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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.

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

Modern Mom More Than “…A Regular Woman” – According to a recent Nielsen Company study, 34% of American households are home to kids under 18, and modern moms wear many hats and play many roles.  These moms are 19% more likely than the general population to engage in social networking, and even more likely to become a fan or follow a brand (31% more likely), become a fan or follow a celebrity (24% more likely) and comment on others postings (27% more likely) (MediaPost Research Brief, 5/18/11).

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. About three-quarters of those surveyed were moms; eMarketer estimates 4 million mothers in the US will write a blog at least monthly this year (eMarketer, 5/16/11).

Chicken of the Sea Uses Social Mermaid to Revitalize the Brand

Seafood shelf products such as canned tuna have long been kind of a conservative grocery brand vertical, with a heavy reliance on healthy claims for awareness and couponing to move items in the checkout line. But Chicken of the Sea has decided to try to break out of that shoal and hook customers with an integrated campaign that brings its iconic “mermaid’ character to a number of different platforms, from Web video spots and Facebook to Twitter, casual games and sweepstakes (Promo Magazine, 5/17/11).

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).

ConAgra has always been on the leading edge of marketing to mom success and has even been a past recipient of the M2Moms® ‘Full Circle Award’ which is given to those brands who have demonstrated to us how M2Moms® positively impacts their marketing strategies and campaigns.  So, we weren’t surprised to find that yet another ConAgra brand is taking a giant leap forward with their marketing to mom initiatives.  Chef Boyardee® has launched Club Mum (a play on moms being ‘mum’ about their best-kept secrets),  an easy-to-navigate online community for moms to share insider experiences, ideas and helpful hints about family mealtime and other popular topics.  The website includes editorial and video content on a broad range of subjects, such as getting more vegetables into kids’ diets, keeping kids active during winter weather, strategies for dealing with picky eaters, packing nutritious lunches and encouraging philanthropy among the whole family. In addition, the brand has launched a Club Mum Facebook page, which mirrors the Club Mum site and serves as an additional tool of engagement.  Popular mom bloggers Jodi Grundig, Laurin Evans, Heather Spohr and Syliva Martinez are part of Club Mum’s blog panel.

Who will be the winner of this year’s M2Moms® ‘Full Circle Award’?  If you won’t be attending the conference this week in Chicago, follow us on Twitter using #M2Moms for the latest conference news and updates!

Kraft is giving moms something to laugh about with their new online video series starring mom-popular comedian Anita Renfroe.  From her side-splitting “you might be a mom if…” theories to her clever observations on clothing sizes and where forks and knives should be placed, Anita’s “snack-sized” videos are sure to resonate well with today’s busy moms.  The “You Gotta LOL” video series is produced and directed by Meredith Integrated Marketing with new episodes appearing every Monday morning at YouGottaLOL.com, which is also part of the brand’s recipe website—giving moms quick tips for dinner, lunch and snacks.     “We’re thrilled to work with Anita,” explains Julie Fleischer, Director, Consumer Relationship Marketing Strategy & Integration, at Kraft Foods.  “As people continue to struggle through economic times, we really wanted to offer them weekly light-hearted breaks and Anita’s real life humor is just perfect for that.”

More and more brands are turning to technology and the web to help mom stay optimistic about her life and future even during tough economic times as we will learn during this year’s M2Moms® as Brad Davis and Paul Yanover of Disney Online reveal insights from their latest study that show how moms use technology, online behavior, roles, preferences and aspirations—they will even look at specific examples of how these insights can drive effective marketing campaigns.

As we will soon learn during School Family Media’s M2Moms® presentation on ‘Engaging Moms at the Intersection of Health, School & Families,’ ‘healthy families’ is a hot topic with moms, a national mandate in school, and an opportunity for family-friendly brands.  One such organization finding marketing to mom success by focusing on healthy families is the California Raisin Marketing Board who, along with authors Janice Newell Bissex, MS, RD and Liz Weiss, MS, RD (also known as The Meal Makeover Moms), is offering tips to help parents across the country create healthy meals and snacks and is also launching a new contest, “Let’s re-Do Lunch.”  Through November 8th, healthy lunch and snack makeover photos and tips can be uploaded to the California Raisins Facebook Page for a chance to win a $5,000 cash prize, a year’s supply of California Raisin snack packs, and a donation in the contest winner’s name to the food bank of their choice.

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