| 2009
Sessions/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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Gigi Carroll
SVP, Creative Director
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Laura Tomasetti
Managing Director
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Kara Forney
Founder
Vice President and Publishing Director,
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Stacy DeBroff
Founder & CEO
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Wendy Clark
SVP, Integrated Marketing Communications & Capabilities
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Genevieve Thiers
Founder and CEO
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Zanny Oltman
Vice President, Marketing Partnerships
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Tim Sullivan
President
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Colleen McKenna
Global Marketing Director, Consumer Business Unit
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John Driscoll
Vice President, Sales & Business Development
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Alison Bryant, Ph.D.
Chief Strategic Know-It-All
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Ian Wolfman
Partner and Chief Marketing Officer
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Dr. Mary Manz Simon
Consultant & Parenting Expert
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Jaime Berman Matyas
EVP and COO
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Mike Swenson
President
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Jeff Pillet-Shore
Brand Manager
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Cooper Munroe
Co-founder
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Liz Hawks
VP & Global Co-Chair, FH Moms Practice
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Candice Hinds
Director
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Janet Ryan
Vice President of Sponsorships
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Maxine Wolf
CEO and Publisher
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David Kinnaman
President
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Susanne Norwitz
Director, Brand Public Relations
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Kristen Laney
SVP/Group Manager
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Stephanie Bryant
Manager, Business Development/Emerging Marketing
, a subsidiary of
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Margaret Lewis
Executive Vice President, Sr. Partner
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Maureen Wolpert
Senior Brand Manager
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Naomi Cramer Overton
President
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Kristin Sundin Brandt
Blogger, Podcaster, Marketing Specialist
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Eileen Gaffen
Public Relations Director
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Nancy Dussault Smith
VP of Marketing Communications
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Greg Fritz
SVP Sales & Marketing
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Marcia Hansen
Social Media Marketing Manager
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Jeannine Harvey
Associate Director, Digital Communications
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Liz Gumbinner
Co-founder and Editor
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Jessica Smith
Vice President
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Laurie Klein
Vice President
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Meredith Myers
Manager, Public Relations
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Laura Coblentz
VP of Marketing and Innovation
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Kristin Bennett Butterfield
Partner
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Ephraim Luft
CEO
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Rich Ullman
SVP of Marketing
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Julie Murphy
Director
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Lesley Hettinger
Assistant Manager, Chevrolet Communications
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Beth Blecherman
Co-Founder
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Erika Schulze
Marketing Manager
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Brands & Blogs: What's Working? What's Next? |



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Laura Tomasetti
Managing Director
360 Public Relations |
Kristin Sundin Brandt
Blogger, Podcaster, Marketing Specialist
Manic Mommies Media, Inc.
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Marcia Hansen
Social Media Marketing Manager
Allstate Insurance Company |
Jeannine Harvey
Associate Director, Digital Communications
PBS |
Liz Gumbinner
Co-founder and Editor
CoolMomPicks.com |
Lesley Hettinger
Assistant Manager, Chevrolet Communications
General Motors Corp. |
Beth Blecherman
Co-Founder
Silicon Valley Moms Group |
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Without a doubt, one of the hottest topics garnering headlines this year is mom blogs and how brands and bloggers work together. Join us for a special, pre-conference workshop with a stellar panel of bloggers and brand representatives who have successfully forged relationships with each other and are frequently called upon by media and others for expert insight. The two-hour workshop will tackle the issue of both brands’ and bloggers’ obligations when working together. Panelists will share case studies, tips and guidelines related to the following:
• Readying Your Brand for a Blogger Campaign
• Setting Goals, Benchmarks & Measurement Criteria
• Identifying Influential Bloggers
• What Bloggers Want from Brands
• Working with Blog Networks
• A Protocol for Engaging in Discussions on Blogs
• Beyond the Blog: Interacting with Bloggers on Twitter
• Integrating Online & Offline Communications
The session will allow time for audience members’ questions, so come armed! |
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Beyond “Wholesome Values”: Reaching Mom in the Faith-Based Channel |


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Dr. Mary Manz Simon
Consultant and
Parenting Expert
marymanzsimon.com |
Naomi Cramer Overton
President
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David Kinnaman
President
The Barna Group |
Greg Fritz
SVP Sales & Marketing
Big Idea, Inc. |
Stephanie Bryant
Manager, Business Development/Emerging Marketing
DaySpring, a subsidiary of Hallmark
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| Faith is a psychographic that has become increasingly important as marketers reach out to the fragmented mom market. Although values-oriented products and services are embraced in the mainstream, the landscape is littered with companies which have failed to understand the nuance of the faith-based market. This panel will feature organizations and companies which prioritize and understand the qualities that unite moms across the faith perspectives. |
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Mother Nature Knows Best:
How to Make Your Brand Relevant to Moms |
Jaime Berman Matyas
EVP and COO
National Wildlife Federation
Our research shows that moms are nostalgic for their own outdoor childhoods and believe that kids benefit from outdoor play. Before getting hooked on the "Wii" inside, kids craved the “whee!” outside. National Wildlife Federation will share how helping get kids into nature can make your brand matter more to moms everywhere.
