Sessions

Stop Back For 2017 Speaker Sessions

Twitter Moms Know Best: The Most Influential Mothers on Social Media

Diana Bach
Industry Marketing Group Manager
Twitter

The old adage “mother knows best” is often a true one—but how are moms unique as consumers? What role does social media play in their lives as they navigate buying new categories and making purchases for their families? What changes in their media consumption habits? And what makes Twitter moms unique? Twitter conducted quantitative and qualitative research that illustrates how social media influences moms’ consumer purchase behavior. Industry marketing experts Diana Bach and Erin Dress will review the key insights from this research and discuss what moms are looking to get from brands on Twitter.

Playing Up Parenthood: Keys to Connecting with Today’s Generation of Playful Moms

Amy Henry
SVP, Strategic Planning
Strottman Internationsl

Millennials have grown up seeing play as a right and requirement for everyday living; they see almost every experience as an opportunity to explore and engage in play. Their transition to parenthood hasn’t meant putting play aside…Instead, they make play an essential part of their parenting style, seeking out ways to stay in the game or on the playground alongside their sons and daughters. In this presentation, the kid and family experts at Strottman will share insights into how products, experiences and organizations can tap into moms’ desire to make play matter for her kids and for herself. And we’ll show how marketers can make the most of their messages and promotions through recognizing the power of play in their outreach to today’s playful parents.

Don’t Myth Out on Selling to Moms!

Robbin Chaber Allen
Vice President of Strategic Alliances
Mom365

One of the greatest traps we marketers fall into, is believing out-dated marketing “rules”. As Pearl Zhu says, Insight is the deep intuitive understanding of things, and it often breaks through the “conventional wisdom.”  In this session, we will explore six best practices of what truly resonates with moms, versus what you may think works when marketing to her.  Hint: No, she doesn’t want to be portrayed as SuperWoman! With decades of successfully marketing to expectant, new and not-so-new moms, Mom365 will bring you the myth busting tools you’ll need to drive sales across of variety of consumer touch points — straight from our moms’ mouths.

The six essentials to winning Influencer Marketing

Myra Braselton
Chief Operating Officer
Acorn Influence

Katie Duke
Director, Client Services
Acorn Influence

Influencer marketing in 2016 is a dynamic, rapidly growing space with a constant demand for proven ROI. Brands are fighting to cut through the clutter in order to connect with shoppers in a meaningful and authentic way that inspires and drives loyalty. This conversation will be focused on the six essentials to ensure that you connect the right influencers, armed with the right message, to the right audiences and on the right platforms. We will uncover how to win with both content creators and consumers through successful influencer activations that provide long lasting value in a noisy space.

Technology Is Today’s Jungle Gym

Kristen Campolattaro
VP, Brand Marketing
Sprout

On October 22, Sprout, NBCUniversal Cable Entertainment’s 24-hour preschool network where kids are Free to Grow™, will launch its newest original series, “Dot.,” based on the picture book by New York Times Bestselling author Randi Zuckerberg. The series follows the inquisitive and exuberant tech-savvy Dot, who embarks on hilarious adventures to satisfy her imagination, curiosity, and latest passion. For a girl as curious and creative as Dot, there’s no better way to spend the day than outside, exploring the world with her dog, friends, and any tool or tech that will help enhance their play and exploration.

Kristen will share insights on the challenges and opportunities that today’s parents face while raising digital natives and how Sprout, through “Dot.,” is inspiring families to find the right balance of technology in their everyday lives to power-on modern, curious kids.

Mom’s Social Media Behavior: Impact on In-Store Purchase Decision

Holly Pavlika
SVP, Marketing & Content
Collective Bias

Allisha Watkins
Shopper Marketing Team Lead
Mars Incorporated

The shopping influences and habits of today’s moms in the digital world are ever-changing. Particularly as social commerce capabilities expand through such platforms as Pinterest, Instagram, Twitter and blogs, brand marketers will require a deeper understanding of the digital path to purchase and how it drives in-store sales. During this session, Holly Pavlika, SVP, Marketing and Content of influencer-focused content marketing company Collective Bias, in partnership with Allisha Watkins, Shopper Marketing Team Lead at Mars Chocolate for Walmart and Sam’s Club, will reveal the results of a recent national consumer survey about the impact U.S. consumers’ – specifically moms’—social media behaviors have on in-store purchase decisions.

Click the video below to watch a preview of this session at the upcoming 12th Annual M2Moms Conference!

