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Video from the 5th Annual M2W – The Marketing to Women Conference – is up on the M2W site. Many thanks to all the speakers, sponsors and attendees who agreed to be interviewed, and to our friends at Snippies for editing  all that footage into such a a great video.


The first weekend in May saw women riders around the world banding together to share the open road, as well as flocking to new rider training courses around the country to help establish a world record–all to kick start Women Riders Month.  Harley-Davidson’s Women Riders Month kicked-off with two special events in New York City and Milwaukee respectively in honor of International Female Ride Day on May 1, which was founded by Vicki Gray of to celebrate the millions of women who have already grabbed life by the handlebars. Nearly 100 female motorcycle enthusiasts, including Karen Davidson, the great-granddaughter of one of the Motor Company’s founders, as well as trainer and life coach Jillian Michaels, attended an International Female Ride Day party near New York City. Country music singer Krista Marie led nearly 300 women on a special ride from Miller Park to the Harley-Davidson Museum in Milwaukee.

In addition to current riders hitting the road to celebrate, 1,225 women participated in new rider training the first weekend in May, either through Harley-Davidson’s Rider’s Edge® New Rider Course hosted at select dealerships across the country or through the Motorcycle Safety Foundation® (MSF) Basic RiderCourse(SM), to help establish a world record for the number of women trained in one weekend. Harley-Davidson’s Rider’s Edge New Rider Course saw a 59 percent increase in women participation this year, compared to the same weekend last year. This activity supports a larger goal of encouraging 100,000 women to learn to ride a motorcycle. The progress of this effort can be tracked on  “The successful rides, as well as the record-setting weekend for rider training, show that thousands of women are taking the controls and learning to ride their very own motorcycles,” said Leslie Prevish, women’s outreach manager, Harley-Davidson. “And these initiatives are just the start of Women Riders Month–Harley-Davidson dealerships around the world are planning a number of exciting events to celebrate women riders, as well as encouraging other women to join our amazing sport.”  Additional programs Harley-Davidson promotes to encourage women to ride:

  • Harley-Davidson dealerships across the country host women-only Garage Party™ events, which provide a non-intimidating environment for women to learn more about motorcycling.
  • The Motor Company recently updated the women’s section of its Web site with new, inspirational stories submitted from women with topics of Why I Learned to Ride, How I Learned to Ride and Why I Ride my Harley. The new site is the ultimate information resource for women riders as well as those who want to get into the sport.
  • Harley-Davidson continues to distribute We Ride, a comprehensive and inspirational brochure on what a new rider or a woman interested in riding needs to know about getting into the sport. Women can pick one up at a local dealership, download it from the Web site or call 1-800-LUV2RIDE for a free copy.
  • Share Your Spark™: A Guide to Mentoring, a tool kit Harley-Davidson developed for current and aspiring riders featuring information on how to be a resource and support system to others during their motorcycling journey. This tool kit can be downloaded or ordered from the redesigned women riders section of the Harley-Davidson Web site (

The fate of the nation’s traditional news sources, specifically newspapers and TV news programs, may lie in the hands, eyes and pocketbooks of America’s well-connected, growing network of women age 50-plus. A recent survey by among its more than 20,000 members, shows that while Boomer women are now utilizing the Internet as their core news source they remain heavy consumers of “traditional” media outlets with nearly 70% of respondents citing a combination of newspapers, TV, radio and magazines among their primary sources of news.   With statistics showing that women 50+ are spending more money compared to any other demographic — and more time online than teenagers — understanding this often overlooked yet powerful, advertiser-friendly block of consumers could be key to the survival of “traditional” media such as newspapers and TV news programs. Among these “Vibrant Women,” as dubbed by, the survey findings uncovered that:

