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Marti Barletta — who literally wrote the book, Marketing to Women— will keynote day two of M2W® – 6th Annual Marketing to Women Conference with a list of ten things marketers can do to build business without increasing their budgets. “Marketing to women,” Barletta explained, “is all about market share. Women are already the dominant buyers in the consumer economy, this is about building competitive advantage.” M2W® will be held April 21 & 22 in Chicago’s Cultural Center.

I’ll present pragmatic techniques and a check list of tips and tactics brands can immediately execute to grow their market share with their current budgets.” Barletta continued, “The point is if you can get more out of every single dollar spent on sales and marketing by targeting women, why you wouldn’t do that? For example, women are already buying the most cars, targeting women is about getting them to buy your brand of car.”

In addition to Marketing to Women, which has been translated into 17 languages and is currently in its second edition, Barletta has also authored Trends with Tom Peters and PrimeTime Women. She is an internationally acclaimed marketing to women expert who has provided insight and expertise to a variety of industries worldwide.

At M2W® she’ll be joined by over 40 other speakers, notably Kelley Skoloda of Ketchum, Jess Walton of Memorex, Aliza Freud of SheSpeaks, Bridget Brennan of Female Factor, Garry Rosenfeldt of Midas International, Mary Lou Quinlan of Just Ask A Woman, Jeff Weiss of Harbinger, Renita Van Dusen of Affina, Kristi Maynor of imc2, Jonni Hegenderfer of JSH&A, Janet Ryan of Shutterfly, Michele DeKinder-Smith of Jane Out of the Box, Jennifer Cawley of Barkley, Kitty Kolding of House Party and Matthew Egol of Booz & Co.

M2W® will be attended by marketing executives and brand teams from companies as diverse as GM, Johnson & Johnson, Brown-Forman, Kodak, Mary Kay, MasterCard, Whirlpool, Reebok, Aetna, ConAgra, Estee Lauder, Genworth Financial and Ubisoft. “Smart brands attend,” according to Nan McCann, producer of M2W®, “to catch up on the latest marketing to women case studies, research and techniques and to connect with other senior marketers both on stage and in the audience who face the same challenges they do.”

M2W® is presented by Associate Sponsors: Harbinger, Barkley, JSH&A, Booz & Co., Ketchum, imc2, House Party, Memorex, Olson and SheSpeaks; Workshop Sponsors: Jane Out Of the Box, Affina, Girl Approved and Shutterfly; Showcase Sponsors: Carolina Pad, Bee Leaf Bags, The 85% Niche, h2O Spring Water, Just Ask A Woman, WNBA, Martha Stewart Living Omnimedia, Splash Consulting, Kodak and Win/Win Radio; Video Journalism Resource: Snippies; Affiliate Sponsor: Chicago AMA.

For complete conference schedule and information visit: www.m2w.biz or call 860.724.2649 x15. M2W® is produced by PME Enterprises LLC, 216 Main Street, Hartford, CT 06106.

Click here to purchase a copy of Marketing to Women: How to Increase Your Share of the World’s Largest Market on Amazon.com.

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Who can predict the next mass market opportunity?  When it comes to the new emerging female consumer, M2W® Workshop leader Heidi Dangelmaier and her team at 3iying, have the answer.  After spending years immersed in the daily lives of “Post-1988s”, Dangelmaier discovered a new generation of females whose formative years were spent under influence of social media which created a major shift in how female consumers relate to themselves as well as the brands in their lives. “When I started working with younger girls—high school and college age—I came to realize that there were very fundamental changes in how this female thinks and acts,” says Dangelmaier.  “Social media was the tipping point for them—suddenly what they couldn’t get locally, they could get globally which gave them a higher sense of self then we’ve ever had.”

This higher ‘sense of self’ means young women can no longer be persuaded through traditional marketing techniques or modern tactics.  “This girl has grown up in a radically altered climate.  The growth in her options, her power, her femininity, her confidence and her sense of control are unprecedented,” says Dangelmaier.  “Until now, brands have been defining the standard.  They have been telling the female consumer what is useful, what is pretty, what she needs.  But now, young women no longer believe the brand truth—they believe their own truth.”

