Since the summer of 2012, past M2Moms® Sponsor Quester® has been having an on-going dialog – not surveys — with 500 moms. The result is MomQuest™, which features monthly syndicated reports of what’s on moms’ minds: family, shopping, new brands, dining out, social media. Hot topics from 2013 — including Moms and Me-Time, The Role of Technology in Their Children’s Lives, and Online Shopping — are available through a monthly newsletter or by downloading a full report.

“While women are incredibly sophisticated and complex, marketing to them doesn’t have to be,” said Tinesha Craig, division director of 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.

purse-stringsMaria Reitan of Carmichael Lynch Spong and PurseStrings Radio talks Post-Recession Marketing, Latina Moms and the Hasbro Case Study with Liz Fongemie of M2Moms® in this recap of the 2013 Conference.

Check out the Related Episodes section as well, for additional conference previews and recaps.

Stephanie Azzarone, president of long-time M2Moms sponsor Child’s Play Communications, has been named the winner of five Stevie® Awards for Women in Business, including three Gold Awards and a Grand Award. The awards were presented at a dinner on Friday, November 8, at the Marriott Marquis in New York City.

Stephanie Azzarone, President of Child's Play Communications

Stephanie Azzarone, President of Child’s Play Communications

Child’s Play Communications specializes in connecting companies with moms, through public relations, social media, content development and word of mouth marketing. Azzarone received the following accolades for herself and her agency:

  • Gold Award, Most Innovative Company of the Year
  • Gold Award, Innovator of the Year — Advertising, Marketing, Public Relations and Business Services
  • Gold Award, Lifetime Achievement — Business: Advertising, Marketing, Public Relations and Business Services
  • Silver Award, Woman of the Year — Advertising, Marketing & Public Relations

In addition, Azzarone and Child’s Play were awarded a Grand Stevie Award, given to the Top 5 organizations that submit the best collection of entries.
“I am both stunned and thrilled by this incredible recognition from such a prestigious organization as the Stevies," said Azzarone. The Stevie Awards for Women in Business are the world’s premier awards for women executives, entrepreneurs, and the organizations they run. “To receive a Gold Award in three categories and a Silver in a fourth was beyond anything we could have imagined. The Grand Award topped off an amazing night!"

The timing of the awards was particularly meaningful to Azzarone: 2013 marks Child’s Play Communications’ 25th anniversary. “We were the first agency to specifically market to moms and our focus from the start has been on creating innovative services to help brands convey their message to this influential demographic. Winning the top awards for innovation and lifetime achievement at this point in the life of my company is the best inspiration to do even more going forward.”

On behalf of Hain Celestial’s Earth’s Best brand, Jill Risucci, Senior Brand Manager, received the “Full Circle Award” at the 9th Annual M2Moms® – The Marketing to Moms Conference, Oct. 23-24, 2013, Chicago. The award was presented to Hain Celestial by David Iudicia, Director of Strategic Research & Insights at Yahoo! “Now in its fifth year, the Full Circle Award is given to a company that takes what they learned at M2Moms® and applies it in their business to improve their sales and marketing results with today’s moms,” according to Liz Fongemie, M2Moms® producer.

HainCelestial_FullCircleAwardM2Moms2013

Nan McCann, Producer of M2Moms® and David Iudicia of Yahoo!
present the Full Circle Award to Jill Risucci of The Hain Celestial Group
at the 9th Annual M2Moms® Conference on October 24, 2013, Chicago.

“The Hain Celestial Group’s Earth’s Best brand team has been attending M2Moms® since 2008,” Fongemie explained. “After attending last year’s conference they took what they learned and repositioned the Earth’s Best brand, complete with a new logo and packaging for a campaign that’s set to debut next summer. They were particularly inspired by Yahoo! Starcom’s Brave New Moms 2012 presentation which is why David Iudicia was chosen to give the presentation. David was responsible for the digital insights that underscored the changes.”

