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Vibrant_Nation_book_cover “Marketers interested in women understand why the Boomer woman matters. She represents the healthiest, wealthiest, best-educated generation of women in history. But marketers haven’t always known how to market to this valuable and fast-growing demographic,” according to Stephen Reily, Founder of VibrantNation.com, outlining his upcoming presentation for the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

“Marketers at M2W® will learn how—and how not—to succeed in winning business and market share with this valuable consumer. I’ll draw on research, insights and case studies from the real-life activity and experience at the Vibrant Nation online community, which,” Reily explained, “is the leading online community for women 50+.”

“Vibrant Nation has hosted more lifestage-related conversations among Boomer women than any other. We’ve conducted countless surveys on the interests and buying patterns among women 50+. We’ve partnered with advertisers to learn what makes these Boomer woman talk, click – and buy. I’ll share all these insights in my presentation.” Reily is co-author of Vibrant Nation: What Boomer Women 50+ Know, Think Do & Buy, which he will give to everyone attending M2W®.

“M2W® is annually attended by Fortune 1000 senior brand marketing executives who target women,” according to Nan McCann, M2W® producer. “Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Ampersand AD, L’Oreal, Kodak, ConAgra and Whirlpool. They attend because they recognize the importance of reaching women – who control 85 % of all consumer purchasing in virtually every product category. Women mean business and brand growth.”

Reily will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women; Kelley Skoloda, Partner/Director, Global Brand Marketing Practice, Ketchum, and author of Too Busy To Shop: Marketing To Multi-Minding Women; and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

M2W® is presented by Associate Sponsors: AOL, BlogHer, Ketchum, PMP, New American Dimensions, Vibrant Nation, General Growth Properties, WE tv, Ask Patty, AutoTex Pink, Wedding Central, Passchal and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and Hoffman York; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, and Trek Women. Video Content Resource: Snippies. Media Sponsor: Today’s Chicago Woman.

For complete conference schedule and information visit: www.m2w.biz or call 860.724.2649 x11. M2W® is produced by PME Enterprises LLC, 216 Main Street, Hartford, CT 06106.

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Jackie Bird_Headshot “Latina women are the decision makers and influencers of over 80% of all purchases made in U.S. Hispanic households,” according to Jackie Bird, CEO, Redbean Society, LLC, previewing her presentation, “Latina Shoppers Unveiled! The Segmentation of Shopping Behavior Among Latinas” for the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

“Latina women are a very powerful group as they control the $1.4 Trillion buying power of Hispanic households,” Bird explained. She’ll draw on the findings of the first ever Latina Shopper Study conducted in the US in collaboration between the Redbean Society and New American Dimensions and with the support and sponsorship of top marketers including Pepsico, Sara Lee and VISA.

“The study and my session will help marketers see Latinas in a new light and learn how to strategize and increase their share of Latina purchases. They’ll learn and understand the dynamics of shopping behavior among four distinct Latina shopper archetypes: Exploradoras, Digitalistas, Pragmáticas and Fre$itas. The bottom line is to help marketers improve their targeting criteria and influence more purchases across Hispanic households.”

“M2W® is annually attended by Fortune 1000 senior brand marketing executives who target women. Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Ampersand AD, L’Oreal, Kodak, ConAgra and Whirlpool. They attend,” according to Nan McCann, M2W® producer, “because they recognize the importance of reaching women – who control 85 % of all consumer purchasing in virtually every product category.”

Bird will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women, Kelley Skoloda, Partner/Director, Global Brand Marketing Practice, Ketchum, and author of Too Busy To Shop: Marketing To Multi-Minding Women, and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

M2W® is presented by Associate Sponsors: Ketchum, PMP, New American Dimensions, Vibrant Nation, General Growth Properties, WE tv, Wedding Central, Passchal and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and Hoffman York; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, and Trek Women. Video Journalism Resource: SNiPPiES.

For complete conference information visit: www.m2w.biz or call 860.724.2649 x11. M2W® is produced by PME® Enterprises, LLC, 216 Main Street, Hartford, CT 06106.

jeff-zaslow2 Author and Wall Street Journal columnist Jeff Zaslow will never underestimate the power of female friendships. “Women are very serious about their friendships…they are vested in them, they need them,” says Zaslow. “When women think about their friendships, they are actually pondering every single point of their lives. That’s powerful—I marvel at that.” How does a man gain such insight into the bonds of female friendships? He wrote a book about it.

The Girls from Ames is “a story of eleven girls and the ten women they became” and was inspired by a column that Zaslow wrote on the turning points in women’s friendships. Not surprisingly, the book has become a hit with women readers and a popular book club selection. However, it should also be part of your marketing to women library which is why Zaslow is scheduled to be a keynote speaker during the 7th Annual M2W®-The Marketing To Women Conference, April 13 & 14, 2011, at the Chicago Cultural Center. “I do feel an almost urgent need to understand women,” writes Zaslow in the book’s introduction. “That’s mostly because I am the father of three teenagers, all daughters.”

This isn’t the first time we have encountered the power of female friendships. From “Designing Women” to “Sex and the City”, women and their friendships have played an important role in media and advertising–which doesn’t surprise Zaslow who was told by a researcher, “female friendships show us a mirror of ourselves”. For brand executives, that mirror is a very important tool to have in your marketing arsenal. “It certainly gives you a look inside the heads and hearts of women, but it also shows how a woman’s view on things such as pop culture, politics, feminism…changes through the years,” says Zaslow. “It’s interesting to see what prompts those changes in attitudes and what deep-felt values she seems to carry with her from being a ‘girl’ to becoming a ‘woman.’”

It’s those attitudes and values that matter most when it comes to successfully engaging our brands with today’s female consumers. Although the book will inspire you to find new ways to tap into the power of friendships, there are also great lessons to be learned on how your brand can build a real relationship with women simply by following the friendship rules. Here are examples of my own top-line takeaways and some of the brands that are getting it right:

Women value relationships that are real
Dove’s “Evolution”

Women are loyal—and expect loyalty in return
Walmart’s “First Day of School”

Women have a sense of humor
U by Kotex’s “Reality Check”

Women love a good story
Google’s “Parisian Love”

Yes, Zaslow is a man dipping his toes into the female psyche, but his learnings will impress and possibly surprise even the most enlightened of experts on marketing to women—even those who are female. Zaslow writes, “…I think being a man gave me a wider canvas. I was often inquisitive in ways a female interviewer would not have been. I made no assumptions. I asked. I rephrased. I tried to comprehend. On some fronts, my outsider’s curiosity helped enrich the story.”

REGISTER NOW to meet Jeff Zaslow and hear his insights into the power of female friendships during the 7th Annual M2W®-The Marketing To Women Conference, April 13 & 14, 2011, at the Chicago Cultural Center.

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