This “truth” is what brands will have to bring to the table in order to connect with the young female consumer—a consumer that is just the beginning of a movement Dangelmaier refers to as the next generation of feminism. “Products, brands, and advertising will have to deliver a higher level of understanding, authenticity, integrity and meaning than ever before,” says Dangelmaier.  “Truth is the one thing you can’t fake.”

To do this requires looking beyond focus groups and basic research and understanding what women truly value, how they initiate and build relationships, and what builds excitement and loyalty. Using her GirlApproved inventions system, Dangelmaier and her team help brands leverage gender differences to identify deep unmet market needs and then engineer products and brands that give females exactly what they want.  “Why haven’t we been able to answer the question ‘what do women want?’” Asks Dangelmaier.  “Because what women want hasn’t even been created yet.  To really give women something they will love means we need to rethink the entire design process and craft one that is capable of producing stronger products for females”

This is a revolutionary initiative that could quite possibly change the way brands look at their female consumers.  “It’s not just about solving problems, it’s about learning what problems need to be solved,” says Dangelmaier.  “This is not a conversation about trends, it’s a conversation about economics.  It’s a big, high-end strategy that will help executives start spending money on products and advertising that will get results with the new female market.”

Don’t miss Heidi Dangelmaier’s workshop during the 6th Annual M2W®-The Marketing To Women Conference, April 21 & 22, 2010 where marketers will learn how to approach innovation from an entirely different vantage point.

“I don’t think brands and marketers truly understand and appreciate the size of the female entrepreneur market,” says Michele DeKinder-Smith of Jane Out of the Box, Workshop Sponsor of this year’s M2W®-The Marketing To Women Conference.  “Today, women own 1/3 of businesses in the U.S.  A vast majority of these women are not only controlling expenses for their business, but are still controlling the purchases for their household as well.  This makes them an even more powerful consumer.”

Female entrepreneurs are a topic DeKinder-Smith knows well.  After years of trying to find solutions to her own entrepreneurial challenges, she launched Jane Out of the Box, a research, publishing and education company dedicated to helping women business owners.  DeKinder-Smith strongly believes that understanding how to meet the needs of female entrepreneurs is not only good for individual businesses, but for overall economic success.  “Brands that help women become more successful are helping to build a strong economy—which is good for everyone.”

Just as with the overall women’s market, female entrepreneurs come in different shapes and sizes and DeKinder-Smith is on a mission to help brands better understand the various segments of women business owners.  “Women have a variety of reasons of why they are entrepreneurs,” says DeKinder-Smith.  “At Jane Out of the Box, we have identified 5 unique segments, or ‘Janes’—each with different needs and expectations from their businesses that affect not only what they buy, but why they buy.”

Understanding which ‘Jane’ your brand should be targeting will not only help define what kind of products and services you should be offering, but what messaging and channels work best for each type of female business owner.  “Brands that invest in really understanding female entrepreneurs will be able to tap into their purchasing power by creating products, services and messages that truly resonate with the most profitable segment of their business,” says DeKinder-Smith.

Surprisingly, while we may think Oprah Winfrey and Martha Stewart are the quintessential ‘female entrepreneurs’, their type (known as ‘Jane Dough’) only represents about 18% of the total women business owner market.  “Most are solo entrepreneurs who are balancing their business and household needs simultaneously,” says DeKinder-Smith.  “This one simple truth shows why brands that are only speaking to female entrepreneurs as business owners are really missing the mark.”

To virtually meet all the different ‘Janes’ and discover which one your business should be targeting attend DeKinder-Smith’s workshop during the 6th Annual M2W®-The Marketing To Women Conference, April 21 & 22, 2010 at the Chicago Cultural Center.  “I am really looking forward to attending my first M2W®,” says DeKinder-Smith.  “For me it’s all about connections and I am looking forward to having the opportunity to meet with smart marketers that really want to understand women business owners.”

Want to learn more about the five types of female entrepreneurs?  Visit www.janeoutoftheboxinsights.com.

