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Currently Featured in NYT Parenting Column Motherlode, Expert on How Moms Can Take Back the Family Meal

Jenny Rosenstrach

Photo © Johnny Miller

Jenny Rosenstrach, creator of the blog Dinner: A Love Story and author of the soon to be released book Dinner: The Playbook (August 26, 2014, Random House will show marketers at the 10th Anniversary M2Moms® how moms can take the stress out of family meals. According to Liz Fongemie, M2Moms® producer, “Jenny’s luncheon keynote will give marketers real life insights into some of the many demands on today’s moms. It’s information that contributes to improved brand communications and business results with this powerful consumer segment.” M2Moms® – The Marketing to Moms Conference, October 22 & 23, 2014, Chicago Cultural Center, is a professional learning event that teaches brand marketers how to increase their share of moms purchasing.

Rosenstrach, currently featured in the New York Times weekly parenting column, Motherlode, is co-author with her husband Andy Ward of Bon Appetit’s monthly column The Providers. Fongemie added, “Lifestyle insight is very important to every consumer marketer. Understanding consumers’ motivations and their environment is critical to all brand messaging. Jenny is a food expert, a columnist, an author, and a mom herself. She is personally and professionally passionate about this topic of family mealtime. Her keynote is exactly the kind of info that marketing execs expect when they attend M2Moms®. ”

“New research, case studies, workshops, peer-to-peer learning and networking — M2Moms® delivers everything brand marketers and their agencies need to keep up with today’s ever evolving, demographically changing moms,” Fongemie continued.

“With a spending power of $2.4 trillion annually in the U.S. alone, moms really are brand-critical decision makers for a broad range of products and services,” said Fongemie. “The Fast Facts page on M2Moms® website is filled with statistics showing that moms buy everything from sports drinks to prom dresses, diapers to dog food, lipstick to laptops, autos to pharmaceuticals. They use every channel, every possible screen, traditional & new media, they use it all.”

“Every year,“ Fongemie continued, “M2Moms® is attended by a really comprehensive and diverse list of brands including Microsoft, Johnson & Johnson, Evenflo, IKEA, Abbott Nutritionals, GM, Allstate, Heinz, Symantec, Hasbro, BBC, NBA, Procter & Gamble, Wyeth and Coca-Cola. M2Moms® typically sells out every year. Marketers attend because they know that keeping up with today’s moms is critical to building and maintaining market share in virtually every industry and product category.”
Preliminary 2014 M2Moms® sponsors include Associate Sponsors: Mabel’s Labels; Yahoo!; Destination Maternity Corp.; MtoM Consulting; Ketchum; Experian Marketing Services; TapInfluence; WWE; 22Squared; Showcase Sponsors: The Motherhood; School Family Media; PTPA Media; Free Agents Marketing; Random House; Sprout; Workshop Sponsors: The Bump, Mom Central Consulting; Crowd Tap; Video Content Resource: Snippies; M2Moms® proudly supports the Special Olympics.

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.

First Time Moms Change Shopping Habits

Sandy Gingerich, Sr. Partner, Eric Mower + Associates “A woman becomes a new mom just once in her lifetime. From the moment she finds out she is pregnant to the joy of her new arrival, her feelings and thoughts about brands and products and how she actually shops all changes,” according to Sandy Gingerich, Senior Partner at Eric Mower + Associates. Using shopper insights and proprietary research gathered from EMA’s New Moms team, Gingerich will share with marketers how to better connect with new moms during a special workshop at the 8th Annual M2Moms® — The Marketing to Moms Conference, Oct. 22-24 in Chicago, IL.

Gingerich explains the workshop, dubbed ”Shopper “Mom” Marketing: 9 months to connect your brand to her new reality!” is an exploration of the new mom mindset in the midst of her new reality. “Until her new baby is in her arms, she doesn’t fully understand how her trust in brands and her shopping habits have and will continue to change. She has new needs in categories she’s never considered before, a new commitment to putting her baby first and ultimately, new worries about making the right decisions for her and her family.”

