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Pepper Miller, author of "Black (Still) Matters In Marketing"  Pepper Miller, author of the soon-to-be released Black (Still) Matters In Marketing and Kathy Oneto, vice president of brand strategy for Anthem Worldwide, the brand development division of Schawk, will be among the marketing to women leaders speaking at The 8th Annual M2W® – the Marketing to Women Conference.

Miller, who is also co-author of What’s Black About It? and President of The Hunter-Miller Group, will speak on “Black (Still) Matters in Marketing – Black Women: Diverse, Strong, Moving Forward and Under the Radar”. She explained, "My session will elevate marketer’s understanding of black women. It will increase their cultural IQ and show them how to connect with this valuable consumer segment in a relevant way. To do that, I’ll present a mosaic picture of black America and offer a deeper and more intimate look at the evolving concept of what it means to be a black woman today."

Kathy Oneto, VP Brand Strategy, Anthem Worldwide Oneto’s presentation, "Marketers Are From Mars, Women Are From Venus: Marketing to The True Motivations of Three Generations of Women", will address how marketers can more powerfully market to women in a way that is consistent with their desire to set their own course and follow their own motivations whether they are Millennials, Generation X, or Baby Boomers. Based on a recently conducted study, Oneto will share the surprising insights that were consistent across these generations.

M2W® takes place April 24 & 25, 2012 in Chicago, and is part of Women Mean Business! Week. Visit the M2W® website to see the full roster of speakers and sponsors.


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 or call 860-724-2649 x15.

As we learned during last year’s M2W® Pre Conference Workshop, digital marketing can “convert women from customers to brand evangelists”—which is exactly what Kenneth Cole is hoping to do during this holiday season.  As part of its “BE CAREFUL WHAT YOU WISH FOR” campaign, the popular fashion brand has just introduced its first digital “Wish List” and corresponding iPhone application.  The interactive digital gift registry is designed to allow consumers to easily create and share their personal holiday wish lists with friends and family (including even non Kenneth Cole related items) via email, Facebook and Twitter.  The iPhone app allows users to take their Wish Lists with them, and when near a Kenneth Cole store location, they will receive a reminder on their phones about a Wish List item that remains to be fulfilled.  And for those of us looking for some new gift ideas, the Wish List site includes an “Our Friends” section which gives you a peek at the lists created by Kenneth himself as well as some of his A-list friends.

To encourage giving gifts beyond retail, Wish List users can suggest a contribution to their favorite charity—giving them the opportunity to be bestowed with a ‘Hero’ badge as well as have the company add a link to the organization’s website in an effort to encourage donations and volunteerism (another great marketing to women strategy:  cause marketing).

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, 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 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.”

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.”

“Female entrepreneurs contribute $3 trillion dollars to the US economy and their numbers are growing dramatically,” said Jane Out of the Box founder Michele DeKinder-Smith during her workshop presentation at M2W®.  “These women not only make purchasing decisions for their businesses but also their households – so win their loyalty in business and benefit by getting their personal spending too.”  Advice that Jones New York seems to be following with the launch of “The Little Black Book of Career Advice.”   The Little Black Book of Career Advice is a part of the Jones New York “Empowering Your Confidence” campaign, and is a digitally integrated and socially shareable asset that features inspirational quotes from successful women across the country, including Lauren Bush, Arianna Huffington, Bonnie Fuller, Deborah Norville, Bobbi Brown and Ivanka Trump. The book will live on the Jones New York website (

Jones New York’s empowerment campaign celebrates the brand’s history of dressing women for success for over 35 years and has joined forces with Dee Dee Myers, the first female White House Press Secretary and author of The New York Times best-selling book Why Women Should Rule the World, to help spread the message.   Stacy Lastrina, chief marketing officer of Jones Apparel Group, said: “The Little Black Book of Career Advice was designed to help inspire women. We all have collected a great deal of wisdom and advice in our lives and careers, and Jones New York wanted to create a platform on which to share it.”

There are many sides to a woman and brands that succeed with their marketing to women efforts are those that discover new ways to keep their products and services relevant to a woman’s life—whatever that life may be.  Sears appears to be tapping into the multidimensional woman with their new campaign, “The Many Sides of Me.”  “The Many Sides of Me” represents the next step in the company’s strategic effort to transform its Softlines businesses and emotionally re-engage women in the Sears brand.  “We have executed against a range of initiatives tied to our strategic pillars that have improved our relevance to customers, including engaging them on a personal level,” said Scott Freidheim, executive vice president, Operating and Support Businesses, Sears Holdings. “With this launch, we’re on a path to ‘Feminize, Energize and Digitize’ the Sears soft side brand positioning.”

This message may sound a bit familiar to those who attended last April’s M2W®.  During the conference, we gained insight into the brand journey of Memorex.  “In 2008, Memorex set out to reposition the brand and develop a deeper connection with an often-forgotten target in the consumer electronics category—women,” said M2W® presenter Jess Walton, brand director, Memorex Consumer Electronics.  “We invested considerable time improving our understanding of how electronics play a role in the lives of women and their families which led to new, innovative products and key marketing strategies.”