Millennial Latinas: Winning the heart of Mamá

Verena Thompson
Chief Strategy Officer
Conill

Millennials. Hispanics. Moms. Three consumer segments that hold the greatest potential for marketers and brands in today’s America. Combine them all and the result is the Millennial Latina Mom. Get ready to unlock tremendous opportunity as you learn about this new generation of empowered women. This session will reveal truths, lies and how to win their hearts.

Click the video below to watch a preview of this session at the upcoming 12th Annual M2Moms Conference!

Millennial Moms: What’s Now and What’s Next

Josh Himwich
VP, Product for XO Group
THE BUMP

For the first time to the public, The Bump will deliver the results from its comprehensive “Ahead of the Curve” survey of over 10,000 first-time moms.
The Bump will provide deep insights on:
• What matters to today’s millennial moms
• How to reach them in ways that feel authentic and connected
• How moms decide what to buy
• What emerging technologies, platforms and media moms are starting to gravitate to now
Our goal for you is simple: The Bump wants to help your business stay ahead of the curve.

Click the video below to watch a preview of his session at the upcoming 12th Annual M2Moms Conference!

Millennial Mom Passion Points™: A new approach for marketing to a modern mom’s heart, not her head

George Carey
Founder & CEO
The Family Room

In his keynote address, The Family Room’s CEO, George Carey, will unveil his company’s construct, the first map of the emotional landscape of Millennial moms. Grounded in the belief that all mom and family marketing miracles come from human insights, not category insights, George will share some of his discoveries on:
• The core hopes, fears, dreams, and aspirations that are the hidden but dominant forces underlying Millennial mom decision making
• How Passion Points™ appear in different categories, helping explain the difference between what consumers say they are going to do and their actual behaviors
• The Passion Points™ that comprise the emotional DNA of everyday brands like yours, and what this tells us about the real role it plays in Millennial moms’ lives.

E-Commerce & the Evolution of Today’s Mom Shopper

Lorianne Lacey
Vice President of Client Strategy
Influence Central

Kelly Palmisano
Vice President of Client Strategy
Influence Central

As Moms, our shopping patterns have evolved. We now arm ourselves with as much information as possible before any purchase, and we increasingly turn to online reviews and online influencers to fuel our need for reputable and authentic perspectives from like-minded individuals. During the 2016 M2Moms® Conference, Lorianne Lacey and Kelly Palmisano from Influence Central will share how the digital landscape has changed regarding shopping behaviors and why online influencers now have a much greater role in championing the path to purchase.

Millennial Moms: Influencing shopping behavior throughout their path to purchase

Erik Senescu
Vice President of Sales
Ibotta

There are more than 9 million Millennial moms in the United States accounting for more than $180 billion in purchasing power. Connecting with this segment is critical to a brand’s success but are companies doing everything they can to reach these consumers? Unfortunately, the data suggests that marketers have not adapted their marketing strategies quickly enough.

90% of Millennial moms have smartphones and more than 63% consistently search for deals/coupons. However, more than 90% of all consumer promotions remain on paper-based legacy tactics. Today, we will explore how brands can more effectively connect with Millennial moms at the moment of truth, as they are making their purchasing decisions.

From Idea to Shelf: A Marketing2Moms Success Story

Lauren Fitzgerald
Managing Director
The Mom Complex

Robyn Mermelstein
Director of Brand & Digital Marketing
Hain Celestial (Earth’s Best)

All around the world, moms are coming up with ways to make their lives easier. So why not enlist in their help? After taking the M2Moms stage together two years ago, Earth’s Best, the leading organic baby food brand and The Mom Complex, a global consulting company, began creating a pipeline of mom-focused innovation. After being immersed in everything Mom, from their aspirations and challenges to their favorite products and purchasing motivations, Earth’s Best identified a significant opportunity to help moms feed their kids well, but also to shape them to have a healthy relationship with food throughout their lives.

Today, you can find a whole freezer door full of new, mom-focused snacks in Target stores nationwide. Lauren Fitzgerald, Managing Director of The Mom Complex, and Robyn Mermelstein, Director of Brand and Digital Marketing at Earth’s Best, will share what it takes to get ideas on shelves, and how a little mom-endorsed direction can go a long way. This session will change the way you think about, market to and connect with the most powerful audience on the planet.

Click the video below to watch a preview of this session at the upcoming 12th Annual M2Moms Conference!

