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Bridget Brennan, CEO of Female Factor and author of Why She BuysGlobally acclaimed speaker and marketing to women expert Bridget Brennan, author of Why She Buys, and CEO of Female Factor, will examine the new phenomenon of cross-generational brand loyalty, and explain the global demographic shifts driving this trend at the 9th annual M2W® – The Marketing to Women Conference, April 16 & 17, 2013, Chicago Cultural Center

“Kids are now engaged in adult activities and adult brands more than ever – the kind you once upon a time had to grow up to get,” says Brennan. “In my presentation I’ll discuss how and why specific brands are successfully capitalizing on this opportunity, across industries of all shapes and sizes.”

“Most marketers already know the power that women have on the consumer economy, and these days, parents are willing to spend adult-size money on their kids,” Brennan said. “We’ll show what this means for the potential of every consumer brand and business. When done correctly, it means increased brand loyalty and sales, and an entirely new generation of customers.”

About M2W®:

M2W®, part of Women Mean Business!™ Week, is the world’s premier conference on marketing to women. Since its founding in 2005, the event has been attended by thousands of senior-level brand managers and marketing executives from Fortune 500 companies representing major consumer product and service categories, including financial services, healthcare, automotive, housing, pharmaceutical, F&B, electronics, travel, retail, fashion, HBA, etc.

Sponsors for the 2013 conference include Associate Sponsors: GfK, Linkage Research, Willoughby Design, Whitaker International, Anthem!, Mabel’s Labels, Conill, General Growth Properties AOL Daily Finance, and House Party; Workshop Sponsors: TRIS3CT, Insights in Marketing, LLC, Iron Girl and The Pert Group; and Showcase Sponsors: Kimpton Hotels & Restaurant Group, Today’s Chicago Woman, MEplusYOU, Female Factor, Healthy Initiative Foundation, Lifescript, Snippies and Carolina Pad. M2W® is produced by PME® Enterprises LLC.

About PME® Enterprises, LLC:

PME® is a sales and marketing agency with a special emphasis on conferences, events and expositions. PME®’s services include: advertising, conference, exhibit and sponsorship sales; content development and consultation for meeting programs; sales consultation; custom events and meetings, event marketing and promotion; event production and management.

For complete conference information visit: www.m2w.biz or call 860.724.2649 x14. M2W® is produced by PME® Enterprises LLC, 912 Silas Deane Highway, Suite 101, Wethersfield, CT 06109.

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i-on-WomenTM Team to Lead Interactive Workshop on How to Better Connect with Women At The 9th Annual M2W® – The Marketing to Women Conference

Insights in Marketing, LLC (IIM), a full-service marketing research consultancy based in the Chicago area, is sponsoring the ninth annual M2W® Conference in Chicago, April 15 – 17, 2013 at the Chicago Cultural Center. The M2W® Conference is the world’s premiere conference on marketing to women. IIM’s experts from the i-on-WomenTM team will share their female-centric insights with conference attendees by hosting an interactive workshop. The workshop will demonstrate how knowing your female target’s psychological profile will lead to more effective marketing.

Why is this important? It’s important because women control more than $7 trillion in U.S. spending, and are the primary decision makers for 85 percent of all household purchases. Yet, according to research by i-on-Women™, only nine percent of women give marketers credit for effectively marketing to “her.”

According to Tinesha Craig, division director of i-on-Women™, “Any marketing campaign that doesn’t effectively connect with women results in both wasted time and money. We’ve put extensive resources into unearthing unique insights about women and we are looking forward to sharing them at M2W®.”

During IIM’s interactive workshop entitled, “I Am More Than My Age & Life Stage: Using Psychological Profiling Better to Understand Her,i-on-Women™ experts will go beyond demographics and stereotypes and delve deeply into the psychological and behavioral dimensions of women to determine why and how they make decisions. Participants will leave the workshop with a clear understanding of how to identify, prioritize and apply meaningful female insights, while avoiding segmentation and targeting pitfalls.