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How to Become the Leading Expert in Your Industry |
Genevieve Thiers
Founder and CEO
Sittercity.com
Martha Stewart did it in the home care industry, Suze Orman did it in the personal finance industry and Genevieve Thiers did it in the online care industry. Becoming the leading expert in your field is no small feat, especially in an increasingly competitive marketplace. In this interactive session, learn how child care expert Genevieve Thiers not only used decades of babysitting experience to revolutionize the in-home care industry, but made a name for herself and her company in the national media earning appearances on the Today show, iVillage.com, Ellen, The View, Good Morning America, CBS Early Show, CNN, Bloomberg, The Big Idea with Donny Deutsch, and more. In addition to sharing her own secrets, Genevieve will reveal how you – marketers – can break through the competition with your unique message. You will discover how to connect and effectively communicate with moms, enhance their brand experience and ultimately position yourself as the leading expert in your industry.
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Marketing Partnerships: The New Rules |
Zanny Oltman
Vice President , Marketing Partnerships
Adapt. Improvise. Overcome. It’s long been the Marine Corps motto and now it has to be yours. In this new economy companies that market to mom have to be flexible with their overall marketing approach. Zanny Oltman, Director of Marketing Partnerships for Destination Maternity Corporation, discusses the new rules of marketing partnerships including why, how and when businesses must adapt.
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Modernizing a Mom Cause |
Mike Swenson
President
At seventy years old, The March of Dimes is one of the most historically significant non-profits in the U.S. Yet, the organization was challenged to reach modern moms. Mike Swenson, CMO, Barkley will showcase how The March of Dimes launched a national campaign to re-connect with its core constituents and attract new mom loyalists. This case study reveals how brands and non-profits alike can adopt a sweeping identity change to revitalize consumer interest, all while honoring their significant brand equity. Furthermore, hear the vital insight that allowed The March of Dimes to break through to today’s mom.
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The Mommy Wears Prada |
Candice Hinds
Director
Two age cohorts of moms – 25 to 34 and 35 to 44 - spend more money than their peers and are the natural pursuit of marketers, especially in difficult economic times. These two inter-linked age groups mark a distinct stage of motherhood characterized not only by respective unique challenges in raising children but also by a variety of life style necessities and considerations. This presentation will draw insights from IndicatorEDG™, a longitudinal consumer trends study by Luth Research, to discuss the state of happiness, behavioral routines and shifts, and general concerns and anxieties for these two age groups in prime motherhood. The takeaways for marketers will include recommendations for pragmatic messages, communication tactics as well as high-level strategic trends for these high-worth segments. |
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The Blend: Mixing Online and Offline to Activate Momfluentials |


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Liz Hawks
VP & Global Co-Chair, FH Moms Practice
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Eileen Gaffen
Public Relations Director
Hallmark Cards |


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Nancy Dussault Smith
VP of Marketing Communications
iRobot |
Jessica Smith
Vice President
Fleishman-Hillard |
Meredith Myers
Manager, Public Relations
United States Potato Board |
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Leaders in the new ‘momocracy’ aren’t responsive to the voice of authority. They are the voice of authority. Finding ways to recognize them is key to unlocking their potential as brand advocates. While the blogosphere presents a place for conversations to happen, relationships make advocates, and relationships are solidified in the real world. How should you balance your marketing mix to integrate moms’ virtual world and real world? This interactive panel discussion of representatives from leading brands will help answer that question with case studies and new Fleishman-Hillard research into moms’ perception of influence both online and offline.
