“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.

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