The i-on-Women™ team is dedicated to uncovering valuable insights about women and translating them into more impactful and effective marketing strategies for its clients. Bolstered by a rich set of proprietary insights on women, the i-on-Women™ team leverages a variety of approaches and tools to help its clients better understand and market to women.

The team’s approach and insights are applicable to various industries and products including: financial services; automotive; insurance; wine, spirits and beer; beauty; food and beverage; household goods; durable goods; retail; travel and entertainment; personal care; health and wellness and more.

To learn more about the i-on-Women™ team, visit its webpage.

About Insights in Marketing, LLC:

Insights in Marketing, LLC (IIM) is a full-service marketing research consultancy dedicated to uncovering and translating consumer insights into clear, actionable direction. IIM’s experienced, senior-level consultants leverage creative qualitative and quantitative research techniques to help clients better understand consumers and gain a competitive edge. For more information about IIM, visit the IIM website, blog, LinkedIn, Facebook page and Twitter feed.

About M2W®:

M2W® is the world’s premier conference on marketing to women. Since its founding in 2005, the event has been attended by thousands of senior-level brand managers and marketing executives from Fortune 500 companies representing major consumer product and service categories including financial services, healthcare, automotive, housing, pharmaceutical, F&B, electronics, travel, retail, fashion, HBA, etc.

The M2W® program features keynotes, general sessions, workshops, receptions and special events. Highlights include case studies and how-to sessions on topics such as media, creative, research, packaging, purchasing habits and point-of-sale interaction. . Sponsors for the 2013 conference include Associate Sponsors: GfK, Linkage Research, Willoughby Design, Whitaker International, Anthem!, Mabel’s Labels, Conill, General Growth Properties and House Party; Workshop Sponsors: TRIS3CT, Insights in Marketing, LLC, Iron Girl and The Pert Group; and Showcase Sponsors: MEplusYOU, Female Factor, Healthy Initiatives Foundation, Lifescript, Snippies and Carolina Pad. M2W® is wholly owned, managed and produced by PME® Enterprises, LLC.

About PME® Enterprises, LLC:

PME® is a sales and marketing agency with a special emphasis on conferences, events and expositions. We offer a background including over 30 years of both trade and consumer event development and production. PME®’s specific skills include: advertising; conference, exhibit and sponsorship sales; content development and consultation for meeting programs; sales consultation; event marketing and promotion; event production and management.

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.

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.

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.

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.

The importance of connecting with Millennial women has been an M2W® conversation since 2008.  “Millennial women have the power to change everything in the world,” said Gigi Carroll of Draftfcb during her 2008 M2W® presentation.  “They have the power to change everything in marketing.”  And now, according to a new study by Levi’s®, it appears a generational shift in life priorities is truly changing the marketing to women playing field for this new group of women consumers.  Key highlights from the Levi’s® Shaping a New Future study include:

Redefining success and how to get there:

  • Ninety-six percent of Millennial women worldwide list “being independent” as their most important life goal.
  • Last on Millennials’ priority list? Marriage and other more traditional pursuits – being a mother (68 percent), getting married (50 percent) and being wealthy (43 percent), were seen as far less essential in defining success.
  • Not only are Millennial women reshaping what success looks like, they’re changing the way they reach their goals as well. More than half (58 percent) of women worldwide “do not have a definite plan to achieve their long-term goals.” This lack of a “life plan” is precisely what Millennial women seem to relish – and perhaps what makes previous generations so nervous, leading to accusations of Millennials extending childhood into their twenties.

Re-imagining mentorship:

  • While they might not desire a prescribed path, Millennial women do express a need for perspective from other women. To that end, they are re-imagining traditional mentorship – transforming it into a communal exchange that’s two-way rather than one-way, shared among many women rather than one-on-one.
  • In fact, 94 percent of Millennial women agree that “the best mentors are people you can both give advice to and receive advice from.” In addition, 88 percent agree that “a mentor is someone who helps them shape their future, regardless of their age or professional experience,” and 77 percent say that “mentors can be someone their own age.”