“We started this award tradition in 2007 when we began hearing stories about brands that attended M2Moms® and then used what they learned to either launch something new, to improve a product or service, or change the way they market to moms,” Fongemie added. “Past winners include Ontario Egg Farmers, ConAgra Foods, KinderCone and HABA Toys.”

“M2Moms® is dedicated to helping marketers improve their marketing efforts to today’s ever-evolving moms. Mom is the modern family’s most important decision maker in virtually every consumer industry and product category. It is precisely because of moms’ purchasing power that M2Moms® draws attendance from a truly diverse and comprehensive list of brands,” Fongemie continued, “including Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola. They all recognize that marketing to moms is critical to continued brand growth and market share.”

M2Moms® sponsors include Title Sponsor: Sprout; Associate Sponsors: GfK, Mom Central Consulting, House Party, Ketchum, Destination Maternity, WebMD, MtoM Consulting, Tap Influence, Yahoo!, Mabel’s Labels, WhatToExpect.com, Meredith Parents Network, Conill, FleishmanHillard, The Motherhood, Mattel; Showcase Sponsors: GGP, School Family Media, Kids & Company, The Education Center, Sachi, Moms Meet, PMP, Teen Life, Sports Illustrated Kids and Time for Kids; Workshop Sponsors: The Marketing Store Worldwide, The Bump, Child’s Play Communications, Eric Mower+Associates, Robin Leedy & Associates, Sway Group, PTPA Media, Experian, Blissful Media Group; Video Content Resource: Snippies; News Resource: M2Moms® News. M2Moms® 2013 proudly supports Text4baby.

For M2Moms® information: www.m2moms.com or 860.724.2649 x11. M2Moms,m is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

Julie Cole, Co-Founder, Mabel's LabelsJulie Cole, Co-Founder of Mabel’s Labels, a company that helps families get and stay more organized with durable and personalized label products, was presented with the “MomFirst Award” at the 9th Annual M2Moms® – The Marketing to Moms Conference, Oct. 23 & 24, 2013, Chicago. “The Award is given annually to a woman who started something new when, in her own role as a Mother, she saw a need and filled it… first as a Mom at home, and then in the marketplace,” stated Nan McCann, M2Moms® producer.

“We recognize Julie’s business success in the creation and growth of Mabel’s Labels, the leading provider of labels for the stuff kids lose. And we celebrate how it started: Julie was a mom, first!” McCann, explained. “Julie is a mother of six and after her eldest son was diagnosed with autism, she shelved a legal career to monitor his therapy and launch a business that would strike a better work/life balance. Mabel’s Labels has since grown from basement start-up into an award-winning, celebrity-loved phenomenon.”

“Julie and Mabel’s Labels have been featured on The View, Today, The Early Show, Rachael Ray, LIVE! with Regis and Kelly, People.com, Forbes.com, and in Parents, In Style, Maclean’s, The Globe and Mail, The Toronto Star, The Washington Post, Huffington Post, and countless other media outlets,” McCann said. “Mabel’s Labels was named to Inc.com’s list of 20 Awesome Facebook Fan Pages and Hubspot’s The 15 Best Facebook Pages You’ve Ever Seen.”

“As company spokesperson, Julie is well known among North American mom entrepreneurs. Her dynamic personality makes her an in-demand speaker everywhere from university business classes to TV and radio shows, including a regular spot as parenting expert on HLN’s Raising America (Atlanta) and CH Morning Live. In addition to interviews and articles in major print publications, she is a syndicated blogger whose writing has also appeared in Chicken Soup for the Soul – Power Moms and numerous websites,” McCann added.

“M2Moms® is dedicated to helping marketers improve their marketing efforts to today’s ever evolving moms. Mom is the modern family’s most important decision maker in virtually every consumer industry and product category. It is precisely because of moms’ purchasing power that M2Moms® draws attendance from a truly diverse and comprehensive list of brands,” McCann explained, “including Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola. They all recognize that marketing to moms is critical to continued brand growth and market share.”

