAJF is on the living side of dying from cancer – a celebration of being together. Memories do become our greatest inheritance.
M2Moms® proudly supports JAJF. Visit their display in the Rotunda to learn more about how you can help “treat the families; not the cancer”. |
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WTE.com Presents:
Delivering a Mom – Surprising Milestones of When & How Today’s Moms Learn, Decide and Buy
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Heidi Murkoff
Author What to Expect When
You’re Expecting
Founder
Jim Curtis
Vice President
Once having a baby hits a woman’s radar, the dynamics of her life change and she immediately starts thinking about what it will take to be ready for the experience. This learning process is rooted in her need to do 'things right" – whether it's being the “best” mom, being armed with the “most accurate” information and products, being surrounded by the “strongest” support network or achieving a "perfect" emotional balance. Heidi Murkoff, author of the What to Expect book series and publisher of What to Expect.com, presents Delivering a Mom – Surprising Milestones of When & How Today’s Moms Learn, Decide and Buy. Conducted by the leading research experts in women’s marketing, Just Ask a Woman, this 30 minute session will provide an inside look into the relationship between a woman’s stages of pregnancy and motherhood plus the key actions that drive her, including buying decisions, technology, media consumption and lifestyle changes. Don’t miss this exclusive event to hear what’s on the mind of today’s women. A question and answer session and book signing will conclude the presentation. |
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Building Brand Relationships on Her Terms -- and Her Turf |
Liz Hawks
SVP and Founding Co-Chair of FH Moms
Eileen Gaffen
Public Relations Director
Today’s moms are congregating and sharing their opinions about brands and products both online and offline. As moms drive the new ‘word of mouth mash-up,’ marketers must consider ways to spark conversations with influencer moms that will spread to all of her circles. How should you balance your PR/marketing mix to encompass moms’ virtual and real world relationships? How can you join and guide moms’ conversations without appearing intrusive? In its Centennial year, Hallmark Cards has demonstrated keys to unlocking influencer moms’ potential as brand advocates. This presentation, presented by Liz Hawks and Eileen Gaffen, will include recent Hallmark case studies and new 2010 research from Fleishman-Hillard about the factors driving mom-to-mom brand-laden conversation. |
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Global 'Mums' |
Amanda Stevens
CEO
There are a number of emerging social trends impacting modern motherhood. The behavior of moms online, in-store and in mother’s groups is shifting rapidly yet many brands are struggling to keep up.
Drawing on recent qualitative and quantitative research from Australia, Amanda Stevens examines the five new truths of marketing to moms, why moms represent multi-dimensional value and how an integrated strategy is the best way to harness the explosive power of WOM (Word of Mom) marketing.
Amanda will also use the Marketing to Moms stage to present a groundbreaking case study of a global brand that has revolutionised their business model by recruiting an ambassador panel of moms to be walking, talking advocates for their products and services. |
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Marketing to Mobile Mamas Through Smart Phone Apps |
Nicole Green
SVP, Brand Evangelist
Stephen Larkin
SVP, Brand Evangelist
Today’s mom is increasingly tech-savvy and connected, reflecting her changing desire for how technology should work for her. Marketers must consider how today’s technology is slowly replacing mom’s bag of tricks and becoming her source of information, time management and connectivity. How is the tech-savvy mom changing the landscape of marketing through her increased use of the smart phone and applications? What are moms keeping in their mom tool belts (phones) today? What are the top mom apps on the market today, and why are they so successful? Conducted by Nicole Green and Stephen Larkin from the leading marketing-to-women consultancy, Frank About Women, this session will provide insight into the tech-savvy mom’s use of technology and applications to keep her increasingly stretched-out world organized and manageable. What does mom want out of an app? And how must marketers meet those expectations? |
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Online Parent Forums: More than Meets the Eye! |
Brenda Hurley
SVP/Partner
Tapping into an online community can be a veritable gold mine of information for marketers. A well-structured online community can provide a platform for parents to share their opinions, knowledge and challenges. It also affords marketers opportunities for deeper insights into family dynamics to better position their products, services or brands.
Learn how to:
• Engage lively and relevant participation among moms and dads
• Cut through the clutter and get to the real heart of discussion topics
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Use collected data in actionable ways to further grow your business |
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Influencer Marketing: Moving Into Larger-Scale Social Media Relationships |
Stacy DeBroff
Founder & CEO
From Pepsi Aquafina to ABC Daytime, Frigidaire to Infantino — what does it take to create robust ambassador and test-drive innovations that work and what expectations can brands create around results? You’ll learn how the power of mom-influencers took these brands from traditional ROI to SOI-Sphere of Influence.
In this session, Stacy DeBroff will assess the evolution in online measurement through expressions— the new math of social media, and why one CPM does not equal one influencer impression. |
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