You can’t automate authenticity. How to be authentic in our big-data, programmatic world.

Eric Cohen
CMO & Co-Founder
Macaroni Kid

Big data is everywhere. Ads re-target, auto responders are ubiquitous on social media and people are craving connections. How can brands and agencies take advantage of this, at a decent scale? Eric will share a few examples of how Macaroni Kid’s totally unique local influencer model is able to deliver for brands and agencies with an authentic voice. You will learn how one-size does not fit all and automation is not always the solution.

The Changing Face of Family: How Brands & Media Navigate the New Normal

Julie Michaelson
Head of Global Sales
BabyCenter

Jen Cullen
Senior Director, Marketing
Johnson & Johnson

Joellen Nicholson
Director of Global Brand Management
The Gap, Inc.

As modern society changes, so does the perception of family. Norman Rockwell imagery no longer defines the American family norm – or even the ideal. Today’s families are reinventing traditional parenting roles, expanding racial and ethnic identities, and more.

This is particularly apparent when you look at how they are expressing themselves online. Moms and dads are taking to social media to curate a new type of family “brand” that taps into the universality of parenthood, while also expressing their unique experience. Mixed race couples, gay couples, working moms, stay-at-home dads, and a myriad of faces and “flavors” are part of the new normal.

This means brands are walking a tightrope in order to remain relevant. In this discussion we will address how brands authentically connect with today’s parents in the way that they reflect the image of “family” in their advertising and marketing.

App-licable to Moms – How to Reach Moms on the Apps That Keep Her Coming Back

Marie Chevrier
Founder & CEO
Sampler

Tracy Fredkin
Director of Global Brand Management
The Gap, Inc.

We don’t need a panel to tell us moms are glued to their phones. The question is, how do YOU reach her on it? Panelists with a demonstrated ability to reach mom will discuss how they use tech to successfully reach mom in unprecedented ways. These panelists put their intel on the moms market to work using a combination of social media and their own software. Their innovation may give you ideas to help dial-up mobile marketing for your brand in new ways.

All Mothers Are Not the Same: How to Market to the Heterogeneous Mom

Janet Oak
Senior Vice President
Ipsos

While it may seem like all the insights about moms have already been mined, in this presentation we will share six key findings that could only be uncovered by looking beyond moms as a homogenous cohort. Where is the best place to reach Multicultural Moms with brand and product messaging? How can you galvanize Affluent Moms to spend money on big ticket or premium priced items? What is the most efficient way to tap into digitally inclined Millennial Moms to get them to adopt new products? These questions and others will be posed and answered through a unique deep dive analysis of the data collected from Wave 8 of Ipsos’ syndicated study, LMX Family–an annual study that tracks and examines the technology ownership and media lifestyles of moms and their families with kids 0-12 years old.

Cultivating Advocacy, Loyalty and Engagement: The Case for a Brand-Owned Community

Susan Frech
Co-Founder and CEO
Social Media Link

Maureen Wolpert
Grassroots Marketing Manager
Seventh Generation

Many marketers struggle with how to authentically amplify their brand’s message and how to drive lasting loyalty and engagement with consumers. They often find themselves limited in their efforts to foster meaningful conversation and real impact. How do brands ensure their brand achieves long-term value to consumers?

Brand communities have swiftly gained attention among marketers as a solution to developing long-term relationships with consumers. Discover Generation Good by Seventh Generation – a passionate community of vocal advocates with the purpose of connecting moms for information exchange and action towards making the world (and their homes) a healthy environment for their children. The community has rapidly become a cornerstone for the brand and enables Seventh Generation to spread its brand mission through the voices of real moms. In this impressive case study, we’ll share with you best practices in launching a brand community, how to engage your community, amplify brand initiatives and the key metrics for success.

The Human Truths of “Modern Motherhood

Jen Shap
Agency Business Development Lead
Google

Jenna Landi
Human Truths Manager
Google

Moms today are tackling new challenges and feeling anxiety like never before. In this presentation, Google will introduce three truths of Modern Motherhood today, revealing what Moms are searching and feeling around the world. These insights come from a 4-month investigation across Google’s own data and qualitative communities of new and experienced Moms in 8 global markets.

When Everything You Know is Coming Untrue: The new paradigms that are changing mom culture forever.