M2Moms® sponsors include Title Sponsor: Sprout; Associate Sponsors: GfK, Mom Central Consulting, House Party, Ketchum, Destination Maternity, WebMD, MtoM Consulting, Tap Influence, Yahoo!, Mabel’s Labels, WhatToExpect.com, Meredith Parents Network, Conill, FleishmanHillard, The Motherhood, Mattel; Showcase Sponsors: GGP, School Family Media, Kids & Company, The Education Center, Sachi, Moms Meet, PMP, Teen Life, Sports Illustrated Kids and Time for Kids; Workshop Sponsors: The Marketing Store Worldwide, The Bump, Child’s Play Communications, Eric Mower+Associates, Robin Leedy & Associates, Sway Group, PTPA Media, Experian, Blissful Media Group; Video Content Resource: Snippies; News Resource: M2Moms® News. M2Moms® 2013 proudly supports Text4baby.

For M2Moms® information: www.m2moms.com or 860.724.2649 x11. M2Moms,m is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

Drawing on the latest research from GfK Roper Reports®, and in order to help brand marketing executives better communicate with today’s moms, Kathy Sheehan, Executive Vice President & General Manager of GfK’s Consumer Trends and Roper Reports® will present ‘Understanding Today’s Full Spectrum Mom’ at the 9th annual M2Moms® – Marketing to Moms Conference. M2Moms® will be held Oct. 23 & 24 in the Chicago Cultural Center.

“Working Mom”, “Tiger Mom”, “Stay-at-Home Mom”, “Single Mom”, Sheehan explained, “it seems that the word ‘mom’ today is always preceded by some type of qualifying adjective. Today’s moms are more diverse than ever, reflecting a full spectrum of their needs in the marketplace and their expectations of brands. “Full Spectrum” also applies to moms as women themselves – engaged in a variety of roles, “mom” just being one of many.”

“My presentation will provide a look at the different segments that today make up the Mom’s market. It will help marketers understand the diverse needs and opportunities that this Full Spectrum represents,” Sheehan added. “This presentation will be based upon the latest research from GfK Roper Reports®. Now celebrating its 40th year, GfK Roper Reports® interviews over 11,000 Americans (more than a third of which are moms) every year to understand the “why” behind the trends that are emerging in the marketplace, and what this means for positioning their brands, products and services for profitable growth.”

“We are thrilled to have Kathy and GfK on the M2Moms® stage,” said Liz Fongemie, M2Moms® producer. “GfK is the fourth largest market research company in the world, with offices in 100 countries and more than 12,000 employees globally. Kathy has taught and guest lecturered at various universities and has been quoted widely in media including CNBC Business Center, BrandWeek, Advertising Age, and The New York Times.”

“I am sure that Kathy and her presentation on Full Spectrum moms will be a huge draw for everyone at M2Moms®. It is precisely because of moms’ broad purchasing power that M2Moms® attracts attendance from a truly diverse and comprehensive list of brands,” Fongemie explained. “Companies that have sent executives and marketing teams include Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth, Coca-Cola and hundreds more.”

“They all recognize that marketing to moms is critical to continued brand growth and market share,” according to Fongemie. “Moms really are brand-critical decision makers for a wide range of products and services. The Fast Facts page on M2Moms® website is filled with statistics that show that moms buy everything from sports drinks to prom dresses, diapers to dog food, lipstick to laptops, autos to pharmaceuticals. They buy for their kids, their families, their parents, their friends and for themselves. They buy for their homes, for their kids’ schools, and they plan and pay for the family vacation. Plus, they purchase on every available channel online and off, traditional and new media – they use it all.”

