Tanya Van Court
SVP, Preschool & Parents Online
Nickelodeon and MTVN Kids and Family Group

When kids arrive, the lives of Moms and Dads are unquestionably changed. Suddenly they have a new role to add to their lives. A parent is an individual, a wage earner, a spouse/partner, a household manager, in addition to being the mom or dad. For marketers, it's important to understand how each role fits into a parent's daily life and how to connect with parents on each level. After all, parents are people, too. In her keynote address, Tanya Van Court will discuss the importance of marketers reaching parents in each part of their lives. She will discuss how ParentsConnect has been able to strike a balance between the personal and parental needs of Moms and Dads, and how it can offer marketers the same opportunity. And she will premiere new research from the Nickelodeon Kids and Family Group which speaks to this dynamic.

Norma Blatto
Vice President, Publisher/Executive Director, American Baby Group
American Baby Group

Although much focus has been placed on marketing to first-time mothers, they represent only 40% of all births.* You’re missing nearly one-third of the birth market if you do not target second-time moms.

Not only is this a growing proportion of women, they are a unique group to get the messaging right to, as they are both experts (at infant care) and novices (at toddler/preschool care) at the same time.

Recognizing the importance of the second-time mom and her value to marketers, American Baby is undertaking a major survey of over 15,000 moms who have a toddler and are also currently pregnant or mother of a newborn. Presenter Norma Blatto will explore:

• Psychological and emotional changes, including self-identity and values
• The impact of second-time motherhood on their daily routines and changes they have implemented as a result
• New needs and issues arising from their growing families
• Purchase behavior and motivations regarding the product choices she makes
• Sources of advice and information these second-time moms turn to
• Interactions with their peers and role as info source/advisor to first-time moms

*Source: National Center for Health Statistics, “Births: Preliminary Data for 2006”, December 2007.

Miriam Muley
Founder/CEO
The 85% Niche

Mothers of Color™—Latina, Black, Asian, and Native American women—are vital, “must have” consumers for 21st century marketers. They have an increasingly significant and disproportionate impact on the success of your brands in the marketplace.

• 67% of all women of color in the U.S. are Mothers of Color™ (compared to 54% of women who are mothers)
• More than 4 out of 10 of all mothers in this country are either Latina, Black, Asian, or Native American
• Mothers of Color™ have unique communication, product, sales, and service needs
• Mothers of Color™ are motivated by different perceptions, priorities, and preferences

Unleashing the power of Mothers of Color™ in your marketing strategies is the fastest track to sales growth, share dominance, and profit improvement. In this presentation, Miriam Muley will demonstrate how your Marketing-to-Moms and Mothers of Color™ strategies can co-exist. This is not a “zero sum”, “either/or” game. This is a strategy of parallel market growth for optimized brand performance. Done right, marketing to Mothers of Color™ is a powerful business strategy that will re-invigorate your business for years to come.

Jerry Shereshewsky
CEO
Grandparents.com

Getting the attention of a prospect and holding it is the single most difficult task in advertising. Being highly relevant to the target is critical. That’s why search works so well. But you can be highly relevant in other forms of advertising when you know and understand the particular lifestage of your audience. Grandparents are in an amazing lifestage. They are wealthy, well-educated and fanatical about their grandchildren. Jerry Shereshewsky will explore the general theory and practice of lifestage marketing and then focus on the grandmother and grandparent market as a prime example.

John Driscoll
Vice President, Sales & Business Development
School Family Media, Inc.

Regulation and public sentiment has significantly altered the landscape for companies and brands looking to market through schools. Learn from John Driscoll how smart marketers are successfully adjusting to the new climate by focusing on engaged moms and tapping into moms’ connections to their kids’ schools.

• Analyzing the current climate
  • Examining consumer attitudes – top line exclusive research conducted by School Family Media
  • Exploring industry self regulation – Children’s Food & Beverage Advertising Initiatives & others
    
• Understand moms – the key school demographic
• Evaluating case studies
  • Generals Mills BoxTops for Education
  • School Family Nights
• Considering key factors when targeting mom through school
  • Providing added value to PTO/PTA groups to ensure execution
  • Weighing long term vs shorter term

Susan Ford
Vice President
C&R Research

You can't pick up the newspaper or turn on the TV without hearing the doom and gloom economic predictions: the mortgage crisis, more job losses, an ever-weaker dollar...it just keeps getting worse. But, to what extent are Moms feeling the crunch? And, more importantly, how are they changing their behavior to cope with the economic situation? Susan Ford, VP at C&R Research, will be available to discuss findings from recent longitudinal research into the impact of today's economic situation on Mom's psyche, purse and shopping cart.

Dave Siegel
Founder & President
WonderGroup

Immerse yourself in moms world for game changing innovations.

