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Tania Haigh

Tania Haigh

Marketing executive Tania Haigh, most recently the lead for women and moms marketing initiatives at McDonald’s USA, today announced the launch of Magnolia Insights, Inc., a marketing strategy firm specializing in marketing to women and moms. A 15-year marketing industry veteran with a decade of insight gleaned from various roles at McDonald’s USA, Haigh aims to better position brands by addressing the lag in effective marketing to women and moms.

Haigh, along with her co-presenters Julie Wenger of McDonald’s and Sweta Kannan of DDB, won the Take The Cake Best Speaker award at the 2014 M2W® – The Marketing to Women Conference, for their session “W.O.W. Winning Over Women at McDonald’s”.

Magnolia will have a dynamic offering, focusing on support for brands as well as media and publishing companies, and providing thought leadership in the industry. The firm will cater to consumer brands in the technology, food/beverage, entertainment, health and fashion/home segments. A multi-cultural and multi-lingual woman herself, and with experience in ethnic marketing, Tania Haigh founded Magnolia to elevate cross cultural applications across all of its practices.

“I launched Magnolia with the intention of keeping the woman and mom consumer at the center of marketing planning,” said Haigh. “Women hold major purchasing power but too often brands do not nurture this consumer segment by developing plans that establish a meaningful emotional connection.”

Magnolia Insights’ portfolio of services includes integrated marketing campaign development, brand management and positioning, consumer insights across age/life stage of product, message architecture and mapping, content marketing planning, marketing and PR integration, blogger/publishing brand integration, as well as workshops and public speaking, for both local and national clients.

Magnolia’s current client roster includes Crowdtap, the leading social influence marketing platform, ROWDYDOW bbQ as well as Better Retail and its associated brands.

In 2014, Haigh was named a “Top 40 Under 40 Marketer” in the Midwest by Brand Innovators, an industry trade organization.

“Magnolia Insights is great partner when it comes to providing expertise around the unique habits and behaviors of moms,” said Anna Kassoway, CMO of Crowdtap, The People-Powered Marketing Platform.

Magnolia Insights will be headquartered in Chicago’s West Loop, opening in first quarter 2015.

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“While women are incredibly sophisticated and complex, marketing to them doesn’t have to be,” said Tinesha Craig, division director of M2W® 2013 sponsor Insights In Marketing’s i-on-Women™, referring to her firm’s new e-book that educates marketers on how to effectively target women. The book, Getting Women to Buy: Better Insights to Transform Your Marketing, ventures outside the traditional marketing research box and provides valuable information to marketers about exactly what women want and how to give it to them.

Women account for 85% of all consumer purchases, including everything from health care to automobiles, and will spend nearly $7 trillion annually by 2020. And yet, according to research from Insights in Marketing’s i-on-Women™ team, only 9% of women and 13% of moms feel that marketers are effectively communicating with them. Because of this, marketers are missing out. “Getting Women to Buy” aims to change that by helping marketers understand the underlying motivations behind her behaviors.

Today, many medium-to-large companies rely on demographics, attitudes and purchase history to target consumers in marketing campaigns. According to research from i-on-Women™, the true competitive edge lies in understanding who she is at her core. Getting Women to Buy is the first step toward that understanding.

A recent study by WomanWise – an insight consulting firm specializing in marketing brands to women – finds that in this time of economic uncertainty and global conflict, The American Dream has not gone away, but it has changed… especially for women.

WomanWise’s new multi-generational study of 800 women across the U.S. reveals how they are recalibrating the American Dream. But what’s replaced the quest for fame, fortune, knights in shining armor and white picket fences, and what does it mean for American businesses? Download the executive summary or check out ForbesWoman’s take on the topic.

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

Women Influencers Are Susceptible (You Guessed It) to Influence – Influential women are themselves more likely than other women to have their purchases influenced by everything from online reviews to expert endorsements. But they’re not always as swayed by the big names you’d expect and often give more weight to media and media brands than to individuals (AdAge Digital, 5/12/11, login required).

Do Women Bloggers Want to Work with Your Brand? – Blog community provider BlogFrog surveyed female bloggers in the US to discover what kinds of partnerships with brands were more desirable and how women bloggers thought brand relationships should work (eMarketer, 5/16/11).

Up Ahead for ESPN: More Multiplatform Ad Units, Custom Content, Focus on Women – Keep an eye out for more female programming on ESPN’s airwaves. ESPN W, a new content initiative and website that formally launched last month, will be featured heavily in ESPN’s cross-network coverage of the 2011 FIFA Women’s World Cup from June 26 to July 17. It’s also behind a new series of short films, "HERoics," about women’s contributions to the soccer world. The films will debut on ESPN and also air on ABC leading up to the World Cup (AdAge Digital, 5/17/11, login required, scroll to end of article).

Case Study: How Aveda Avoided a Social Promotion Backlash – Beauty company Aveda conducted its first sampling program on Facebook to drive product trial and increase the Facebook page’s "likes," but ran into—then overcame—some glitches along the way (eMarketer, 5/17/11).

ACDelco's Kelly Grinnell (center) was awarded M2W® 2011 Full Circle Award by Nan McCann, Founder, M2W® (right) and Nancy McLean, Dir., ACDelco & Wholesale Mktg, ACDelco/General Motors (left) Kelly Grinnell, Associate Marketing Manager, ACDelco, was awarded the 2011 M2W® Full Circle Award for her work refreshing ACDelco’s Knowledge Is Power, Women’s Car Care Seminar materials. The award was presented at the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 in the Chicago Cultural Center.

The M2W® Full Circle Award is annually presented to brands who have best demonstrated how their attendance M2W® has impacted their marketing to women strategies and campaigns. Grinnell explained, “Knowledge is Power is a seminar program that ACDelco offers to our more than 6,000 ACDelco affiliated service facilities nationwide to help them build business with women.”

“Before last year’s M2W® conference I wondered what I, being in the aftermarket automotive parts industry, was going to get from L’Oreal or Kodak. Based on the agenda, I suspected I would get the most from the Midas case study. After all this was a guy speaking my language. Turns out I couldn’t have been more wrong. I took about 30 pages of notes and picked up on a little bit of something from every single session that I attended.”

“When I returned to the office we decided to change everything. The look, the presentation materials and the way we communicated. We even contacted Carolina Pad to see if we could integrate them into our program, as their look and feel went perfectly with our materials. Our customers love the idea that we helped them find such a great merchandising piece to compliment our program. This just goes to show that even the sponsors of M2W® had a significant impact on our program as well. “

“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, Microsoft, New York Life, Brown-Forman, ConAgra and Whirlpool. They attend because they recognize the importance of reaching women – who dominate 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, Collective Bias, 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 x16. M2W® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

“Give (women) a way to customize their experience with the brand,” says Kara Forney, Social Engagement Manager at Paine PR, who spoke with Aliza Freud of SheSpeaks at the 7th Annual M2W – The Marketing to Women Conference, on P&G’s Future Friendly campaign. In these Snippies interviews, filmed at the event April 13 & 14, 2011 at the Chicago Cultural Center, Kara talks about how women responded to the Future Friendly products and what she hopes other M2W attendees can learn from the campaign.

 

We’ll be posting additional video from M2W all week, so be sure to check back for more great interviews!

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.

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.

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