“With new research, case studies, workshops, peer-to-peer learning and networking, M2Moms® delivers everything every marketer needs to reach mom on the wide variety of channels moms use to gather and pass along information and purchase,” according to Fongemie. “This year M2Moms® includes over 40 speakers and two and half content-rich days all designed to help marketers improve their marketing and sales to today’s moms.”

“We have substantially expanded the pre-conference sessions for those who arrive early,” Fongemie added. “PTPA, Blissful Media, Text4baby and the Sway Group’s workshops will focus on reaching moms through digital, social and mobile media. In the past all of our pre-con sessions have been standing room only.”

“In addition to the pre-con sessions, we’re especially excited about this year’s lineup which features the premiere of Sprout Network’s new moms research, WebMD’s insight into what today’s moms are looking for in health, and an especially intriguing case study from Ketchum about the power of storytelling for challenger brands. We’ll also have experts from Conill helping brands understand Latina moms, a panel on marketing to moms of special needs children with experts from MassMutual and the Special Olympics, and a marketing to new moms session from Eric Mower+Associates,” Fongemie said. “Plus, the editorial team from The Bump will show marketers what really works to reach today’s moms. House Party will present a compelling brand advocate case study with Hasbro. In addition, we’ve got a great case study from Mattel, and we’re very happy to welcome back Destination Maternity’s Zanny Oltman, 2012’s “You Take The Cake” Best Speaker, to rock the house again!”

M2Moms® sponsors include Title Sponsor: Sprout; Associate Sponsors: Yahoo!, GfK, Mom Central Consulting, House Party, Ketchum, Destination Maternity, WebMD, MtoM Consulting, Tap Influence, Mabel’s Labels, WhatToExpect.com, Meredith Parents Network, Conill, FleishmanHillard, The Motherhood, Mattel; Showcase Sponsors: GGP, School Family Media, Kids & Company, The Education Center, Sachi, Moms Meet, PMP, Teen Life, Sports Illustrated Kids and Time for Kids; Workshop Sponsors: The Marketing Store Worldwide, The Bump, Child’s Play Communications, Eric Mower+Associates, Robin Leedy & Associates, Sway Group, PTPA Media, Experian, Blissful Media Group; Video Content Resource: Snippies; News Resource: M2Moms® News. M2Moms® 2013 proudly supports Text4baby.

For M2Moms® information: www.m2moms.com or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

MtoM Consulting, one of the Showcase Sponsors of M2Moms® 2013, has shared this cool infographic on Moms and how they use social media. Christine Wilson of MtoM Consulting and Holly Hamann of TapInfluence will be speaking about Moms, social media and influencer marketing on Thursday, October 24 at the M2Moms® Conference. And our pre-conference workshops on Tuesday, October 22 offer a chance to drill down on the topic of Moms and social media. Check out the full schedule: 44 speakers, 2 1/2 days of brand building and marketing-to-moms know-how. You won’t want to miss it –  Register now!

Infographic on Moms and their use of social media, by MtoM Consulting.

Julie Cole, Co-Founder & Vice President of the popular Mabel’s Labels and herself the mom of a special needs child will moderate a discussion of experts from brands who have succeeded in their strategies marketing to moms with special needs children at the 9th annual M2Moms® – Marketing to Moms Conference. M2Moms® will be held Oct. 23 & 24 in the Chicago Cultural Center. Cole will be joined by Nadine O. Vogel, Founder and President, Springboard Consulting LLC and Joanne M. Gruszkos, National Program Director, SpecialCare℠, MassMutual Financial Group.

“We’ll show marketers how to reach and why to target moms of special needs,” Cole explained. “Like other moms, moms of children with special needs still have to buy groceries, clothes, back to school items, birthday gifts for school friends, plus what they need for themselves, their spouse, the home and possibly their aging parents.”

“So the question is does the mom of a special needs child have special needs of her own?” Cole asked. “When it comes to how she is marketed to and how she is treated at the point of sale, we think the answer is yes, she does. After all, it is said that the largest minority in North America isn’t one of nationality but of circumstance: people with special needs. Moms of special needs children are a huge and often overlooked opportunity for moms marketers.”