For Sears, “The Many Sides of Me” campaign allows women to express their ever-evolving “me’s” while the campaign highlights how women achieve their own unique style by offering an assortment of strong and versatile pieces that become an essential part of their wardrobes.  Sears has tailored its fashion assortment to match how women move seamlessly through their dynamic lives.  The aspirational nature of the platform will evolve throughout 2011 to include additional fashion-driven Softlines categories in order to meet the dynamic needs of today’s consumer.  As an extension of “The Many Sides of Me” print campaign in key September fashion issues, the brand is also collaborating with leading titles Vogue and Lucky and will be featured on their digital shopping platforms. “In the past, Sears has asked women to come to us to see our Softlines offering, but the essence of the new campaign is that the digitally engaged fashion customer wants those first looks to come to her. Mobile is one of the many ways we are reaching out directly to the customer wherever she seeks inspiration and ideas,” said Henson. The collaboration will enable customers to shop and buy Sears Fall fashion merchandise on the Vogue Stylist and Lucky at Your Service apps for the Apple iPhone—another trend we heard about during M2W®’s Pre-Conference Workshop on mobile marketing and social media.

Web-based fashion retailer, a subsidiary of, recently launched Shopbop Global, a free service that enables customers outside of the U.S. to prepay import fees at checkout ensuring faster, easier delivery.  The new service is part of the online boutique’s commitment to serving its customers worldwide.  “We’ve seen overwhelming growth in our global customer base as women around the world turn to us for the latest fashion from established and up-and-coming designers,” says Shopbop head of international marketing, Karen Grajwer. “We’re thrilled to bring her this upgrade in service and will continue to seek new ways to improve her shopping experience.”

The growth of global has become part of mainstream marketing to women discussions as heard during several presentations at M2W®.  Fara Warner, Amanda Stevens and the Latina Marketing Brand panel all included statistics and research on how women are becoming an economic force throughout the world.  “New research from around the world reveals that we are entering a time of exponential growth for women as an economic, social and political force,” said Fara Warner, author of The Power of the Purse, during the 6th Annual M2W®.  “No more are we looking at conservative, slow-growth gains for women in the marketplace, but huge leaps in power as the foundations we have built during the past 100 years serve as the catalyst for profound change in the 21st century.”

Nancy PelosiSpeaker Nancy Pelosi will participate in a “Keynote Conversation” with NBC Universal CEO Jeff Zucker at Women at NBCU’s “Power of the Purse” breakfast on Tuesday, September 28. The breakfast, to be hosted by Lauren Zalaznick, president of NBC Universal Women & Lifestyle Entertainment Networks, is themed “Women In Power: Marketing To The Educated Consumer” and is an official part of Advertising Week in New York.

Zucker will conduct a Q&A with Pelosi, focusing on her role as arguably the most powerful woman in America, as well as her perspective on the state of women today. Following their discussion, Pat Mitchell, president and CEO of the Paley Center, will moderate a panel on a similar theme, focusing on how businesses should approach today’s smart and savvy female consumer. The panel will feature several high-ranking women and experts, including founder and editor-in chief of The Daily Beast, Tina Brown; Donna Speciale, president of Investment and Activation at Media Vest USA; and Kim Brink, the executive director Advertising and Sales Promotion at Cadillac.

“I am very excited to host such a powerful line-up at Women at NBCU’s upcoming event. Today’s woman plays numerous roles, from career-builder to mom to chief household officer. Speaker Pelosi is a prime example.  I look forward to hearing her insights for marketers, as well as a dynamic panel discussion with experts from a diverse range of sectors,” says Zalaznick.

As our summer days make way for the brisk fall air, we asked Doris Walsh, owner of Paramount Market Publishing, Inc., to give us three must-read marketing books we need to add to our end-of-summer reading list.  “These books are fun and evocative,” says Walsh.

The Art of the IdeaThe Art of the Idea and How It Can Change Your Life, John Hunt
The Art of the Idea provides a toolbox for achieving excellence and offers a new way of defining your world. By illustrating how to create space so ideas can breathe, it provides a lifeline to those who find themselves stuck in a rut. This creating thinking insight is accompanied by 20 original paintings and collages by the internationally acclaimed South African artist Sam Nhlengethwa. The Art of the Idea grants permission to trust your instincts, endure initial ridicule, and practice thinking as a team sport.

Brand AboutBrandAbout:  A Seriously Playful Approach for Passionate Brand-Builders and Merchants, Andrea Syverson
BrandAbout is an experiential, do-it-yourself, creative playbook for energizing brands and their product lines and/or services. With 10 practical lessons based on more than 25 years of hands-on, in-the-trenches merchandising and marketing experience, BrandAbout provides companies of all sizes—from startups to Fortune 500s—with more than 40 creative homework exercises that can be customized to their unique needs and applied over and over again.

Refocusing Focus Groups:  A Practical Guide, Robert Morais
A quick, but seriously helpful guide to the best practices for planning, designing, conducting and interpreting focus groups that draws upon techniques from psychology and anthropology.

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