“Given the fact that 42 percent of all births are to first time moms, I’m sure this presentation will have every marketer’s attention,” said Liz Fongemie, M2Moms® Director. “For brands, first time moms are a huge opportunity to build trust and long lasting relationships, which is critically important considering 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 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® is presented by Lifetime Television. M2Moms® sponsors include Title Sponsor: Yahoo!; Associate Sponsors: House Party, Ketchum, Mom Central, Destination Maternity, School Family Media, The Bump, WebMD, AOL, Mom 365, Weber Shandwick, The Motherhood, Fleishman Hillard, Publicis Kaplan Thaler; Showcase Sponsors: Quester, Carolina Pad, Experian, The God Box, Female Factor, Zeldis Research, GGP, VolunteerSpot, Habitat For Humanity/Women Build; Workshop Sponsors: Child’s Play Communications, The Marketing Store Worldwide, 360 PR, Specific Media, Eric Mower + Associates, Edelman, Ogilvy Public Relations & The Geppetto Group, Modern Family, Mom It Forward, Sway Group; Video Content Resource: Snippies. M2Moms® 2012 proudly supports the March of Dimes.

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.

We set the stage for our sister conference, Good And Green® 2011, with this video, a conversation with new mom Daphne of Jersey City, NJ, on the challenges she faces as a mom trying to live a greener lifestyle. She shares her reasons for choosing greener products, how she researches brands, and what compromises she is — and is not — willing to make in leading a more sustainable life.

According to research shared at Good And Green® by SheSpeaks and PainePR, 81% of moms consider themselves to be the most enviro-conscious member of their household.

Good And Green® – The Green Marketing Conference, presented by Good Housekeeping Green and TheDailyGreen.com, took place May 11 & 12, 2011 at the Hearst Tower in NYC. Thanks to our Video Content Provider, Snippies, for a great video kick-off to the conference!

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

Why Kellogg’s Latest Cause Marketing Campaign Works: Kellogg’s "Share Your Breakfast" campaign resonates with moms because it hits on 4 key Mom points: relevance, simplicity, share-ability and family involvement (MediaPost’s Engage: Moms, 3/16/11).

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).

Recession, moms’ schedules help thaw cold shoulders to frozen meals: Ask a harried mom about what’s for dinner, and you could get an icy reply. Feeling increased pressure to get a full meal on the table in less than 30 minutes, more families are eyeing the frozen food aisles for items that can carry dinnertime. The trend toward frozen has only increased since the beginning of the recession, said Stacy DeBroff, chief executive of Mom Central, a Newton, Mass.-based social media agency specializing in marketing to mothers — and M2Moms 2011 Sponsor (Dallas Morning News, 3/21/11).

Did you miss the Trone’s  presentation on the “Six Universal Mom Tugs™” during this year’s M2Moms®–or do you want to see it again?   If so, you’re in luck—Trone Moms is offering a free webinar on “Mom Tugs™” on Wednesday, November 10th at 1 PM EST.  This encore presentation will give brand leaders and marketers a better understanding of how they fit into mom’s worldview.  Through in-store journaling, quantitative research and their own online mom community, Trone looked at how Tugs pull at mom’s brand affinities as well as her in-the-moment, in-store decisions.  Understanding the Tugs at play can show brands where their opportunities lie in everything from product development to brand messaging to packaging and in-store tactics.  Register now for the November 10th webinar at http://bit.ly/aobe3r.

Meeting the everyday needs of moms is a topic we will hear a lot about during this week’s M2Moms® in Chicago.  While marketers may be quick to set their sights on the ten percent of the population sitting on the leading edge of brands, experiences and culture, it is actually more rewarding to find joy in the everyday—a theme that will be the focus of an M2Moms® presentation led by Katherine Wintsch of The Martin Agency and Jamie Sohosky of Walmart.   A new national study reaffirms the idea that moms are looking for help in solving their everyday issues with 73 percent of women reporting to be sometimes disappointed with their purchase of household products, describing 25 percent fail to live up to expectations.  However, 84 percent of women do like to try innovative products they come across while shopping, and 96 percent reported they often seek out products for under $20 that can help with household needs.