“This is the second or third time we’ve addressed this topic in the last nine years of M2Moms®. Every time we do the topic is one of the highest rated sessions. Given the size of the market that’s not surprising. I’m sure it will once again be one of the most compelling sessions at this year’s conference,” said to Liz Fongemie, M2Moms® producer,

“It is precisely because of the incredible diversity of moms and their broad purchasing power that M2Moms® draws attendance from a truly diverse and comprehensive list of brands,” Fongemie explained. “Companies that have sent executives and marketing teams include Microsoft, Kellogg’s, Evenflo, IKEA, Mead Johnson, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth, Coca-Cola and hundreds more.

“They all recognize that marketing to moms is critical to continued brand growth and market share,” according to Fongemie. “Moms really are brand-critical decision makers for a broad range of products and services. The Fast Facts page on M2Moms® website is filled with statistics that show that moms buy everything from sports drinks to prom dresses, diapers to dog food, lipstick to laptops, autos to pharmaceuticals. They buy for their kids, their families, their parents, their friends and for themselves. They buy for their homes, for their kids’ schools, and they plan and pay for the family vacation. Plus, they purchase on every available channel online and off, traditional and new media – they use it all.”

“With new research, case studies, workshops, peer-to-peer learning and networking, M2Moms® delivers everything every marketer needs to reach mom on the wide variety of channels moms use to gather and pass along information and purchase,” according to Fongemie. “This year M2Moms® includes over 30 speakers and two and half content-rich days all designed to help marketers improve their marketing and sales to today’s moms.”

“We have substantially expanded the pre-conference sessions for those who arrive early,” Fongemie added. “PTPA, Blissful Media, Text4baby and the Sway Group’s workshops will focus on reaching moms through digital, social and mobile media. In the past all of our pre-con sessions have been standing room only.”

“In addition to the pre-con sessions, we’re especially excited about this year’s lineup which features the premiere of GfK’s “Moms Research Report”, WebMD’s insight into what today’s moms are looking for in health, and an especially intriguing case study from Ketchum about the power of storytelling for challenger brands. We’ll also have new research about the life stages of motherhood presented by Sandy Wax, President and G.M. of Sprout, and a marketing to new moms session from Eric Mower+Associates,” Fongemie said. “Plus, the editorial team from The Bump will show marketers what really works to reach today’s moms. House Party will present a compelling brand advocate case study with Hasbro. In addition, we’ve got a great case study from Mattel, and we’re very happy to welcome back Destination Maternity’s Zanny Oltman, 2012’s “You Take The Cake” Best Speaker, to rock the house again!”

M2Moms® sponsors include Title Sponsor: Sprout; Associate Sponsors: Mattel, GfK, Mom Central Consulting, House Party, Ketchum, Destination Maternity, WebMD, Mabel’s Labels, WhatToExpect.com, Meredith Parents Network, Conill, FleishmanHillard, The Motherhood, Mattel; Showcase Sponsors: GGP, School Family Media, Kids & Company, Moms Meet, PMP, Teen Life; Workshop Sponsors: The Marketing Store Worldwide, The Bump, Child’s Play Communications, Eric Mower+Associates, Robin Leedy & Associates, Sway Group, PTPA Media, Experian, Blissful Media Group; Video Content Resource: Snippies; News Resource: M2Moms® News. M2Moms® 2013 proudly supports Text4baby.

For M2Moms® information: www.m2moms.com or 860.724.2649 x11. M2Moms® is produced by PME® Enterprises LLC, 912 Silas Deane Hwy., Suite 101, Wethersfield, CT 06109.

This entrepreneur and mother of seven heartily encourages brands to attend M2Moms®. Thanks Iayon!

To register for the conference, go to M2Moms.com.

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