“If the consumer economy had a sex, it would be female. If the business world had a sex, it would be male. And therein lies the pickle.” So begins Bridget Brennan’s new book, Why She Buys: The New Strategy For Reaching The World’s Most Powerful Consumers, called “essential reading” by the Wall Street Journal and “required reading for anyone burdened with a Y chromosome” by Fortune Small Business.” Brennan’s book is the basis of her presentation at the 6th Annual M2W®– The Marketing to Women Conference, April 21 & 22 in Chicago’s Cultural Center.

“The opportunities are enormous for brands that understand where women are going,” according to Brennan.  “My session will cover the most important macro trends driving female consumers, which are key to determining their wants and needs. From more women in the labor force to delayed marriages, high divorce rates, more time spent as “singletons” and an aging population.  Given the fact that women account for 80% of all purchasing, it’s kind of a mystery why more execs don’t get marketing to women.”

Brands as diverse as GM, iVillage, Brown-Forman, Kodak, Mary Kay, MasterCard, Whirlpool, LifeScript, Aetna, ConAgra, Estee Lauder, Genworth Financial and Ubisoft will attend M2W®. “Smart brands attend,” according to Nan McCann, producer of M2W® “to catch up on the latest marketing to women case studies, research and techniques and to connect with other senior marketers who face the same challenges they do. ”

“M2W® also includes a full roster of special events designed to facilitate peer-to-peer learning between the brand marketing executives in attendance, and between the speakers and sponsors.” McCann added,” At this conference people make connections that are immediately valuable to their work, sometimes they make friendships that could last a lifetime.”

M2W® is presented by Associate Sponsors: Harbinger, Barkley, JSH&A, Booz & Co., Ketchum, imc2, House Party, Memorex and SheSpeaks; Workshop Sponsors: Jane Out Of the Box, Affina, Girl Approved and Shutterfly; Showcase Sponsors: Carolina Pad, Bee Leaf Bags, The 85% Niche, Refreshing Ideas-H2O, Just Ask A Woman and Win/Win Radio; Video Journalism Resource: Snippies; Affiliate Sponsor: Chicago AMA.

For complete conference schedule and information visit: www.m2w.biz or call 860.724.2649 x15. M2W® is produced by PME Enterprises LLC, 216 Main Street, Hartford, CT 06106.

Click here to buy a copy of  Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers on Amazon.com.

Ten years ago, Citi recognized that women have distinct financial realities and set out to create a ground-breaking resource where they could “address the unique needs of women as they seek more command over their personal finances.”  The success of the Women & Co. program has resonated with women everywhere, and now its members—who represent the diverse and vibrant community of women throughout the U.S.—have been the focus of a new campaign which highlights the unique lives and stories of Women & Co. women.

In a new ad campaign created by Womenkind, Women & Co. is turning the spotlight on its own members and gives us a look inside their accomplishments, their dreams and their concerns.  “Who better than the real members, to tell the story of Women & Co.?” Said Sandy Sabean, chief creative officer of Womenkind. “There is just no substitute for the real thing, especially when you hear how different their lives are, yet how the common thread that is Women & Co. has helped them shape their financial future.”

Over several days, thirty-three Women & Co. members shared their financial stories for the campaign through special member events and photo shoots.  The campaign began running earlier this month in the print publications of Oprah, Martha Stewart Living, SELF, Bon Appetit, More, New York magazine, Traditional Home and The New York Times with plans to continue running through November.  A digital component can be seen on Glam Media, iVillage, Oprah.com, Self.com and Wowowow.  You can also download the ads at womenandco.com.

“This campaign will help amplify the Women & Co. voice, as well as continue to let women know we are here for them as their community-based resource for financial insight,” adds Linda Descano, CFA®, president of Women & Co.  “Our members are remarkable women from all walks of life.  Their personal stories are inspiring, and it is our hope that they will help us build our brand and help more women achieve their financial goals.”

Both Sandy Sabean and her Womenkind colleague Kristi Faulkner along with representatives from Women & Co. will be attending this year’s M2W®-The Marketing To Women Conference, April 21 & 22, 2010.  They are just some of the great marketing to women minds you can meet during workshop sessions and networking events! To register, visit our website, www.m2w.biz.