  • Online News Leads the Way: 28% of women 50+ depend on the Internet as their primary news source. Of those who turn to the Web for news, 29% use their Web service homepage (Google, Yahoo, MSN, etc.), 25% log-on to newspaper websites (,, local newspaper sites, etc.), 25% read news blogs and specialty online news sources (,,,, etc.), and 16% rely on online news sites of broadcast media outlets (,,, etc.).
  • “Traditional” Media Still Plays a Central Role: While garnering smaller percentages than the Web on an individual basis, when combined 70% of respondents cite multiple “traditional” print and broadcast media as their primary news source — TV news programs (23%), newspapers (21%), radio (15%) and magazines (11%).
  • Local, Local, Local: Of those who turn to the print edition of newspapers, 61% of women 50+ rely on their local daily or weekly paper as their primary news source, while only 22% turn to a national paper such as The New York Times, The Wall Street Journal or USA Today. Regarding television, 29% of those who get their news via the TV turn to local news coverage, while 23% tune in to network news programming. Nearly 14% of respondents tune to local radio for their news.
  • Mobile Boomer Women: While still small in comparison to other categories, 2% of Boomer women who responded cited their cell phone, BlackBerry or iPhone as their primary news source.

“Demographic and economic attributes make the value of this vibrant demographic undeniable,” said founder and CEO Stephen Reily. “Boomer women have their eyes, ears, hearts and minds everywhere and are tapping into advances in technology, while holding onto their trusted, reliable sources for news and information. They are not only an audience to be reckoned with, but may well be THE group of consumers who can bridge the generation gap for media companies and marketers.”

“Vibrant Women like myself are constantly looking for reliable sources of news and information, delivered in a context that recognizes our voice in society,” said  Carol Orsborn, Ph.D.,  senior srategist, “We’ll log-on to the web, we’ll turn to traditional media that has proven valuable to us throughout our lives, and we’ll develop our own peer-to-peer networks like These survey results are another example of the power and influence of the Boomer women who comprise our Vibrant Nation.”

The Timberland Company recently announced that it will launch the Timberland Boot Company™ collection for women in Fall 2009 (available at retail in September). Since its debut in the UK in 2005 and its American introduction in 2007, the Timberland Boot Company™ men’s collection has resonated strongly with discerning consumers who appreciate upper-echelon quality and authentic design. The new collection will offer women a line of trend-right, premium footwear designed with reverence for and dedication to the art of boot making.  Developed as a tribute to the strong, independent women who shaped post-industrial America, the Fall 2009 debut collection features beautifully-crafted and purposeful footwear designed by and for women. Modern silhouettes, inspired by traditional menswear, are tailored with a feminine twist, and delicate cues evoke stories in which shoes were mended and embellished over time.  The line includes three key collections, designed by three different designers. Each designer approached her collection by researching the time period to identify societal milestones that may have affected what women were wearing. They identified fictional and real-life female icons — including Georgia O’Keefe, Rosie the Riveter and their own grandmothers — pulling inspiration from both historical and family archives.

  • Marge – Inspired by the women who moved to cities and entered the workforce, styles (including Peep Toe and Lace Up heels) feature simple stitching and delicate details – embellishments that convey a unique sense of femininity and individuality. Women, then and now, might wear these as a casual office heel.
  • Lucille – Inspired by the days when women were called upon by their country for duty – in factories and on assembly lines – styles (including Lace Up and Tall Boots) feature toned-down leathers that appear worn and repaired, to reflect the utility and ingenuity of the era. These rugged, work-wear silhouettes are delicately crafted with a narrow shaft reminiscent of vintage boots for everyday wear.
  • Gavie – Inspired by women who cherished artistic expression – artists and teachers, for example – styles (including Kilties and Oxfords) are traditional and artful, with chic details, accents, unique leather combinations and understated stitching. Designed for an active lifestyle, this collection is versatile, allowing women to dress styles up or down to extend a wearing occasion. 

“The Timberland Boot Company™ collection for women is designed to celebrate the creativity and individuality of the women who stepped out after fighting for and winning the right to vote in 1918,” said Christopher Pawlus, Timberland’s senior creative drector for Women’s. “Whether they entered the workforce in a clerical or industrial role, or found their independence in teaching or through art, the women who inspired this collection were all strong, inventive and unique. The collection is designed to reflect the utilitarian, well-crafted footwear that was worn during this period, and the time and care women took for their shoes to make them last for years. We feel that this line strongly reintroduces how beautiful the Timberland(R) brand can be for women.”