It is one thing to hear and talk about mom's world and the influence that her kids play in her day to day activities like shopping, meal time, food preparation, etc. But to actually immerse yourself into their world to see and hear it...where, how and when provides some dramatic new ways to capture insights for break through innovations. See how LaunchForce's mom-u-mentaries and other mom-immersion techniques have helped such clients as Kellogg's, Sara-Lee, J&J in the world of innovation.

Stephanie Ouyoumjian
SVP, Director of Strategy
Publicis USA

What does it mean to be a "passion brand" and what does it take to become one? In this presentation, Stephanie Ouyoumjian will answer these questions and so many more. She'll explore the different types of passion brands and why moms love them. She'll show you how to avoid the commodity trap by becoming a brand that mothers seek out as a destination. Through both qualitative and quantitative research, she's uncovered the truth behind creating contagious brand ideas, a must-have if you want to ignite mom's passion and get them fired up about your brand. She'll take a look at how to talk to your most enthusiastic core in a way that inspires and attracts the masses.

You'll walk away with actionable ideas for turning your brand into a playground for mom's passion, a channel for new behavior and a resource for inside information.

Laura Tomasetti
Managing Director
360 Public Relations, LLC

Carmelle Druchniak
Senior Communications Manager
Stonyfield Farm

Liz Gumbinner
Co-Founder and Editor
CoolMomPicks.com

Many brands are now embracing blogger relations as part of their PR strategy. But who's doing it best and what kind of results can you expect by working more closely with bloggers? This session will cover several successful blogger relations campaigns - the targets, the approach, the outcomes and, importantly, what to do once you've started a dialogue with bloggers. How can you move your team beyond the "pitch and send" to ratchet-up your online presence? What are some of the special considerations, such as the timing of your communications with online media and bloggers vs. traditional media?

Speakers will discuss insights to their work with bloggers to launch new products and services, re-position brands, and communicate in difficult times, such as a product recall. In addition, speakers will share tips for extending the reach of your PR campaign online, leveraging communities such as Twitter and Facebook to engage mom-influencers.

Laura Tomasetti, Managing Director, 360 Public Relations, will facilitate a discussion and Q&A with the following panelists:
. Carmelle Druchniak, Senior Communications Manager, Stonyfield Farm
. Liz Gumbinner, Co-Founder, CoolMomPicks.com
. Jeannine Harvey, Associate Director of Online Communications, PBS

Denise Waggoner
VP Creative Research
Getty Images

Presentation to Come

Holly Robinson Peete
Actress, Author, Activist and Philanthropist
hollyrod.com

Presentation to Come

Zanny Oltman
Consultant, Marketing Partnerships
Mothers Work, Inc.

Generation Why? Millennial are the parents of the next Baby Boom, with over 50% of all US births in 2007 occurring to women between the ages of 18-26. We speak to this vital demographic in person everyday in our 750+ stores and online locales, as we reach over 3 Million of the 4.3 Million new moms-to-be who give birth every year. This tech-savvy consumer craves instant gratification. Our experience with her helps us know what's on her mind as she's chooses to shop at this critical lifestage? What benefits can she receive from you, our marketing partners, and what can that interface do to grow your business? Join us and learn what gets Generation Y's attention and brand loyalty from the company that brings her A Pea in the PodT, Motherhood MaternityT, Destination MaternityT, and FutureTrustT.

Gigi Carroll
SVP, Group Creative Director, Creative Strategy
Draftfcb Chicago

Presentation to Come

Naomi Cramer Overton
President
MOPS International

William R. Haljun
Co-Founder
Eyes for Learning LLC

This workshop will help you understand and navigate the spiritual interest of today's mom. When 77% of women compared to 63% of men say that their faith is very important to them. (2007 Barna) you can be sure that this impacts the decisions they make!

MOPS International, is one of the largest organizations of mothers and has over 30 years experience listening to and talking with the mom audience. We will explore this critical season of change, transition and family formation in a mother's life. Successes, challenges, case studies will be shared with time given for questions and answers.

Aimee Gerry
West Coast Director of Sales
SheKnows

Most major brand marketers are now spending 10-15% of their media budgets online, and direct marketers are spending even more. Should you?

Online advertising has matured to the point that it's no longer "experimental" or just employed to reach the youngest women. It's critical that marketers understand the dynamics of this powerful medium before they lose ground to competitors.

In this M2Moms session, Aimee will share recent case studies to address the explosive growth of internet advertising and demonstrate how the web can factor in to your overall marketing-to-moms program. You'll learn:

- What the latest usage stats reveal about changing media consumption patterns
- What many popular women's websites are doing to reach the moms market segment
- How to engage moms in ways only possible through the unique interactive features of the internet.

Witness where marketers are with moms online and where they will be going in the future – so your brand won't be left behind.

Nelson Boyce
Vice President of Digital Ad Sales
MTV Networks Kids & Family Group

Presentation to Come

Peter Weingard
Vice President, Marketing
About.com

Tracy Chapman
Co-Director of Brand Insights
Just Ask A Woman

There are 30 million Moms online! They shop, email, play games, watch videos and research everything from product prices to vacation destinations to family health issues. But with millions of sites to choose from, how do they separate the wheat from the chaff?