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From ROI to SOI: Measuring the Success of Social Media Campaigns |
Stacy DeBroff
Founder & CEO
How do you create and measure powerful brand engagement in a digital world of diffused media and social networking? Relationship marketing has emerged as the new paradigm. But how do you achieve this goal and measure the strategy’s efficacy for a brand or company? In this presentation, Stacy DeBroff will address:
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Specific success metrics for viral outreach and how to move these metrics from quantity to quality, number of impressions to the impact on consumers, reach to relationships, and page views to purchases
Successfully engaging influencers and brand evangelists while responding to brand detractors
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Measuring your Viral Footprint™—what people say about you when you’re not there, why you should care, and what you need to do about it.
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Case Study: How a Tech Company Connected with Millions of Moms through Their Children's Schools |
Tim Sullivan
President
School Family Media, Inc
Colleen McKenna
Global Marketing Director, Consumer Business Unit
Symantec Corp.
Learn how School Family Media and Symantec partnered on a custom, multi-platform PR and product launch campaign for Symantec’s new OnlineFamily.Norton.com internet safety product. Special attention will be paid to how this unique partnership leveraged the original “Influencer Moms” – the leaders of school PTOs and PTAs – to connect powerfully with the millions of engaged, involved school moms that Symantec needed to reach.
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Kellogg Company Generates Consumer Action to Help the Hungry |
Susanne Norwitz
Director, Brand PR
Kellogg Company
Kristen Laney
SVP, Group Manager
Ketchum
Imagine the worry a mother feels when her kids are hungry and she doesn’t know how she will put the next meal on the table. Unfortunately, this is becoming increasingly common as one in eight Americans struggles with hunger, which includes 12 million children. At the same time, food bank network agencies are seeing an average increase of 30 percent in the need for food assistance.
With a 10-year commitment to hunger-relief through Feeding America, Kellogg Company wanted to do more as the issue is becoming more prevalent. To address the need, Kellogg donated an entire day’s worth of cereal production – more than 55 million cereal servings – but how could they involve consumers to help?
Teaming up with some of the most influential social media partners, like Facebook and Ashton Kutcher’s Katalyst Media, Kellogg aimed to increase awareness of domestic hunger and spur consumer action. Kris Charles, vice president, global communications, Kellogg Co., and Kristen Laney, senior vice president at Ketchum, will share highlights of a successful corporate giving campaign that involved consumers and gave back to those most in need.
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First-Time Facts: Not all Moms-to-Be are created equal! |
Kara Forney
Founder
Vice President and Publishing Director,
The Bump
The Knot, Inc.
From a consumer perspective, not all moms share the same perspective. Kara Forney, Founder of The Bump and VP and Publishing Director for The Knot, will review the key differences between first-time expectant moms and their "repeat" counterparts, telling us why marketers need to refine their focus and make sure they are getting the most from their first-time mom marketing efforts:
- 92% of first time moms will have a baby shower, compared to 49% of second time moms
- 95% will register for baby gifts, compared to 56% of second time moms
- First-time moms feel less prepared and knowledgeable than second time moms, thus making them more open to products and services
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Digital Shopper Marketing to Moms |
Margaret Lewis
Executive Vice President, Sr. Partner
Today’s mom is on-line and on the go. From researching, shopping for and buying products on-line to blogging, texting, social networking, and downloading apps on her cell – she has a genuine sense of power that has arisen as a result of the tools that have appeared in the palm of her hand, and she’s not afraid to use them.
