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The findings of a “hot-off-the-press” research study on “purpose-driven marketing” and the launch of a new initiative that focuses on “Cause Consumer Engagement” are at the core of a timely session presented by Kelley Skoloda, Partner, Ketchum and author of Too Busy To Shop with her colleague Melissa Kinch, SVP, Corporate Practice, Ketchum at the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

“CMOs and other senior-level marketers have chosen to spend more money in 2009 and 2010 on cause marketing than ever before. At the last Association of National Advertisers Conference, ‘purpose-driven marketing’ was practically evangelized,” explained Skoloda. “But questions important to marketers remain. How do you achieve true consumer engagement for a brand through cause? What do women consumers say they want versus their actual actions? How do you do it in a way that is good for business as well as good for the cause?”

M2W® attendees can expect answers to those questions and more. As Skoloda says, “This session will highlight actual behavior, the role of influencers and insights for real cause consumer engagement. We’ll draw insights from the 2011 Annual BlogHer Social Media Study.”

“M2W® is annually attended by Fortune 1000 senior brand marketing executives,” 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.”

Skoloda and Kinch will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women; Bridget Brennan, CEO, Female Factor and author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers 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, BzzAgent, WebMD and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and The Kaleidoscope Group; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, Varsity, MassMutual, Women On Course, WNBA, NBA, Barbie, Meredith Print Advantage, Collective Bias 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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From the highlights of BlogHer’s 4th Annual Study of Women and Social Media, and Luth Research’s case study illustrating the marketing impact of integrating research and web behavior, to the insights from the first-of-its-kind study of LGBT consumers by New American Dimensions, research will play a critical role for brand marketers at the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

Elisa Camahort Page, Co-Founder of BlogHer, said, “In this year’s study we learned that the same woman can be receptive or dismissive, eager to share or holding her cards close to the vest… depending on how and where you reach her. When it comes to effective marketing techniques: Location matters, even online.”

Further illustrating that point, Candice Hinds, Vice President at Luth Research, will present the case of a software company that learns surprising insights about their ad campaign by integrating digital behavioral data. According to Hinds, “With the integrated insights, the software company was able to pinpoint exactly which ad to use for women, and on which website.”

“We’ll help brands better understand and gain a greater, more loyal share of the lucrative Lesbian women’s market,” according to David Morse, President of New American Dimensions. Morse, accompanied by Chris Lehtonen, President of the Asterix Group, will present market research data on Lesbian consumers from the study "Real World Lesbians and Gays," a first-of -its-kind segmentation study of the LGBT market.

Morse, Lehtonen, Hinds and Page will be joined by over 30 other speakers, notably Nan Forte, EVP, Consumer Services, WebMD; Bridget Brennan, CEO, Female Factor and author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

“M2W® is annually attended by Fortune 1000 senior brand marketing executives,” 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.”

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, BzzAgent, WebMD and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and The Kaleidoscope Group; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, Varsity, WNBA, NBA, Women On Course, MassMutual Financial Group, Barbie, Meredith Print Advantage 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.

Here are some of the recent marketing-to-women headlines in the news:

Lauder Launches Idealist With Multi-Ethnic Models: Estée Lauder is launching a new skincare line called Idealist, and to emphasize how well the products work on all types of skin, the company is making a multicultural splash with the marketing campaign. Both TV and print ads will feature models Joan Smalls, Liu Wen and Constance Jablonski, with an "Every Woman Can Be Beautiful" theme (MediaPost Daily, 3/21/11).

Will Social Media Replace Surveys as a Research Tool?: The top research executive of likely the world’s biggest research buyer expects surveys to dramatically decline in importance by 2020 and sees the rise of social media as a big reason why (AdAge, 3/21/11).

Marketing Handbags to Women, One Tire at a Time: One pair of handbag entrepreneurs has found an interesting niche where the environmental movement and high fashion overlap – together with some very interesting distribution strategies that represent great marketing to women (Vibrant Nation, 3/14/11).

TanyaCavanaugh In 2009, New Balance marked its 20th anniversary as a partner of Susan G. Komen for the Cure, one of the longest standing partnerships of the cause. Tanya Cavanaugh, VP, Group Account Director, and Matthew Lenig VP, Creative Director, both with Marketing Drive will share with brand marketers an in-depth look at New Balance’s award-winning marketing efforts surrounding the 20th anniversary – at the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

MatthewLenig Cavanaugh explained, “The challenge for New Balance was to be relevant and credible in order to stand out in this ‘sea of pink’ and make an impression on consumers, specifically women ages 25-34.” Lenig added, “This program employed all aspects of the marketing mix to resonate with the target audience, impact the cause and generate unprecedented results. We are looking forward to discussing how these strategies can be successfully applied to other brand marketing programs.” This program has been recognized by the Cause Marketing Forum, the Promotional Marketing Association, and Promo Magazine.