Mandy Aroito
President & CEO
Mops International

Throughout history there have been many definite moments when culture shifts and everything we once knew changes. We are living in one of these moments. Mandy will share her insights into the emerging nuances of mom influence and what it means to capture her heart. With a story-tellers flair and years of grassroots research, this mom pioneer will woo you with unexpected ideas and trail blazing experience. From a discussion about behavior vs. intuition to a new approach to analyzing results, this talk is sure to provoke some conversation.

21st Century Mommas: The Struggle is Real, but Brands Can Help

Bill Alberti
SVP
C Space

I’m a 30-something-year-old mom. I try to find some “me” time, but I feel like I’m in a constant state of #MomFail with #MomGuilt for not being able to do it all. I’m the full-time employee, the CEO of the household, the town chauffeur, the volunteer for everything, and on most days I feel like a #HotMess.

Any of this sound familiar? Today, the stress index for mom is off the charts. She’s time-starved and information-overloaded. There’s so much pressure about who mom should be and how she should be it. But, as brands, we have an important role to play in helping moms be their best selves. Working with hundreds of brands and thousands of moms, C Space will discuss the evolving and complex role of today’s moms – and how brands can build empathy and connect with them to help make their lives better.

Mothers’ Helpers – Pick your platforms wisely.

Tom Anderson
Head of Programmatic & Business Strategy
PCH/Media

Moms are busier than ever but thankfully always have their phones nearby to be mothers’ little helpers. How has their purchasing behavior been affected by their hectic schedules combined with digital technology? How are they able to save time and waste time more effectively? Tom Anderson of Publishers Clearing House will demonstrate how using first-party consumer data can power marketing success from your brand.

Girls with Curls: How Dove Hair Activated Them To Dish & Download

Kerry Lyons
SVP, Sales & Marketing
House Party

The Dove Hair Love Your Curls book is a poetic tribute to curly hair, inspired by thousands of curly stories, photos and messages from real women that poured in as a result of an integrated campaign for the launch of the Dove Quench Absolute product line for curly hair. To help drive additional awareness and downloads of the book, the brand partnered with House Party to identify and activate thousands of consumer influencers to download and dedicate the free Love Your Curls e-book. Consumer influencers visited Dove.com/loveyourcurls to create a personalized version of the book and shared it on Facebook, Twitter, and Pinterest with #LoveYourCurls. As a result of the brand’s integrated approach, including a partnership with Amazon to drive awareness, the Love Your Curls e-book earned its place as the #1 free children’s book on Amazon. In this session, you’ll learn how everyone wins when consumers spark a dialogue and share the love.

Moms of the Future

Laura Silvia
Director of Research and Technology
Edison Research

Megan Lazovick
Director of Research
Edison Research
Even in a year awash with negative headlines, more than three quarters of U.S. moms surveyed have a positive outlook for the world their children will live in. That and other key findings from the new “Moms and the Future” study will be unveiled at M2Moms®.
Do moms think their children have a fair opportunity to achieve the life they hope for? How do moms imagine the lives of their children as adults? And how do moms prepare for their own future? The study views moms’ hopes for and concerns about the future through questions about financial planning, the relevance and value of a college education, and many other measures.

“Moms on the Future,” is a study of more than 500 adult women who are the parent or guardian of children age 21 or younger. It was conducted by The Research Moms of Edison Research, a team of experienced researchers who also happen to be moms. Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms.

Mothers Are Daughters Too: How Life in the Sandwich is Changing Modern Motherhood.

Liz O’Donnell
Founder/Author
www.workingdaughter.com/

We live in a rapidly aging society, which means many of today’s mothers are caring for their parents while they raise their children and try to balance their careers. Life in the sandwich raises unique challenges for women, but also unique opportunities for the products, services, and businesses that are trying to reach them. In this closing session, Liz O’Donnell, founder of WorkingDaughter.com will review some of the themes from her widely-discussed Atlantic article, “The Crisis Facing America’s Working Daughters,” and why our discussions about motherhood must take daughterhood into account too.

June Cleaver Is Dead
It’s time to rethink your marketing and your workplace

Skyler Mattson
Managing Partner
Wongdoody

Pam Fujimoto
Executive Creative Director
Wongdoody

This provocative presentation will examine the intersection between marketing and motherhood across a variety of fronts. What ads clearly suffer from a lack of the mom perspective? What does walking the walk really mean when it comes to championing moms in the workplace? And what happens when you put a campaign into the world about a serious mom issue that needs a national spotlight? This 15-minute talk will not only make you rethink how you’re marketing to moms, but also the way you are attracting and retaining mom talent.