GameStop teamed with the National Women’s Health Resource Center and celebrities such as television stars Marg Helgenberger (CSI), Cote de Pablo (NCIS) and Ana Ortiz (Ugly Betty) through a newly launched Web site to inspire women to be active and healthy through a health and fitness routine. The Web site is  “Lack of time is one of the biggest obstacles to working out,” said Chris Olivera, vice president of Corporate Communications/Public Affairs. “GameStop wants to help women find easy solutions to achieve health and fitness by using video game products such as EA Sport Active.”  The Web site includes five health and fitness tips specific to women in their 20s, 30s, 40s and 50s provided by the National Women’s Health Resource Center (NWHRC). Within each decade, there is a listing of important health screenings, immunizations and questions women should ask their physicians as they age through the decades. Women can check out NWHRC’s Web site,, for additional health/fitness and wellness information.  “We’re pleased to be part of this program which is an innovative approach to helping women get and stay active,” said Elizabeth Battaglino Cahill, RN, executive director of NWHRC. “We know that stress and weight gain are two of the biggest issues women face and regularly participating in a fitness routine can help them successfully manage both these areas.”  The site also includes personal conversations with women celebrities representing these milestone decades of life. Each celebrity shares her personal struggles, triumphs and tips on how to stay fit and healthy while leading busy lives, both personally and professionally. Featured celebrities include: Michelle Trachtenberg and Cote de Pablo (20s), Ana Ortiz (30s), Virginia Madsen (40s), and Marg Helgenberger (50s).  


Olivera said the introduction of the Wii ™ and Wii Fit and supporting games has more women thinking about video games as an alternative tool to use on their fitness journey and also encourages families to play and spend time together with the added benefit of a healthier lifestyle.  According to the American Association for the Advancement of Science, women now represent 40 percent of the gaming community in the U.S. More family-friendly video games continue to enter the market as well as games geared to women’s interests such as fitness, action/adventure and mind agility.

Maybe some lipstick with that lube job? How about a Mona Vie tasting and a brake job?  That’s the future that Carolina Tire & Service Center, ( sees for the automobile repair industry. After all, women are more likely than men to be the ones who bring the family car to the company’s shop.   The South Charlotte company plans to open 9 stores during the next nine years, bringing its total to 10 locations, all catering to mainly women drivers. All ten of those stores will be in metro South Charlotte. The first one opened November 2008 in Pineville. Company officials are now scouting for new locations.   Designed by XL Tire, Inc., the same company that designed online companies and, a Carolina Tire repair shop more resembles a department store or salon more than a car service center.   The shops have soft colors and lighting, music plays in the background, tires are kept in simple displays instead of stacked on the floor and large glass doorway provides a view of the mechanics working on the cars. The waiting room has a large couch and lather chairs instead of metal chairs, free gourmet coffee, magazines such as “O” and “Redbook”,  an interactive computer to see how the family car will look with different tires and a playroom for the kids.  “There’s nothing else like it in the United States,” said Jim Seidel, president and CEO for Carolina Tire. “We aren’t just marketing to their cars but to their hearts and minds.”   Marketing plans include forming partnerships with department stores to promote cosmetics and local beauty shops to provide manicures, Seidel said. Their largest marketing event will be giving away Free TomTom GPS’s during this June & July with the purchase of 4 Continental tires. The store also will provide seminars to teach women how to care for their cars, he said. 


Carolina Tire, which was originally Pineville Tire was purchased by XL Tire, Inc., which in run by Jim Seidel, an executive in the tire & automotive industry who has traveled all over the globe within the business.  Recently, the company noticed that the majority of their customers were women. By January of this year, they had redesigned the store to accommodate women. The woman’s bathroom is stocked with wipes, diapers, hand sanitizer and hand lotions. Their children’s playroom is a Disney’s Finding Nemo themed room with clean kid friendly toys and games that are sanitized on a daily basis. Their best addition is hiring a woman for the sales counter to better help customers. Stephanie Mackin, a recent graduate from the NASCAR Technical Institute was hired in January 2009. “Stephanie has a unique perspective and background that enables her to better translate automotive repair issues to both men and woman,” Seidel added.