“Our goal for The Susan G. Komen 3-Day for the Cure campaign,” explained Jennifer Cawley VP, Barkley,” was to engage women on a grassroots level, solidify their commitment and provide them with a wide variety of content and tools to enhance their brand connection.” Cawley will present the Komen 3-Day case study at the 6th Annual M2W® – The Marketing to Women Conference, April 21 & 22 in Chicago’s Cultural Center.

“A targeted social media strategy was a key element in our plan, because we were able to cost-effectively expand our marketing efforts and connect with women on a personal level to drive participation. After all,” Cawley continued, “we faced the same challenges many brands face: tighter marketing budgets, consumer cut-backs and increased competition.”

“The cost effective use and reach of social media is a thread running throughso many M2W® presentations this year. From the ‘Always-On’ marketing ecosystem from imc2, and Hershey Kisses’ Holiday Cookie 360° marketing, to Ketchum’s ‘Listening to Her’ brand panel, Shutterfly’s digital workshop, Harbinger’s word of mouth research and Booz & Co.’s consumer engagement case study, social media has quickly grown to be a must-use component in every brand’s marketing mix,” according to Nan McCann, producer of M2W®.

M2W® will be attended by marketing executives from brands as diverse asGM, iVillage, Brown-Forman, Kodak, Mary Kay, MasterCard, P&G, LifeScript, Aetna, Memorex, Estee Lauder, Genworth Financial and Ubisoft. “Smart brands attend,” McCann added, “because they know that women control or influence 85% of consumer purchasing in almost every single product category — from autos to electronics to pharmaceuticals and everything in between”.

In addition to Barkley’s Cawley, M2W® features more than 25 other marketing to women experts, notably Kelley Skoloda of Ketchum, Aliza Freud of SheSpeaks, Bridget Brennan of Female Factor, Garry Rosenfeldt of Midas International, Tracy Chapman of Just Ask A Woman, Jeff Weiss of Harbinger, Renita Van Dusen of Affina, Kristi Maynor of imc2, Jonni Hegenderfer of JSH&A, Fara Warner author of Power Of The Purse, Michele Dekinder-Smith of Jane Out of the Box,  Marti Barletta of The TrendSight Group and Matthew Egol of Booz & Co.

M2W® is sponsored by Associate Sponsors: Harbinger, Barkley, JSH&A, Booz & Co., Ketchum, imc2, House Party, and SheSpeaks; Workshop Sponsors: Jane Out Of the Box, Affina, Girl Approved and Shutterfly; Showcase Sponsors: Carolina Pad, Bee Leaf Bags, The 85% Niche, Refreshing Ideas-H2O, Just Ask A Woman and Win/Win Radio; Video Journalism Resource: Snippies; Affiliate Sponsor: Chicago AMA.

For complete conference schedule and information visit: www.m2w.biz or call 860.724.2649 x15. M2W® is produced by PME Enterprises LLC, 216 Main Street, Hartford, CT 06106.

What if you had an ongoing relationship with a core group of female consumers?  That is  what SheSpeaks, Associate Sponsor of the 6th Annual M2W®-The Marketing To Women Conference, is doing with the launch of their ‘Brand Advisory Communities.’  SheSpeaks  connects participating brands with targeted communities of 2,000 or more consumers for 12+-month-long programs that not only provide rich qualitative insights, but also quantitative surveying capabilities that capitalize on the communities’ scale and reach.

“Brands have a need to develop insights and drive innovation more quickly than ever.  Our new Brand Advisory Communities allow brands to leverage their communities to build both quantitative and qualitative market research, to deliver actionable insight and enable more rapid innovation,” said M2W® speaker Aliza Freud, CEO of SheSpeaks. “Our communities are designed to connect brands with their target customer for a direct dialogue and engagement that generates both deep and scalable feedback.”

In addition to gaining valuable quantitative research and qualitative insights from consumers, ‘Advisory Communities’ help brands with product branding and marketing, engage consumers in evaluating new product ideas and engender brand advocates.   “These Brand Advisory Communities can play a valuable part in the next generation of brand and consumer engagement, as marketers look to drive insight with scale,” said M2W® Associate Sponsor Booz & Company Partner Matt Egol, who works in the consultancy’s Consumer, Media & Digital practice and has leveraged the SheSpeaks platform for client insights work.  “We have been very pleased by the richness of quantitative and qualitative insights delivered in short order.”

