Meet Jessica Iclisoy, CEO & Founder of California Baby our 2017 “Mom First Award Winner” who creates ground-breaking formulas that are now the industry standard in natural skincare for children. A mom with a mission and a multi-million-dollar business.
Each year the Mom First Award is given to a woman who started something new when, in her own role as a Mother, she saw a need and filled it… first as a Mom at home, and then in the marketplace. Through her ingenuity, commitment and entrepreneurial perseverance this woman developed and took to market something that has made a difference in the lives of so many others. We recognize her business success as we remember how it started… she was a Mom, first!
WongDoody mom marketers Skyler Mattson & Pam Fujimoto defy stereotypes and help you rethink your marketing and your workplace…they’re even providing a lovely pumping room because enuf #IPUMPEDHERE !!!
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 session will not only make you rethink how you’re marketing to moms, but also the way you are attracting and retaining mom talent
The Mom Complex and J&J share results from their 1-1/2 year mission to understand how Gen Z, the largest and most challenging consumer group, will make products and parenthood their own. Talk about leading edge insights!!! Another great session with Lauren Fitzgerald.
They influence $600 billion in annual spending, but catching their attention is no easy task. As the first group of consumers to never know life without the Internet, diversity, cellphones and social media, these open-minded and tech-reliant individuals are carefully critiquing every product and message that comes their way and deciding whether it’s worth their time.
Marketing to this generation requires a whole new set of rules. Over the past year and a half, The Mom Complex and Johnson & Johnson set out on a mission to understand the biggest and most challenging consumer group: Gen Z. We’ve shopped with them, voted with them, instragrammed our dinners with them, got schooled on Snapchat geofilters, and travelled across the country to hang in their homes.
During this session, Lauren Fitzgerald, Managing Director of The Mom Complex and Christina Hoff, Associate Director for Global Insights at J&J will share how Generation Z will make products and parenthood their own—and how brands will best be able to connect with them.
What you will learn:
Senior Vice President, Strategic Planning
In this two-part talk, one on each day of the conference, Amy Henry shares why delivering on “surprise and delight” is not just a kid insight but an effective – and often unexpected – strategy for connecting with today’s moms. In these two engaging and enjoyable sessions, Amy will share:
Count on these sessions to surprise and delight you as you learn how to bring that quality to your own marketing-to-moms work!
Moms today face extraordinary pressures – and have extremely high ambitions for themselves. There is a massive disconnect between Mom’s idealized self, projected on social media, and her real life and feelings. The results of this widening gap are clear – stress, guilt, and a lurking sense of failure.
But Moms are also crucial to today’s brands and spending – driving sales and influencing their peer set. They are cultural forces for change, but frequently lack the time and energy to simply take care of themselves.
In this session, we will explore how Moms have evolved, the goals they are striving for, the pressures they face every day – and how brands and marketers can step forward to support Moms at key moments in their lives.
Vice President of Strategic Alliances
6 best practice myth-busting tools from Full-Circle Award Winner, Robbin Chaber Allen of Mom365, shows you what ideas really work with moms vs. what kinda work.
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.
57% of millennial moms are single! Author, Emma Johnson introduces her new book, The Kickass Single Mom and what you should know about this majority mom market segment. Win an advance copy of her book!
As 80% of millennials become parents over the course of the next decade, they will develop new brand loyalties. Of course, every brand wants in. The elusive question: how? Perhaps even more than generations before, millennial moms appreciate brands that build trust by aligning with their values. Among these values, you’ll find health and sustainability near the top.
Millennial moms care about family, in the many ways they define it. They also put effort into cultivating community, online and just out the front door. Millennial moms are compassionate; they gravitate towards brands that give back, and they expect that companies conduct themselves in a way that reflects consideration for their employees, the communities they affect, and the environment.
In what’s sure to be a dynamic conversation, the panelists in this session will identify millennial moms’ values and share strategies and insights your brand can use to connect with these moms in a meaningful way.
Whether it’s family vacations, weekend escapes with girlfriends or business trips, moms hold the decision-making power in one of the world’s fastest growing and largest sectors. Travel and tourism account for 10% of global GDP.
Using extensive research and expert analysis, marketing strategist Katrina McCarter offers practical tips for travel marketers to cut through the clutter and fast-track mums to make decisions when it comes to travel.
Gain a commercial advantage in an increasingly competitive marketplace by using Katrina’s tools to maximize the effect of authentic storytelling, reviews and user-generated content.