It’s with these women in mind that P&G conceptualized the Have You Tried This Yet? campaign as a means to highlight unique, innovative products that meet the everyday needs of consumers. “At P&G we are committed to responding to our consumers’ needs and providing straightforward solutions for everyday issues,” says Nataraj Iyer, Associate Marketing Director P&G U.S. Operations. Fifty-one percent of women said they feel overwhelmed when shopping for family essentials. “The Have You Tried This Yet? initiative offers many of P&G’s most innovative products, which can help moms conveniently meet their daily needs, as well as those of their families.”

Have You Tried This Yet? will be supported through a variety of consumer touch-points. On Sunday, October 31, P&G will distribute a complimentary coupon booklet that features more than $113 in savings on the campaign’s featured innovative products, in local newspapers throughout the country.  And, from October 22-31, a free, interactive Have You Tried This Yet? Pop-Up experience will be open to the public in New York City and will offer free demonstrations and product samples from brands such as Tide®, Bounty®, Pringles®, Charmin®, Febreze®, COVERGIRL®, and Olay®, allowing consumers to experience first-hand the innovations and value each product offers.

Be sure to follow M2Moms® on Twitter this week to see more great insight from speakers such as Wintsch and Sohosky!  Follow #M2Moms

Moms make keeping their families healthy a top priority and will be a hot topic during this year’s M2Moms® as we learn from brands such as Seventh Generation, The Clorox Company and the Children’s Health Fund about new strategies for engaging moms in healthy conversations.  And as we approach the cold and flu season, marketers need to better understand what drives mom to make her health and wellness purchasing decisions.  According to a recent survey from KIWI magazine and Xigo Health’s “marketing to mom” panel held during the Natural Products Expo East in Boston, lack of information is the key to why moms may not be buying.  “I think retailers need to pay very close attention to moms and their specific needs when it comes to education on products,” says Maxine Wolf, the magazine’s publisher and past M2Moms® presenter.   “Our research shows that moms will buy more if they can get better information.”

During the panel, the moms discussed the importance of sampling products and coupons as an entry point and agreed that if the product seemed to be effective at preventing or decreasing the prevalence of illness that cost was not an issue. Panel members expressed the importance of making the shopping experience easier for families, giving specific suggestions; and discussed the importance of recommendations from friends and family and the commitment of the company to provide accessible education about ingredients.  “The panel reconfirmed that education is still the cornerstone for the natural product industry,” says Robert U. Craven, CEO of Xigo Health and Founder of LaunchNatural. “Moms are not afraid to buy from new companies or explore new ingredients, but they want information and therefore a constant dialog between the company, retailers and consumers is vital.”

Hear more from Seventh Generation, The Clorox Company, The Children’s Health Fund and other national brands during this week’s M2Moms®-The Marketing To Moms Conference. Follow us on Twitter for conference updates–#M2Moms.

Why aren’t moms buying more organic deli meats?  A new survey released by Applegate Farms, a producer of natural and organic meats and cheeses, found that 49 percent of moms don’t buy organic deli meat because of price while 26 percent said they can’t find organic deli products where they live and shop.

The survey also found that 45 percent of moms would buy more organic deli meats for their kids if they better understood the benefits with 36 percent of moms were not sure, or thought that organic and natural mean the same thing on a deli meat label.  “So many people are confused when it comes to what different terms like organic, conventional or natural mean,” says Amy Marlow, MPH, RD.  “And as the recession continues, it’s tough to make a decision about buying more organic and natural foods, since they are sometimes more expensive.  People need to know what they’re getting for the money.”

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