Egol will be joining Freud on stage at this year’s M2W® as they share insights into how successful brands manage their WOM and build brand image in every woman’s community.

“Brand marketers feel the ground shifting beneath their feet,” asserted Tim Rumpler, imc2‘s VP Marketing, in a preview of his upcoming presentation at the 6th Annual M2W® – The Marketing to Women Conference, April 21 & 22 in Chicago’s Cultural Center.

“As consumers gain unparalleled access to and influence over brands through social media and new communications channels which are ‘always-on’,” he explained, “they form new expectations about brand relationships. My session will show brand leaders how to adapt from a campaign-driven paradigm to an “always-on” marketing ecosystem. Today’s marketers can prosper using social media to build always-on relationships with consumers that generate both high levels of consumer transaction and trust.”

Hershey’s Kisses Chocolate’s Holiday Cookie Exchange is a case study that clearly illustrates how to build high levels of ‘always-on’ consumer transaction and trust. Presented by Jonni Hegenderfer, CEO of JSH&A, “This all-encompassing 360° promotion program details how integrating social media, traditional media, experiential and word-of-mouth combined to construct an award winning, always-on marketing to women benchmark.”

M2W® will be attended by marketing executives from brands as diverse as GM, iVillage, Brown-Forman, Kodak, Mary Kay, MasterCard, P&G, LifeScript, Aetna, Memorex, Estee Lauder, Genworth Financial and Ubisoft.  “Smart brands attend because they know understanding women is not an option. It is an imperative,” according to Nan McCann, producer of M2W®.  “Women control or influence 85% of consumer purchasing in almost every single product category — from autos to electronics to pharmaceuticals and everything in between”.

Rumpler and Hegenderfer will be joined by more than 20 other marketing to women experts, notably Amanda Stevens of Splash Consulting, Kelley Skoloda of Ketchum, Aliza Freud of SheSpeaks, Bridget Brennan of Female Factor, Garry Rosenfeldt of Midas International, Miriam Muley of 85% Niche, Jeff Weiss of Harbinger, Heidi Dangelmaier of GirlApproved, Fara Warner author of Power Of The Purse, Kevin Hochman of P&G, Marti Barletta of The TrendSight Group and Matthew Egol of Booz & Co.

M2W® is sponsored by Associate Sponsors: Barkley, JSH&A, Harbinger, Booz & Co., Ketchum, imc2, and SheSpeaks; Workshop Sponsors: Jane Out Of the Box, Affina and Shutterfly; Showcase Sponsors: Carolina Pad, Bee Leaf Bags, Refreshing Ideas, Just Ask A Woman and Win/Win Radio; Video Journalism Resource: Snippies; Affiliate Sponsor: Chicago AMA.

For complete conference schedule and information visit: www.m2w.biz or call 860.724.2649 x15. M2W® is produced by PME Enterprises LLC, 216 Main Street, Hartford, CT 06106.

Each year, M2W® presents the ‘Full Circle Award’ to the brand that has successfully incorporated what they have learned at M2W® into a creative campaign with excellent results.  We thought it would be interesting to re-visit some of our past ‘Full Circle Award’ winners to see how they have continued to use their M2W® knowledge and connections to further connect their brand with today’s female consumers.

In 2008, Leslie Prevish stood on the M2W® stage to accept the coveted ‘Full Circle Award’ on behalf of her company, Harley-Davidson.  So, what did Leslie learn from her M2W® experience?  “I learned to go beyond the emotional appeal of why we should be reaching out to women,” says Prevish, women’s outreach manager, Harley-Davidson.  “I boosted our research focus and gathered the facts that showed others in the company—and at our dealerships– how more women customers would actually add value to our overall bottom line.”

Those facts have led Harley-Davidson to create some of the most innovative campaigns and programs targeting women.  In addition to creating specific women-focused activities during major motorcycle events such as Daytona Bike Week, last year Harley-Davidson updated the Harley-Davidson.com/womenriders website, dedicated to educating and entertaining those women who are interested in riding, with a focus on women’s inspirational stories. “We are not selling tissues,” says Prevish.  “We are not a product that every woman may want or need.  We dig deep into the psychographics of our female consumers and build our strategies around helping the women most likely to seek adventure and live life to the fullest to start their own Harley-Davidson journey.  We know from research that women riders talking about their experiences is a huge motivator for others to say, ‘if she can do it, so can I.’”