This is essential information for travel marketers worldwide, and some of the results are surprising.
Garden Of Words
How can you communicate better with your target audience? Begin by speaking their language! This presentation will help you to better understand mom consumers. You will discover the secret of the author’s tool and learn the keys to success through the acronym, HUMANIST.
In this session, Katarzyna Pawlikowska … her friends call her Kasia… an expert in female motivation in Poland and other Central and Eastern European markets …will introduce us to the HUMANIST acronym and how it can help us achieve better results communicating with Mom consumers.
Kasia is the head of Garden of Words, a marketing & communications company that specializes in communication “codes” dedicated to women. Expect her presentation to be factual, practical, very relevant, and easy to immediately implement in your own work. But also expect to be entertained. Those of us who have met Kasia know that humor is a trademark of her vivid style. While her expertise is global and transcends the boundaries of countries and cultures, she will share her unique insights about marketing to moms in Europe (focusing on her experience with the Danone brand), and what it might mean to brands like yours locally, nationally and worldwide. Kasia will help us speak the language of Mom where ever our business takes us!
For millennial moms, the familiar adage “it takes a village” has gone digital. Through online communities on apps, websites, and social networks, new moms find their online tribe. The connections moms make in groups online AND in-person are the perfect antidote to the loneliness and uncertainty that often accompany new motherhood and as their kids begin to age and other needs arise. Moms look to online communities for answers to the questions that keep them up at night- many times, quite literally.
Hear from experts leading the platforms moms turn to for support, advice, and social connections for themselves and their families. They are eager to share insights for building your brand’s reach through a variety of helpful and welcoming communities.
Storytelling can move us, inspire us, connect us. In today’s world, women have unlimited choice in how, where and when they watch video. Data has allowed us to capture intent and fuel a more informed breed of storytellers than ever before. How can we as marketers reach the right woman, with the right message, that she’ll make the time to tune into and engage with? To succeed in today’s multi-screen, always-connected world, brands must go beyond traditional 30 second spot to tell stories that grab her attention, wherever she may be.
In this session, Sadie Thoma, Google’s Head of Creative Agency Partnerships, will explore how brands are redefining creative storytelling on YouTube. Then agency leaders working with brands like L’Oreal, Pantene, and Kate Spade will join Sadie to share how they’re paving the path to more effective marketing to women in our increasingly cross-screen, data-inspired landscape.
We in the research and analytics industries have known for years that demographic cohorts do not allow us to drill down deep enough to really understand what motivates people. The Zogbys have pioneered a revolutionary technique called Tribal AnalyticsSM that allows us to capture the very soul of individuals and cohorts by allowing them to identify their own tribes and attributes. Using the same skills that have served them so well forecasting elections and consumer trends, John Zogby has joined together with his sons – themselves the Next Wave – in producing a creative and useful approach to finding who people really are and who are the next leaders, team players, problem-solvers, individuals to avoid, entrepreneurs, creatives, loyal employees and followers, people to hire, recruit, provide influence over others, and so much more.
We are proud to feature John Zogby, the renowned founder of the world-famous Zogby Poll, dubbed the “second best known political poll in the U.S.” by The Washington Post! John will shed new light on the new American female consumer by introducing us to Tribal AnalyticsSM, which segments the population based on self-identified tribal affinities, shared values, life philosophies and outlooks.
As he says, “it’s a bottom-up (not top-down) process that goes directly to the people and allows them to tell their own story first, before we start to re-tell it for them. This is a dynamic and flexible new approach to segmentation.”
How can this “beyond demographics and bottom-up” revolutionary approach help your brand win with women? Expect Zogby to have the answers!
Head of Marketing
Creating brand fan communities is no longer about dollars and megaphones. It may start with a quiet authentic moment that leads to a digital spark, and erupts into a viral wildfire. Modern brands are shouting less, whispering more, and listening…yes, listening before responding.
In this session, Brit McCorquodale, Director of Marketing & Communications at Tribe Dynamics unpacks the journey women take to discover, explore, evaluate, experiment, purchase, and share. Contemporary & connected female consumers are among agents of change, calling on retailers to rethink their position in the value chain. Today, retailers offer transactional venues. Tomorrow’s successful retailers will embrace a new pathway in order to be viewed as integral in the brand building process…or risk being bypassed by women all together. Expect some remarkable case study results from Tribe Dynamics for a perfect business-building learning experience!