The time-honored tradition of women gathering around the kitchen table is now happening online with more than 42 million women participating in some type of social media activity online each week.  To harness the power of sharing ways to focus on the “good stuff,” Tropicana Trop50 recently teamed up with BlogHer and iVillage to introduce “The Juice” (, a new online community where women can share and exchange practical advice and tips on how to get more of what they want, and less of what they don’t. “The Juice” is truly unique because the ongoing polls, webisodes and real-time discussions are all driven by member conversation, meaning the content is truly crowd-sourced.


To prepare for the launch of “The Juice,” BlogHer and iVillage polled their communities on what topics are most important to their members. The more than 650 responses revealed that women were most interested in how to get more out of the good things in life, such as keeping fit and eating well. This feedback was used to create a series of unique episodes for “The Juice,” engaging these women on a holistic journey through the five topics they identified as the most important: Functional Fitness, Healthy Eating, Doing More with Less, Mind & Body and Relationships.  These topics will also be explored in more detail every Monday in a webisode hosted by BlogHer Co-Founder Jory Des Jardins, with additional advice from guest experts and bloggers within the community. The first episode, entitled “Stress Less in Today’s Economy,” will offer tips and ideas for healthy eating, exercise and stress management in these challenging times – helping women get more of the things vital to their happiness with less of the cost. The content and topics of additional episodes will be tailored to the real-time conversations happening in the community, on blogs and message boards.  “With ‘The Juice,’ Tropicana is tapping into the vitality and enthusiasm of an existing online community of consumers who are eager to share their opinions and ideas with the brands that are willing to listen to them,” said Jory Des Jardins, BlogHer co-founder and president of strategic alliances. “The combined strength of BlogHer and iVillage allowed us to develop a dynamic program for Tropicana’s Trop50 that delivers invaluable consumer feedback, while truly focusing on the issues that are important to our community members.”


With this campaign, Tropicana Trop50 leverages the reach and influence of two of the largest and most widely visited communities for women online – BlogHer and iVillage – which combined enjoy more than 20 million unique visitors a month according to comScore. This cross-platform campaign will provide Tropicana with unprecedented access to direct feedback from female consumers, which offers an opportunity for consumers to engage in an experience where they can truly understand the role of Trop50 in their lives. At 50 calories, each eight-ounce glass of the Trop50 orange juice beverage squeezes in a full day’s supply of vitamin C and is a good source of potassium. It also provides 10 percent of the daily recommended intake of antioxidant vitamins A and E.

In honor of working women who have helped make BOTOX® Cosmetic (Botulinum Toxin Type A) the most popular physician-administered aesthetic treatment for the last seven years, Allergan, Inc. has announced the “BOTOX® Cosmetic: Express Success” charitable education campaign. Spearheaded by actress and singer Vanessa Williams, the campaign will benefit the not-for-profit Dress for Success, an organization that helps disadvantaged women succeed in the workforce, through a $250,000 donation from Allergan. The donation will support the organization in its efforts to promote the economic independence of disadvantaged women by providing professional attire, a network of support and the career development tools to help women thrive in work and in life.  As part of the donation to Dress for Success, up to $50,000 of the total $250,000 donation will be generated through an online drive, with Allergan donating $2 to the organization on behalf of each of the first 25,000 people who visit and register on the campaign Web site, When pledging support on the Web site, people also can enter to win a trip for two to New York City to have lunch with Vanessa Williams, read Vanessa’s personal blog as well as get interview and workplace tips.


In addition to the donation, the “BOTOX(R) Cosmetic: Express Success” campaign includes a series of educational events featuring campaign ambassador, Vanessa Williams, Dress for Success CEO Joi Gordon and an aesthetic-specialty physician. The events will take place in select markets across the country where consumers will be able to support Dress for Success by donating nearly new professional attire as a cost of entry, while learning about fast and simple tips for working women, including treatment with BOTOX® Cosmetic.  Williams will host the “BOTOX® Cosmetic: Express Success” campaign launch event with Allergan and Dress for Success on June 30 in New York City’s Union Square.   “We are pleased to launch the ‘BOTOX® Cosmetic: Express Success’ campaign on behalf of the women who have helped make BOTOX® Cosmetic the most popular physician administered treatment over the past seven years,” said Robert Grant, president of Allergan Medical, a division of Allergan, Inc. “During this time, Allergan has developed many programs to educate women about the product, especially the importance of seeing a licensed and trained physician. Through this campaign, Allergan also will be realizing the important philanthropic goal of helping disadvantaged women around the country fulfill their professional potential and express their success. It’s a first of its kind campaign for BOTOX® Cosmetic and we are proud to be partnering with both Dress for Success and Vanessa Williams on this important mission.”