Cavanaugh and Lenig will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women; Nan Forte, EVP, Consumer Services, WebMD; Bridget Brennan, CEO, Female Factor and author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

“M2W® is annually attended by Fortune 1000 senior brand marketing executives,” 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.”

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, BzzAgent, WebMD and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and The Kaleidoscope Group; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, Varsity, WNBA, NBA, Women On Course, MassMutual Financial Group and Trek Women. Video Content Resource: Snippies. Media Sponsor: Today’s Chicago Woman.

Marketing Drive is a leading promotional marketing agency driven to create ideas that generate desire, inspire action, and ultimately create BRAND demand in the minds of consumers, shoppers, and retailers – the vital difference in today’s increasingly commoditized marketplace.

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.

iwd_4

Today is the 100th anniversary of International Women’s Day. Celebrated each year on March 8, IWD kicks off a month of marking the economic, political and social achievements of women. What began as demonstrations in the industrialized nations of the early 1900s to campaign for women’s rights to work, vote, be trained, to hold public office and end discrimination has grown to an international movement to establish those same rights for women in all countries.

All marketing is local! M2W® 2011 Sponsor GGP will also be presenting a case study on a 7-year place-based partnership. 

Learn how this multi-faceted, collaborative program personally connects and engages health-conscious women as they shop, dine, and enjoy their time in the mall to drive brand activation and loyalty for a hospital.

More Than A Message: Establishing a Meaningful Connection and a Natural Path of Communication With Health-Conscious, Yet Time-Starved Female Shoppers will be presented by Rebecca Graf, Vice President, Strategic Partnerships and Heather Anderson, Regional Strategic Partnerships Representative, General Growth Properties and Megan Jorgensen, Account Executive, Public Relations and Marketing, Mercy Medical Center at M2W® – the Marketing to Women Conference, April 13 & 14, 2011 in Chicago. To register, visit www.m2w.biz or call 860-724-2649 x15.

RoseCameron_pr Drawing on the insights of Euro RSCG Worldwide’s proprietary study of millennials and Gen Xers titled, "Gender Shift: Are Women the New Men” Rose Cameron, Chief Strategy Officer, Euro RSCG Chicago, will uncover the misunderstood aspects of marketing to millennial women at the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

“The millennials are a generation like no other. They have grown up in the ‘postfeminist’ era, with women broadly acknowledged as men’s equals – if not always treated as such.” Cameron explained, “The notion of ‘women’s liberation’ is a dusty artifact, of no relevance to young people other than as a source of humor or historical context.”

“They are more mobile, more multicultural, and more fluid adopters – and adapters – of new technologies than any generation that has come before. They live in a world without roadmaps or commonly recognized authorities, creating their own content, communication channels, and life paths. My session will show marketers how to adapt their messaging to these unique realities.”

Cameron will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women; Nan Forte, EVP, Consumer Services, WebMD; Bridget Brennan, CEO, Female Factor and author of Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

“M2W® is annually attended by Fortune 1000 senior brand marketing executives,” 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.”

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, BzzAgent, WebMD and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and Hoffman York; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, Varsity 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.

Style: "Neutral" Amanda Stevens, Australia’s leading expert on marketing to women and author of SheMarketing and SheSelling is coming to America to join forces with Hoffman York’s Kaleidoscope Group, an elite group of advertising professionals in the Midwest with proprietary research and insight on effectively advertising to women, to promote “best practices” for marketing to women.

The new marketing to women team will kick off their American tour at M2W® – The Marketing to Women Conference, on April 12 in Chicago at the two hour Pre-Conference Workshop “How Being Smart with Women Outmaneuvers ‘The Mad Men’ (Why Ad Agencies are Not Really Marketing to Women and What To Do About It).”

Amanda will be presenting at M2W® with Tom Jordan, “Champion” of the Kaleidoscope Group and author of Re-Render the Gender. Why the vast majority of advertising is not connecting with women – and what we can do about it and Elissa Polston, Hoffman York’s Director of Strategic Planning.

Following the M2W® Conference, Amanda will work with Hoffman York as its new Kaleidoscope Group International President.

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All content copyright 2008-2013 PME® Enterprises, LLC. PME®, PME EVENTS, and M2W® are trademarks and servicemarks of PME® Enterprises, LLC.