Marketing needs to catch up with her.
In this session, Margaret Lewis will explore Digital Shopper Marketing – the explosive new way of driving sales to moms through technology. The session will help attendees understand the variety of Digital Shopper Marketing tools available for attracting moms’ attention:
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In the home, when needs are great, but time is short;
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On the go, when the demand for information has no physical boundaries;
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In-store, when the moment of truth is at hand, and purchase decisions are about to be made.
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Catapult Marketing’s latest research on moms’ use of technology;
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Leading retailers’ current technology-based efforts to attract moms;
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Thought-starters for real-world Digital Shopper Marketing applications that will bring the brand, shopper and retailers together to drive sales
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Making Engagement Count in a Quant-Hungry Marketing Climate |
Janet Ryan
Vice President of Sponsorships
Erika Schulze
Marketing Manager
The Land of Nod
Getting your message in front of a target audience is nice, but not enough. In the “attention economy” what counts is engagement, interaction, some level of emotional or intellectual involvement. And if this is true in general, it’s especially true when communicating with moms! No one is busier, more distracted, interrupted, or pulled in multiple directions than today’s moms.
But engagement, though an important concept, is hard to measure, interaction difficult to assess, emotional connection challenging to quantify. How do marketers, dealing in a world of increasing ROI pressures, assess engagement?
Shutterfly worked with premier marketers to do just that, with three very different custom campaigns designed to engage and entice the busy mom when most responsive, to turn her into a brand ambassador. Come to this case study based session to learn about making engagement measurable, and making it count. |
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Blowing Up Conventional Wisdom On What You Thought You Knew About Moms |
Laurie Klein
Vice President
In this presentation, Laurie Klein will share insights from some of Just Kid Inc’s recent studies which reveal truths about moms that might be different from your current beliefs. What are moms really looking for in the food products they buy for their kids? What are the most successful strategies for making healthier products for kids? And, who really makes the purchase decisions in the household? Is it kids? Is it moms? It’s actually a lot more complicated and there are many different factors that influence a brand decision. This information will provide insights for your new product development, promotions and messaging strategies. |
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Mean Green Mom Machine |
Maxine Wolf
CEO and Publisher
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Jeff Pillet-Shore
Brand Manager
Stonyfield Farm |

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Maureen Wolpert
Senior Brand Manager
Seventh Generation |
Laura Coblentz
VP of Marketing and Innovation
Pharmaca |
The green market is booming and moms are leading the charge. More and more moms are taking action to keep their families healthy and preserve the planet at the same time. This session provides insight into how to market effectively to this influential group. Learn what makes these moms different from their non-green counterparts; what motivates them, what they’re looking for in products and services and how far will they go to be “green”. Maxine Wolf, founder of KIWI Magazine, will moderate a panel of natural products veterans who’ve spent much of their careers marketing to this special consumer audience.
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M2Moms® Roundtables – Back By Popular Demand! |
Cooper Munroe
Co-founder
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John Driscoll
Vice President, Sales & Business Development
School Family Media, Inc. |

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Ephraim Luft
CEO
Circle of Moms |
Laurie Klein
Vice President
Just Kid Inc. |
At lunch on the second day of M2Moms®, we've added something extra to the menu: “delicious discussion”! A popular tradition, these lunch roundtables will be hosted by a marketing-to-moms speaker or expert. This gives you another opportunity to drill down on a topic of interest to you, network with other attendees, and —in the dynamic of "dining & dishing"— to get better acquainted with the marketing experts at your table.
Topics to be covered include brands & blogs, in-school marketing, social media, online mom communities, moms and faith, green moms, parents as peers and moms & the economy, and more. So, pick up your gourmet lunch, have a seat and join the conversation!
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The Secrets to Success: Generating Brand Love among Moms AND Kids |
Alison Bryant, Ph.D.
Chief Strategic Know-It-All
Contemporary families are more connected and egalitarian than ever. Co-consumption and co-entertainment have become the norm, and models for understanding household influence are becoming more antiquated by the minute. These dynamic changes require new paradigms for understanding today’s parent-child relationship and what it means for brands and marketers.