Founder & CEO
Insight Into Action LLC
Gabelli School of Business, Fordham University
In survey after survey women say that advertisers …from automotive to tech to finance…do not understand them. Who’s developing new products? There are few female designers. Who’s doing the communications? There are few female creatives. Women are missing from the C-Suite. Across every category of business.
In this session we hear from Business School leaders and MBA students in a candid discussion that delves into the following questions and more:
Expect to be drawn into this conversation, to hear from the voice of current MBA students (current & future leaders!), and let your own experiences and ideas be heard.
American women have trillions of dollars in buying power. Trillions. Let’s use our collective economic power to buy goods and services from companies that create, support and improve opportunities for women and girls.
Let’s reward companies that:
Donna Miller, Purse Power Founder, will share her simple, effective approach to driving positive change and communicate how we can all get involved.
There are many approaches to tire maintenance. At Cooper Tires, we are committed to gaining a better understanding when it comes to tires and the role they play in women’s lives.
At Cooper®, we talk tires every day. We understand the four tires on your vehicle are what keep you connected to the road, playing a crucial role in how your vehicle handles, and keeping your family safe. Our focus is on making quality tires that will perform well and last for thousands of miles. With more than a century in the tire industry, we know that tires matter, and we want to talk about why and how they matter to you.
This panel is designed to curate real, genuine conversations about the factors that ultimately influence your tire purchases. We’re interested in learning about your past experiences with tires and what Cooper® can do to positively enhance them in the future. Through your participation in this conference, we have the privilege to directly communicate and listen to the thoughts and concerns you have regarding this very important topic.
President & CEO
The Frances Hesselbein Leadership Institute
Meet Frances Hesselbein, President & CEO of The Frances Hesselbein Leadership Institute and our 2017 This Woman Means Business! Award Winner. Frances is the former CEO of the Girl Scouts of America, a recipient of the Presidential Medal of Freedom, and is one of the most highly respected experts in the field of contemporary leadership development. From 2009-2011, Frances served as the Class of 1951 Chair for the Study of Leadership at the United States Military Academy at West Point. She was the first woman, and the first non-graduate to serve in this chair.
President Clinton praised Frances as “a pioneer for women, volunteerism, diversity and opportunity.” Her contributions were also recognized by the first President Bush, who appointed her to two Presidential Commissions on National and Community Service.
The annual This Woman Means Business! Award is given during M2W® to a woman who is a proven leader, an innovator and visionary, and has a track record of building successful enterprises while inspiring the people she touches in all she does. It is our distinct honor and privilege to present the 2017 award to Frances Hesselbein whose life work embodies all these qualities. Frances will accept the award and share her thoughts on leadership and women today.
Protect. Nurture. Love. It’s what all mothers strive to do for their children, and it’s the essence of what renowned photographer Anne Geddes has captured in her iconic, award-winning, and beloved images for 30 years. Anne’s photography, books, and philanthropy speak to the connections between mothers and children, and now we’ll speak to her about those connections and more. Zanny Oltman will talk with Anne about the insights she’s gained from a life of working intimately with mothers and children and how she has remained and evolved as a marketing force, with products that epitomize her appreciation of the beauty, purity, and vulnerability of children.
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.
The humble handbag: For decades, it’s been a key link between the home, where consumer needs occur, and the marketplace, where those needs are fulfilled. In 2007, Kelley Styring of InsightFarm made headlines worldwide with her pioneering look into the contents and context of women’s purses. Now, Kelley debuts new insights from the 2017 Second Edition of her groundbreaking study, In Your Purse: Archaeology of the American Handbag. While Kelley still found many things you’d expect, and a few surprises, she discovered that the rise of technology has caused far-reaching changes even in this most ubiquitous fashion and life accessory. And, there are billions of dollars in opportunities for brands willing to look for them, just hiding out in her purse.
The importance of tires is often overlooked, especially by young drivers. However, tires are the only thing connecting a car to the road, so keeping them in top shape is important. That’s why Cooper Tire & Rubber Company has partnered with the National Organizations for Youth Safety (NOYS) to promote tire and vehicle safety among teens and young adults through the Tread Wisely program.
This panel will explore how moms are tackling teen driving, their concerns and perspectives of having a young driver on the road. Additionally, we will discuss the role that tire safety and maintenance plays for our youngest drivers and the resources and technology moms are utilizing to ensure teen drivers are equipped to handle whatever the road may bring