As they engage their consumers, they are also working to engage their many dealerships.  This month, more than 400 dealerships will be hosting a “Garage Party”.  These women-only social events are hosted after hours and offer hands-on tips and seminars in key areas of motorcycling basics.  This year, Harley-Davidson has partnered with popular wellness expert Jillian Michaels (also a Harley rider) and is giving women the opportunity to win a weekend getaway in LA with three girlfriends where they can participate in the Harley-Davidson Rider’s Edge® New Rider Course, spa treatments and a motivational talk with Jillian on how to live a better, healthier life.  In May, Harley-Davidson will be celebrating Women Riders Month by hosting events and activities at dealerships around the world, as well as an exciting event to be held in true Harley fashion at the Harley-Davidson® Museum in downtown Milwaukee.  Riders and non-riders are encouraged to come and participate in the activities, which include a Harley-Davidson Experience ride simulator, a Group Ride that ends at a Downtown Street Party, and several seminars.

At the core of their initiatives is the Women Consumer Team.  Led by Prevish, the team with representatives from various functional areas such as sales, e-marketing and retail environment, meets monthly to discuss new ways to reach out and engage women with their brand.  And the person who comes up with the best idea, has worked the hardest on an initiative or is just the fresh, new thinker of the month?  He or she gets to take the ‘Full Circle Award’ and place it in a prominent location on his or her desk or office until the next team meeting.  “Yes, we are here to sell motorcycles,” says Prevish.  “But we are also very passionate about Harley-Davidson and riding.  That’s what makes it so satisfying to find new ways to make our brand a part of people’s lives because we know how motorcycling has changed our lives in ways we never knew possible—until we found our own adventure on two wheels.”

Join us for the 6th Annual M2W®-The Marketing To Women Conference, April 21 & 22, at the Chicago Cultural Center to see which brand will be honored with this year’s ‘Full Circle Award’!

In a recent article for BusinessWeek, Jim Mosley, vice president of consumer planning and research for Diageo, makers of Absolut and Smirnoff, stated the company would be targeting middle-aged women consumers—who account for 62% of vodka purchases made in stores.  Toward the goal, you will soon see advertising and promotions through food and lifestyle websites such as NBC Universal’s Today.

Surprised?  Maybe we shouldn’t be.

After all, SKYY Vodka® recently announced it will once again serve as the official vodka and promotional partner for the highly anticipated new film Sex and the City 2, which is set to hit theatres in the U.S. on May 28th.  “Women are an exceptionally important target for vodka brands,” says Maura McGinn, group brand director vodka and cordials, SKYY Spirits.  “We know that more than half of all vodka purchases in the U.S. are made by women and when you consider who is buying in the important grocery and discount retailer channels, that number spikes even higher.”

The partnership, which includes advertising, promotions, sweepstakes/giveaways, limited-edition bottles and advance charity screenings, is helping the brand create what it calls the ‘cocktail couture’, the convergence of the iconic Sex and the City style and upscale cocktailing.  “As a marketer, we must find compelling propositions for the female demographic which is SKYY teaming up with Sex and the City 2 this year,” says McGinn.  “It can also be seen as one of the major drivers of success for our new All Natural SKYY Infusions products.  In creating that new line of vodkas, we found that queues such as ‘all natural’ and ‘infusions’ not only matched a broad consumer trend, they also indexed high with women in general.  I think that is what really pushed the recent release of SKYY Infusions into being our biggest launch in history.”

That is just one of many examples of how by targeting women the spirit industry has been able to see a bump in its overall numbers.  Although women currently account for 55% of wine purchases, it appears beer makers are still working to ‘crack the code’.  “I’ve heard women referred to as the ‘holy grail’ by beer industry executives,” says upcoming M2W® speaker Bridget Brennan in her book ‘Why She Buys.’

Do you think this trend will continue throughout the adult beverage world?  If so, what is it about women that producers of vodka and wine are getting so right and beer makers seem to be missing?

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