In this session, Dr. Alison Bryant will share groundbreaking findings from Smarty Pants’ 2009 study of kid and brand affinity and, more importantly, what drives it. Young Love brings statistical and strategic rigor to critical contemporary marketing questions like how parent and child brand affinity interact, what drives affinity and popularity across and within categories, and how family affinity ultimately impacts marketplace performance.
You’ll learn from nearly 10,000 moms and 6 to 12-year-olds who evaluated 260+ brands in more than 15 categories in this landmark study! You’ll leave knowing:
- Moms' Top 50 most loved brands;
- Kids' Top 50 most loved brands;
- The brands that are delighting both moms AND kids;
- The 10 secrets to all-family success.
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The 6.5 Seconds that Matter |
Gigi Carroll
SVP, Creative Director
Ever wonder why so much of our advertising doesn’t work? Ever want to find out why? Well, 73% of moms don’t think advertisers understand them. That’s a lot of moms. And the average mom receives 2.7 brand impressions every minute of every day. That’s a lot of messages. And then there’s this little fact. You don’t have 30 seconds to connect with them… you don’t even have 15 seconds. You have 6.5. We at Draftfcb conducted proprietary research with over l000 consumers and found out that with the multitude of messaging and the multi-tasking of women you’ve got 6.5 seconds to engage them. They either lean in or they lean out… find out more about what matters most to moms and how to make it meaningful in yes, 6.5 seconds.
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The Coca-Cola Digital Case Study |
Wendy Clark
SVP, Integrated Marketing Communications & Capabilities
The Coca-Cola Company
Ian Wolfman
Partner and Chief Marketing Officer
Imc2
The Coca-Cola Company is the world's largest, nonalcoholic beverage company. With operations in more than 200 countries, the Company is a leader in connecting with consumers to build brand love and brand value.
Globally, consumers enjoy 1.6 billion servings of Coca-Cola products each day, and as is the case with many consumer products, mothers dominate purchasing in this category.
In this session, Wendy Clark will focus on how Coca-Cola is leveraging the power of digital, design, sustainability and authentic brand storytelling to better connect with its consumers.
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The Intelligence Group's New Family Report |
Kristin Bennett Butterfield
Partner
From communal living, to slow parenting to dad-based social networks, Generations X and Y are entering parenthood with a decidedly unique approach that sets them apart from previous generations. Using data captured in The Intelligence Group’s Cassandra New Family Report, Kristin Bennett will share what makes today’s families tick and how they are different from previous generations: their attitudes, behaviors, brand preferences, and consumer activity. She’ll cover how to most effectively communicate with and capture today’s families, where to reach them, and the product, entertainment and services they are looking for.
The Cassandra New Family Report is based on a total of 1500 online interviews amongst a nationally representative sample of Moms and Dads ages 18 to 42 years old, as well as focus groups and individual, in-person interviews conducted in three US markets. |
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Building Effective Conversations and Connections with Moms in Social Media |
Rich Ullman
SVP of Marketing
Ripple6
Julie Murphy
Director
Gannett Digital Media Network
Brand marketers struggle to create lasting connections with consumers, especially the powerful mom audience. This is especially true in the world of social media—where moms represent an audience that’s devoted, influential and highly connected. The secret is leveraging those social connections to enhance your message and develop long-term relationships with consumers. But how do you deliver your message and engage with moms in a way that achieves campaign success? This panel includes Julie Murphy, Director at Gannett Digital Media Network, and Rich Ullman, SVP of Marketing for Ripple6. Together, their companies engage mothers through MomsLikeMe.com and its 80 local sites for mothers. This session will help brand marketers learn what moms want from marketers in social networks, what concepts and topics keep them interested and engaged, and how to best develop relationships with them in social networks - with insight directly from a MomsLikeMe.com spokesmom. The session will also offer some best practices and examples based on Ripple6 and MomsLikeMe.com’s work with leading marketers, including Unilever, Procter & Gamble, Benjamin Moore, Walgreen's, and others.
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