The Fidelity® Charitable Gift Fund recently announced the results of a new study of charitable givers in America showing that women are playing a prominent role in their households and communities when it comes to philanthropy. Almost half of women surveyed say they have the decision-making role in their households for both how much money to donate to charity and which charities to support. The study also classified four profiles of givers in America today that illustrate distinctly different approaches to philanthropy.  The Fidelity® Charitable Gift Fund study — which looked at the giving behaviors and attitudes of more than 1,000 adults who donated at least $1,000 in 2007 and a subset that gave over $5,000 that year — reveals key insights about high-income women and their giving tendencies. As a group, high-income women (those with annual household incomes of at least $150,000) are more likely than other donors to give publicly, rather than anonymously, the study found. They are more likely to use giving vehicles such as donor-advised funds, charitable-remainder trusts and private foundations; they are most likely to use securities for donations; and they also are most likely to want guidance from a financial advisor regarding charitable giving, the study found.


“Our research indicates that, in many ways, women are shaping the future of philanthropy,” said Sarah C. Libbey, president of the Fidelity® Charitable Gift Fund (“Gift Fund”). “Women have always had a hand in their household’s charitable outreach. But that role is evolving as women increasingly create their own wealth and become the beneficiaries of wealth transfers because they live longer. As a result, women are stepping up to take on more philanthropic leadership roles.”  Adds Libbey, “Women are using a broad circle of influencers in their charitable giving and they are passionate about instilling the value of philanthropy in the next generation. We, and other nonprofit organizations, should pay attention to this very influential group of donors.”  Other key findings:

  • Most men say wives are primary influence for charitable giving 
  • High-income women are innovative in giving approach
  • Creating family charitable legacy bigger priority for women  

Meredith Corporation and WE tv have announced a special multi-brand cross promotion initiative that will pair Meredith’s leading media brands, including Parents, Family Circle, Ladies’ Home Journal, Fitness, and American Baby, with several of WE tv’s popular and upcoming original series including “Raising Sextuplets,” “The Locator,” “I Want To Save Your Life,” and “Adoption Diaries,” among others.  Under the agreement, Meredith titles will feature in-book editorial coverage and online promotions of WE tv original series. In select episodes of its original series, WE tv will showcase lifestyle and medical experts featured in Meredith titles in addition to running customized on-air banners featuring Meredith brands.  Meredith will also provide online content for WE for various sections of the site such as “Moms” and “Health & Fitness.” WE tv will provide Meredith titles’ Web sites with extended footage of the experts featured on WE tv shows.  “Our media companies are uniquely aligned in their focus on serving women and their families with information and ideas to help them create rich and meaningful lives,” says Nancy Weber, chief marketing officer, Meredith Corporation. She notes that the collaboration will enable Meredith, which reaches 75 million women each month through its media brands, and WE tv which reaches 73 million homes, “to build out potential opportunities for marketers seeking to leverage the unprecedented scale of this cross platform relationship.”


“We’re always looking for creative ways to extend the WE tv brand into new areas, and partnering with Meredith is a perfect way for us to expand the WE tv experience by connecting with even more women,” said Kim Martin, president & general manager, WE tv. “By utilizing Meredith editors’ expertise on topics ranging from fitness to childcare, we are able to provide our viewers with further insights and tips to help them live fulfilling lives.”  The multi-platform initiative will kick-off with a special promotion in Fitness magazine’s June issue, and online at, for the recently launched WE tv series, “I Want to Save Your Life,” an intervention/weight-loss series starring Diet Detective Charles Stuart Platkin. The June issue of Fitness will also include a feature-length Q&A with Platkin.  Additionally, Fitness will receive special on-air promotion during episodes of “I Want to Save Your Life,” as well as editorial integration.

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