In response to these findings, the Levi’s® brand has launched ShapeWhatsToCome.com, a global online community where Millennial women around the world can connect with peers and mentors to shape their futures.  “Since introducing the first pair of women’s jeans 75 years ago, Levi’s® has been a relevant part of women’s lives,” said Mary Alderete, Vice President of Levi’s® Global Women’s Marketing. “Today, young women face more opportunity in their twenties than any generation of women before them. It’s important we understand their mindset and their cultural and societal impact. We truly see ShapeWhatsToCome.com as a community of women changing the world – it’s a global platform of women coming together to share, inspire, grow and shape their futures.”

During last year’s M2W®, Jeff Weiss and Deborah Adams of Harbinger Communications gave us insight into how the dynamics of word-of-mouth marketing have changed in the ‘real’ and digital worlds and how the lifestage of a woman affects the way she gets and spreads information.  Now, Harbinger has released findings from their latest study that suggests that not only does the lifestage of a woman affect how she uses off and online forms of word-of-mouth, but product category also plays a vital role in how women seek and spread the word about brands.  So which categories are most word-of-mouth worthy?  The study found women are most likely to share information about restaurants (78%), automotive (74%) and entertainment (72%) and are least likely to share their preferences about fashion jewelry and accessories (30%).  Other interesting nuggets:

  • Nearly three-quarters (71%) of women rely on friends and family when exploring restaurants, but only 41% rely on them when deciding about clothing or fashion.
  • Half (51%) of ‘Singeltons’ (defined by Harbinger as women who are single, usually under the age of 45 without children), but only a third (34%) of ‘Career Graduates’ (women who are no longer working fulltime; over the age of 50, without children living at home) rely on family and friends when making choices about home furnishings.
  • ‘New Moms’ are the most likely to go online first for product information before turning to family and friends to finalize their choice while members of the ‘Back to Me’ lifestage (women with children who have all left home) are most likely to look to family and friends first for information before going online to finalize their choice.

”Marketers need to be aware of how product category and lifestage impact the decision-making process so they can provide women with relevant, useful information where they prefer to find it,” said M2W® speaker Deborah Adams, SVP, Harbinger.  “Our study has provided a general roadmap for reaching women at different lifestages with category-specific messages.”

Lands’ End is providing a way to feel good about shopping and giving this fall with the launch of its FeelGood Campaign.  For every Lands’ End FeelGood sweater purchased, the company will donate signature FeelGood yarn to Warm Up America!, a nationwide knitting charity dedicated to knitting and crocheting blankets for families in need.  Lands’ End expects to donate thousands of pounds of yarn to the charity where volunteers plan to knit or crochet 7″ x 9″ “squares” which will then be connected by Warm Up America! volunteers to make blankets to be distributed to those less fortunate. “We are excited to build upon the success of last year’s campaign.  We were truly impressed by the number of people that embraced the Lands’ End FeelGood initiative and look forward to another successful year,” says Susan Sachatello, Lands’ End CMO.  “By working together, we can all do something amazing by bringing warmth to thousands of families in need this season.”

Lands’ End is just one of many brands choosing to participate in cause marketing campaigns—a strategy that has proven to work well especially with female consumers.  During his 2009 M2W® presentation, Mike Swenson, EVP/CMO of Barkley, stated, “We’ve known for some time that when a brand uses its power for good, consumers respond with their hearts, loyalty and purchases.  No other consumer demonstrates that more than women.”

A recent poll done by the UK Nielsen Media Research revealed that almost half of the online gaming population is female—a statistic that has online casino operators moving to add more female oriented graphics, games and promotions to the mix.  In addition, online gaming brands are being encouraged to create environments just for women such as the new landing page on Casino.com.  “Designing pages like this gives us a chance to do something different in the world of online gaming,” says Mor Zesso, Director of Graphic Design at Casino.com.  “It gives us a chance to focus on what it is that women like.”

Starting with the design process instead of just launching a marketing campaign could be the key to winning with women.  “When it comes to ‘what a woman wants’, there are untapped business opportunities everywhere,” said Heidi Dangelmaier of 3iying and GirlApproved during her 2010 M2W® workshop presentation.   “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.”

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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.