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.

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.

Zanny Oltman
Vice President , Marketing Partnerships
Destination Maternity Corp.

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.

Mike Swenson
President
Barkley Public Relations

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.

Candice Hinds
Director
Luth Research

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.

Liz Hawks
VP & Global Co-Chair, FH Moms Practice
Fleishman-Hillard Kansas City

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.

Stacy DeBroff
Founder & CEO
Mom Central Consulting

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:

• 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

• 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.

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.

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.

Kara Forney
Founder

The Bump Media Inc.
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

Margaret Lewis
Executive Vice President, Sr. Partner

Catapult Marketing

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:

• In the home, when needs are great, but time is short;
• On the go, when the demand for information has no physical boundaries;
• In-store, when the moment of truth is at hand, and purchase decisions are about to be made.

Attendees will review:

• Catapult Marketing’s latest research on moms’ use of technology;
• Leading retailers’ current technology-based efforts to attract moms;
• Thought-starters for real-world Digital Shopper Marketing applications that will bring the brand, shopper and retailers together to drive sales

Janet Ryan
Vice President of Sponsorships

Shutterfly

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.

Laurie Klein
Vice President
Just Kid Inc.

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.

Maxine Wolf
CEO and Publisher
KIWI Magazine

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.

Cooper Munroe
Co-founder
The Motherhood.com

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!

Alison Bryant, Ph.D.
Chief Strategic Know-It-All

Smarty Pants

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.

Gigi Carroll
SVP, Creative Director

Draftfcb Chicago

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.

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.

Kristin Bennett Butterfield
Partner

Consumer Dig

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.

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.