About.com, one of the largest producers of original content on the Web, partnered with Just Ask A Woman, a leading women's marketing consultancy, to find out exactly how active web users explore and evaluate online content. From health to food, travel to parenting, they asked moms where they go for trusted information online and what matters most when they get there. Tracy Chapman of Just Ask A Woman and About.com will share their findings and explain how with internet real estate, its not Location, Location, Location, but Content, Content, Content.

Pamela Von Lehmden
Senior Vice President/Director Midwest Brand and Food Practice at Ketchum Public Relations
Ketchum

Stephanie Moritz
Director, Public Relations
ConAgra Foods

The team of Stephanie Moritz and Pamela Von Lehmden will share kernels of key learnings from the Orville Popcorn brand as the facilitator of fun for moms, and her friends and family.

Nadine Vogel
President
Springboard Consulting, LLC

What segment of the population is large, loyal, has significant spending power and is screaming to be marketed to? It’s the tens of millions of moms who have a child with special needs. The disability community is now considered to be the largest minority market in the country; a market with incredible spending power but largely ignored by Corporate America. These moms have the same income, assets and home ownership as the general population but they have unique needs and interests and want to be spoken to in a way that conveys their needs are understood and their business is wanted. Not in spite of, but because of those needs. The best part about marketing to this large, loyal segment of the population is not only that it is “the right thing to do”, it’s a “good thing to do” for purposes of revenue generation. For the business, it will mean revenue; for the moms and their families, it will mean the world!

Following this session attendees will be better prepared to:
• Identify these “low hanging fruit opportunities” for your firm
• Understand the various segments within this population
• Learn the most successful strategies for reaching this community
• Seamlessly integrate this segment into your overall marketing strategy

Kara Forney
Founder, The Bump Media, Inc.
Vice President and Publishing Director, The Bump
The Knot, Inc.

The importance of capturing the first-time mom market does not only mean billions of dollars in sales but can lead to a brand loyal customer for life.

o $27 Billion spent on first-borns each year
o $2,700 spent during pregnancy in preparation for baby not including gifts & registries
o 85% moms-to-be have at least 1 shower
o 90% will register for baby gifts

Founder and Vice President of The Bump Kara Forney explains how connecting with these moms-to-be while they are pregnant affects their purchase behavior after pregnancy as well, and why companies who are looking to reach moms need to target their audience “upstream”.

Dr. Alison Bryant
Senior Research Director
Nickelodeon/MTV Networks Kids & Family Group

The Nickelodeon Kids and Family Group presents first-hand insight into the "real" lives of today's families and how living in this digital world is changing the entertainment lives of parents and kids. In this presentation, the company will premiere brand new research on the spaces of co-entertainment in families' lives.

David Douglas
Director of Search Marketing
DoubleClick Performics

Analyzing online behavior of moms reveals the pivotal role of search in the information-gathering and purchasing processes. More importantly, understanding moms' search behavior informs the strategy and tactics of successful marketing campaigns. In an effort to better understand today's internet active moms, DoubleClick Performics, in cooperation with Microsoft and ROI Research, studied search usage among nearly 1,000 moms online. This dynamic study found that moms use search engines heavily in support of online purchases, offline purchases, coordinating travel and many other planning activities.

How do moms find what they are looking for online? Do moms even know the difference between organic and paid search? Douglass will explain what the answers to these questions mean to your online advertising efforts with moms. You'll learn how the findings of DoubleClick's insightful research can be leveraged to help your brand effectively interact with moms online. Even CPG products, typically purchased in a bricks and mortar retail location, will discover rich opportunities to communicate with moms through the internet.

Laurie Klein
Vice President
Just Kid Inc.

Come and discuss a new trend spotted by Just Kid Inc. that will create a 180° flip in all things traditional about marketing to moms. Today's parenting style has evolved from being an authoritative figure, as in the Leave It To Beaver days, to a new type of relationship where the parent is not the dictator but a collaborator and a friend to her child. Moms are actively seeking more shared experiences in the current family dynamics and a new relationship is emerging. There are amazing implications for how this trend is significantly impacting all areas of family life - recreations, vacations, food purchases, media consumption and more!

Stephanie Azzarone
President
Child's Play Communications

Forget the park bench. If you're looking for moms today, head directly to the blogosphere. Parenting is the #1 topic among Gen X women publishing blogs and the second most popular - behind entertainment - for those reading and posting on them. It is essential for marketers of products targeted to moms to have a significant presence among this group of increasingly influential bloggers.  

Over the past few years, Child's Play Communications has developed a specialty in reaching moms online, particularly through blogs. We will share case studies, our experience with Web Mom Directory and Team MomT, and what we have learned in the process -- including why moms blog, where to find the right mom bloggers for your needs, and how to work with them most effectively.